CALABASAS HILLS Calif. The Cheesecake Factory Inc. said Monday it plans in August to roll out its first kids' menu for diners 10 and under, making the chain the latest more upscale operator to try and build business by luring in families, including the youngest members.
Earlier this month, P.F. Chang’s said it would introduce its first children’s menu at its 190 restaurants nationwide. And earlier this year the 20-unit Daily Grill chain also debuted a $5 kids’ meal.
Mark Mears, The Cheesecake Factory’s chief marketing officer, said the chain tested the new menu at a unit in Orange County, Calif., and saw positive results. Most stores should have the new menu in place by early September, he said.
“The Cheesecake Factory mission is to deliver absolute guest satisfaction. As such, we have developed a new Kid’s Menu to satisfy families with young children who desire specific menu items that fit their kids’ unique taste and portion size requirements,” Mears said.
Items in the kids' menu range in price from $3.95 to $6.95 and include such dishes as two bite-sized sliders with fries; Southern fried chicken sliders with fries; mini corn dogs with fries; pasta with various sauces or butter and parmesan; a quesadilla with chicken; cheese or pepperoni pizza; grilled cheese; and grilled chicken with vegetables and potatoes. The dishes include a choice of beverage.
The kids' menu also offers desserts, such as ice cream, a mini hot-fudge sundae or strawberries.
Known for its hefty portions, the 146-unit chain has argued in the past that the 200-plus menu offers something for everyone, including kids. Last week, however, the company acknowledged that guests of all ages are seeking smaller portions and lower-priced options. The chain’s new Small Plates & Snacks section of the menu, for example, will be expanded with the new summer menu, which will begin rolling out this week.
According to The NPD Group, a Port Washington, N.Y.-based research firm, meals ordered by children accounted for 1.3 billion visits to restaurants and $5.6 billion in sales in 2008.
But capitalizing on family business has grown harder for operators as the recession lingers. According to NPD, traffic for parties with kids declined 3 percent in 2008, after being positive for more than three years prior. In addition, full-service restaurants saw traffic in diners younger than 13 years old fall 3 percent in 2008, with 64 percent of traffic losses stemming from children younger than 6, and 36 percent coming from children 6 to 12 years old.
The Calabasas Hills, Calif.-based Cheesecake Factory Inc. also operates 13 restaurants under the Grand Lux Cafe brand, as well as one RockSugar Pan Asian Kitchen.
Contact Lisa Jennings at [email protected].
