comscore Burger King joins McDonald's in charging extra for kids meals in SF | Honolulu Star-Advertiser
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Burger King joins McDonald’s in charging extra for kids meals in SF

    McDonald's USA president Jan Fields announces the company's "Commitments to Offer Improved Nutrition Choices

SAN FRANCISCO >> Burger King has joined McDonald’s in charging for kids’ meal toys to comply with San Francisco’s ban.

A new city law that took effect Thursday bans free toys with kids’ meals that are high in fat, sugar and salt. It is designed to encourage nutritional fast food for youngsters.

McDonald’s and Burger King decided to charge a dime for the trinkets.

McDonald’s is using the toy money to build a Ronald McDonald House for families of young patients at the new University of California, San Francisco, Medical Center at Mission Bay.

Burger King spokeswoman Kristen Hauser tells the San Francisco Chronicle that Burger King hasn’t decided what to do with the toy proceeds.

Eric Mar, the San Francisco supervisor who sponsored the ordinance, called the 10-cent charge a "marketing ploy," but said he doesn’t plan to make any changes in the ordinance to address the tactic.

The goal of the law was not to micromanage fast-food chains but to raise awareness about the nutritional content of the food, he said, pointing to McDonald’s switch to apples and smaller portions of french fries in Happy Meals as an example of the success of the law.

"We feel that our efforts to create healthier options forced the industry to acknowledge their role in childhood obesity," he said about the law that also goes into effect Thursday.

Scott Rodrick, who owns 10 of the 19 McDonald’s franchises in the city, said the 10-cent charge was intended to adhere to the letter of the law while giving consumers what they want.

"Our customers expect a company like McDonald’s to comply with that law and every other law, but they also expect us to deliver an experience they’ve grown accustomed to," Rodrick said.

The law, which followed similar legislation in nearby Santa Clara County, requires fruits and vegetables to be served with each meal that comes with a toy.

Supporters of the law say the toy giveaways made children clamor for the meals and contributed to high childhood obesity rates. Opponents call it government regulation run amok and an intrusion into people’s private choices.

McDonald’s has made changes to improve the nutritional value of its Happy Meals. Since September, Happy Meals in California come with apples and smaller french-fry portions. Although the moves still don’t meet San Francisco’s strict requirements, Rodrick said it’s an indication of the company’s commitment to providing healthier food options.

All McDonald’s in the United States will offer Happy Meals with apples and smaller french-fry portions by March 2012, said Ashlee Yingling, a spokeswoman for the company.


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