While McDonald's, Burger King and other fast food restaurants have predominantly held the market in regard to offerings for children, fast casual operators are now going after this small but popular customer segment.
When Bruegger's launched its children's menu in August of this year, the company was making an effort to reach an important company demographic, said CEO Jim Greco.
With children being served same-sized portion items as adults, and with no real menu offering catered just to them, the company's executive chef went to work creating grilled cheese and peanut butter sandwiches specifically targeted to children.
While the Bruegger's launch is unique to the company, the brand certainly isn't alone in its quest to provide children with a menu all their own. Chipotle Mexican Grill and Tropical Smoothie Cafe - along with several others - also have launched or expanded children's menus in order to reach both kids and their parents.
Bruegger's grilled cheese and peanut butter offerings come served on a whole wheat bagel -- and are portioned at just the right size -- speaking to the trend not only of having a children's menu, but also of creating one that highlights healthier and right-sized options for children.
Healthy options
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According to the 2009 National Restaurant Association "What's Hot" survey of 1,600 chefs, healthier children's dishes was No. 4 on its list of trends for the year.
"I think there's an opportunity for the restaurant industry to re-couple health with pleasure," said nutritionist and author Kate Geagan. "If things are fun, if kids can customize and if there's an excitement about it – kids will like it just as much."
Based on the segment's ability to offer innovative and quality products, Geagan believes fast casual operators can lead the kids' meal charge by differentiating their menu offerings based on health and taste.
"I think a well-rounded menu doesn't have to deal with cheese from every angle," she said. "I like to see some fruits and vegetables on there, and I'd like to see some vegetarian types of protein such as hummus with toasted pita to dip into. There's no reason why items such as beans and fruit can't be part of the equation."
According to the Mintel Report, "Kids on the Menu," fruits and vegetables have made some gains on menus. The movement toward healthful kids' options also is working to reassure parents that what their kids are eating is good for them.
For example, according to Mintel's executive director Maria Caranfa, Panera Bread highlights its use of organic products on its childrens' menu, more to appeal to the parents than to the children.
"[It's] an interesting place for 'green' ingredients because it influences parental decision and exposes children to the concept from a young age," says the report, which also highlights that there has been a lack of variety on children's menus, although that is slowly changing.
"I think the key really is to take unhealthy items into healthier versions," Caranfa said.
So in the future, will the children drive where the family dines out, or will restaurants be picked based on their children's menu?
"I think it's a little bit of both," Caranfa said. "Kids will definitely influence where families dine out, but parents do have a degree of control over what their kids will order. So, having healthier options on there will make parents feel good about where they are eating."
