Going Deep With You Restaurant Marketing; Reach Out To Customers
An Easy Way To Reach Out To Customers
"As I walked up to their table, I could tell by their faces that they were very upset with me," said Steve Morehouse.
"Understand; these weren't difficult people. They're real sweethearts. They are just very protective of their grandkids."
What was the issue that had upset these otherwise supportive, twice-weekly regulars to such a degree that they called their favorite kitchen manager on the carpet; someone who they had come to regard as a friend?
The week prior, the couple had brought their grandkids for the first time-- and had come face to face with the limited, unhealthy offerings on Morehouse's kid's menu. "The gentleman said to me, 'It's not like we were expecting steamed veggies and brown rice. But what the kids ended up with, I wouldn't even feed our dog.'" Morehouse now sees that he had made a critical mistake. He was unwittingly sending the message that he cared little about those who his customers considered most precious. It's a lesson that he and his fellow chefs, KMs and operators around the U.S. have been slow to learn. Concern about the child obesity rates that plague our nation, as well as the record numbers of childhood-onset diabetes, are front and center on the public's mind. Parents, and grandparents, are scrutinizing restaurant kid's menus with fresh perspectives-- and not liking what they're seeing. "...Parents are lucky if they can find one healthy entrée on children's menus at the largest chain restaurants," said Margo G. Wootan, director of the Nutrition Policy Center for Science in the Public Interest. Testifying before a subcommittee of the Senate Commerce Committee, she added, "... children's meals often provide 600 to 1,000 calories, about a half a day's worth for a 4 to 8 year old, and a whole day's saturated plus trans fat."1.
"Look, my role isn't to play 'health police,'" says Morehouse. But it is my job to respond to market trends. And this is a big one!" Yet it's a trend that the full-service restaurant industry has been slow to grasp. Surprisingly, though, this doesn't seem to be the case with their QSR brethren-- Wendy's International Inc., for instance, has recently added two deli-style sandwich choices, along with a yogurt with granola topping side-dish, to their kid's menu options. These new choices straddle the line between what a dietitian may define as healthy and what a child is likely to enjoy. But consider the numbers. A meal containing their new items scores higher in terms of overall nutritional content, when compared to the company's kid's combo of a cheeseburger, fries and a soft drink. For an added bonus, it also knocks off around 130 calories and 10 grams of fat. Wendy's isn't the only company testing these waters. Other QSR chains reportedly toying with rolling out healthier options are KFC, Taco Bell, Pizza Hut, and Figaro's Pizza. Historically, established full service restaurants are slow to react to changes in attitudes and tastes. Many KMs and chefs find it difficult to to anticipate what they could present to kids-- notorious finicky eaters-- that they would put up with without kicking up a fuss; let alone what might actually put smiles on their faces. "But there's a mighty long road between tofu and processed, deep-fried chicken strips," says Morehouse. You don't have to go so overboard and make it so healthy that kids won't even look at it." It should barely tap a KM or Chef's creative talents to come up with menu items that are both nutritious and appealing to kids, while maintaining a healthy respect for the bottom line.
Many kids love barbecue and teriyaki, for instance. They're powerful enough flavors to make a skinless thigh fillet or breast tenderloin appealing. For convenience and longer shelf life, they can be partially cooked in advance and brought up to temperature when ordered. Yet, despite their proven track record as popular "go to" choices for children at establishments that specialize in those cuisines, full service restaurants in other genres rarely offer these items on their kid's menus. Ideas we can use for improving our children's menus are all around us. Moms and Dads everywhere, for instance, rely on a bit of ranch dressing to make carrot sticks enticing to their kids. If served before the entree, these may also help keep kids occupied while the party waits for their meals-- a surefire way to score points with parents. Oven baked potato slices with a light dusting of melted cheese may not sound all that healthy. But they certainly fare well if compared to frozen, processed french fries. And don't forget to be creative. "I rolled out what I called a "Build Your Own Nacho," says Morehouse. "Beans and melted cheese on chips, served with a small ramekin of chopped tomatoes, one with onions, another with a bit of sour cream, and mild salsa on the side."
Morehouse chuckled. "The staff thought I was nuts! The kids didn't though. Now they're the ones asking their parents to come here." Morehouse said he had to charge $1.50 more for the nacho than he did his more classic kids items. Despite this, he was surprised to find it quickly became the most popular item on his kids menu. This encouraged him to try other, what he calls, "real food" additions to the menu, while still keeping enough lower cost "classic" kids meals for families on a tight budget. Morehouse's experience is not an isolated incident. It fits the message parents seem to be sending the industry-- in surveys, in comment cards, and in blog postings throughout the Internet. That message is that many are perfectly willing to pay a higher price for nutritious kids menu items-- and are anxious for restaurants to offer them the opportunity. References:
1. Wootan, Margo G., D.Sc. "Testimony before the Subcommittee on Competition, Infrastructure, and Foreign Commerce Senate Commerce Committee." CSPI 2 March 2004.
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