Not every restaurant wants to be family-friendly. But if families are in your target demographic, there are steps you can take to serve them well as summer approaches and they spend more time eating out. First, offer some healthy (or at least real) options: think chicken nuggets that are breaded and baked instead of deep-fried, fresh fruit and vegetables, and desserts that aren’t packed with sugar and artificial ingredients. Scale down portion sizes and be flexible with sauces, sides and substitutions to accommodate allergies and fickle appetites. Package or present kids’ options as meal deals with creative, kid-friendly themes — and weave in your branding to get a social media boost. Adjust the rhythm of the meal so you serve adult drinks and kids’ appetizers first, follow with adult appetizers and kids’ meals, and then serve adult entrées and kids’ desserts. Offer crayons and create an activity placemat or cover tables in butcher paper so parents don’t have to struggle to keep kids entertained while they wait. And speaking of making things easier for parents, try offering a kids-eat-free deal on days when you’re also promoting parent-friendly specials. If you have the space available, seat families at booths or larger tables that can accommodate extra gear and give children space to spread out. Having changing stations (or at least a flat space that can be used as one) in all restrooms can help make your restaurant an easier choice for families too.
The purpose of restaurant apps is evolving. According to research from App Annie, Gen Z, as compared with other generations, is 30 percent more engaged in apps that aren’t about gaming and other forms of entertainment. Instead, they value apps that are key to the mobile checkout process and help to keep them loyal to and engaged in a brand. Last year, Americans overall spent 140 percent more time in food and drink apps than they did during the two years prior to that. While there are certainly more apps joining the market that help account for that growth, operators are also becoming more savvy about guest engagement. Connecting with consumers and elevating their level of engagement is less about having an app that entertains and more about providing a simple, relevant, customizable experience whether the person is accessing the restaurant online or in person.
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