Based on their experience in creating promotional opportunities for Burger King and KFC, consultants Kathryn Benedett and Chris Barr, partners in BBG, a marketing and promotions agency in Westport, Conn., advise restaurateurs to consider children's impact on food sales. Benedett points to giants Wendy's and McDonald's as role models in marketing to kids. These QSRs recognize, for example, that by the age of 4 certain brand names are already recognized by children, and the recognition carries through to adulthood. Each can learn from the other. In studying consumer trends, psychologist Barbara R. Caplan of Yankelovich Partners, a marketing research firm in New York, points to family as a high priority of baby boomers.
Space is part of the fun.
Kids don't want small spaces or being hushed by parents. Games bring families and kids of all ages together. In the early months of Peter Piper's new concept, customer satisfaction surveys showed the restaurants were regarded as refuges for kids. And mothers, more than fathers, brought them. To tap the adult market, Selby says Peter Piper added salads, beer and multitopped pizzas.