Mitchells and Butlers (M&B) brand Toby Carvery is positioning itself as more family friendly with the launch of a children’s menu and meal offer, games and activities, writes Lesley Foottit.
The new kids menu includes a children’s carvery for £4.50 (gammon, turkey or beef with an extra choice on Sundays), meat-free carvery and chicken breast, mash and peas from £3.25 to £4.50. Robinsons drinks are £1.30 with puddings from 55p.
There is also a kids meal deal valid Monday to Saturday until 23 September. On production of a voucher kids get a children’s carvery plus ice cream or bananas & custard and a Robinson’s Fruit Shoot Fruitshoot or My 5 for £5.49.
The menu encourages children to eat their five a day and also offers small plates to the under-threes.
The brand has also introduced Windybottom Farm activity sheets including a crossword and word search with vegetable-related clues, a spot the difference and other games.
The menu and activity packs are adorned with “The Tobys” — six vegetable characters with alliterative names, such as Carla the carrot and Pip the pea.
The brand has introduced a children’s menu and activity sheet before, but this is the “first significant promotion” that is also supported online and in social media.
“This activity represents a big step forward in Toby’s provision for children,” said senior marketing and communications manager for Toby Carvery Helen Worrall. “We want the brand to be seen as child-friendly, not just child-tolerant, because there’s a big opportunity in the market.
“With all the freshly prepared and steamed veg that you could want, Toby is the guilt-free place to take children out to eat. Children also enjoy the choice and interaction they can have at the carvery deck.”
Separately, M&B’s Sizzling Pubs brand is introducing a Kids Summer Saver loyalty card from 16 July.
Cards, which can be picked up any site, get stamped every time the holder dines at a Sizzling pub and on the 5th visit two children can eat free with every adult meal purchased.
The offer is valid until 4 September and children must be 12 or under.
