Crafting a Memorable Kids Meal Experience: A Step-by-Step Guide Inspired by Whataburger’s Redesign

Introduction

In the fast-food industry, the kids meal has long been synonymous with a plastic toy buried inside a colorful box. But Whataburger’s recent relaunch of its Kids Whatameal proves that the real magic happens when you ditch the trinket and turn the packaging itself into the plaything. By focusing on an experience-led design—where the box becomes an interactive maze, a handle gives kids independence, and sticker packs replace throwaway toys—the Texas-based chain has redefined what a happy meal can be. This guide walks you through the exact steps Whataburger took (based on insights from Chief Marketing Officer Scott Hudler and extensive user research) so you can transform your own kids meal offering into a delight that keeps families coming back.

Crafting a Memorable Kids Meal Experience: A Step-by-Step Guide Inspired by Whataburger’s Redesign — Source: www.fastcompany.com

What You Need

Cardboard boxes with a cut-out handle (easy for small hands to carry)
Sticker packs (at least five collectible designs per cycle)
Printed maze or activity (applied to one side of the box)
Branded visual assets: signature colors (orange and white), logo (flying W), and a mascot
Food variety options: burger, grilled cheese, chicken strips/bites; plus fries or applesauce; a drink; and a treat
Research team for in-person and online user testing
Influencer or celebrity partner (e.g., Eva Longoria) for campaign launch

Step-by-Step Process

Step 1: Conduct Comprehensive User Research

Before redesigning anything, Whataburger invested heavily in understanding both kids and parents. The team ran online surveys and in-person sessions at their innovation center. The key finding? While food quality remains a top driver, agency—a child’s sense of control—is nearly as important. They observed that kids gravitated toward tactile, sensory items over traditional plastic toys or even desserts. Use this step to identify what your target audience truly values: is it independence, creativity, or sensory play? Record every preference, from preferred food combos to the shape of the packaging.

Step 2: Empower Kids with Food Choices

Whataburger’s research showed that children are more likely to eat a full meal when they have a say in what goes inside. The Kids Whatameal now lets kids pick their entrée (burger, grilled cheese, or chicken strips/bites), side (fries or Mott’s applesauce), drink, and a treat. This sense of ownership not only reduces food waste but also builds loyalty. Apply this by offering a small menu of customizable combos. Even a simple “Choose your main, choose your side” can make a huge difference. Display these options clearly on the packaging or via a simple sticker system.

Step 3: Design Packaging as an Interactive Toy

The most visible change is the box itself. Whataburger tested several formats and settled on a handled box that children can easily carry and hold. The handle gives kids independence—they can walk with their meal, open it, and explore without relying on an adult. On the side of the box, a bright maze is printed, turning the packaging into a game. Inside, the meal comes with one of five collectible sticker packs. The goal: the box becomes the toy, not just a container. When designing, ensure the interactive element (maze, puzzle, or drawing surface) is durable and engaging for short attention spans. Consider adding multiple activities per box to extend playtime.

Step 4: Incorporate Sensory and Tactile Elements

Whataburger’s testing revealed that tactile, sensory-driven items outperformed plastic toys and even desserts. Kids consistently preferred items they could touch and manipulate—stickers, games, fidget-style pieces. In contrast, McDonald’s briefly offered blank packages for drawing, then returned to classic plastic toys. Whataburger’s sticker packs are designed to be collectible and reusable, encouraging repeat visits. Include stickers that kids can place on the maze or on their own belongings. You might also add a small fidget piece (like a spinner or puzzle) attached to the packaging. Ensure all items are non-toxic and safe for children under three.

Step 5: Infuse Strong Brand Identity

Every element of the packaging must scream your brand. Whataburger made its box “unmistakably Whataburger” by using its iconic orange-and-white stripes, the flying W logo, and the smiling face of Whataguy (their superhero mascot introduced in 1999). Even without seeing the logo, kids and parents instantly recognize the brand. When designing your packaging, use your core brand colors and a consistent mascot or character. The character should appear in multiple places—on the handle, inside the box, and on the stickers. This builds brand recall and emotional connection.

Step 6: Launch with a Relevant Influencer Campaign

Whataburger didn’t just release the new packaging; they partnered with actress Eva Longoria, a longtime fan of the chain, who appears in the campaign with her son. This creates authenticity and trust. Longoria’s involvement also appeals to parents who see a familiar face endorsing the experience. In your launch, choose an influencer or celebrity who genuinely loves your brand and resonates with your target demographic. Show the influencer’s child using the interactive packaging—this demonstrates the product in action and encourages word-of-mouth sharing on social media.

Tips for Success

Remember that the box is the real toy. As Whataburger proved, a well-designed package can entertain longer than a cheap plastic figurine. Focus on making the unboxing journey as fun as the meal itself.
Test, test, test. Whataburger conducted both online and in-person research. Run small pilots with real kids before a full rollout. Observe how they interact with the handle, the maze, and the stickers.
Keep collectibility high. Offer a series of stickers or activities that change every few months. This encourages repeat purchases and builds a community around your kids meal.
Don’t forget the parents. While kids are the primary audience, parents are the purchasers. Make the packaging attractive and easy to clean. The handle also helps parents grab multiple meals quickly.
Stay true to your brand. Your packaging should be instantly identifiable even from across the room. The orange-and-white stripes are Whataburger’s signature—your brand’s colors and mascot should be just as prominent.
Leverage social media. Encourage families to share photos of their kids playing with the packaging. Create a hashtag and offer a small incentive (like a free sticker pack) for user-generated content.

By following these steps, you can transform a simple kids meal into an unforgettable experience that builds brand loyalty, reduces waste from plastic toys, and puts a smile on every child’s face—just like Whataburger’s redesigned package does.