In the past day or so, Burger King Holdings, Inc. (NYSE: BKC) and Starbucks Corp. (NASDAQ: SBUX) have moved in opposite directions in terms of social responsibility and the role that each sees itself playing in the war on juvenile obesity.
Burger King announced that it will "help lead the way in promoting children's nutrition by joining 11 major food and beverage companies that have pledged to focus their advertising to children under 12 on products that promote healthy dietary choices and lifestyles."
The plan is pretty ambitious. In its marketing, it will target children only with products that have no more than 560 calories per meal, less than 30% of calories from fat, less than 10% of calories from saturated fat, no added trans fats, and no more than 10% of calories from added sugars. In addition, the burger giant will stop using third-party licensed characters to market unhealthy foods to children, stop advertising in elementary schools, and promote healthier lifestyles with its advertising. And to make eating healthy food easier, it will develop new items that are low in fat and sugar.
And now on to Starbucks: The company has a long-held policy of not targeting children with its ads. But now, a spokesman for the company says that it is considering adding new drinks and/or drink sizes to appeal to younger customers.
The company says it is reacting to the popularity of the chain among youth, and wants to explore the possibility of offering more age-appropriate sizes and products. But critics warn that there is simply no reason for kids to be drinking caffeine or high-calorie Frappuccinos, and that having kiddie-sizes would imply that there is.
The problem for Starbucks is that marketing to younger people could hurt the company's image, even if it tries to be careful. Won't the stores kind of lose their booshie atmosphere if there are sweaty 12-year olds running around? Would the gains from attracting a new market be outweighed by the damage to the brand?
As for Burger King, they should be congratulated, and hopefully parents will reward the chain by ordering up healthier meals for their children.
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Reader Comments (Page 1 of 7)
9-12-2007 @ 1:37PM
pbpmom3 said...
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9-17-2007 @ 2:46PM
Cheryl said...
I stop at Starbucks every morning and one time I took my gradchildren and there wasn't anything there for them. I think if Starbucks makes the right choice for kids, maybe with parents in mind, that it could be a win for everyone. I know I would like more choices for kids when I stop.
9-17-2007 @ 2:52PM
Geraldine said...
My grandson has enjoyed a very light cup of coffee, mild, 2 sugars in an 8 oz cup, but with 1/4 light cream or regular milk since he was about 4 years old. I always have my coffee out on the patio early in the morning with a shawl over my shoulders, and just sip and enjoy the peacefulness of my Lancaster county countryside view. My grandson began asking to join me, whenever he stayed overnight-or for the week, and so I prepared it for him. He had been diagnosed with seizure, and at the age of 6 ADD with some hyperactivity. I know that Mountain Dew, or caffeine-colas can be offered afternoon-when homework must be completed--it helps ADD kids to get focused-and get it done, instead of being distracted, which is what happens to ADD kids--Even if the take meds for ADD in the a.m. by 4 p.m. it's worn off more often than not. So a light coffee-with sugar and mild will replace the all sugar refreshments-such as SODA. I do believe that the coffee helped to deal with the hyperactivity. he now has a half cup before he goes to school, it's prepared on the lighter side, with milk and two sugars. Whenever we go out to lunch, or even dinner he will order a cup of coffee--to the surprise of the server--No sida, no milkshakes etc--"regular coffee, please". But we are cautious about his drinking coffee too late in the day, such as keeping it prior to 5:30 or 6 p.m. he goes to bed at 10 p.m(is now 11-1/2 years old). So I do think coffee is not harmful--but only one light cup per day--Geri Biscardi
9-17-2007 @ 4:29PM
atcghui said...
pbpmom3
Monavie can't prove that though, I did drink that stuff for awhile and noticed nothing different. However, when I changed my diet that included more vegetables and fruits, I noticed a big change. Antioxidant supplement, maybe, but not fruits and vegetables supplement. On top of that, this stuff is way too expensive to drink on a daily basis, it's a marketing scam!
9-17-2007 @ 2:53PM
Jimmy said...
I work at Starbucks and we have a kids size (Short, even tho it isn't called a kids size per say but its what we put kids drinks in) and also kids drinks (hot chocolate, apple juice, milk, steamed apple cider, chocolate milk and many more) so this article makes my mind melt when it says Starbucks doesn't offer kids drinks or sizes. We do not offer Frappuccinos in the Short size anyway (at least not at my store) if the parents want to get they're kid a venti 8 shot caramel frappuccino with extra whip and extra caramel...than thats the parents fault not starbucks, put the blame back into the consumers pocket not the brand.
9-17-2007 @ 3:00PM
Ewa said...
I work at SBUX and we already do have kids drinks. Basically any type of syrup with milk such as hot chocolate or vanilla milk. These come in smaller sizes so that kids don't have to drink a 12 oz drink. We already do have alot of kids coming in, ordering Frappuccinos at the 12 oz size so a smaller size would just be promoting getting a smaller amount. Kids are going to order what they want, why not give them a more appropriate size?
5-07-2010 @ 11:44AM
Stephanie said...
I think that Starbucks is expensive, but I will treat myself to one once a week or so; not to mention all the caffeine and sugar every drink has (even if you get skim milk)...I don't think children deserve such an expensive and high-sugar treat. They'd be just as happy, if not happier with a 99 cent ice cream cone. I hate seeing kids at Starbucks...it's ridiculous.
9-17-2007 @ 3:49PM
LV said...
