Catering: are we under the influence of our children?
2018 marks the recovery of the restaurant market, which looks promising! The offer, which is constantly changing, "sticks" more to customer expectations and new consumption patterns. More and more brands are anticipating the challenges of their complex but seductive sector! Today more than ever, they are also betting on the experience of their small customers...
Enjoy, yes, but enjoy as a family!
Yes, the French are going back to the restaurants and they often do so accompanied by their children; a distinctive characteristic of our contemporary era: we want to enjoy but we want to do it as a family! Today, time is short, stress often suffocates, new family models change the deal and complicate the organization... So, moments spent with the family are a breath of fresh air and being around a restaurant table is one of them.
Children: a new target to conquer?
It is clear that more and more restaurant operators are working to attract and seduce these customers in short pants: fun placemats, playgrounds, "kids" events, balloons, face painting, toys, books, birthday celebrations, etc. A whole range of activities with a guaranteed "wow" effect that makes them happy and that of their parents, who also take full advantage of these moments of sharing and complicity. For the brands, the objective is of course to build loyalty and make the child a real ambassador!
The power of prescription, a considerable development lever!
Restaurant owners have understood this and the stakes are high, since 360 million family restaurant visits are now influenced by children and 30% of all commercial restaurant visits are family meals.
It should also be noted that the main motivation for these family meals is to "please the children" and that, to date, only 15% of the restaurants visited by these families have a "children's" menu, suggesting a good margin for progress in the years to come.
Last but not least, 65% of family activities and outings are decided together and 94% of parents take their children's opinion into account in at least one consumption category.
So are we under influence or not? The question remains open and everyone will form their own opinion. We can nevertheless note that a parent is deeply motivated by the intrinsic desire to please his child and that 96% of us declare that the moments spent with the family are the ones we prefer.
(Sources: NPD Group, 2016 Family-Approved Conso-Family Barometer/Junios & Co, Ipsos Junior Conect 2017, IPSOS Kinder Parent/Child Relationship Barometer, parents and children ages 7-15, 2016).
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