Article · January 1, 2024

Restaurant Retrospective: The Evolving Family Restaurant Experience

The family restaurant experience of the past is no more. New wants, new needs, and new lifestyle demands have evolved family dining.

In the ever-evolving restaurant landscape, family restaurants are undergoing a renaissance, embracing an era of immersive, experience-based dining. Modern menus cater to both young palates and adults, while technology and imaginative play areas captivate children. This renewed focus on creating cherished memories and fostering togetherness makes family dining a compelling proposition in the competitive market.The modern family seeks more than just sustenance; they yearn for an inclusive and memorable dining adventure that caters to all age groups, tastes, and interests.

This shift in consumer expectations has catalyzed a wave of innovation in the family restaurant industry, creating a novel blend of dining and entertainment, seamlessly woven together to cater to the diverse needs of families.From revamped menus that cater to health-conscious parents and adventurous young eaters alike, to play areas that go beyond simple slides and swings, these restaurants have tapped into the essence of family bonding and togetherness. As competition for family dining dollars increases, what do restaurants need to know to keep customers coming in? Read on as we explore the changing family restaurant experience, starting from the beginning.

Evolution of the Family Restaurant ExperienceWhile the concept of the family restaurant has been around for more than a century, it was the post-World War II era that really saw the rise in the family restaurant. The economy was booming and as more families bought homes in the suburbs, the shift in population and lifestyle created a new demand for dining options, filled by the rise of the American diner. These small roadside eateries had become popular in the 1920s and 1930s, offering classic comfort foods and all-day breakfast menus.

By the 1950s, family restaurants and the precursors to family restaurants evolved from these diners, and we saw the formation of restaurant chains. Restaurants like Howard Johnson’s and Big Boy became well-known family-friendly establishments during this period, providing sit-down dining with an emphasis on affordable, family-oriented menus.The 1960s and 1970s saw a further proliferation of family restaurants as suburban living continued to grow, and dining out became a popular form of family leisure. During this time, new restaurant chains and franchises that catered specifically to families began to emerge, providing unique dining experiences and amenities tailored to children and parents alike.

It was in 1971 that the McDonald’s PlayPlace further transformed the idea of family dining. It was a magical place where kids could play between bites of fries. Adults could sit and eat in peace while their kids climbed, clambered, and dived into the ball pit.

McDonald’s launched PlayPlaces to build brand loyalty in children by emphasizing a family-friendly environment.The idea of the family restaurant continued to gain steam through the next few decades, with kid-friendly restaurants like Ruby Tuesday, Applebee’s, and TGI Fridays providing high-caliber children’s menus in a setting where mom and dad could have a cocktail and a nice meal while the kids colored and solved puzzles on paper placemats.What Happened to the Family Restaurant?A paper placemat and a packet of crayons doesn’t cut it with today’s kids. And with the increasing popularity of experience dining, like barcades and food halls, the shift in consumer preferences continues to grow. Consumer expectations have changed considerably now that the children visiting these restaurants are digital native Gen Z and Gen Alpha, whose parents are often Millennials.

Replacing paper placemats and crayon packs are tabletop tablets with electronic games to play while kids wait for their food. McDonald’s has been offering tabletop gaming since its Digital Play initiative more than a decade ago.Whatever concerns there were about safety and cleanliness in kids’ play places before the pandemic were exacerbated during it, with more parents falling out of love with indoor play structures altogether. Combining health and safety with the modern convenience of fast-casual establishments, drive-thrus, mobile apps, and food delivery service—and dining in at family restaurants has fallen out of style.

Mobile Ordering and Drive Thrus The very technology that increased children’s expectations in entertainment also led to the downfall of the play place. Everything can be ordered now with the push of a button – including a meal. Families started grabbing food on the go and taking it home during the pandemic, when consumers who were forced to stay in also started redecorating their homes and making it more fun to be there.

To compete, family restaurants began offering online ordering, curbside pickup, and meals to go.The decline of dine-in visits to family restaurants and fast-food chains has shifted the perception of fast-food restaurants to no longer being “third places.” Chains like McDonald’s recently cut back in areas like play places and seating and instead expanded mobile ordering while increasing and the number of drive-thru lanes.Home ImprovementsWhen families were stuck at home elbowing each other for work and homework space, it was a boon for the home improvement industry. Now, even though they’re free to get out, the home is a much more attractive place to be for many, and delivery services like DoorDash and UberEats make it easy to order from a local restaurant and let someone bring it to the door. People Aren’t Going to Malls Family restaurants built their business model on being in or near malls.

Because more people are shopping online or in neighborhood shops, malls are not nearly as busy nor are they attracting the type of consumer who would have a family meal, and fast-casual dining is feeling the pinch. People simply aren’t going where family restaurants are located. Play Places Aren’t Popular Anymore Consumers have a much greater awareness of health and safety than ever before.