Kids Dining Out: Short Orders

Kids restaurant menus evolve as parents demand increased options for their children.

By Derek Gale, Associate Editor -- Restaurants & Institutions, 2/1/2007

Nearly 80% of parents cite availability of a special menu for children as an important factor in choosing a limited-service restaurant, according to Chicago-based Technomic Inc.’s The Kids Menu Report 2006. Yet in 2005, just 69 of the top 130 limited-service restaurant chains offered kids menus, its research shows.

Full-service restaurants did a bit better, with 92 of the 120 largest chains offering menus designed for youngsters. Fine-dining restaurants, not surprisingly, were least likely to offer a kids menu. But perhaps that will change in 2007, as eateries such as Chicago’s Bistro 110 develop approachable interpretations of traditional dishes for the younger set. The Levy Restaurants-owned venue offers Pigs in a Blanket Brochette and chocolate-filled crêpes for children.

Young Minded

Such creativity so far has been rare. Technomic’s report shows the most common items on kids menus across all categories in 2005 were the standards: chicken fingers, pizza, hamburgers, macaroni and cheese, and grilled-cheese sandwiches, with chicken fingers the most frequently ordered item (about 80% of parents ordered chicken fingers for their kids).

Perhaps in response to 75% of parents saying they’d like to see child-sized portions of regular menu items on kids menus, new offerings are evolving.

Chains have begun to introduce more-healthful items on kids menus: Orlando-based Red Lobster recently upgraded offerings with choices such as broiled fish and snow crab legs, both served with steamed vegetables. Grilled chicken has been the most widespread better-for-you addition, appearing at Red Lobster, California Pizza Kitchen and Outback Steakhouse, which offers kids Grilled Chicken on the Barbie served with a choice of steamed vegetables, broccoli, potatoes or chips. Salads, too, appear on more children’s menus.

Healthy or Happy

But restaurants must be careful in responding to the trend toward healthier food, as "what kids want" still dominates the decision-making process, according to the Technomic report. Value, habit and healthfulness all take a back seat to kids’ food preferences, the report states.

"Our goal is to have a menu that’s about choice," says Red Lobster spokeswoman Wendy Spirduso. "Some nights are chicken-finger-and-fry nights, and that’s great, but we also want to give parents and kids a [more healthful option]."

Sometimes, less familiar foods, such crab legs, can be a home run. "I didn’t know if crab legs would be a hit with children or not, as most haven’t had them before," Spirduso says. "But kids love to eat with their hands. And they are more flavor conscious now—having been exposed to things like sushi. Kids are a lot more flavor forward."