Brands Focus on Mental Health Crisis to Help Their Customers and Their Workers
During Mental Health Awareness Month, some big-name restaurant brands are shining a light on the growing mental health crisis to both destigmatize mental disorders and encourage people to get help. Customer campaigns headline the efforts right now, during Mental Health Awareness Month, but considerably earlier, restaurant chains started increasing mental health support for their workers.
Statistics about the crisis are alarming. A Harris Poll commissioned by the American Psychological Association attributes long-term stress to fallout from the Covid-19 pandemic. Two startling poll revelations are: 1) that 35- to 44-year-old Americans experienced the greatest increase in mental illness last year, with 45% reporting a mental health diagnosis compared to only 31% in 2019; and 2) that 34% of 18- to 34-year-old respondents reported a mental health diagnoses in 2023, a rise of 8 percentage points since 2019. A study by Harvard Medical School and the University of Queensland concluded that half of the global population will develop a mental health disorder during their lives.
Brands including McDonald’s, Burger King, Johnny Rockets and Krak Boba have hoisted their megaphones to commemorate national Mental Health Awareness Month in consumer campaigns. Those efforts to reassure troubled people and start conversations about mental health are backed by high-profile role models and celebrities who have gone public about their personal battles, including singer-songwriter-actress Lady Gaga, actor-producer-business mogul Ryan Reynolds, singer Katy Perry, Pennsylvania Sen. John Fetterman, Olympic gymnastics medalist Simone Biles, tennis star Naomi Osaka and professional golfer Aaron Wise.
McDonald’s Nod to Mental Health Awareness Month
McDonald’s U.K. removed the smiles from Happy Meal packaging to let kids know it’s fine if they sometimes don’t feel happy, Ad Age reports. McDonald’s own research found that nearly half of U.K. children feel as if they’re expected to be happy every waking moment, according to a Yahoo article, and the limited-edition Happy Meal boxes aim to encourage parents to talk with their kids about their emotions and dial down the pressure.
The meals offer stickers showing a range of emotions, and youngsters can apply them to the meal boxes from now through May 19 (the United Kingdom has designated May 13-19 as Mental Health Awareness Week). The McDonald’s initiative works in tandem with the British Broadcasting Corp.’s Children in Need program.
Burger King’s Less Reverent Take
In a humorous dig at McDonald’s Happy Meals – but with underlying seriousness about Mental Health Awareness Month – Burger King rolled out limited-time Real Meals. Available at single locations in Los Angeles, Miami, New York City, Seattle and Austin, Texas, the brand’s Real Meals come in five mood-linked boxes: Blue Meal, Pissed Meal, Salty Meal, Yaaas Meal and DGAF (Don’t Give a F***) Meal. Each box includes a Whopper sandwich, fries and a drink, according to KSDK-TV in St. Louis.
Burger King released a video promoting its Real Meals campaign, which was created in partnership with the nonprofit organization Mental Health America, The Hill stated. In that report, MHA’s president and CEO, Paul Gionfriddo, said that “by using its internationally known reputation to discuss the importance of mental health, Burger King is bringing much-needed awareness to this important and critical discussion — and letting its customers know that it is OK to not be OK.”
Real Meals are weathering mixed reviews, however. CNBC reported slams by users on X (formerly Twitter) who found it insensitive because mental disorders are more than an angry or uncaring moment.
But some mental health specialists defended Real Meals. Kevin Wong, head of communications at the Trevor Project, which helps LGBTQ youths during crises, told CNBC that if Burger King restaurants are generating discussion about mental health, the Real Meals may help; Tiffany Huth, director of communications at the Association for Behavioral Health and Wellness, said Burger King’s messaging is relatable and a conversation-starter.
Johnny Rockets Mental Health Awareness Month Freebie
During its Mental Health Awareness Month promotion, Johnny Rockets spreads joy with free milk shakes. Customers who send a free shake to a friend or loved one will receive a free classic Johnny Rockets shake for themselves, according to information on GlobeNewsWire and QSRmagazine.com.
“In recent years, our brand has doubled down on its commitment to supporting something so integral to our ethos – spreading smiles and happiness,” said Taylor Fischer, vice president of marketing for FAT Brands’ Fast Casual Division. The FAT Brands portfolio includes Marble Slab Creamery, Fazoli’s, Twin Peaks and Great American Cookies, along with Johnny Rockets and several other franchises.
Krak Boba Event
Southern California-based Krak Boba served its innovative boba tea beverages during a Spill The Tea event last month at Westminster (Calif.) High School. The brand collaborated in a local initiative to address mental wellness.
The Spill The Tea series, which includes workshops, interactive activities and discussions led by mental health professionals, was designed to open dialogue, help people connect, and promote mental health awareness among children and families within Orange County, Calif. Spill The Tea’s mission is to bring mental health challenges out of the shadows and direct people toward valuable resources.
Krak Boba CEO Tin Do referenced the event in a QSRmagazine.com report: “We understand the importance of human connection, especially in today’s fast-paced world. Our aim is to provide a space where guests can not only enjoy our boba drinks but also create meaningful connections while fostering empathy, resilience and mutual support within our communities.”
Restaurant Workers and Mental Health
Mental Health Awareness Month hits home within the restaurant industry. Struggles are acute among restaurant workers, according to a Nation’s Restaurant News article. With substantiation from the Substance Abuse and Mental Health Association and Mental Health America, the NRN article stated that restaurant workers are extremely vulnerable to mental health challenges and that several brands have added support services.
“The pandemic was the catalyst we needed to talk about this. The world had to pause,” Fasika Melaku, Denny’s vice president of human resources/chief learning officer, told NRN. “[During that pause] we had significant opportunities to change and make our employees’ lives better.” Denny’s holds mental health summits open to everyone and has an app that helps employees and their families find a coach, support group or therapist within 20 minutes to help them through a crisis.
Denny’s competitor First Watch, a breakfast-brunch-lunch franchise, in 2023 began providing free memberships to the Calm meditation/relaxation app for all employees and as many as five friends and family members, NRN said. The chain also offers telemedicine services to connect with a doctor, including a mental health specialist, in minutes, with no out-of-pocket expense. In addition, First Watch has launched a personalized coaching program to assist struggling employees and a WHY (We Hear You) tour to hear employees’ take on the entire employment experience, NRN reported.
Mega-franchisor Yum Brands Inc. provides access to free dedicated mental health counselors to its employees, according to NRN. Louisville, Ky.-based Yum Brands is a parent franchisor to brands including Taco Bell, Pizza Hut and KFC.
The takeaway is that these restaurant franchises have responded to employees’ mental health needs not just during Mental Health Awareness Month, but 24/7/365. Their leaders are answering the call in meaningful ways.
Photo credit: McDonald’s UK
