McDonald’s has long positioned the Happy Meal as one of its most iconic offerings — central to family visits and brand affinity. However, with evolving parental expectations, rising health consciousness, and increasing competition for children’s attention from entertainment brands, the business needed to test a series of new Happy Meal propositions.
The key objectives were to:
Skopos designed a multi-method research programme to balance in-the-moment qualitative insights with quantitative validation:
The study delivered clear guidance on how to shape future Happy Meal strategies:
Ultimately, the research gave McDonald’s a robust, consumer-driven basis for future Happy Meal launches, ensuring the proposition remained relevant, engaging, and commercially successful — while balancing child excitement with parental reassurance.
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