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Description

Description

This report explores kids’ and teens’ eating habits as it applies to restaurants—identifying trends that are changing consumer habits and perceptions about dining out and how restaurants are reacting to these needs. The report covers industry activity in and consumer attitudes and behavior towards full-service and limited-service restaurants from the perspectives of both children and parents. The report focuses not only on innovation and trends related to what’s on the kids’ menu, but also what surrounds the menu, such as entertainment and activities used to attract children.

Throughout this report, you will also find thoughtful discussion on the following topics:

  • How restaurants can attract families with healthier menu offerings
  • How restaurants can navigate the future of menu transparency and make this information applicable to the dietary needs of children
  • How the recession is negatively impacting consumers’ tendencies to dine out, including ways to curtail declining guest traffic and motivate purchases
  • How shifts in the child population will impact restaurants, justifying increased need for kids’ meals and entertainment by all restaurants segments
  • Innovating on kids’ menu variety, by restaurant segment
  • Insight into how one company has become the restaurant brand for kids through strategic and the innovative moves that position it as an explicitly kid-friendly destination
  • Limited-service and full-service restaurant usage as reported by both parents and kids, with analysis tailored to differences by age of child
  • Comparisons between the opinions of moms and dads regarding what keeps a child’s attention at restaurants

What's included

What's included

Table of contents

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Mintel Menu Insights
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Recession causes consumers to dine out less
                      • All segments affected
                        • Change is everywhere—forcing restaurants to adapt
                          • The family dynamic
                            • Kids population to grow through 2014; teen growth expected to be flat
                              • Teen spending
                                • Health on the kids’ menu
                                  • The value of entertainment
                                    • Little variety on the kids’ menu
                                      • Focus: McDonald’s—the power of the brand
                                        • Dining out with kids and teens
                                          • Where kids dine
                                            • Who they dine with
                                              • Parent’s perspective on why and where they take kids
                                                • What the parents say about dining out
                                                  • What the kids say about dining out
                                                    • Decision-makers and influencers
                                                      • Keeping kids’ attention at restaurants
                                                      • Insights and Opportunities

                                                        • Key points
                                                          • Health on the kids’ menu
                                                            • Eliminate the veto factor
                                                              • Navigating the future of menu transparency: focus on the kids’ menu
                                                                • Make kids’ menu interesting, not generic
                                                                  • What we’ve seen—if you offer healthful food, kids will eat it
                                                                    • Give kids the opportunity to eat something different
                                                                    • Inspire Insights

                                                                        • Authenticity
                                                                          • What's it about?
                                                                            • What we've seen
                                                                              • Restaurants as communication instrument
                                                                                • Applications
                                                                                  • Trust In Me
                                                                                    • What's it about?
                                                                                      • What we've seen
                                                                                        • Application to the restaurant industry
                                                                                        • Market Factors

                                                                                          • Restaurant industry recession continues, but the bottom may be in sight
                                                                                            • Figure 1: Restaurant Performance Index, current situation, and expectations, November 2007-April 2009
                                                                                          • Consumer confidence undermines willingness to spend at restaurants
                                                                                              • Figure 2: Consumer Sentiment Index, by quarter, 2001-09
                                                                                              • Figure 3: Restaurant spend compared to last year, February 2009
                                                                                            • Families pull back on restaurant spend—all segments affected
                                                                                              • Recession reshapes the family dynamic
                                                                                                • Increasing number of potential child diners in the U.S.
                                                                                                    • Figure 4: Population by age, 2004-14
                                                                                                  • Fewer jobs for teens means less spending
                                                                                                  • Restaurant Innovation and Innovators: Healthy Meals

                                                                                                    • Key points
                                                                                                      • Spinning health on the children’s menu via freshness
                                                                                                        • Removing the “bad” fats for better health positioning
                                                                                                          • Figure 5: Incidence of fat claims on children’s menus, 2005-Q1 2009
                                                                                                        • Nutritional choices… please!
                                                                                                            • Figure 6: Incidence of nutritional claims on children’s menus, 2005-Q1 2009
                                                                                                          • Casual restaurants offering more choices but fast casual tops with healthy offerings
                                                                                                              • Figure 7: Incidence of nutritional claims on children’s menus, by restaurant segment, Q1 2009
                                                                                                          • Restaurant Innovation and Innovators: Entertainment Value

                                                                                                            • Key points
                                                                                                              • Fast food operators have strong kid appeal
                                                                                                                • “Happy Meals” attract kids with toys and licensing tie-ins
                                                                                                                  • The “Playplace”
                                                                                                                    • Cheap eats provide time to socialize
                                                                                                                      • Innovators in full-service targeting families
                                                                                                                        • Engaging table activities
                                                                                                                          • Playtime
                                                                                                                          • Restaurant Innovation and Innovators: Variety

