Research showing one in four eating-out experiences is dictated by the decision of children shows why a separate kids’ menu is essential, the NPD Group has said.
New data released by the group shows ‘because my kids like it there’ was one of the main reasons for consumers picking their chosen eating out venue in 24% of family visits.
The NPD Group’s Dine Out Pester Power Scorecard shows branded pub chains appeal most to children (with 30% of family visits prompted by children), followed by fast-food outlets (29%), and the family-friendly casual dining outlets (28%).
Jack MacIntyre, NPD Group account manager foodservice UK said the research showed “pester power” was not just a factor in specifically child-focussed sectors such as toys or confectionary.
He said: “Parents and kids find it especially attractive when they see kids’ menus that are properly thought through, rather than simply offering smaller portions of the adult menu, and when there is an attractive family meal deal on offer too. Branded pubs are certainly getting this formula right and in the run-up to Christmas and the New Year this could pay dividends. Kids enjoy the stimulating and lively atmosphere of the play areas, different types of seating, board games, music and televisions provided by many branded pubs. It’s paying off in terms of kids telling their parents that’s where they want to eat out.”
The research also found the motivation for ‘treating myself and/or the kids’ was cited as a motivator in 16.8% of the over 11bn eating out visits recorded for the year ending October 2014, but this leaps to 27.9% when the eating out visits involve the family.
The results show parents tend to think less about eating healthily when with their children. The need for ‘something light and balanced’ was cited as a motivator in just 4.3% of family visits.
