How to Ensure Your Restaurant Engages with Families and Children

Being family-friendly is a goal for many restaurants and
hospitality brands. They want to appeal to this segment of the
population. Talking about the importance of family
branding, The Main Course host Barbara Castiglia spoke
with the experts at C3—President Jennifer Loper and Insights
and Strategy Supervisor Julia Foley. They discussed their
programs and results from a recent consumer survey.


Loper said, “We bring brands to life for families and children in
the hospitality industry. We’re experts in this consumer segment
and have been doing this for 34.”


The company’s collaborators include a host of well-known
quick-serve restaurants, fast-casual establishments, and hotels.
Their longest relationship is with Sonic. “They were our first
client, and we’ve grown with them and created a lot of fun
programs,” Loper commented.


“One thing was clear; parents don’t want restaurants to cut back
on the things making them kid-friendly.” -Jennifer Loper


While they have a wealth of experience, no one was prepared for
the disruption of the pandemic. After over a year, C3 wanted to
see how parents felt about a return to dining. “We wanted
parents’ perspective and surveyed 500 of them, with kids aged 3
to 12,” Foley said.


It was apparent in the survey that most were ready to
go back to restaurants. “They wanted a restaurant experience
again and to enhance family time. They expect friendly service
and a commitment to cleanliness. They want to trust in the
procedures and know that the pace was kid-friendly,” Foley added.


Loper noted they created the survey because so clients would be
prepared. One thing was clear; parents don’t want restaurants to
cut back on the things making them kid-friendly.”


They also uncovered an opportunity during wait times. “Wait times
could be frustrating for parents, or it could be a chance to
engage. For example, a simple activity they can do in the waiting
area for a 20-minute wait was an opportunity to connect,” Loper
shared.