Great Job, Have a Cheeseburger!

by Michael Long

The New York Times recently reported that McDonald’s franchises in Seminole County, FL, have teamed up with the local school district to offer students a “report card incentive” program that rewards good grades, citizenship or attendance with a Happy Meal.  While the program raises concerns about the overarching practice of marketing to children and marketing in schools, I am more worried about how it explicitly links performance and self-esteem with eating fast food.

Imagine a family with two children in the Seminole County school district.  One child has perfect grades and good citizenship while the other has trouble with school.  The family goes to McDonald’s to redeem the coupon for the one child.  Will the family leave the poorly performing child at home, or will the second child get a happy meal as well?  What happens ten years later when each child enjoys a success, or nurses a defeat? 

However the children react to the program, linking the highly emotional report-card experience with McDonald’s will likely provide lasting brand relevance for the fast food company.  I am curious if any psychologists have an opinion about how this program might contribute to problems with emotional eating. 

I also wonder what McDonald’s corporate branding team has to do with this effort.  Is the company promoting report card partnerships?  If the corporate office didn’t come up with this idea, do they support the program?

Comments

[Jack at Fork & Bottle]

I suspect one of the franchise owners there has a wife who works for the school district. How/why else would a school district make such a poor choice?

Meanwhile, what kind of PTA does this district have not to get this unhealthy reward cancelled?

[Shefaly]

Parents around the world use food as reward and punishment. Just because a corporate does it somehow makes it evil? How, apart from a political ideology point of view and the need to express outrage in a blog post, does this compute?

[Shefaly]

Parents around the world use food as reward and punishment. Just because a corporate does it somehow makes it evil? How, apart from a political ideology point of view and the need to express outrage in a blog post, does this compute?

[Michael]

I do not think that parents should be using food as a reward or punishment either. However, I also believe that there are important ethical distinctions between parental and corporate or government discipline of children.

The situation would be still different (and would remain problematic) if the school district were providing chicken nuggets and french fries as a reward through the cafeteria.

If McDonald's were giving children broccoli, I would still be concerned about the corporate branding on the report card.

I fail to see political ideology or a tone of outrage in the post, but welcome further discussion on the role of food marketing in elementary school education.

[Mara]

Kids like these "happy meals", or they would not be seen as much incentive by anyone, of course. My concern involves the idea of fast food linked to academic achievement in such a direct, ongoing way. It's different if a parent takes a child out for a special meal after a good report card - that's an infrequent enough situation that comes through the parent and is for every parent to decide if they want to do. But the overt connection of McDonald's getting into the act firmly affixes *their* food as *the* reward for good grades. It's a regular, ongoing system that I think is detrimental to children's developing ideas of achievement and what good food really is.

[Theresa Frederiksen]

I agree with the post about the PTA involvement within this school district. According to the Florida's Public Health Department approximately 60% of overweight children in FLORIDA have at least one risk factor for cardiovascular disease such as high blood pressure and high cholesterol. Parents need to continue to be educated, supported and informed about the reality of this National Health Epidemic. It's bigger than McDonald's giving out rewards for Happy Meals. I think it's time for moms and dads to begin taking some responsiblity and recognize what is happening to our most valuable asset! Our CHILDREN! I think the CDC has indicated that Childhood Obesity is now a National Health Care EPIDEMIC. As a mom of two "active healthy fit children" I feel compelled to speak out about how this IS and will effect each and everyone of us. I'm amazed how many parents of overweight children continue to ignore the elephant in the room. Parents need support, education, and tools to navigate their way back to healthy lifestyle practices. Wellness is our Birth Right. For those of us who aren't struggling with overweight or obesity issues we need to step up to the plate and be supportive to those parents who are facing these issues. We can all help be part of the solution in small ways. Margaret Mead once said, "Never doubt that a small, group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has." I encourage any mother or father who is reading this post to educate themselves on childhood obesity and do what you can to help a neighbor, friend, relative, or even a child. Happy Meal reward programs aren't going away anytime soon... It's up to Moms, Dads, and even grandparents to become informed and be the best role model for healthy lifestyle practices that you can BE! Your children honor, respect and love you more than any McDonald's reward Program!!!!

[Tina]

I am so glad I quit my job and started a franchise years ago. I wouldn't be financially independent and I'd still be putting in long hours at someplace I didn't want to be. A franchise is the safest and best option for any entrepreneur.