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Perkins French Toast Tower
Perkins' French Toast Tower

Tiny diners present big opportunity

The Kruse Report

Kids’ menus are in the spotlight these days. Better children’s fare nabbed three of the top 10 spots in the National Restaurant Association’s “What’s Hot in 2013” culinary forecast, with chefs predicting that dishes created for the younger set will focus on health, nutrition and whole grains. Chicago-based research firm Technomic reported that parents lay out a whopping $65 billion annually on food for kids, much of which goes to dining away from home. What’s more, Restaurant Demand Tracker estimates that while the average restaurant spend among consumers is about $50 per week, families with children under 18 spend more than $60 per week. Taken together, these factors underscore that pint-sized patrons represent a major business-building opportunity for operators who can successfully lure the little ones.

Nancy Kruse

Part of the challenge in catering to kids is the range of ages and life stages; the tastes of tots ages 2 to 5 differ significantly from the tastes of tweens ages 9 to 12. Parents’ attitudes reflect this divide. Some, especially those with younger offspring, want basic, familiar items that reduce mealtime meltdowns and eliminate dining-room drama. An overwhelming majority of operators respond with the time-tested triumvirate of chicken fingers or nuggets, macaroni and cheese, and hamburgers, with an appearance by pizza or pasta at some venues. But a few restaurants go the extra culinary mile and add a dollop of fun. Denny’s Inside Out Grilled Cheese sandwich has melted cheese on the inside and crispy cheese on the outside, a winning combination of gooey and crunchy. California Pizza Kitchen offers a salad that replaces croutons with Goldfish crackers — a simple, sure-fire kid pleaser and a smart way to sell greens.

Creative presentation is a good way to engage children, as with Perkins’ French Toast Tower, which consists of French toast sticks that can be eaten by hand. While morning meals abound with smiley-faced pancakes, Denny’s entices young sports fans with Softball Pancakes finished with seams made of raspberry sauce. Meanwhile, IHOP offers cute silver-dollar-sized Baby Cakes, and Shari’s pirate-themed kids’ menu features Cheesy Eggs in a Raft — afloat in a small skillet.

Homemade Chicken n' Dumplins at Cracker Barrel

While many parents stick with standards, others opt for dishes that are reflective of their children’s growing dining sophistication. These are often miniature versions of regular menu items, like the Kid’s Sirloin at LongHorn Steakhouse or the Homemade Chicken n’ Dumplins at Cracker Barrel Old Country Store. Texas Roadhouse provides Lil’ Dillo Sirloin Bites, a nice fit for little fingers, while at IHOP young diners can enjoy Grilled Tilapia. Some parents report ordering their children’s entrées off the regular appetizer list for a tasty dish in an appropriate portion.

Make it good. The NRA’s “What’s Hot” survey supports the overriding importance of making healthful foods accessible to children, and restaurants across the board have responded. Favorite veggies like broccoli and carrots are widely available as a side-dish option, and at Ruby Tuesday sugar snap peas, green beans and zucchini are also alternatives. Menus are awash in low-fat milk, and apple slices have become de rigueur at quick-service chains. Chick-fil-A, Arby’s and many others have signed on to the Kids LiveWell program that espouses lean meats, whole grains and good-for-you sides and beverages. Jamba Juice stepped out recently with Jamba Kids Meals, featuring a mix of innovative items. Cheesy Stuffed Pretzel or Pizza Swirl with Turkey offerings can be paired with signature smoothies like Strawberries Gone Bananas. The good news: A complete kid’s meal clocks in at fewer than 500 calories.

Looking ahead, savvy restaurateurs will ramp up their efforts to build the lucrative family business. According to Julie Casey — aka The Restaurant Mom and founder of MyKidsPlate.com, an online resource that tracks family-dining trends — for families the overall dining experience is as important as the food itself. Both parents and children report that spending time with each other is the main attraction of eating out, so the real long-term opportunity is for restaurants to use their children’s menus and service programs to facilitate quality family time. 

Nancy Kruse, president of the Kruse Company, is a menu trends analyst based in Atlanta. As one of LinkedIn’s Top 100 Influencers in the United States, she blogs regularly on food-related subjects on the LinkedIn website.

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