Making health the default: An exploration of mothers' perceptions about the options for children's meals at fast-food restaurants

Addressing fast-food children's meals is one component of tackling childhood obesity. The items that come with children's meals as default are French fries and soda. The literature emphasizes the use of default options to influence consumer decision-making. The potential for caloric reduction in children by making healthier options the default could be substantial.;This research examined mothers' perceptions of and experiences with children's meals at McDonald's, employing an online survey and qualitative interviews. In this sample of well-educated and wealthy mothers, 83% reported that their child had eaten at a McDonald's restaurant. Older children were more likely to have eaten at McDonald's than younger children. Only 51% of mothers reported ordering from the children's menu. Higher income mothers were more likely to report ordering a healthy drink option and Apple Dippers for their child than lower income mothers. 70% of mothers reported that their preference would be to purchase a healthier Happy Meal for their child. Mothers reporting higher frequency of visiting McDonald's were more likely to report that their child preferred the healthier Happy Meal. Mothers with more household media items were more likely to report a preference for the healthier Happy Meal.;Mothers felt making the default options healthier would make ordering easier, eliminate battles, and reduce forgetfulness. Trips to McDonald's were common because of the convenience and ease of the restaurant experience. Two-thirds of mothers reported that their children nagged them to go to McDonald's. The toy offerings with Happy Meals were considered especially appealing to children and triggered nagging.;There is strong support for making the default options the healthier options at fast-food restaurants. Evidence has shown that consumers stick with the default options when making decisions. Fast-food restaurants will not lose, and may gain, customers as a result of offering healthier options for children's meals. Restaurants should take the initiative to address childhood obesity by providing their healthiest options to children. Regulations that promote a healthier food environment for children should be supported and implemented.