Technomic, in partnership with C3, conducted a May 2009 online survey of 1,500 moms and 1,200 kids between the ages of and 12 in order to understand dining behavior, attitudes and preferences of moms and kids towards restaurants. The aim of the study was to better establish brand loyalty, increasing sales and driving customer traffic to restaurant locations.
The survey findings reported that approximately two out of every five moms (38%) reported that they ALWAYS order for their children off the kids’ menu and 16% RARELY or NEVER do. Mothers with kids ages 2-9 are more likely than moms with kids 10-12 to report they ALWAYS order off the kids’ menu. Out of the 16% of moms that rarely or never order for their children off the kids’ menu, these were the top reasons given as to why:
1. My child is too old (46%)
2. Portions are too small (31%)
3. Child prefers food available on the adult menu (29%)
4. My child doesn’t like the food options (14%)
5. My child shares my food instead (11%)
6. Kids menu not available (8%)
7. Options not healthy (5%)
Note that not a single of the top reasons had to do with the toy offer, type of toy or if there was or was not a toy involved, but, with either the age of the child, size of portion as it relates to the age of the child and to the food options. While 16% may not be a huge number, it is certainly worth taking a closer look at the options available in the kids menu and possibly allowing for substitution of certain items with the items on the regular menu.
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