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Kids and Dining Out - US - July 2013

Published By :

Mintel

Published Date : Jul 2013

Category :

Food

No. of Pages : 136 Pages


Children are shifting in the way they use restaurants. They are ordering from many different areas of the menus, in part because of parental health concerns as well as a lack of sophisticated options. The meal toy traditionally drew in kids, but children are becoming increasingly sophisticated and aging out of them at a younger age. Additionally, restaurants must consider how a child’s restaurant experience differs between dine-in and to-go options and change to meet their needs in terms of menu offerings, packaging, and activities.
Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Mintel Menu Insights
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms

Executive Summary
Market drivers
Opportunities
Menu analysis
Figure 1: Segment breakdown of kids’ menu items at restaurants, by incidence, Q1 2010-13
Figure 2: Top 10 kids’ menu items at restaurants, by incidence, Q1 2010-13
The consumer
Figure 3: Desired improvements for kids’ meals, May 2013
Figure 4: Menu sections typically used when ordering for kids, May 2013
Figure 5: Restaurant behavior when dining with children, May 2013
What we think

Issues and Insights
Restaurants’ role in meeting parents’ needs for better-for-you kids’ options
The issues
The implications
Meeting kids’ needs and recognizing their influence
The issues
The implications
The best ways that restaurants can engage children
The issues
The implications

Innovators and Innovations
Better-for-you Options
Technological Toys
Interactive Toys and Activities
Play Areas

Trend Applications
Trend: Minimize Me
Trend: Experience Is All
Mintel Futures: Access Anything Anywhere

Market Drivers
Foodservice and drinking place sales have inched downward
Figure 6: Adjusted foodservice and drinking place sales, in billions, January 2008-April 2013
Restaurant Performance Index lingers around the 100 mark
Figure 7: Restaurant Performance Index, January 2009-April 2013
Economic Indicators
Rising commodity prices
Millennials enter into parenthood
Cultural diversity
Government legislation
Childhood obesity and diabetes

Marketing Strategies
Overview of the brand landscape
Television advertisements
Burger King
Figure 8: Burger King, “Mario Brothers,” television ad, October 2012
Chuck E. Cheese’s
Figure 9: Chuck E. Cheese’s, “Ticket Blaster,” Television Ad, June 2013
McDonald’s
Figure 10: McDonald’s. “Epic Goodness,” television ad, May 2013
Spangles
Figure 11: Spangles’, “Summer Treat,” television ad, July 2012
Subway
Figure 12: Subway’s, “Old Creation/Healthy Kids,” television ad, March 2013
Wendy’s
Figure 13: Wendy’s, “Family Time,” television ad, May 2013
Sweepstakes and contests
Free kids’ nights and meals
Be an ally in the fight against obesity and overweight
Mommy marketing
Charitable programs

Menu Analysis—Overview
Segment Overview
Figure 14: Segment breakdown of kids’ menu items, by incidence, Q1 2010-13
Menu section
Figure 15: Menu breakdown of kids’ menu items at restaurants, by incidence, Q1 2010-13
Menu items
Figure 16: Top 10 kids’ menu items at restaurants, by incidence, Q1 2010-13
Preparation methods
Figure 17: Top 10 preparation methods for kids’ menu items at restaurants, by incidence, Q1 2010-13
Marketing claims
Figure 18: Top 10 marketing claims for kids’ menu items at restaurants, by incidence, Q1 2010-13
Nutritional claims
Figure 19: Top 10 nutritional claims for kids’ menu items at restaurants, by incidence, Q1 2010-13

Menu Analysis—Menu Items by Restaurant Type
Quick service restaurants
Figure 20: Top 10 kids’ menu items at quick service restaurants, by incidence, Q1 2010-13
Fast casual restaurants
Figure 21: Top 10 kids’ menu items at fast casual restaurants, by incidence, Q1 2010-13
Family midscale restaurants
Figure 22: Top 10 kids’ menu items at family midscale restaurants, by incidence, Q1 2010-13
Casual dining restaurants
Figure 23: Top 10 kids’ menu items at casual dining restaurants, by incidence, Q1 2010-13
Fine dining restaurants
Figure 24: Top 10 kids’ menu items at fine dining restaurants, by incidence, Q1 2010-13

Kids’ Restaurant Usage
Key points
Quick service restaurants for dinner are used most by families
Figure 25: Kids’ restaurant usage and dayparts, May 2013
Dads are more likely to dine with family at a variety of segments
Figure 26: Kids’ restaurant usage, by gender, May 2013
Figure 27: Restaurant daypart usage, by gender, May 2013
Restaurant selection for dining with kids is correlated to household income
Figure 28: Kids’ restaurant usage, by household income, May 2013
Hispanics visit a larger variety of restaurants and for multiple dayparts
Figure 29: Kids’ restaurant usage, by Hispanic origin, May 2013
Figure 30: Restaurant daypart usage, by Hispanic origin, May 2013
Westerners snack and Southerners use casual dining and pizza places
Figure 31: Kids’ restaurant usage, by region, May 2013
Younger children are more likely than others to visit restaurants for lunch
Figure 32: Restaurant daypart usage, by child age, May 2013

Changes in Kids’ Restaurant Behavior
Key points
Parents cook at home instead of visiting restaurants with their kids
Figure 33: Changes in kids’ restaurant behavior, May 2013
Breakfast, specifically dine-in, has shown growth compared to last year
Figure 34: Increases in kids’ restaurant behavior, by restaurant daypart usage, May 2013
Moms increased cooking at home and their usage of the drive-thru
Figure 35: Increases in kids’ restaurant behavior, by gender, May 2013
Low-income parents cook more at home; affluents visit restaurants more
Figure 36: Increases in kids’ restaurant behavior, by household income, May 2013
Northeasterners buy upscale items; Westerners stick to traditional options
Figure 37: Increases in kids’ restaurant behavior, by region, May 2013

Desired Improvements for Kids’ Meals
Key points
Moms are more likely than dads to desire an activity over a toy
Figure 38: Desired improvements for kids’ meals, by gender, May 2013
Low-income parents value on-the-go items; affluents value sophistication
Figure 39: Desired improvements for kids’ meals, by household income, May 2013
Older kids quickly age out of the toys and activities currently offered
Figure 40: Desired improvements for kids’ meals, by child age, May 2013

Menu Sections Used When Ordering for Kids
Key points
Moms concerned with health and price, while dads let kids order appetizers
Figure 41: Menu sections typically used when ordering for kids, by gender, May 2013
Low-income kids order off value menus and the affluent order adult entrées
Figure 42: Menu sections typically used when ordering for kids, by household income, May 2013
Hispanic kids more likely to order appetizers, desserts, and senior items
Figure 43: Menu sections typically used when ordering for kids, by Hispanic origin, May 2013
Cutoff for ordering from the kids menu happens at around 12
Figure 44: Menu sections typically used when ordering for kids, by child age, May 2013

Restaurant Behavior when Dining with Kids
Key points
Kids order for themselves, like the healthy options offered, and eat dessert
Moms treat their kids to healthy meals, while dads lead by example
Figure 45: Restaurant Behavior when Dining with Kids, by gender, May 2013
Affluent kids choose their meal and low-income kids earn their dessert
Figure 46: Restaurant behavior when dining with kids, by household income, May 2013
Hispanic parents stricter and more influential to their children
Figure 47: Restaurant behavior when dining with kids, by Hispanic origin, May 2013
Midwest parents most likely to use restaurants for treats
Figure 48: Restaurant behavior when dining with kids, by region, May 2013
Parents of young kids are more likely to choose meals and use incentives
Figure 49: Restaurant behavior when dining with kids, by child age, May 2013

Parents’ Attitudes to Kid’s Options at Restaurants
Key points
Parents may want toddler breakfast meals and multiple kids’ snack sizes
Figure 50: Parents’ attitudes to kids’ options at restaurants, by restaurant daypart usage, May 2013
Moms concerned with kids’ menu selection and activities
Figure 51: Parents’ attitudes to kids’ options at restaurants, by gender, May 2013
Low-income parents agree portions are too large and activities are needed
Figure 52: Parents’ attitudes to kids’ options at restaurants, by household income, May 2013
Hispanic parents find kids’ meals bland and look for activities at restaurants
Figure 53: Parents’ attitudes to kids’ options at restaurants, by Hispanic origin, May 2013
Northeasterners want healthier items, while Westerners find offerings bland
Figure 54: Parents’ attitudes to kids’ options at restaurants, by region, May 2013
Parents want to keep toddlers busy and give 5-8 year olds exciting choices
Figure 55: Parents’ attitudes to kids’ options at restaurants, by child age, May 2013

Cluster Analysis
Super Parents
Demographics
Characteristics
Opportunity
Toddler Parents
Demographics
Characteristics
Opportunity
Parents of Teens
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 56: Target clusters, May 2013
Figure 57: Kids’ restaurant usage, by target clusters, May 2013
Figure 58: Restaurant daypart usage, by target clusters, May 2013
Figure 59: Increases in kids restaurant behavior, by target clusters, May 2013
Figure 60: Desired improvements for kids’ meals, by target clusters, May 2013
Figure 61: Sections typically used when ordering for kids, by target clusters, May 2013
Figure 62: Restaurant behavior when dining with kids, by target clusters, May 2013
Figure 63: Parents’ attitudes to kids’ options at restaurants, by target clusters, May 2013
Cluster demographic tables
Figure 64: Target clusters, by region, May 2013
Figure 65: Target clusters, by child age, May 2013
Figure 66: Target clusters, by demographic, May 2013
Cluster methodology

Appendix – Additional Tables
Figure 67: Kids’ restaurant usage, by age, May 2013
Figure 68: Restaurant daypart usage, by age, May 2013
Figure 69: Restaurant daypart usage, by household income, May 2013
Figure 70: Restaurant daypart usage, by region, May 2013
Figure 71: Kids’ restaurant usage, by child age, May 2013
Figure 72: Increases in kids’ restaurant behavior, by age, May 2013
Figure 73: Increases in kids’ restaurant behavior, by Hispanic origin, May 2013
Figure 74: Increases kids’ restaurant behavior, by Kids’ restaurant usage, May 2013
Figure 75: Increases in kids’ restaurant behavior, by Kids’ restaurant usage, May 2013
Figure 76: Desired improvements for kids’ meals, by restaurant daypart usage, May 2013
Figure 77: Desired improvements for kids’ meals, by age, May 2013
Figure 78: Desired improvements for kids’ meals, by Hispanic origin, May 2013
Figure 79: Desired improvements for kids’ meals, by region, May 2013
Figure 80: Desired improvements for kids’ meals, by Kids’ restaurant usage, May 2013
Figure 81: Desired improvements for kids’ meals, by Kids’ restaurant usage, May 2013
Figure 82: Desired improvements for kids’ meals, by Menu sections typically used when ordering for kids, May 2013
Figure 83: Menu sections typically used when ordering for kids, by restaurant daypart usage, May 2013
Figure 84: Menu sections typically used when ordering for kids, by age, May 2013
Figure 85: Menu sections typically used when ordering for kids, by region, May 2013
Figure 86: Menu sections typically used when ordering for kids, by Kids’ restaurant usage, May 2013
Figure 87: Menu sections typically used when ordering for kids, by Kids’ restaurant usage, May 2013
Figure 88: Restaurant behavior when dining with kids, by restaurant daypart usage, May 2013
Figure 89: Restaurant behavior when dining with kids, by age, May 2013
Figure 90: Restaurant behavior when dining with kids, by Kids’ restaurant usage, May 2013
Figure 91: Restaurant behavior when dining with kids, by Kids’ restaurant usage, May 2013
Figure 92: Parents’ attitudes to kids’ options at restaurants, May 2013
Figure 93: Parents’ attitudes to kids’ options at restaurants, by age, May 2013
Figure 94: Parents’ attitudes to kids’ options at restaurants, by Kids’ restaurant usage, May 2013
Figure 95: Parents’ attitudes to kids’ options at restaurants, by Kids’ restaurant usage, May 2013

Appendix – Market Drivers
Consumer confidence
Figure 96: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 97: U.S. Unemployment Rate, by month, 2002-13
Figure 98: U.S. Unemployment and underemployment rates, 2007-13
Figure 99: Number of employed civilians in U.S., in thousands, 2007-13
Food cost pressures
Figure 100: Changes in USDA Food Price Indexes, 2011 through May 24, 2013
Obesity
Figure 101: U.S. obesity, by age group, 2008 and 2012
Childhood and teen obesity—highest in decades
Figure 102: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Racial, ethnic population growth
Figure 103: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
Figure 104: Households with children, by race and Hispanic origin of householder, 2012
Shifting U.S. demographics
Figure 105: U.S. population, by age, 2008-18
Figure 106: U.S. households, by presence of own children, 2002-12

Appendix – Trade Associations

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