There was a time, not too long ago, when the success of a child’s meal in a quick-serve or fast-casual restaurant was predicated on the coolness of whatever toy came with it. Meals we’re “happy” and not necessarily “healthy” – as noted in the general size of the caloric values associated with the fries and soda that came with what was typically just a smaller version of what the adult menu offered.

But, thankfully, times have changed and if there’s one thing that has evolved in the QSR industry, it’s the kids’ menu. It’s changed so much, in fact, that it’s barely even designed FOR kids anymore. With parents wanting more healthy choices for their kids, these new menu items are targeted directly at the decision-makers – the ones paying the bill.

And while we’re in the early stages of a big push for healthier kids’ options, there’s still along way to go – especially for national brands who want to keep costs low for them and consumers.

If you didn’t know, high-calorie, sugar-filled meals are cheap. That’s why so many brands have relied upon them for so many years. The same can be said of plastic toys.

Of course, healthy isn’t easy. And it’s not just about the quality of the food that’s still found on kids’ menus. It’s also about the number of calories found in each menu item. With some child obesity experts pushing for a 600 calorie limit on kids’ menu items, it’s can be hard, if not impossible to create something that stays within the 600 calorie limit that isn’t simply a bowl full of greens.

The smart QSR operators are the ones who realize that kids’ menu items should be just as tasty and, at the very least, as healthy as their adult menu counterparts. For better or worse, these operators tend to be small, local outfits who are focused more on quality than they are on profits – although there’s no denying that healthier options can, and do, bring in customers willing to pay a premium for the better-quality menu items.

Growth of healthier options for kids is making a difference, though. It’s putting pressure on larger chains to up their game and bring healthier options to the table. Large chains know that losing customers to high-priced menu options that are also healthier is a negative hit to their brand – and to their profits. No QSR wants this and, at some point, they will do what it takes to compete on that turf.

Until then, adults do have some options when healthy menu items are hard to find. Sharing a meal with a child is a good start. Using it as a learning opportunity to explain why healthy choices will go a long way to supporting healthy eating until every QSR gets on-board with better kids’ menu options.