Shaich: No kidding around with small fry

Ron Shaich, the outspoken leader of Panera Bread, is going after Happy Meals again.

The executive is renewing his crusade against kids’ food at the biggest US burger restaurants — McDonald’s, Burger King and Wendy’s — part of a push to tout his own chain’s efforts to refine its menu. In his latest volley, Shaich called on McDonald’s Chief Executive Officer Steve Easterbrook to eat Happy Meals for a week.

“I’d like to see what he has to say about a week eating Chicken McNuggets, dipping them in that sauce,” Shaich said. “And he has to add fries andasugary drink with every meal — we’ll see what his bloodsugaris at the endofthe week.”

Shaich has been critical of fast-food competitors for including sugary drinks and french fries with kids meals, while also using toys to market the food to children. Last year, in announcing that Panera had removed artificial ingredients from its kids’ menu, he knocked McDonald’s for touting that it had pulled artificial preservatives from Chicken McNuggets, a step he argues didn’t go far enough.

Earlier this year, Shaich sold Panera to JAB Holdings, an investment arm of Europe’s Reimann family, for $7.2 billion. But he remains in charge of the business — and likes to use it as a bullhorn for criticizing the industry.

This week, Panera began offering its menu items in smaller sizes for children, rather than having a special kids menu.

“I don’t knowhowtheycan eat that stuff they’re serving kids,” Shaich said. “We have to ask ourselves if wewant to market to children based on gimmicks.”