- Arcos Dorados reinforces its commitment to childhood literacy with incorporation of books as an option in Happy Meals • Demonstrates ongoing investment in creating positive habits for lifelong learning
Arcos Dorados Holdings, Inc, Latin America’s largest restaurant chain and the world’s largest McDonald’s franchisee, reinforces its commitment to childhood education with the addition of books as an option in Happy Meals. The Company’s youngest customers can now choose between a toy or a book across ten of its largest markets, including Brazil, Argentina and Mexico.
Arcos Dorados embraces the transformative power of reading, with numerous studies confirming that children who grow up with books reach a higher level of education. Childhood illiteracy is a major issue across Latin America, and the Company has already distributed over 5 million books across the region to help address this critical need. With this new campaign, customers can choose between a toy or one of six hardcover collectible books exclusive to McDonald’s restaurants. By putting the six books together, customers can assemble a secret puzzle from each collection.
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.
During the last three years, McDonald’s has developed different initiatives to ensure reading is an enjoyable and educational activity. Books are critical in helping establish a better future for children, stimulating imagination and fueling lifelong learning. With this new book option, McDonald’s also hopes to create great family moments and strengthen the bond between parents and children.
These campaigns have been accompanied by partnerships in Latin America with publishers, foundations and NGOs to help promote reading habits by bringing fun and educational books to children. To further make an impact, Arcos Dorados and its partners have also donated more than 10 thousand books to children in need.
Peanuts, created by Charles M. Schulz, is the most popular and influential comic strip of all time. Published for over 65 years and across 75 countries, Peanuts had a readership of 35 million at its peak. Several of the strip’s television specials won or were nominated for Emmy Awards.
Gaturro is a famous Argentinian comic strip cat created by cartoonist Cristian Dzwonik (“Nik”). Since its creation in 1996, the comic has been published in over 60 books, magazines and comic volumes with more than 3 million books sold, while a TV series is in its second season.
Turma da Mônica
Turma da Mônica, first published in 1963, is a popular Brazilian comic book franchise created by Mauricio de Sousa. The stories focus on the adventures of Mônica and her friends in the fictional neighborhood of Limoeiro in São Paulo. In addition to television programs, more than 12 films have been produced of the series.
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 Guiana, Guadeloupe, Martinique, Mexico, Panama, Peru, Puerto Rico, Trinidad and Tobago, Uruguay, the U.S. Virgin Islands of St. Croix and St. Thomas, 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). To learn more about the Company, please visit the Investors section of our website: www.arcosdorados.com/ir.