June 1, 2005
RH Staff
Winners
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JOIN THE CREW: For its kids' program, Quaker Steak & Lube created a mascot, Gizzard Coop, a racecar driver who encourages kids to join his Pit Crew Club. |
For years, restaurant operators have been saying that a healthful kids menu is a great idea in theory, but not a smart business decision. They argue that if you don't offer kid customers french fries, hot dogs and the like, they'll go to another restaurant that will. Another part of the equation is parents who, after a long day of work, don't have the energy to argue with their kids over dining decisions.
All of this stuff is yesterday's news, however. Somewhere along the recent way, America finally woke up to the idea that eating healthfully is a smart life plan. The rise of a childhood obesity epidemic likely served as the alarm clock. In response, major food companies, such as Kraft Foods, and quick-service feeders, such as McDonald's, have made efforts to improve the health profile of some of their offerings. Momentum has been building.
As full-service restaurant operators, you've always been in the best position of all the feeders. Your ability to offer a wide variety of imaginative options in a sit-down setting is what makes you a smart dining-out choice. Is there anything wrong with offering a hot dog on your kids' menu? Absolutely not. But if you're not also giving kids a number of healthful food choices, you're making a foolish business decision.
As childhood obesity rises, so does the call from time-strapped parents for better alternatives. And you know what? Kids are catching on, too. They still may want those chicken fingers, but they're now beginning to ask for a fruit salad rather than french fries.
What you'll find on the following pages are foodservice operations that get it. They offer creative menus that provide plenty of choices that appeal to a spectrum of dietary possibilities. It's why they are often the dining-out choice of parents and kids; it's why they are this year's winner of RH's Best Kids' Menu in America Contest.
Quaker Steak & LubeWinner, Casual Theme W.C. Fields once said never act with kids or animals, both of which are scene-stealers. Both also make for a great duet, so it makes sense to market your kids menu program with a mascot. Quaker Steak & Lube, which operates 14 units in six states, does it as well as any concept. In February, this RESTAURANT HOSPITALITY Concepts of Tomorrow award winner launched its kids program with the introduction of Gizzard Coop, the "spokeschicken." The mascot, a race car-driving chicken, marries beautifully with the concept's motor theme and reputation as a great wing joint. The mascot appears on buttons servers wear, table cards, posters, window clings, counter cards and banners. Each unit of Quaker Steak also has a mascot costume, which an employee wears during events to promote the kids' program and raise money for charities. Gizzard Coop's Pit Crew Club is open to kids 10 and under. Coop's crew receive a personalized kit that includes coloring pages, a Coop drivers card, a free meal voucher good for a year and the first in a series of frequency meal cards (buy five kids' meals, get one free). Every year for their birthday, crew members receive a birthday card good for a free birthday kid's meal. Crew members can also go to Quaker Steak's website where games and specials are available. In just the few months the program has been in place, thousands of kids have signed up to become a crew member, which translates to dramatic increases in repeat business. Kids' meals, priced at $3.59, come in a "Lube Cruiser," a colorful cardboard car container that holds the meal. The main course items consist of the usual fare, though baby carrots and Jell-O can be ordered to replace fries. The meal comes with a free beverage, while a kids' sundae can be had for an additional 99 cents. We'd like to see Quaker Steak and Lube add at least two or three more healthful main course items to its kids' menu, but this kids' marketing program is as slick as it gets. | |||||
Which Wich?Winner, Fast Casual
"You had me at hello." Remember that line from the movie Jerry Maguire? What kid wouldn't be won over at hello after stepping into a fast-casual concept and seeing a counter sized just for them? That's just the beginning of how much thought the Dallas-based, multiunit sandwich concept, Which Wich?, put into its "Kidwich" program. Ironically, the pint-size ordering counter was designed so the staff could treat kids like adults. At that counter kids, just like adults, fill out a bag that lists all their food choices. Though the bag has all the information they need, menu boards also are positioned slightly above the kids counter. The low height of the counter and menu boards is also ideal for those with disabilities. Beyond the physical layout, Which Wich? has kept its kids' menu simple and smart. There are only four sandwich choices (parents have 50) and two choices of bread, which can be served with crust or without. All Kidwiches are cut into four pieces for easy handling. For the set price of $3, kids also get a choice of milk, chocolate milk, juice or soda and a Fruit Rollup to end the meal. For an extra $1, they can order a cookie, and for an extra $2.50 they can have a milk shake. When an order is completed, kids, who have written their name on the bags, get them back with their Kidwich inside. On the back of the bag are games, such as tic tac dough or connect the dots, which kids can play while eating. Which Wich?, by the way, recently won an award for its smartly designed menu bag. And for any adult who feels like a kid, Which Wich? encourages them to belly up—make that knee up—to the kids counter and order away. After all, what adult can resist a grilled cheese sandwich? | |||||
Denny'sWinner, Family
