Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Mintel Menu Insights
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
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- 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
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- 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
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- Restaurant industry recession continues, but the bottom may be in sight
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- Figure 1: Restaurant Performance Index, current situation, and expectations, November 2007-April 2009
- Consumer confidence undermines willingness to spend at restaurants
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- 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.
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- Figure 4: Population by age, 2004-14
- Fewer jobs for teens means less spending
Restaurant Innovation and Innovators: Healthy Meals
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- Key points
- Spinning health on the children’s menu via freshness
- Removing the “bad” fats for better health positioning
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- Figure 5: Incidence of fat claims on children’s menus, 2005-Q1 2009
- Nutritional choices… please!
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- 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
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- Figure 7: Incidence of nutritional claims on children’s menus, by restaurant segment, Q1 2009
Restaurant Innovation and Innovators: Entertainment Value
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- 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
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- Key points
- It’s the same old thing on kids’ menus
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- Figure 8: Top 10 dishes on children’s menus, 2005-Q1 2009
- Fast casual and fine dining offer some “different” types of kids’ dishes
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- Figure 9: Top five dishes on children’s menus, by restaurant segment, Q1 2009
Brand Qualities: Wooing Kids
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- McDonald’s: The evolution of becoming the restaurant for kids
- McDonald’s: The Power of the Brand
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- Figure 10: Children’s self-reporting restaurant usage, by restaurant, by age, March 2009
- The question:
- The answer:
Restaurant Usage: Parents’ Perspective
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- Key points
- Adult restaurant usage and mean usage
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- Figure 11: Adults usage and usage frequency of restaurant segments in past month, March 2009
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- Figure 12: Adults usage and usage frequency of restaurant segments in past month, by gender, March 2009
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- 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
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- Figure 14: Usage/usage frequency of bringing child/children to restaurant segments in past month, March 2009
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- Figure 15: Usage/usage frequency of bringing child/children to restaurant segments in past month, by gender, March 2009
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- Figure 16: Usage/usage frequency of bringing child/children to restaurant segments in past month, by HH income, March 2009
Restaurant Usage: Kids’ Perspective
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- Key points
- Overview
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- Figure 17: Children’s self-reporting restaurant usage, by restaurant, by age, March 2009
- By age of child
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- Figure 18: Children’s self-reporting restaurant usage, by restaurant, by age groups, March 2009
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- Figure 19: Children’s self-reporting restaurant usage, by restaurant, by gender, March 2009
- Teen and kid usage of restaurants by day part
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- Figure 20: Teen use of family restaurant/steakhouses and fast food restaurants, by daypart and race/ethnicity, October 2007-December 2008
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- 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
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- Key points
- Overview
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- Figure 22: Who kids aged 6-11 go to restaurants with, by restaurant, March 2009
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- Figure 23: Who kids aged 13-17 go to restaurants with, by restaurant, March 2009
Why Parents Bring Kids to Restaurants
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- Key points
- Overview
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- Figure 24: Reasons parents bring child/children out to a fast food restaurant, by age of child, March 2009
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Key points
- Overview
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- Figure 32: Kids’ dining out attitudes and behaviors, by age of child, March 2009
Kids’ Dining Out Attitudes and Behaviors: Kids’ Perspective
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- Key points
- Overview
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- Figure 33: Dining out attitudes and behaviors: Children’s perspective, by age, March 2009
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- Figure 34: Dining out attitudes and behaviors: Children’s perspective, by gender, March 2009
Limiting Kids’ Food Choices: Parents’ and Kids’ Perspectives
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- Key points
- Overview
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- Figure 35: Parents’ food choice limitation rationales, by age of child, March 2009
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- Figure 36: Children’s self-reporting ordering behavior, by age, March 2009
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- Figure 37: Children’s self-reporting ordering behavior, by gender, March 2009
Keeping Kids’ Attention at Restaurants: Parents’ Perspective
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- Key points
- Overview
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- Figure 38: Keeping children’s attention at restaurants, by age of child, March 2009
- Demographic analysis
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- Figure 39: Keeping attention of children aged 1-5 at restaurants, by gender, March 2009
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- 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
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- Utilitarians
- Who they are
- Opportunity
- Bonders
- Who they are
- Opportunity
- Humdrummers
- Who they are
- Opportunity
- Cluster characteristics
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- 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
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- 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
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- 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
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- 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
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- Figure 52: Kids’ and teens’ eating habit clusters, by age of children, March 2009
- Cluster methodology
Appendix: Additional Consumer Tables
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- Parents of kids aged 1-5
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- Figure 53: Kids’ aged 1-5 dining out attitudes and behaviors, by gender, March 2009
- Parents of kids aged 6-11
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- Figure 54: Kids’ aged 6-11 dining out attitudes and behaviors, by gender, March 2009
- Parents of kids aged 12-17
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- Figure 55: Kids’ aged 6-11 dining out attitudes and behaviors, by gender, March 2009
Appendix: Trade Associations
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