Starbucks catering to kids? No thank you! Chucky Cheese makes a good pizza but I don't go there to eat one because of all the screaming kids. I am not going to pay 5 bucks for a cup of coffee to sit in a room filled with bratty teenagers and youngsters. Just the other day my starbucks was overrun by junior high kids going in for their Starbucks fix ( because they saw Britney Spears drining one). I immediately walked out. The precious sounds of precocious children is not what I want to hear at starbucks. Lord Help Me!
9-17-2007 @ 3:49PM
Tim said...
This article is extremely misleading. Most creme frappuchinos have no caffeine in them, and without the whipped cream, they have very little fat content. Sure, they're still high calorie, but think of them as a milkshake without the fat... An occasional treat that tastes delicious and is nowhere near as unhealthy as the main alternatives. I'd much rather kids choose a small vanilla frappuchino over the bottomless pit of a fast food milkshake.
9-18-2007 @ 12:06PM
Lisa M. Smith said...
I have a 13 year old daughter-she loves and knows Starbucks-she wants to work there when she turns 17 (she was told she has to be 17 to work there, she already inquired). She is hip and trendy and I must say kinda grown up-she loves the frappacinos like the pumpkin spice and chocolate chip mocha and no she doesn't have to have it everyday or wants to have it everyday but she does love Starbucks and my 9 year old son loves the -coffee-free- vanilla bean frappacino, he likes Starbucks because of the hip cafes it makes him feel a little grown up-yes they can cater to kids-in a cool sense and a healthy way also!!
9-17-2007 @ 3:49PM
Kristen said...
My little girl always says, "I want something..." So I always buy a kid-sized strawberry milk for her in a little cup. I think it's a great idea...they don't have to be caffeinated drinks, but it's nice that they have a choice of something to pick from when you have younger kids in tow...
I AM GLAD THEY ARE...
9-18-2007 @ 12:05PM
Lisa M. Smith said...
I have a 13 year old daughter-she loves and knows Starbucks-she wants to work there when she turns 17 (she was told she has to be 17 to work there, she already inquired). She is hip and trendy and I must say kinda grown up-she loves the frappacinos like the pumpkin spice and chocolate chip mocha and no she doesn't have to have it everyday or wants to have it everyday but she does love Starbucks and my 9 year old son loves the -coffee-free- vanilla bean frappacino, he likes Starbucks because of the hip cafes it makes him feel a little grown up-yes they can cater to kids-in a cool sense and a healthy way also!!
9-17-2007 @ 3:48PM
Laverne said...
I agree with LV. There are plenty of place for children to go to enjoy good food and sodas or whatever. I raised three children and we taught our children to behave in public. That's NOT the case today.They scream, run, cry, run over customers and generally make a real nuisance out of themselves, while the parents shut it all out so they can enjoy themselves! I work in a dept store and I see children create havoc and destroy property everyday while mom continues to shop, oblivious!!
9-17-2007 @ 3:49PM
Susan H. said...
I think it is the parents responsibility to watch what our children drink & i too have taken my children to Starbucks & they enjoy steamed milk with some flavor & if you ask they will make any drink w/o the coffee. I buy it for them; Starbucks does not force it down their throats...if they sell kids sizes better for me & others who buy there we will be saving a little money! If you don't like the idea of kids drinks there then just don't go!
9-17-2007 @ 3:49PM
Gina said...
The quiet, peaceful atmosphere turns into a free-for-all.
Outdoor dining spots just made allowances for your dog. Do you want the kiddies exciting the doggies?
9-17-2007 @ 3:48PM
Chenoa said...
I take my kids to SB all the time.I wish they had pint size coffe based drinks for kids.I think its great to expose kids to this type of culture.We already listen to this type of music at home,we enjoy sitting outside hanging out together.
SB shouldnt be just for grown ups.Thats what bars are for...my kids will be the adults someday patronizing our local stores...
Hats off to SB!!
9-17-2007 @ 3:50PM
avickers03 said...
My son loves starbucks, when he was younger he got "pink coffee" which was milk w/a shot a rasberry syrup & now at 4 he gets "mommy coffee" a decaf caramel frapp w/no whip or caramel drizzle (his choice). I think it's wonderful that they are considering more options & sizes for kids.
9-17-2007 @ 3:48PM
Lia said...
After the age of 2 aglass of 2% milk is just fine......don't let's blame any store !!!!!
Kids eat enough junk as it is....they don't need any more calories....or for the parents to spend sooo much money.....STRBK is very exspensive!!!!!!!!!!!!!
9-17-2007 @ 4:17PM
Sonya Holland said...
I would NEVER go to Starbucks! What FOOLS you all are who are"hooked" on the idea of SB, not to mention the addiction to the caffine!!! All of you who go there and waste your $$$$$$$$$$$$ should spend a night with the homeless. Just donate your weekly SB $$$$ to a shelter near you and you will be SHOCKED!!!!!!!!!!!!!!!!!!!!! Could feed kis for a month!!!!!!!!!!!!!!! SHAME on all of you, for making all of those high up, in SB to be sooooooo RICH!!!!!!!!!! All, because you scrape your change to buy this, WAY over priced product!!!!!!!!!!! Just another sign of our times!!!!!!!!!!!
9-17-2007 @ 4:23PM
Cholle said...
Who raises our children, anyway? Pardon me, but I thought that having a child meant nurturing them with guidance, teaching them by example. Children want EVERYTHING they see. I must have been mistaken in my belief that parents taught their young how to filter these desires and to discern wants from needs. Perhaps if we would all take a moment to examine our own actions we would understand those of our children. In a society of instant gratification, escapism, and excess consumption, the principals we ingrain in them will serve to guide their actions and choices. Children would not order anything from Starbucks if we did not take them there and pay for their drinks.