Denny's, which has won in this category in the past, has once again proven it ranks among the elite when it comes to serving kids and families. Though the 1,600-unit chain has deeper pockets than most, it reduced the cost of its kids' program in the last year while making substantial improvements. It's new kids' program—The D-Zone—was designed to encourage family interaction in a fun atmosphere, while also enticing kids to order more nutritional food items. The experience begins when each kid is given one of two classic games—Candyland or Guess Who—which families can play while waiting for their order. The games were designed to be disposable, which eases the burden on staff members who can throw away what's left behind. On the other hand, its menu, which in the past came in a disposable four-color activity book, was converted into a colorful laminated item that is reusable. The money saved by switching to a reusable menu more than covered the cost of the disposable games. In total, Denny's spent 40% less on its new kids' menu program compared to its previous one. This time around the new menu features many more healthful side options, such as salads, grapes and cucumbers. Health and wellness messages on the menu encourage kids to make smart food choices. The choices and messages have proven successful. Nearly half the kids now choose to eat a healthful side item, where in the past a majority ordered fries. The new sides increased sales by more than 5 percent. America's largest family dining chain also made impressive incremental sales through its new D-Fusion Drinks, which come in a special vessel along with a D-Fusion Pack. The contents of the pack make the drink change colors. Denny's sold over 3.1 million beakers at $1.99 each, which pushed beverage sales by 18 percent. By any standard, a great kids program is one that reduces costs and increases sales. This legendary chain proved it has what it takes to stay in the game. | |||||
California CafeWinner, Upscale
This six-unit chain based in Emeryville, CA, employs a great gimmick that would work in many types of restaurants. Its Bento-a-Go-Go program features a shiny, lacquered box with four food compartments. The kids' menu features a life-sized illustration of the bento box, which is served during all day parts for kids 12 and under and costs from $7.50-$8.50. That's more than many parents usually spend on kids' meals, but the concept is nearly irresistible to kids. Parents don't mind paying the price because the kids' meals served in the bento (which means lunch box in Japanese) are considerably more healthful than average kids' fare. Kids build their own meal by circling their choice of one protein and one starch. Fruits and veggies occupy the other two compartments. Ranch dressing fills the center slot for dipping. Bento-a-Go-Go offerings include chicken yakitori, steak kabobs, battered halibut and angel hair pomodoro. This is hardly you average kids' meal, but the bento plays into the idea that kids' tastes are far more sophisticated than they once were. The idea of compartmentalized food is something kids have always been drawn to, but the bento takes it to another level, and the result is kid meal sales that most only dream of. | |||||
Westmoreland Country ClubWinner, Hotel/Country Club At a country club you expect good food, which this Wilmette, IL, operation delivers. But it goes the extra mile by offering options that any kid would love. For its younger customers, it offers a section called Toddler Bites, which gives kids a choice of three items from a list of 15 for $2.50. The items on this list are things any parents would want their kids to eat, including chicken, ham, turkey, peas, corn, apples, honeydew melon, grapes, penne pasta and peanut butter and jelly sandwiches. Kids love the offerings because everthing is diced, sliced and julienned into bit-size pieces. For older kids, choices range from $3.50 for a grilled cheese sandwich to $4.50 for a chicken caesar salad to $6.95 for a strip steak. All items come with a choice of two sides, including cut fruit, rice, applesauce and a vegetable of the day. The appeal of this menu is that the folks at Westmoreland Country Club took the time to distinguish between younger kid customers and older ones. They've also created a dessert—Build a Cake—that appeals to both sets of kid customers, and this is an idea that would work in most foodservice operations. Kids who order the Build a Cake dessert ($3) are presented with a plain four-inch round cake. They're also given three colors of frosting, crushed Oreos, M&M's, assorted sprinkles and gummy bears to decorate the cake. What kid anywhere wouldn't go nuts over a dessert like this? | |||||
Lewisville Independent School DistrictWinner, School/Contract
ARAMARK, which oversees foodservice for this 57-unit school district in Lewisville, TX, last year created a new menu item called Spike-able. The item, which is served at the district's 37 elementary schools, is now the most popular choice on the lunch menu. Spike-able was created to rival the popularity of grab-and-go-items,-such as Kraft's Lunchable, which many kids would bringing from home, bypassing the school's lunch program. Spike-able, named for the district's "Stay Healthy" mascot, Spike, contains a peanutbutter and jelly sandwich, a piece of fresh fruit, crispy veggie sticks with dipping sauce, a packaged dessert and milk. The boxed lunch is served in a clear plastic grabandgo container with a Spike sticker. It's offered every day as a third entree in addition to the regular menu. On the strength of the Spike-able lunch item, Lewisville Independent School District has increased lunch sales by 11 percent. And it's done this by meeting new Texas Public School nutritional guidelines. You can't ask for more than that. |
Merit Award Winners
RESTAURANT HOSPITALITY gets hundreds of great entries for its Kids' Menu Contest, but only so many can win. Here are some of the better entries that deserved Merit Awards.
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