The Family Dining report by KAM Insight, supported by HGEM hospitality platform states that 91% of families dine out together at least once every three months with most families spending an average of £4,015 per year on eating and drinking out. Dinner (69%) is the primary dining out occasion for families followed by lunch (66%). Most parents (68%) would like to see venues being more family friendly, while 49% of parents consider kids’ menus generally uninspiring.
With over 8.2 million families in the UK, the research suggests that there are nearly 600 million family dining occasions per year, presenting a huge opportunity for the hospitality sector.
Creative, Kid-Friendly Menus That Impress
Blake Gladman from KAM Insight says, “Moving beyond the typical nuggets and fries, operators can introduce more adventurous options such as colourful pasta dishes with hidden vegetables, build-your-own tacos or mini sliders served in fun and engaging ways. Offering dishes that balance nutrition with a playful presentation will go a long way towards impressing both kids and parents.” Another idea is to clearly indicate kid-friendly options and special offers using visual cues like icons and colourful illustrations. This makes it easy for parents to spot family deals or kid-specific options.
Parents also said they wanted to see a variety of choices (86%), affordable prices (85%), and appropriate portion sizes (82%). “Being flexible in portion sizes can enhance value,” says Blake. “Rather than serving toddler-sized meals to older children, offer tiered portion sizes that cater to different age groups. This not only boosts satisfaction but also helps families feel they are getting better value for their money. Fixed-price meal deals that include a main, a side, a drink, and a dessert are particularly popular and encourage families to order more without worrying about the final bill.”
Fast Service Keeps Families Happy
With 41% of parents saying service is too slow, clearly this is an important issue. “Families, particularly those with younger children, appreciate quick service to minimise restlessness,” says Blake. “A great way to achieve this is by introducing a ‘Fast Track’ option for kids’ meals or serving simple snacks like breadsticks as soon as they’re seated. It’s important to educate staff about the need for quick service – getting food to the table quickly reduces the chance of boredom and frustration setting in. Families will remember efficient service and return.”
It is essential to train team members to be empathetic and patient when it comes to families. “Staff should be prepared to proactively offer high chairs, children’s menus, or small distractions like crayons or stickers without being prompted,” adds Blake. “Train staff to suggest add-ons such as kid-friendly desserts or sizing up to a ‘large’ kids’ meal for older kids.”
Rewarding Loyalty the Right Way
Loyalty schemes tailored to families are also a good idea. “You can also reward repeat visits with discounts or exclusive deals especially during quieter periods which will fill tables that might otherwise remain empty,” he says.
Visit www.kaminsight.com for more information.
