Neither nostalgia nor toys: The surprising reason why adults are ordering more Happy Meals

A growing trend is seeing more and more adults ordering kids’ menus at fast-food restaurants with several key reasons behind this direction.

Cost savings are the main driver due to rising cost of dining out and inflation, kids’ meals offer a cheaper alternative to full-sized adult meals. A kids’ meal is often a few dollars less than a regular menu item, making it an attractive option for budget-conscious consumers.

Many adults find that the portion sizes of standard fast-food meals are too large and kids’ meals provide a more manageable portion of food, which helps reduce food waste and is appealing to those who prefer a lighter meal or are trying to control their calorie intake.

Kids’ menus are less complicated from a selection process perspective and typically feature a small selection of familiar, classic items like chicken nuggets, burgers, and mac and cheese. For some adults, this simplicity is a welcome change from the more complex options on the main menu.

Ordering a kids’ meal, especially one that comes with a toy or collectible, can evoke a sense of nostalgia for a simpler time. This is a powerful marketing tool that some chains, like McDonald’s, have capitalized on with “adult Happy Meals” (which include beer as a drink option).

The role of social media has also been a factor as influencers and everyday people sharing videos and reviews of fast-food kids’ meals, touting them as a money-saving “hack.”

While some restaurants may frown on adults selecting a kids’ menu and especially at sit-down establishments where these meals are often sold at a loss to attract families, it is a growing trend, especially in the fast-food space.

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