Convenience stores can learn a thing or two from restaurants when it comes to entertainment in foodservice, such as the McDonald’s Happy Meal, which creates emotional connections through memorable experiences.
This insight comes from Jennifer Loper (pictured left) and Julia Foley of C3 Brand Marketing, Overland Park, Kansas, who spoke Wednesday at CSP’s C-Store Foodservice Forum in Schaumburg, Illinois. Loper is C3’s president and Foley is senior insights and strategy supervisor.
The impact of the entertainment drives brand loyalty and affinity, differentiates one’s brand, creates buzz and drives traffic and sales, Loper said.
At c-stores, families with kids 12 and under make up 21% of foodservice traffic. In addition, the average transaction dollar is 2.5 times as high when kids 12 and under are present, Loper said, adding that the restaurant industry recently has embraced tangible entertainment for adults. One example is A Minecraft Movie Meal promotion from McDonald’s for adults.
Fun’s not just for kids, Loper said, as consumers 18 and older account for more toy sales than preschoolers.
Foley added that parents today value experiences and play and creativity—and expect seamlessness and authenticity. One brand is chosen over another not just because of the price but because of the value, she said, and the experience being offered is going to help the parent decide where to get food.
“They can really smell out inauthentic,” Foley said. “And so anything that you create that makes an experience for your brand really has to feel like it's true to your brand.”
Gen Alpha children, born 2010 or later, are tech savvy, “but it also means they’re digital captives,” Foley said. “So, anything brands can do to get them touching grass and interacting with people, that’s something that stands out and is really valuable.”
Foley added that 91% of parents say their child influences the family’s food choices, with 49% keeping in mind the child’s preferences, 26% asking the child’s opinion and 16% letting the child choose.
With this data in mind, she added that 3 out of 4 parents say kid friendliness is very important when they’re choosing where to eat.
To make c-store foodservice more kid-friendly, food is the top factor, followed by fun, Foley said.
For food, the top factor, the percentage of parents who said the following offers would make a c-store’s foodservice more kid-friendly, according to a C3 study:
- 65%: Kid-friendly food, such as pizza and nuggets
- 60%: Better kid-friendly drink selections, such as juice, milk and smaller sizes, would improve kid-friendliness
- 53%: A kids meal with an entrée, drink and kids packing, would improve kid-friendliness
For fun, the second-top factor:
- 57%: Kid-focused promotions, such as toy discounts with food/drink purchases, boosts kid-friendliness
- 48%: Kid giveaways, such toys, stickers or other collectibles, ups kid-friendliness
The following also boost kid-friendliness, parents said:
- Increased safety and security
- Even better bathrooms and family bathrooms
- Seating areas/small dining spaces
- Dedicated kids section with toys, games and kid products
- Pricing promotions/family discounts
- Healthy food options
- Friendly employees
- Keeping age-restricted products such as alcohol, tobacco and energy drinks out of children’s view
In a C3 survey asking parents what they expect from a kid-friendly QSR restaurant, 79% said they expect beverage lids on kids cups to avoid spills, Foley said. She added that 80% expect a toy or entertainment and 80% expect kids meal packaging.
This makes it easier for parents to identify what meal is for the kid, “but also for kids to have ownership over it,” she said.
“Fun can build your c-store brand,” Foley said, sharing data from a C3 survey asking how parents would feel if a c-store brand provided kids promotional items like toys, stickers, reusable cups or other collectibles.
- 92% of parents agreed: It would make the brand seems more fun
- 88% agreed: It would make my family choose that store more often over other convenience stores
- 87% agreed: My kids would ask to go there more often
- 84% agreed: It would make that brand seem like a better value for my family
Kids are key to long-term brand loyalty, Foley said, adding that c-stores should focus on the next generation.
“They’re your future brand loyalists,” she said.
Foley also said creating emotional connections via fun experiences “gives them these memories that they keep with them through adulthood.”
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