MONTEVIDEO, Uruguay--(BUSINESS WIRE)--Arcos Dorados Holdings, Inc. (NYSE:ARCO) (“Arcos Dorados” or the “Company”), Latin America’s largest restaurant chain and the world’s largest McDonald’s franchisee, continues to develop entertainment options that help create positive learning habits among its youngest customers by offering the option to choose between a book or a toy in its Happy Meals.
Three months after launching this campaign, the fast food chain celebrates over one million books delivered throughout Latin America, positioning the Company as the region’s largest book distributor. The campaign has been underway since April 2017 and includes iconic children’s comic characters, such as Snoopy in Ecuador, Peru, Mexico, Costa Rica, Panama and Colombia; Gaturro in Argentina, Uruguay and Chile; and Turma da Mônica in Brazil.
Books offer the potential to associate reading with play, and stimulate imagination with a common family activity. The collection of books chosen for the Happy Meal includes hardcover titles with activities, stories, games and secret puzzles.
"We are very proud of this campaign’s results. For the fourth consecutive year, we are promoting childhood reading through the Happy Meal, and in 2017, we are giving families the choice to pick an entertainment option that fosters lifelong learning and will be available throughout the year,” said Dan Gertsacov, Chief Marketing and Digital Officer at Arcos Dorados.
As part of the campaign’s launch, Arcos Dorados conducted an analysis with Kantar TNS in three of the Company’s markets about children's reading habits, their relationship to the world of play and its impact on families. More than 90% of the interviewees agreed it was important to foster reading habits from early childhood, as reading is a key component of a comprehensive education in contributing to learning, vocabulary, grammar, and stimulating imagination and creativity.
With a variety of campaigns and editorial alliances throughout Latin America, Arcos Dorados reaches families across its markets with new and exciting book options. The Company has distributed more than 5 million books across the region over the last four years.
About Arcos Dorados
Arcos Dorados is the world’s largest McDonald’s franchisee in terms of systemwide sales and number of restaurants, operating the largest quick service restaurant chain in Latin America and the Caribbean. It has the exclusive right to own, operate and grant franchises of McDonald’s restaurants in 20 Latin American and Caribbean countries and territories, including Argentina, Aruba, Brazil, Chile, Colombia, Costa Rica, Curaçao, Ecuador, French Guyana, Guadeloupe, Martinique, Mexico, Panama, Peru, Puerto Rico, St. Croix, St. Thomas, Trinidad & Tobago, Uruguay and Venezuela. The Company operates or franchises over 2,100 McDonald’s branded restaurants with over 90,000 employees and is recognized as one of the best companies to work for in Latin America. Arcos Dorados is traded on the New York Stock Exchange (NYSE: ARCO). For further information about the Company, please visit the Investors section on our website: www.arcosdorados.com/ir