The trend in fast food industry has seen the growth of children market segment. In deed, children ranks high as leading consumers of the fast food industry. With increased consumer awareness of the health risks that are posed by the consumption of fast foods, there have been rising concerns on the use of fast foods among kids. Consequently, various authorities have stepped in to ensure that the fast food sold to children is nutritious. However, the concept of free market has made it difficult to regulate the fast food industry and the major players have been coming up with different menu options and other strategies to market their fast foods in the children segment (Linn, 2008).
In this paper, we are going to compare how three leading firms in the fast food industry have been marketing their products in the kids segment. We are going to compare how McDonalds, Wendy and Burger King have been marketing their products in this market segment.