Technomic Sheds New Light on Kids Menus

New report features consumer insights from over 500 parents of children under 11.

CHICAGO--()--Kids menus play an important role for many chain restaurants, accounting for over 1,500 distinct menu items at the top 250 chains. They also factor largely in the dining out decisions for many parents with kids. To better understand how chain operators can target kids and their families, Technomic Information Services, a division of Technomic, Inc. recently released The Understanding Kids Menu Report 2007.

The new report thoroughly canvases kids menus in both limited- and full-service restaurants, providing detailed reporting and key takeaways on menu variety, proteins and desserts. Of particular interest are the insights from interviews conducted with over 500 parents, across the U.S., of children under 11 years of age. Among the findings reported:

  • Nearly 90 percent of parents cite the existence of a kids menu as an important factor in choosing a limited-service restaurant. This number equaled 90 percent for parents of three-to-eight-year-olds.
  • At full-service restaurants, kids menu usage peaks at ages three to five, dropping slightly for six-to-eight-year-olds. Once children reach age nine, however, usage drops steeply.
  • From the time kids can talk, what kids want dominates the decision-making process, accounting for 80 percent of the reason parents order off kids menus at both full- and limited-service restaurants. Value, toys, habit, and healthfulness all take a back seat to kids food preferences.

This is third edition of the Understanding Kids Menu Report, and since the last update, kids menu offerings have expanded dramatically, especially among healthier items. For operators, developing a kids menu that appeals not only to kids tastes but also parents sensibilities is key to attracting family traffic. Manufacturers will benefit from The Understanding Kids Menu Report 2007 by having a better understanding of the challenges operators face today, says Eric Giandelone, Editorial Manager of Technomic Information Services.

About Technomic Information Services

Technomic Information Services has been tracking the foodservice industry for over 35 years, providing industry intelligence, forecasts, data and training support to manufacturers, operators and distributors and others allied to the field. Our 25 publications and digital library -- featuring quick-read newsletters; analytical annual reports; training handbooks; sales guides; and restaurant chain profiles -- help industry leaders keep a finger on the pulse of the entire foodservice terrain.

About Technomic, Inc.

Technomic Inc. provides food and foodservice clients with the research, insights and strategic consulting support they need to enhance their business strategies, decisions and results. Its services include category and channel analyses, customer satisfaction studies, opportunity assessments, benchmarking programs and brand equity enhancement.

Contacts

Technomic Inc.
Press Inquiries & Report Specifics:
Eric Giandelone, 312-506-3854
egiandelone@technomic.com
or
Purchase Information:
Patrick Noone, 312-506-3852
pnoone@technomic.com

Contacts

Technomic Inc.
Press Inquiries & Report Specifics:
Eric Giandelone, 312-506-3854
egiandelone@technomic.com
or
Purchase Information:
Patrick Noone, 312-506-3852
pnoone@technomic.com