Trends in Kids’ Dining: Secrets to Winning Parents
If you’re looking for increased loyalty, higher check averages and repeat business, you need to woo Mom & Dad
How do you attract families and keep them coming back? You have to win over the parents. Parents have purchasing power—families with kids made 1 billion fewer visits to U.S. restaurants over the past six years. Restaurant visits by families, which represent a whopping $83.7 billion, or 20 percent of total restaurant sales, have dropped across all segments and meal periods, with supper hit especially hard.1 The opportunity lies in figuring out how to capture that business. The key? Better kids’ menus, customer service and value perception.
We tapped Julie Casey, aka the Restaurant Mom, for her insights on what motivates parents when choosing restaurants. She’s a consultant, working with restaurants and hospitality groups on their family marketing strategies, and she’s been identifying parent dining hot buttons since 2007.
1 NPD Group, 2014