There's a Mac for That? Food as a Reward

Food as a reward. It’s a transaction typically identified as a contributing factor to childhood obesity where kids get to have a candy bar for doing what the parent wants them to do they’re supposed to do. I’ve earned this sugary goodness because I <insert standard task here>. That child that viewed food as a reward has grown into an adult with the same vision. Rather than a lollipop, consumers see meals and restaurant concepts as the earned reward because There’s a Mac for That.

The current consumer knows more than the consumer of 20 years ago or even 5 years ago. Choosing overly caloric, fatty or sugary food items is typically just that – a choice made with full intention. Whole concepts fight to increase their consideration not because it’s a cost or convenience question, but because their offerings aren’t seen as appropriate dietarily more than as an occasional indulgence. Specialty shops can thrive accordingly, be it gelato or macaroons. Most national restaurants however seek to change the conversation because their concepts are no longer seen as viable everyday choices

because consumers can’t reward themselves everyday… or can they?

McDonald’s recent spot works to convince consumers that they can. “There’s a Mac for That” implies that life’s simple daily victories justify an indulgence. Be it great sneakers, found money, or a cool hipster haircut. It’s the natural progression that everyone earns a Big Mac in a society where everyone gets a medal. Food as a reward as a marketing brief is a stroke of brilliance.

The impact of such an approach remains to be seen, but brands have successfully created dayparts and occasions so the next psychographic opportunity may well be hand. There is a rub, however. Food as a reward is predicated upon negative associations of a brand in the first place. While media may deliver the consumer in the short term, consumers always remember how a brand made them feel. That’s the opportunity.