The article goes into depth about the exact results and the kids that were tested, but I think the info isn't that surprising. When I was a kid (and probably still today) McDonald's was a treat. It was a fun place that I didn't get to go to all the time so I was always excited to go. Not only is the mascot a clown, but the restaurants are brightly colored, smell delicious, sometimes have a playground with a ball pit (!!!) and the meals come with a free toy. It was basically kid heaven."The study included three McDonald's menu items - hamburgers, chicken nuggets and French fries - and store-bought milk or juice and carrots. Children got two identical samples of each food on a tray, one in McDonald's wrappers or cups and the other in plain, unmarked packaging. The kids were asked if they tasted the same or if one was better.
McDonald's-labeled samples were the clear favorites. French fries were the biggest winner; almost 77% said the labeled fries tasted best while only 13% preferred the others." -Associated Press
The fact that the study also targeted "low-income" children probably also enhanced the results. Chances are that if you come from a low-income household you probably don't go out to eat that often, so that in itself makes kids happy.
The study goes on to say that the children's preference is just proving the point that marketing to the younger demo is a powerful branding strategy. Kids as young as 3 and 4 are getting the golden arches planted into their psyche, making them life-long customers. After learning the results, McDonald's officials say they will only advertise Happy Meals that feature healthy options, like fruit and milk, in future campaigns. Food for thought.