Establishing brand loyalty, increasing sales and driving customer traffic are the top aspirations of restaurant operators. Particularly in the current financial and social environment, growing the number of family dining and kid-focused dining occasions can be key to achieving all of these goals. To do so, however, requires an understanding of dining occasions, restaurant choice drivers and food preferences from the perspectives of both parents and children.

Foodservice occasions that involve children can be quite different from adults-only occasions. Many families use quick-service restaurants as a way to provide a treat to their children. Other families are “dashboard diners,” using restaurants on a regular basis to feed their kids as they busily move from activity to activity. In either case, dining decisions are made by both adults and kids, often approaching the occasion from very different points of view.

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