Beyond the Box: Designing a Signature QSR Kids' Meal
Inquiry Framework
Question Framework
Driving Question
The overarching question that guides the entire project.How can we, as marketing consultants, design a signature branded meal experience for a new quick-service restaurant that strategically balances psychological triggers, nutritional standards, and market data to appeal to both children and parents?Essential Questions
Supporting questions that break down major concepts.- How do businesses use demographic and psychographic data to define and reach a specific target market?
- What role does brand identity play in the design of a product's packaging, menu items, and promotional incentives?
- How do quick-service restaurants balance nutritional standards, cost-effectiveness, and consumer appeal when developing new products?
- In what ways do psychological triggers—such as color, language, and 'surprises'—influence the purchasing decisions of both parents and children?
- How can a brand effectively communicate its value proposition to a target audience through integrated marketing campaigns?
Standards & Learning Goals
Learning Goals
By the end of this project, students will be able to:- Conduct comprehensive market research using demographic and psychographic data to profile a dual-target audience (children as the consumer and parents as the decision-maker).
- Apply principles of consumer psychology, including color theory and sensory triggers, to design a brand identity and packaging prototype that influences purchasing behavior.
- Evaluate the trade-offs between nutritional guidelines, ingredient costs, and consumer appeal to create a balanced menu offering.
- Develop an integrated marketing communication plan that articulates a unique value proposition and uses persuasive storytelling to pitch the concept.
Common Career Technical Core (Marketing)
Common Core State Standards (ELA)
MBA Research (National Marketing Standards)
National Health Education Standards
Entry Events
Events that will be used to introduce the project to studentsThe 'Epic Fail' Forensic Audit
The classroom is transformed into a 'leak' site where students discover a rejected, bizarre prototype of a 'Gen-Z Value Box' from a major QSR. Students must analyze the 'Epic Fail' feedback from a simulated social media feed to identify why the product failed to hit its target demographic and how they could do better.The Death of the Plastic Toy
A guest 'influencer' (or a video of one) rants about how fast-food 'kids meals' are outdated and environmentally disastrous, challenging the class to invent the 'Experience Meal.' Students are tasked with replacing the traditional plastic toy with a digital or social experience that provides more value than a physical object.Portfolio Activities
Portfolio Activities
These activities progressively build towards your learning goals, with each submission contributing to the student's final portfolio.The Persona Architect: Decoding the Dual Audience
In this foundational activity, students act as data analysts. Following the 'Epic Fail' entry event, they must deep-dive into the data to understand why the Gen-Z Value Box failed. They will research current trends and use demographic (age, income, location) and psychographic (values, interests, lifestyle) data to create two detailed 'Customer Personas': one for the child (the consumer) and one for the parent (the decision-maker). This ensures students understand that a successful 'Happy Meal' product must satisfy two different sets of needs simultaneously.Steps
Here is some basic scaffolding to help students complete the activity.Final Product
What students will submit as the final product of the activityA Target Market Dossier featuring two detailed customer personas, a list of 'Pain Points' identified from the failed prototype, and a research-backed list of 'Needs and Wants' for their new target audience.Alignment
How this activity aligns with the learning objectives & standardsAligns with CCTC.MK-MER.1 (Identify and describe the concepts of marketing and their role in business - Target Marketing) and the project goal of conducting market research using demographic and psychographic data.The Sensory Blueprint: Designing the Experience Box
Now that students know *who* they are selling to, they must decide *how* to influence them. Students will explore color theory (e.g., why red and yellow are common in fast food) and the concept of the 'Experience Meal.' Instead of a plastic toy, they will design a digital or social experience (AR filters, QR code games, or DIY packaging activities) that adds value. They will then create a 2D or 3D mockup of the packaging that incorporates their brand's logo, colors, and the 'experience' element.Steps
Here is some basic scaffolding to help students complete the activity.Final Product
What students will submit as the final product of the activityA Brand Style Guide and a Packaging Prototype (either a digital 3D model or a physical cardboard mockup) that includes the 'Experience' integration.Alignment
How this activity aligns with the learning objectives & standardsAligns with MBA.MK.015 (Analyze the role of branding and packaging in product success) and the project goal of applying principles of consumer psychology like color theory.The Consultant’s Pitch: Selling the Signature Experience
In the final stage, students synthesize all their work into a professional marketing proposal and pitch. They must use the data from their personas and the psychology behind their branding to argue why their 'Experience Meal' will succeed where the 'Gen-Z Value Box' failed. They will defend their choice of the digital 'surprise' and explain how the visual identity appeals to their dual target audience. This activity culminates in a professional presentation to a panel of 'investors' or 'QSR executives'.Steps
Here is some basic scaffolding to help students complete the activity.Final Product
What students will submit as the final product of the activityA Formal Marketing Proposal (written) and a Multimedia Pitch Deck used for a 5-minute professional presentation.Alignment
How this activity aligns with the learning objectives & standardsAligns with CCSS.ELA-LITERACY.W.9-10.1 (Write arguments to support claims) and CCSS.ELA-LITERACY.SL.9-10.4 (Present information clearly and logically).Rubric & Reflection
Portfolio Rubric
Grading criteria for assessing the overall project portfolioThe Experience Meal: QSR Marketing Consultant Rubric
Market Research & Audience Analysis
Evaluates the student's ability to act as a data analyst, researching and defining the complex relationship between the child consumer and the adult purchaser.Dual-Audience Persona Development (CCTC.MK-MER.1)
The ability to synthesize demographic and psychographic data into detailed, actionable personas for both the child (consumer) and the parent (decision-maker).
