It was one of the organic ideas that came out of our new campaign. As interest grew, we said we should think about auctioning it off, and it took on a life of its own.

This is really a unique offering to our menu.

The campaign is meant to be inclusive with different-style ads aimed at different audiences. We're on the right track. It's the first shot. You don't solve everything overnight.

We've always been known for a diverse menu that offers a wide variety of fresh, quality options. Now, we're continuing to innovate by expanding our kids' meal menu with delicious and nutritious choices that children love and parents appreciate. It's a win-win for everyone.

Our focus going forward is going to be to increase relevance among a younger audience.

Our competitors have built the segment, consumers have built the habit; for us the foundation has been made.