When we think about the future of the restaurant industry, the buzz centers on AI, tech stacks, and convenience trends. But what if the real threat isn’t these innovations at all? What if it’s a generation growing up without the habit of or interest in dining out? What if the pandemic didn’t just change where and how we eat, but rather fundamentally altered how an entire generation feels about dining out?
It’s been close to five years since the pandemic turned life on its head. While some things have returned to normal, others have unintended consequences we’re still coming to terms with, like how kids now experience and think about restaurants
A mixed bag of resilience
While the pandemic made kids more independent and capable, it also distanced them from the tradition of dining inside a restaurant, both limited and full-service alike, and this shift presents a critical challenge for the industry.
According to parents, the pandemic wasn’t all bad for their children. Sixty-one percent of parents believe their children are more independent and capable, and 55% believe their children are better at handling challenges and adapting to change.
Resilience is up, but there’s a catch for restaurants.
In the pandemic-fueled shift toward convenience, we normalized transactional dining. Delivery apps soared, curbside pickup flourished, and the art of “dining out” transformed into “eating in.” Adults adapted quickly, but for kids, the formative years of experiencing dining inside a restaurant became a novelty, if not an outright source of discomfort.
Here’s the kicker: 25% of parents say their children don’t enjoy going out to eat or being in crowded places as much anymore. That’s not just a concern — it’s a red flag for the future.
Can you blame them?
For kids who spent critical development years in isolation, the familiarity of dining out became unfamiliar. When they ventured out with their parents, it was likely not that joyful given the pandemic’s labor shortages and other issues.
The kid veto is real
Every parent knows the “what’s for dinner?” spiral, but here’s the truth: The smallest voices often have the biggest impact. A kid vetoing going out to a restaurant means families often stay home, and that’s a short-term loss in dine-in traffic. Sure, you might see a to-go or delivery order come through, but that won’t replace the long-term impact of families slowly stepping away from the dining room and the revenue it brings.
And here’s where it gets serious. Thirty-nine percent of parents say it’s “just not worth it” to dine in anymore. The math is simple: disengaged kids lead to disengaged families, and that pulls traffic, dollars, and jobs out of the restaurant ecosystem.
If families continue opting for takeout over the dining room, we don’t just lose the short-term revenue — we risk undermining the very fabric of what makes restaurants vital: community, connection, and shared experiences. There’s a difference between what consumers say they want — convenience — and what they need — social connections.
So what? Now what?
This isn’t just a disruption in the trial and adoption curve; it’s a ticking time bomb. The next generation is slipping away, and if we don’t act now, restaurants risk losing a cornerstone of their future
If we want to bring families back to the table, we need to make dining out irresistible to kids.
Immediate actions:
- Elevate the kid experience. Train your team to go above and beyond when kids are in the dining room. Playful interactions, memorable moments, and tailored service will make kids want to return and bring their parents with them.
- Make it joyful. Joy isn’t just a bonus, it’s a key to staying competitive. If kids don’t leave your restaurant happy, your spot on the family’s go-to list might be in jeopardy.
Long-term reinvention needed
The challenge isn’t just about convenience anymore, it’s about reinvention. As we confront broader challenges like automation and AI, re-engaging children and the family dining experience is a critical task that should be top of the list.
Restaurants need to create experiences so irresistible, so craveable, that kids are begging to go. The ‘kid nag factor’ should be your number one priority, and if kids aren’t asking to go, parents won’t be showing up for those family occasions.
If we don’t act, we risk losing a generation of diners, future employees, and the communal dining experience that defines the restaurant industry. It’s time to make dining out magical again — for families, for kids, and for the future of our industry.
Data Source: Lisa W. Miller & Associates Journey Back to Joy Research
Data collected September-December 2024 via online surveys, national representative sample
N= 4000 Total Adults 18+ years old of which N= 1117 were parents with children under 17
AUTHOR BIO
Lisa W. Miller has over 30 years of consumer insights and innovation experience collecting nearly a million consumer interviews qualitatively and quantitively. Lisa conveys excitement, hope and real hands-on tools to revamp organizational goals and growth. She strategically transforms companies and improves bottom-line results by using the “DNA” of the Business of JOY.
Lisa is a 3-time EFFIE Winner for Advertising Effectiveness, recipient of the David Ogilvy Research Award, and is an expert in consumer insights.
Lisa is the author of the book, The Business of JOY, based on over 55,000 consumer interviews and countless hours spent interviewing business leaders and frontline employees. It gives a 360-degree view of the pandemic — translating insights into an actionable framework for the future. Lisa’s data became a leading indicator of economic recovery. According to Lisa, “Economic recovery and growth begin when JOY is greater than Fear.”
