Restaurant marketers have spent the past few years trying to crack the code of what Gen Z consumers want, and for good reason. The cohort is expected to wield $12 trillion in spending power by 2030, according to Nielsen, likely making it the wealthiest generation ever.
However, more brands have recently started to shift their focus toward Millennials—and more aggressively, their Gen Alpha kids—striving to capture two, three, four or more people in one visit. According to StrikeSocial, families are viewed as "mini-economies" where 88% of purchasing decisions are made or discussed, making them a lucrative, high-spending target. Parents click on QSR ads more than 60% more than non-parents, for example.
Burger King is one chain making such a shift. After nearly two decades, the company recently moved away from its “Creepy King” mascot—aimed toward the QSR-heavy-using “young, hungry guy”—in favor of more family-friendly promotions such as the successful SpongeBob-themed limited-time menu and, more recently, the return of its Crown Nuggets for the first time since 2011, alongside a partnership with Crayola.
During parent company Restaurant Brands International’s Investor Day in February, Burger King President Tom Curtis said families with kids represent nearly 20% of all QSR traffic, but only 10% at Burger King, which is why the chain is pushing the gas to catch up.
“Twenty years ago, we had a large, vibrant kids’ business. Over the past few years, we've been intentional about re-gaining that,” he said. “You can expect to see more family-friendly IP (intellectual property) partnerships done the Burger King way in the years ahead. When executed well, they drive durable behavior change. We’re earning repeat visits from families who are rediscovering the brand. The opportunity for family and kids is significant; even modest progress in reclaiming our share can put meaningful wind in our sales.”
That said, this opportunity yields more than just sales momentum. As Curtis added, it’s important to create a “lifetime value to those guests.”
“We believe this can be very big for Burger King over time,” he said.
This goal is also the impetus behind Chick-fil-A’s recent family-friendly campaigns. There are operators in the system, for instance, that host stuffed animal slumber parties and sneaker decorating competitions. The chain also brought back its Cow Appreciation Day, as part of its 80th anniversary celebration this year, is introducing new kids' meal toys, and updating play spaces in many of its restaurants. There are several different play space designs to fit a diverse portfolio of restaurants, and most newbuilds will include some variation. Chick-fil-A’s new play space designs will begin opening this year with an objective of creating “a place of connection” for families and the community.
“We want people to trust us for providing that space and we believe it’s important for kids to have physical safe spaces,” Vice President of Brand Strategy, Advertising and Media Khalilah Cooper said during a recent interview.
Burger King upgraded its play areas to lure more families. | Photo by Jonathan Maze.
For its part, Chick-fil-A is also working to cultivate a third-place environment for families as more consumers clamor for analogue experiences. Some operators, for instance, provide free Icedream to families who leave their phones in a designated box during mealtimes. The chain also launched its Play app in 2024 aimed at encouraging family connection beyond mealtime
“Whether it’s through our family-style meals, our Play app, or our play spaces in restaurants, we believe it’s important to make sure we’re meeting the needs of families and creating moments with the people they love,” Cooper said.
McDonald’s is also introducing modernized play places as part of a global store redesign initiative announced earlier this month. Many of these playgrounds were eliminated or downsized during COVID. In a statement, McDonald’s Executive Vice President and Global Chief Restaurant Experience Officer Jill McDonald said the reimagined restaurants are aimed at “creating feel-good moments for customers and crew,” and “making them more enjoyable to visit.”
Whataburger is also sharpening its focus on families and creating a space for them. The chain recently updated its Kids Whatameals, which include an entrée, small fries or applesauce, kids' drink and sweet treat, as well as a gift or toy. The meals also include new, interactive packaging with built-in games, mazes and surprises designed to keep kids engaged at the table. In an interview, Whataburger Chief Marketing Officer Scott Hudler said the kids’ meals refresh reflects a broader shift toward more interactive, experience-led offerings that extend beyond food and “into play, collectability and engagement.”
“Families have always been a big part of the business, but now we have a bigger opportunity to serve those guests in a more intentional, experience-led way,” he said. “Families are leading hectic, overscheduled and overstressed lives and are looking for simple, shared moments of joy. We wanted to make our kids’ meals feel more memorable than just the meal itself.”
Hudler added that it also allows Whataburger to build early affinity with younger guests while deepening connections and loyalty with parents.
“Fast food was a huge part of my upbringing and many people’s upbringing, and you carry those traits on. For Whataburger, we think of our experience, like our check-back tray (where an employee circulates the dining room to offer condiment refills, etc.), where it’s a little elevated. We want our experience to stand out a little more and, as our core consumers have kids, to share those experiences. Building future affinity is a huge part of what we’re doing,” he said.
Whataburger conducted extensive research prior to the Whatameals relaunch, which showed that toys are nice to include, but sensory toys outperformed novelty toys, so the company kicked off its new platform with sticker packs and will move into activity books in the fall. Hudler said there is also more potential with menu innovation and IP partnerships.
“We appeal to a lot of consumers, and our insight was that their lives are hectic, so our overall goal is to push more on the simplicity and experience, and for families to be together and interact,” Hudler said. “We want to create a nice moment for the family to share and continue to create Whataburger stories. It’s a great way to continue the legacy of the brand.”
“Families have always been a big part of the business, but now we have a bigger opportunity to serve those guests in a more intentional, experience-led way.” -Whataburger CMO Scott Hudler.
The shift extends beyond fast food
While the fast-food segment has long targeted kids and families, the current shift to attract and retain such a demographic through more engaging and interactive experiences is growing throughout all categories. Fast-casual hot-plate concept Pepper Lunch recently introduced a kids’ menu for the first time, for example. CEO Troy Hooper said the launch was in response to consumer feedback as there had been a gap on the menu, causing “a friction point for families.” Pepper Lunch accommodated the launch with games, and the initial reaction has “been loud and positive,” Hooper said.
Meanwhile, Cracker Barrel recently introduced a new lineup of complimentary toys included with the purchase of any children's meal. The collection is specifically designed to celebrate the chain’s Southern heritage and provide interactive fun for younger guests. Convenience store giant 7-Eleven just added kids’ meals to its restaurant concepts—Laredo Taco Company, Raise the Roost and Speedy Café—for the first time, including an entrée, side and drink paired with a toy. Even Hooters is targeting kids more, including with a Kids’ Eat Free promotion on Saturdays and youth-sized merchandise.
There are also a growing number of loyalty programs geared toward getting families with children in the door more frequently. Full-service Italian concept Pastaria recently launched a Kids Club, for instance, including a kids’ meal, wooden gelato coin redeemable for a free scoop, free birthday meals, swag and more.
Firebirds Wood Fired Grill recently rolled out a Jr. Chef’s Club to bolster its family business. The goal is to inspire a lifelong passion for cooking and offer families an opportunity to engage with the brand beyond the four walls of its 69 restaurants. The membership program is open to children 12 and under and participants receive T-shirts, aprons, chef’s hats, whisks, spatulas and more.
“If we know a loyalty member has an 11-year-old son, this gives them additional reasons to visit because we could start messaging that member about bringing their son in for a back-to-school celebration and then bring them in a few months later to get their first chef’s coat,” CEO Steve Kislow said during a recent interview. “Then, three months later, you might be invited to come back in and pick up your whisk. There are several items that work into this journey for your child, and we think that’s a big opportunity because we’re talking about loyalty and iterations and features, and this is just a different level.”