Greater Focus on Family Opens Opportunity for Restaurants

The last several years have seen a heightened appreciation in the populace for meaningful moments and experiences. We are focusing more on what we have and less on what we don’t. We want to give our energy to what is most important in our lives. For many people, that means family. In fact, for 62% of today’s consumers, it is a sign of success or accomplishment to be able to spend a lot of time with their families. This sentiment holds true across age groups, and while it’s stronger in females, it’s a significant feeling among males too. What’s this information have to do with the restaurant business? It’s an opportunity. Families are looking for ways to spend time with each other, and restaurants are perfectly suited to provide the setting.

Restaurant Marketing Campaigns Should Target a Broad Definition of Family

Restaurants have always been favorite gathering places for families. That part hasn’t changed since the restaurant industry began. What has changed is the definition of what people now consider to be family. It used to be that a “traditional” family meant a husband, a wife and maybe some kids. According to the U.S. Census Bureau, however, that type of family now makes up less than half of all American households today. The larger group is now composed of multi-generational households, single parent families, same-sex families, families in which the adult children still live at home, and households that consider themselves family, but are not actually related. The take home message for the restaurant operator is that marketing campaigns need to take this diversity into account and target these various demographics accordingly if they wish to truly tap into the opportunities that await in the arena of family business.

What Families Really Want from Restaurants

It’s important to remember that most people’s primary objective when they go out to eat together is to have an enjoyable experience with each other. The choice about where they go to do that is secondary. Ensuring that your restaurant provides a warm and welcoming atmosphere, where people can focus on and hear each other, goes a long way toward facilitating the meaningful experience families are looking for. Of course, family deals and discounts, platters geared toward large groups and perks for making a group reservation ahead of time go a long way too.

On Premise Service Isn’t the Only Opportunity for Restaurants Catering to Families

Providing your family patrons with a service and experience that they love doesn’t have to end on the premises. There’s a huge opportunity in take-out and delivery from family customers as well. Families that order out want to feed a lot of people without a lot of hassle. Deals that provide a full course meal which feeds multiple people are appealing, and it makes sense to have them on hand as part of your overall marketing strategy geared toward family groups.

It’s not uncommon for families to pick one restaurant in particular to return to as a group again and again for years. The experiences that have together over your food become treasured memories for the customers, and they often become some of the most loyal and best referring patrons you have. It only makes sense then, to take extra effort to ensure that your marketing plans include targeting this important demographic.

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One Response to “Greater Focus on Family Opens Opportunity for Restaurants”

  1. lyndaybaker Says:

    Reblogged this on lyndaybaker.

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