Brand Loyalty: What we can learn from the fast-food giant that puts children first

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As a mother, I wonder if I should find it alarming that my six-year-old son seems to have preferences for certain brands already. He regularly asks for a McDonald’s, to sit in COSTA or if our TESCO shopping is coming. Hey, he even draws branded lorries, with a keen eye for details such as icons and brand colours.

I have no doubt that some aspects of my brand preferences are rubbing off on my son, but much of this is something that has been considered, and intentional, even. The loyalty both my son and myself have for McDonald’s, for example, began long, long ago.

McDonald’s is a brand that knows that children grow up to be adults and that brand loyalties start young. Before children can even talk they can make an association between a feeling and a brand. The iconic shape and colours of the Happy Meal box along with the indisputable flavour of the salted fries becomes associated with how they feel when they are there, creating happy memories. These memories are the emotional connection; they are the reason those same children walk through the doors of the same restaurant decades later, this time with their own children.

What McDonald’s do right, so many brands get wrong.

McDonald’s sees children. When I was young, (and I have heard rumours that such places still exist) we played in ball pits before and after stuffing our faces with hamburgers and syrupy ice cream. I have distinct memories of clicking elements of Snoopy dogs together, and eyeing up the display by the counter, hoping and praying I got the toy I wanted. I knew as children we were not only welcome there, but we belonged there.

Despite the absence of play areas in McDonald’s these days, they still make the effort to involve and reward children. In the face of environmental challenges, children still receive a toy (or book) with each meal. They can do colouring pages or play with activity packs and often there will be balloons or head-dresses to play with too. In seeing children, McDonald’s are building relationship that breeds brand loyalty far into the future, because in being seen these children are happy and over time happy memories create a deep emotional connection with the brand.

So, what can we learn from McDonald’s - who cultivate brand loyalty so well from a young age. What can brands do if they want to be remembered years into the future?

Acknowledge That Children Exist

Brands that acknowledge and celebrate children are in turn remembered by children. This could be something as simple as a special meal - a smaller version perhaps, or meal box designed for them. Even something as simple as a toilet and sink that is accessible to them can make a child feel like they belong in the establishment and they therefore belong with the brand, creating positive associations and positive memories.

Reward Children

A step further from acknowledging children’s existence, is to reward it. Children love attention: toys, stickers, crayons and anything especially for them. Like the Happy Meal, the box is designed with children in mind - branded colouring and activity pages keep them busy and toys or books come with each meal. McDonald’s aren’t just saying: children are welcome - they are saying thank you for being here.

Memories Equals Memorability

Many brands have loyalties built on nostalgic memories from the past. Brands that make people, young and old, feel good, will stand out in their memories. A brand that aims to give stellar customer service, or in McDonald’s case, do something as simple as make a person feel seen, will create positive memories, which in turn will create a positive association with the brand.

Consistency is Key

McDonald’s are the leaders of brand consistency. This stems from their graphics, their customer service all the way to the consistent flavour of their products. The fact that they are consistent with their dedication to keeping children happy means that not only do children cement those memories in their minds, but that parents will consistently turn to McDonald’s as a lunch or dinner time solution, giving the relationship the children have with the brand opportunity to grow.

Brand Heritage Breeds Nostalgia

If brand loyalty is built on nostalgia and an emotional experience from interacting with the brand then the graphics of the modern day design shouldn’t stray too far from the original. Brand heritage and those memories should be key considerations when redesigning a brand. Losing brand heritage could mean affecting that emotional connection and losing brand loyalty; the cost to the brand could be significant.

So to conclude, what we can learn from McDonald’s is that brand loyalty starts young and that also every customer has value. These little people that come into a restaurant or business now will be customers in the future, providing their experience has been a positive one. Also as a parent, I know that any business that can entertain my child or keep them happy is one I will visit again and again, giving the opportunity for the emotional connection to grow.

Ultimately, ignoring and excluding children from the brand experience will mean a lost opportunity for the cultivation of brand loyalty with a generation that could be key consumers in the future.

So have a think, how could your business involve and reward its younger customers?

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