                                                                                                                            • Key points
                                                                                                                              • It’s the same old thing on kids’ menus
                                                                                                                                • Figure 8: Top 10 dishes on children’s menus, 2005-Q1 2009
                                                                                                                              • Fast casual and fine dining offer some “different” types of kids’ dishes
                                                                                                                                  • Figure 9: Top five dishes on children’s menus, by restaurant segment, Q1 2009
                                                                                                                              • Brand Qualities: Wooing Kids

                                                                                                                                • McDonald’s: The evolution of becoming the restaurant for kids
                                                                                                                                  • McDonald’s: The Power of the Brand
                                                                                                                                      • Figure 10: Children’s self-reporting restaurant usage, by restaurant, by age, March 2009
                                                                                                                                    • The question:
                                                                                                                                      • The answer:
                                                                                                                                      • Restaurant Usage: Parents’ Perspective

                                                                                                                                        • Key points
                                                                                                                                          • Adult restaurant usage and mean usage
                                                                                                                                            • Figure 11: Adults usage and usage frequency of restaurant segments in past month, March 2009
                                                                                                                                            • Figure 12: Adults usage and usage frequency of restaurant segments in past month, by gender, March 2009
                                                                                                                                            • Figure 13: Adults usage and usage frequency of restaurant segments in past month, by selected HH income groups, March 2009
                                                                                                                                          • Number of times children brought to restaurant: usage and mean usage
                                                                                                                                            • Figure 14: Usage/usage frequency of bringing child/children to restaurant segments in past month, March 2009
                                                                                                                                            • Figure 15: Usage/usage frequency of bringing child/children to restaurant segments in past month, by gender, March 2009
                                                                                                                                            • Figure 16: Usage/usage frequency of bringing child/children to restaurant segments in past month, by HH income, March 2009
                                                                                                                                        • Restaurant Usage: Kids’ Perspective

                                                                                                                                          • Key points
                                                                                                                                            • Overview
                                                                                                                                                • Figure 17: Children’s self-reporting restaurant usage, by restaurant, by age, March 2009
                                                                                                                                              • By age of child
                                                                                                                                                • Figure 18: Children’s self-reporting restaurant usage, by restaurant, by age groups, March 2009
                                                                                                                                                • Figure 19: Children’s self-reporting restaurant usage, by restaurant, by gender, March 2009
                                                                                                                                              • Teen and kid usage of restaurants by day part
                                                                                                                                                • Figure 20: Teen use of family restaurant/steakhouses and fast food restaurants, by daypart and race/ethnicity, October 2007-December 2008
                                                                                                                                                • Figure 21: Kids’ use of family restaurant/steakhouses and fast food restaurants, by daypart and race/ethnicity, October 2007-December 2008
                                                                                                                                            • Who Goes With Kids to Restaurants: Kids’ Perspective

                                                                                                                                              • Key points
                                                                                                                                                • Overview
                                                                                                                                                  • Figure 22: Who kids aged 6-11 go to restaurants with, by restaurant, March 2009
                                                                                                                                                  • Figure 23: Who kids aged 13-17 go to restaurants with, by restaurant, March 2009
                                                                                                                                              • Why Parents Bring Kids to Restaurants

                                                                                                                                                • Key points
                                                                                                                                                  • Overview
                                                                                                                                                      • Figure 24: Reasons parents bring child/children out to a fast food restaurant, by age of child, March 2009
                                                                                                                                                      • Figure 25: Reasons parents bring child/children out to a full-service restaurant, by age of child, March 2009
                                                                                                                                                    • Reasons parents bring kids to fast food restaurants: demographic analysis
                                                                                                                                                      • Parents of kids aged 1-5
                                                                                                                                                        • Figure 26: Reasons parents bring child/children aged 1-5 out to a fast food restaurant, by gender and parents’ age, March 2009
                                                                                                                                                      • Parents of kids aged 6-11
                                                                                                                                                        • Figure 27: Reasons parents bring child/children aged 6-11 out to a fast food restaurant, by gender and parents’ age, March 2009
                                                                                                                                                      • Parents of kids aged 12-17
                                                                                                                                                        • Figure 28: Reasons parents bring child/children aged 12-17 out to a fast food restaurant, by gender and parents’ age, March 2009
                                                                                                                                                      • Reasons parents bring kids to full-service restaurants: demographic analysis
                                                                                                                                                        • Parents of kids aged 1-5
                                                                                                                                                          • Figure 29: Reasons parents bring child/children aged 1-5 out to a full-service restaurant, by gender and parents’ age, March 2009
                                                                                                                                                        • Parents of kids aged 6-11
                                                                                                                                                          • Figure 30: Reasons parents bring child/children aged 6-11 out to a full-service restaurant, by gender and parents’ age, March 2009
                                                                                                                                                        • Parents of kids aged 12-17
                                                                                                                                                          • Figure 31: Reasons parents bring child/children aged 12-17 out to a full-service restaurant, by gender and parents’ age, March 2009
                                                                                                                                                      • Kids’ Dining Out Attitudes and Behaviors: Parents’ Perspective

