Pester Power!

Pester Power!

Pester power drives 763million family eat-out visits per year in Britain

When a family chooses to eat out in a British restaurant, fast food outlet or even in a pub or curry house, it’s the kids that dictate the decision of where to dine in one in four visits.

Foodservice industry figures from global information provider The NPD Group show  ‘because my kids like it there’ is one of the main reasons for consumers picking their chosen eating out venue in 24% of family visits.

With families making 3.18billion eat-out visits in the year ending October 2014, this is equivalent to over 763million ‘let-the-kids-choose’ visits worth £4billion each year.

Branded pub chains appeal most to kids (30% of family visits picked by kids), followed by the well-established fast-food outlets (29%), and the family-friendly casual dining outlets (28%).

“Pester power actually plays a huge role in where families choose to eat out,”
said Jack MacIntyre,NPD Group account manager foodservice UK. “This may be surprising to some, as pester power is often associated with more obviously child-focused sectors such as toys or confectionery, but kids clearly have a very important voice in the dining out market too.

“Parents and kids find it especially attractive when they see kids’ menus that are properly thought through, rather than simply offering smaller portions of the adult menu, and when there is an attractive family meal deal on offer too.

“Kids enjoy the stimulating and lively atmosphere of the play areas, different types of seating, board games, music and televisions provided by many branded pubs. It’s paying off in terms of kids telling their parents that’s where they want to eat out.”