Learn more about restaurant branding with our complete guide.
When you walk into a restaurant, do you feel like the target market? Or are you just one of many customers that the restaurant is hoping to attract?
Chances are, if you’re not part of a family, then restaurants aren’t specifically targeting you. In fact, according to a study by The NPD Group, restaurants focus nearly all of their marketing efforts on attracting families. So why do they bother? What makes families such an attractive market for restaurants? Let’s take a closer look.
They Have More Money
: It’s no secret that families typically have more financial resources than single individuals do. This means they can spend more money when it comes to eating out, and restaurants are well aware of this fact. They know that a family of four will likely spend more at one time than a single person, so it makes sense for them to target families who may be willing to splurge on larger meals or multiple dishes.
They Are More Loyal
: Families tend to dine at the same restaurant several times before switching up locations, meaning they can become loyal customers over time. Additionally, due to busy schedules and family commitments, parents usually don’t have as much time as they’d like to go out and try new places — instead, they’ll become regulars at their favorite spot. This loyalty is something that restaurants are sure to take advantage of, as it ensures that they’ll have a steady stream of customers coming through the door.
They Spend More Time At Restaurants
: Not only do families have more money and loyalty than single individuals, but they also spend more time in restaurants. This allows restaurants to make more money from them, since people tend to buy more food and drinks when they’re there for an extended period of time. Additionally, it gives restaurants the opportunity to upsell items or promote specials that wouldn’t typically be available during quick stop-ins by single diners.
: It’s clear that family dining is a key part of the restaurant industry. Families have more money, loyalty, and time to spend in restaurants than single individuals do, making them the ideal target market for restaurant owners. By focusing their marketing efforts on families, restaurants can ensure that they’ll bring in a steady stream of customers who are likely to make larger purchases and become loyal patrons over time.