Friday, June 02, 2006

Big Idea: Happy Meals for Adults

Why should kids have all the fun? Savvy restaurants with a real passion for customer service and a commitment to "eye-poppin valu" are starting to develop meal ranges that pack more than just a calorific punch. Don't be surprised if the next time you order up your favorite meal option, a little plastic Bill Murray figurine, looking a little pissed off, drops in your lap.

2003 arthouse smash Lost In Translation is the first entertainment property to inspire a happy-meal-type tie-in at British chain restaurant Wee Chef. The movie, which follows the hilarious adventures of a mismatched American couple in Tokyo, is highly regarded by the coveted ABC1 demographic who traditionally feel excluded from the Wee Chef offer.

The new LIT meal is being tested in the Spalding, Trowbridge and Kendal areas over the next three months. Early signs are that the idea is striking a chord with upscale buyers, who are being drawn to Wee Chef outlets by the lifesize cardboard cut-outs of Scarlett Johanson's lower lip.

No comments: