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Kids Landscape2004

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Information about Kids Landscape2004
Education

Published on April 22, 2008

Author: UpBeat

Source: authorstream.com

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Slide1:  Kids Casual Dine Category Landscape September 2003 Overview:  Overview INSIGHT Casual Dine has a large opportunity for profitable traffic growth via a kid-friendly positioning ANALYSIS Detailed review of fifteen casual dine chains who have a kids program RECOMMENDATION Develop recommendations on effective kid-friendly positioning based on menu, cups, merchandise, etc. Develop recommendations for food content, pricing and overall program enthusiasm Category Landscape Agenda:  Category Landscape Agenda Why Market to Kids and Families? Casual Dine Kids Programming Review Marketing to Kids and Families:  Marketing to Kids and Families Kids are People, Too! How do kids influence the dining selection?:  Source: Publicis in Mid America, The Food Institute Report, 10/00 Restaurant Hospitality, April 2001 Attracting kids and families is a pivotal factor to the success of restaurants. How do kids influence the dining selection? Kids are actively involved in the restaurant decision making process starting from age 5 or 6 Kids influence 90% of a family’s out-of-home eating occasions 44% of family eating occasions are a sit-down restaurants Households with kids account for more than 56% of all dollars spent on food away from home Kids directly influence the spending of $110 billion in annual food and beverage purchases Why market to families with kids?:  Why market to families with kids? Source: Dining Out-Family Style Child/Teen Ominous Survey 2003 by KRC Research Kids 12 and under account for about one-sixth of all restaurant visits. 16% 15% How often do kids eat out?:  How often do kids eat out? Graph Source: Dining Out-Family Style Child/Teen Ominous Survey 2003 by KRC Research Almost 1/3 of families with kids surveyed eat out once a week. August is the most popular month & Saturday is the most popular day to dine out* *Source: The National Restaurant Association 2003 What daypart do kids eat out the most?:  What daypart do kids eat out the most? Source: Dining Out-Family Style Child/Teen Ominous Survey 2003 by KRC Research Kids over-index on eating out during the dinner daypart. % of Daypart Traffic Year Ending May ‘03 Index to All Cust. 63 69 150 99 What do kids like about eating out?:  What do kids like about eating out? Kids enjoy the experience of dining together with their family. Source: Dining Out-Family Style Child/Teen Ominous Survey 2003 by KRC Research What do kids want when dining out?:  Kids’ “wants” are becoming more mature as they are emulating older children and adults. Feel special with personal attention Treated with respect Entertainment (something to do or watch) Involvement with decision making (restaurant & food selection) Food selection:* Require smaller portions Prefer larger menu selection (similar to parents) Welcome broad & bold flavors Source: Restaurants and Institutions,”Children’s favorite foods increasingly are looking like grown-up fare”, March 1, 2002 What do kids want when dining out? What Kids Want…:  What Kids Want… Activities Play Area Placemats with Puzzles, Crayons Toys Self Service Free beverage refill machine Any other self service, like a buffet, a dessert bar, popcorn cart, etc. Entertainment Theme décor (like a rainforest, rock music, etc.) Lots of props (lights, cartoon like posters, etc.) Booths Child seating/high chairs Unbreakable table ware (plastic or paper) Space to move around Floors that are easy to clean Gift Shop Give aways Child-Friendly Elements Souvenirs *Source: The Role of the Restaurant Setting, 2001 Considerations to meet kids needs: Parent’s Perspective on Dining Out:  Parent’s Perspective on Dining Out Depending on their mood, parents possess one of the two different perspectives when they eat out with their kids: Source: Restaurant Hospitality,”Kids Marketing: A Broader Perspective”, June 2002 Parents are always looking for restaurants to welcome their kids with friendly service. Convenience “Pleasing Children” Mode Friendly service Kid-Friendly Kids to feel welcome Easily accommodated Relatively quick & efficient meal Spend a modest amount of money Friendly Service Kid-Friendly Kids to feel welcome Easily accommodated Family friendly layout Entertaining and stimulating Games Food kids like Décor/Design elements Good food Self-Indulgent Social - Practical (at times) Routine “in and out” visits Practical Mood Name Desc Examples Kids Programming Review:  Kids Programming Review Note: All menus reviewed were received in April 2003 within the LA & Orange County markets within California. The following review provides findings of an overview of kids programs from fifteen Casual Dine restaurants. Kids Programming Review:  Kids Programming Review Why Market to Kids and Families? Casual Dine Kids Programming Review Food & Beverage Selection Menu Format/Presentation Menu Creative Content Menu Branding Kids Program Extensions Summary Presentation of Food:  Presentation of Food Food presented with comical and unexpected decorations Funny Face on pancakes Utilized fun and amusing names in menu selection “Mona Lisa Masterpiece”, “The Peekaboo Pancake”, etc. Entertain kids and create a “Wow factor” in the menu selection by embellishing the names & presentation. Source: Casual Dine Kids Program Review conducted by TLP Lunch & Dinner:  Lunch & Dinner Average of 6 entrées within menu selection Pricing Range: $2.79 - $5.99 Most common entrées offered: Food selections should make both kids and adults happy. 80% 100% 60% 40% - 55% Chicken Strips/ Nuggets/Fingers Burgers/ Cheeseburgers Mac & Cheese Pizza, Grilled Cheese, Hot Dogs/Corn Dogs Source: Casual Dine Kids Program Review conducted by TLP Breakfast:  Breakfast 30% serve Breakfast* Average of 4 items within menu selection Pricing Range: $2.19 - $3.49 Most common entrées offered: Pancakes - 100% French Toast - 80% Pigs in a Blanket, Combo - 40% * Carrow’s, Coco’s, Denny’s, IHOP & Ruby’s Diner Breakfast menu costs significantly less than Lunch & Dinner. Source: Casual Dine Kids Program Review conducted by TLP Add-Ons & Substitutions:  Add-Ons & Substitutions Side items: home style fries, fruit, mashed potatoes, salad, soup, vegetables Beverage options: frozen beverage, smoothie Add-ons increase check size and substitutions allow kids to customize. Source: Casual Dine Kids Program Review conducted by TLP Dessert:  Dessert 25% include a dessert with purchase of a kid’s meal Pricing Range: $.79 - $3.50 Most common desserts offered: Sundae - 63% Shake/Malt - 37% Increase value of a kids meal by including a dessert. Source: Casual Dine Kids Program Review conducted by TLP Beverages:  Beverages 38% include a beverage with the purchase of a kid’s meal 62% offer entrée only Pricing Range: $.99 - $1.79 38% advertise free beverage refills Add value to a kids meal by including a kids beverage. MOST COMMON KID’S BEVERAGES OFFERED % of Restaurants Source: Casual Dine Kids Program Review conducted by TLP Kids Programming Review:  Kids Programming Review Why Market to Kids and Families? Casual Dine Kids Programming Review Food & Beverage Selection Menu Format/Presentation Menu Format Presentation of Food Selection Menu Creative Content Menu Branding Kids Program Extensions Summary Casual Dine Kids Program Recommendation Menu Format:  Menu Format One Page Format: Placemats Tri-folds 4-page books Multiple Page Activity Book 6, 8 & 12 page books 2 out of 16 menus were folded into a creative object before being handed out At minimum, a 2-sided placemat can engage families and kids in your dining experience. Source: Casual Dine Kids Program Review conducted by TLP Presentation of Menu Selection:  Presentation of Menu Selection USE OF PICTURES IN MENU SELECTION TYPES OF PICTURES Menus can be simple with no pictures, although pictures are more engaging for kids. Source: Casual Dine Kids Program Review conducted by TLP Kids Programming Review:  Kids Programming Review Why Market to Kids and Families? Casual Dine Kids Programming Review Food & Beverage Selection Menu Format/Presentation Menu Creative Content Themes Creative Content Games/Activities Menu Branding Kids Program Extensions Summary Casual Dine Kids Program Recommendation Themes:  Themes * Ranked by popularity Leveraged their Restaurant (3): Visit at Coco’s - Coco’s See What’s Cookin’ - Macaroni Grill The Gold Rush - Claim Jumpers Animals (2): Animals - Carrows Deep Sea discovery - Red Lobster Movie Property (1): Cats & Dogs - Denny’s Skateboarding - Chili’s Super Duper Star - On The Border (American Idol) Sports (1): Leveraged a Popular Show (1): Adventure (6): Toy Store - CPK Car Hop Kid’s Space - Ruby’s Diner Let’s Go Camping - TJI Friday’s Mexico - El Torito Global Adventures - Tony Roma’s Frontier Days - IHOP Firefighters - Marie Callender’s Tribute to the U.S. (1): Themes and creative should be gender neutral. Source: Casual Dine Kids Program Review conducted by TLP Most Popular Activities/Games:  Most Popular Activities/Games Entertain kids through interactive activities. Source: Casual Dine Kids Program Review conducted by TLP Activities/Games for ages 2-4:  Activities/Games for ages 2-4 Decoder Game Color the Picture Maze Finish the Picture Add It Up Color By Numbers Free Color Area/ Draw a Specific Object Match the Objects What’s Different? Design an Object Ensure there is a broad range of activities/games for all ages. Source: Casual Dine Kids Program Review conducted by TLP Activities/Games for ages 5-7:  Activities/Games for ages 5-7 Comic Strip Joke Connect the Dots Tic-Tac-Toe Fun Fact Riddle Finish the Story Picture Quiz Source: Casual Dine Kids Program Review conducted by TLP Activities/Games for ages 8-10:  Activities/Games for ages 8-10 Word Search How Many Words Can You Make? Word Unscramble Missing Letters Crossword History Quiz Source: Casual Dine Kids Program Review conducted by TLP Kids Programming Review:  Kids Programming Review Why Market to Kids and Families? Casual Dine Kids Programming Review Food & Beverage Selection Menu Format/Presentation Menu Creative Content Menu Branding Club/Character Names Partner Logos Restaurant Logos Beverage Logos Kids Program Extensions Summary Casual Dine Kids Program Recommendation Restaurant Logos:  Restaurant Logos # OF RESTAURANT’S LOGOS IN THEIR KID’S MENU Reinforce restaurant branding with a kids menu. # of Restaurants Source: Casual Dine Kids Program Review conducted by TLP Customization:  Customization Customization on a kids program increases recognition and recall. Club Name: CPK - CPKid’s Club Carrows - Carrows Kids Club Claim Jumpers - Little Jumpers Characters: Chili’s - Pepper Pals Ruby’s Diner - Car Hop Kids IHOP - Rooty Jr. and the Silver 5 (Characters are Pancakes) On The Border - The Border Buddies Source: Casual Dine Kids Program Review conducted by TLP Partner Logos:  Partner Logos “I love it (brand names on menus). I know it’s not coming out of a big jar. I feel better about it.” * BRAND PARTNER LOGOS PROPERTY PARTNER LOGOS Denny’s - “Cats & Dogs” (movie) Applebee’s “Jonah A VeggieTales Movie” Partners and properties add value to a kids program. *Source: Restaurant Hospitality, ”Kiddin’ Around, April 2001 Source: Casual Dine Kids Program Review conducted by TLP Beverage Logos:  Beverage Logos LOGOS IN BEVERAGE SECTION Source: Casual Dine Kids Program Review conducted by TLP Kids Programming Review:  Kids Programming Review Why Market to Kids and Families? Casual Dine Kids Programming Review Food & Beverage Selection Menu Format/Presentation Menu Creative Content Menu Branding Kids Program Extensions Crayons Themed Take Home Cup Kid’s Birthday Club Kids Eat Free Toys Website Summary Casual Dine Kids Program Recommendation Crayons:  Crayons 100% of the restaurants provided crayons 4 crayons are the average # of crayons provided Red, Blue, Green & Yellow are the popular colors They come pre-wrapped in cardboard or plastic Crayons are essential to an interactive kids program. Source: Casual Dine Kids Program Review conducted by TLP Themed Take Home Kids Cups:  Themed Take Home Kids Cups Less than half provided a themed kid’s cup that can be taken home Majority of these casual dine restaurants choose plastic cups over paper cups commonly found in QSRs All cups provided lids to avoid spillage incidences Average size is 12 oz. Branded kids cups offer an opportunity to extend your brand name outside the restaurant. Source: Casual Dine Kids Program Review conducted by TLP Birthday Kid’s Club:  Birthday Kid’s Club A Birthday Club can be a database to increase frequency with coupons or special offers. The Kids Club membership can be featured on the kids menu or on a separate postcard offered within the store in addition to the website. Source: Casual Dine Kids Program Review conducted by TLP Kids Eat Free Night:  Kids Eat Free Night Also called Kids Appreciation Night Tuesdays are a commonly targeted day for kids nights Saturdays are the most common day of the week to dine out.* A Kids Eat Free night will encourage families to come into the restaurant during the slower traffic dayparts/days. *Source: The National Restaurant Association 2003 Source: Casual Dine Kids Program Review conducted by TLP “I typically pick restaurants to take my kids to that are family friendly.” Dianne Prather, Gainesville, GA Kids Toys:  Kids Toys 2 out of 15 provide a toy 1 with purchase of a kid’s entrée (advertised on kid’s menu) 1 self-liquidating toy (pay extra) (advertised in store only, not on kid’s menu) Toys are not essential to a casual dine kids program. Source: Casual Dine Kids Program Review conducted by TLP Website for Kids:  Website for Kids 40% provide a kid-friendly section within their website Only 20% of menus reviewed mentioned a call to action to their website Websites consisted of: games/activities menu item selection Kid’s Club membership Extend kids program awareness into consumer’s homes. Websites drove traffic with database entry for kids clubs 52% of households with kids are now on the internet* Over 70% of all kids have access to a computer* *Source: Annenberg Public Policy Center Media in the Home 2000 Source: Casual Dine Kids Program Review conducted by TLP Kids Programming Review:  Kids Programming Review Why Market to Kids and Families? Casual Dine Kids Programming Review Food & Beverage Selection Menu Format/Presentation Menu Creative Content Menu Branding Kids Program Extensions Summary Casual Dine Kids Program Recommendation Summary:  Summary Attracting kids and families is a pivotal factor to the success of restaurants. Kids “wants” are becoming more mature as they are emulating older children and adults. Parents are always looking for restaurants to welcome their kids with friendly service. Food selections should make both kids and adults happy. A kids program is more than just an entertaining book and crayons, it includes the atmosphere of the restaurant, the staff, special treatment, etc. Source: Casual Dine Kids Program Review conducted by TLP

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