                                                                                                                                                        • Key points
                                                                                                                                                          • Overview
                                                                                                                                                              • Figure 32: Kids’ dining out attitudes and behaviors, by age of child, March 2009
                                                                                                                                                          • Kids’ Dining Out Attitudes and Behaviors: Kids’ Perspective

                                                                                                                                                            • Key points
                                                                                                                                                              • Overview
                                                                                                                                                                  • Figure 33: Dining out attitudes and behaviors: Children’s perspective, by age, March 2009
                                                                                                                                                                  • Figure 34: Dining out attitudes and behaviors: Children’s perspective, by gender, March 2009
                                                                                                                                                              • Limiting Kids’ Food Choices: Parents’ and Kids’ Perspectives

                                                                                                                                                                • Key points
                                                                                                                                                                  • Overview
                                                                                                                                                                    • Figure 35: Parents’ food choice limitation rationales, by age of child, March 2009
                                                                                                                                                                    • Figure 36: Children’s self-reporting ordering behavior, by age, March 2009
                                                                                                                                                                    • Figure 37: Children’s self-reporting ordering behavior, by gender, March 2009
                                                                                                                                                                • Keeping Kids’ Attention at Restaurants: Parents’ Perspective

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Overview
                                                                                                                                                                        • Figure 38: Keeping children’s attention at restaurants, by age of child, March 2009
                                                                                                                                                                      • Demographic analysis
                                                                                                                                                                        • Figure 39: Keeping attention of children aged 1-5 at restaurants, by gender, March 2009
                                                                                                                                                                        • Figure 40: Keeping attention of children aged 6-11 at restaurants, by gender, March 2009
                                                                                                                                                                        • Figure 41: Keeping attention of children aged 12-17 at restaurants, by gender, March 2009
                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                        • Utilitarians
                                                                                                                                                                          • Who they are
                                                                                                                                                                            • Opportunity
                                                                                                                                                                              • Bonders
                                                                                                                                                                                • Who they are
                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                    • Humdrummers
                                                                                                                                                                                      • Who they are
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                            • Figure 42: Kids’ and teens’ eating habit clusters, March 2009
                                                                                                                                                                                            • Figure 43: Frequency of bringing child/children to restaurant segments in past month, by kids’ and teens’ eating habit clusters, March 2009
                                                                                                                                                                                            • Figure 44: Reasons parents bring child/children out to a fast food restaurant, by kids’ and teens’ eating habit clusters, March 2009
                                                                                                                                                                                            • Figure 45: Reasons parents bring child/children out to a fast food restaurant, by kids’ and teens’ eating habit clusters, March 2009
                                                                                                                                                                                            • Figure 46: Kids’ dining out attitudes and behaviors, by kids’ and teens’ eating habit clusters, March 2009
                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                            • Figure 47: Kids’ and teens’ eating habit clusters, by gender, March 2009
                                                                                                                                                                                            • Figure 48: Kids’ and teens’ eating habit clusters, by age group, March 2009
                                                                                                                                                                                            • Figure 49: Kids’ and teens’ eating habit clusters, by income group, March 2009
                                                                                                                                                                                            • Figure 50: Kids’ and teens’ eating habit clusters, by race, March 2009
                                                                                                                                                                                            • Figure 51: Kids’ and teens’ eating habit clusters, by Hispanic origin, March 2009
                                                                                                                                                                                            • Figure 52: Kids’ and teens’ eating habit clusters, by age of children, March 2009
                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                          • Appendix: Additional Consumer Tables

                                                                                                                                                                                            • Parents of kids aged 1-5
                                                                                                                                                                                              • Figure 53: Kids’ aged 1-5 dining out attitudes and behaviors, by gender, March 2009
                                                                                                                                                                                            • Parents of kids aged 6-11
                                                                                                                                                                                                • Figure 54: Kids’ aged 6-11 dining out attitudes and behaviors, by gender, March 2009
                                                                                                                                                                                              • Parents of kids aged 12-17
                                                                                                                                                                                                • Figure 55: Kids’ aged 6-11 dining out attitudes and behaviors, by gender, March 2009
                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                              About the report

                                                                                                                                                                                              This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                              • The Consumer

                                                                                                                                                                                                What They Want. Why They Want It.

                                                                                                                                                                                              • The Competitors

                                                                                                                                                                                                Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                              • The Market

                                                                                                                                                                                                Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                              • The Innovations

                                                                                                                                                                                                New Ideas. New Products. New Potential.

                                                                                                                                                                                              • The Opportunities

                                                                                                                                                                                                Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                              • The Trends

                                                                                                                                                                                                What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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