McDonald's is a bad choice
Build-A-Bear launched its latest plan in growing its empire; now deciding to partner with McDonald’s and provide its Build-A-Bear product in the McDonald’s happy meals. When I heard about this I was completely appalled! How can a business that prides itself on “improving communities and impacting lives through partnerships that support causes that help fight illness for children and families”, put its brand next to McDonald’s and help contribute to what is being called a national epidemic in child illnesses?
By offering ELEVEN unique toys, Build-A-Bear is essentially telling children to come to McDonald’s eleven times and eat more hamburgers and fries so that you can obtain a product not found in the stores! Over the last two decades, the number of obese children in America has more than doubled, according to the American Obesity Association, and about 15 percent of U.S. children are obese today. So how could Maxine Clark, the founder who has made such great marketing decisions in the past for her product, go so wrong? I would love to know the rational behind this decision, one that does not include higher profits for the company at the expense of our children’s health…
posted by Angie Dulle @ 3:37 PM
7 Comments:
It's sad to see yet another company sell out to the almighty dollar. Instead of Build-a-Bear, maybe we should call it Build-a-Belly.
I'm a mom and in a pinch have often stopped by Mickey D's for that last minute meal for the family, especially on days when I'm just too pooped to cook. That said, I've noticed a downward spiral in both the service and the quality of McDonald's food--dried out hamburgers and chicken nuggets, fries are overfried or taste "old". I find myself wondering if the hook-up with Build-a-bear might be a sound marketing decision to unite with a flourishing brand to help squelch lagging sales? Would love to see some figures on how sales are doing at this fast-food giant to see if I'm the only mom who thinks McDonald's arches are sagging.
I most definitely think McDonald’s has fallen on hard times as of late with the various dieting trends and healthy living. I am sure they were extremely pleased to have such an established, highly sought out brand to agree to partner with them. I too will be interested to see whether there is a spike in their sales following this incentive. With that said, I am also interested in seeing how the public’s view of Build-A-Bear may change.
As a dad, I also stop in at Mickey D's on occasion and have noticed the same level of quality. However, I don't think hooking up with a flourishing brand is a new idea for Ronald. They always put the latest and greatest toys in their happy meals. Usually it's a Power Ranger of something like that. But Build-a-Bear claims to stand for something, and by partnering with McDonald's they just throw cold water over that effort.
Agreed Burt.
Here are some links that I believe will be interested
Nice idea with this site its better than most of the rubbish I come across.
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