Dive Brief:
- Whataburger will add playful packaging and toys to its kids meals starting May 5, the brand said Tuesday in a press release.
- The kids meal overhaul does not change the composition of the meals, but adds experiential aspects — including “games, mazes and surprises” — to their design.
- The additions could make Whataburger a more appealing option for families with children and help the chain compete with other chains that have long served kids meals with toys.
Dive Insight:
This move could help Whataburger capture more family dining occasions and build deeper brand relationships with families and young consumers. Many QSR brands have leveraged toy inclusions or interactive packaging as part of their kids meals for decades, so Whataburger’s addition fills something of a gap in the chain’s consumer experience design.
The meals are priced between $3.89 to $6.49, depending on the entree, which could make them a compelling value for families. All kids meals include an entree, small fries or applesauce, kid’s drink and a sweet treat, like packaged fruit snacks.
Whataburger will include a gift or toy inside each meal. The first version of the reworked meals will include Whataburger sticker packs, with five total variations. The brand will add new gift or toy items to the meals over time, maintaining an element of novelty and surprise.
Restaurant brands often leverage cultural tie-ins in their kids meals, like McDonald’s Super Mario Galaxy Movie Happy Meal. Some brands have moved toward adult kids meals in recent years, like McDonald’s KPop Demon Hunters meals, or Burger King’s cross-generational SpongeBob menu.
