The National Restaurant Association kicked off a new initiative Wednesday to help parents choose wisely for their kids, but boy does it fall short.

McDonald’s, for one, isn’t participating.

Called “Kids Live Well,” it’s basically a “Good Housekeeping Seal of Approval” for menu items. It requires that all the participating restaurants offer at least one meal (consisting of entree, side and beverage) for less than 600 calories, less than 35% fat and less than 770 mg of sodium.
It’s a worthy effort, but a truly small one: Just 19 chains with a mere 15,000 locations nationwide are participating at this point. Notable by their absence are brands such as McDonald’s, Taco Bell and a ton of others. Just compare it to a list of the chains doing business in the United States. It’s a scandal who’s sitting this one out, considering how much unhealthy food they peddle to both adults and children.
The announcement expressed hope that other chains would join the effort. No kidding. If they don’t, the hundreds of laggards deserve our ire.