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In a hospitality landscape shaped by shifting customer demands and economic challenges, one thing remains clear: families represent a vital and often untapped opportunity for foodservice operators.
In a hospitality landscape shaped by shifting customer demands and economic challenges, one thing remains clear: families represent a vital and often untapped opportunity for foodservice operators.
According to the Family Dining Report by KAM Insight, supported by the HGEM hospitality platform, 91% of UK families dine out together at least once every three months, with the average family spending around £4,015 a year on eating and drinking out. Dinner remains the top dining occasion (69%), followed closely by lunch (66%).
Yet despite this significant spend, many parents feel hospitality venues aren’t doing enough to make their offerings truly family-friendly.
The report reveals some eye-opening insights:
68% of parents want to see more family-friendly venues
49% find kids’ menus uninspiring
86% want more variety
85% are looking for affordability
82% value appropriate portion sizes
41% say service is too slow
Blake Gladman, Strategy & Insight Director at KAM, believes the time is right for operators to rethink the family dining experience.
“Moving beyond the typical nuggets and fries, operators can introduce more adventurous options such as colourful pasta dishes with hidden vegetables, build-your-own tacos, or mini sliders served in fun and engaging ways,” Blake suggests. “Presentation matters too – adding icons or colourful illustrations to indicate kid-friendly options makes it easier for parents to spot deals.”
Here are some practical ideas inspired by the research to help venues tap into this growing market:
Be flexible with portions: Tiered portion sizes can cater to toddlers, tweens, and everyone in between.
Introduce meal deals: Fixed-price offers that include a main, side, drink, and dessert help families budget with ease.
Speed things up: A 'Fast Track' option for kids' meals or simple snacks like breadsticks on arrival can reduce restlessness.
Train with empathy: Staff should be equipped to offer high chairs, kids' menus, crayons, and small distractions without needing to be asked.
Reward loyalty: Consider launching family-focused loyalty schemes or exclusive deals during quieter times to boost repeat visits.
Quick service, a welcoming atmosphere, and well-trained staff all play a crucial role in making families feel valued. As Blake points out:
“Getting food to the table quickly reduces the chance of boredom and frustration setting in. Families will remember efficient service – and they’ll come back.”
Family dining presents an enormous opportunity, with over 8.2 million families in the UK contributing to nearly 600 million family dining occasions every year. That’s a lot of potential covers to win – or lose – depending on your offer.
So if your kids’ menu could use a refresh, why not consider adding something like a Vegetable Rainbow Lasagne – vibrant, nutritious, and guaranteed to turn heads?
📰 Hungry for more insights?
Read the full issue of Stir it Up magazine here: Read the magazine