Exemplary
4 PointsCreates deeply nuanced personas using extensive research. Clearly distinguishes between consumer desires and decision-maker needs with sophisticated psychographic insights. Dossier identifies non-obvious 'pain points' and strategic opportunities.
Proficient
3 PointsDevelops clear personas for both audiences using relevant data. Identifies key differences between child and parent priorities. Dossier lists valid pain points and logical needs/wants based on research.
Developing
2 PointsPersonas are developed but may rely on stereotypes or lack specific psychographic data. Connections between research and persona traits are inconsistent or superficial.
Beginning
1 PointsPersonas are incomplete or fail to differentiate between the child and parent. Minimal research-based evidence is provided to support the target market claims.
Data-Driven Problem Solving
The depth of analysis regarding the 'Epic Fail' prototype and the ability to extract meaningful lessons to inform new product development.
Exemplary
4 PointsProvides a masterful forensic audit of the failed product, categorizing failures across multiple dimensions (social, ethical, financial). Uses these insights to build a rigorous framework for the new design.
Proficient
3 PointsCorrectly identifies and categorizes the primary reasons for the prototype's failure. Uses these lessons to establish a clear list of 'needs and wants' for the new project.
Developing
2 PointsIdentifies some reasons for failure but analysis is surface-level. The transition from the 'Epic Fail' feedback to the new requirements is weak or disconnected.
Beginning
1 PointsStruggles to identify why the previous product failed. Feedback analysis is disorganized or missing key instructional components.
Brand Identity & Product Design
Focuses on the translation of research into a physical or digital product mockup that utilizes psychology to influence behavior.Psychological Branding & Visual Identity (MBA.MK.015)
Application of consumer psychology principles, including color theory and sensory triggers, to create a cohesive and persuasive brand identity.
Exemplary
4 PointsBrand style guide demonstrates a sophisticated application of color theory and typography to evoke specific emotional responses. Mockup shows professional-grade integration of branding and messaging.
Proficient
3 PointsEffectively applies color theory and branding principles to the packaging. The design is intentional and aligns with the identified persona preferences.
Developing
2 PointsDesign choices are present but lack a clear psychological rationale. Branding is inconsistent across the mockup and the style guide.
Beginning
1 PointsVisual design is haphazard or lacks connection to marketing principles. Minimal evidence of intentional color or font selection for a target market.
Innovative 'Experience' Integration (NHES.2.12.2)
The innovation and execution of the 'Experience Meal' component, specifically the transition from physical toys to digital/social value-adds.
Exemplary
4 PointsThe digital/social experience is highly innovative, seamlessly integrated into the packaging, and addresses sustainability and parental concerns with a 'wow' factor. Direct link to modern Gen-Z/Alpha trends.
Proficient
3 PointsProposes a viable digital or social experience that provides clear value beyond a physical toy. The integration into the packaging is functional and creative.
Developing
2 PointsThe 'experience' is generic or lacks a strong digital/social hook. Connection to the 'Parent Persona's' desire for sustainability is weak.
Beginning
1 PointsThe proposed experience is missing, low-effort, or does not provide a meaningful alternative to traditional plastic toys.
Strategic Communication & Synthesis
Assesses the student's capacity to synthesize their work into a professional proposal and persuasive oral presentation.Argumentative Rigor & Market Viability (CCSS.ELA-LITERACY.W.9-10.1)
The ability to use the Claim-Evidence-Reasoning (CER) model to defend design choices and product viability based on market data.
Exemplary
4 PointsPresents a compelling, evidence-rich argument that anticipates and convincingly refutes potential counter-arguments (e.g., cost or tech barriers). Logic is flawless and highly persuasive.
Proficient
3 PointsUses the CER model effectively to defend product choices. Supports claims with relevant data from the personas and market research. Reasoning is clear and logical.
Developing
2 PointsArguments are present but evidence is thin or not directly linked to the claims. Reasoning relies more on opinion than on the collected market data.
Beginning
1 PointsFails to provide a clear argument for the product. Claims are unsupported by research or the persona dossier created in earlier steps.
Professional Communication & Pitch (CCSS.ELA-LITERACY.SL.9-10.4)
The effectiveness of the oral pitch and the supporting visual deck in communicating the brand's value proposition to an executive audience.
Exemplary
4 PointsDelivery is poised, professional, and captivating. The slide deck is visually stunning and enhances the message without distracting. Handles 'executive' questions with confidence and depth.
Proficient
3 PointsPresents information clearly and logically. The slide deck is professional and supports the line of reasoning. Communication is effective for the intended audience.
Developing
2 PointsThe presentation is somewhat disorganized. Slides may be text-heavy or poorly aligned with the verbal pitch. Delivery lacks the 'consultant' professional tone.
Beginning
1 PointsThe pitch is difficult to follow or lacks a logical structure. Visual aids are missing, incomplete, or of poor quality. Struggles to communicate the core concept.