Qualitaly_113

OCT. NOV. 2019 V tables and floors devastated by leftover food and spilled drink and waiters on the verge of a nervous breakdown materialize. An image (or a prejudice?) so strong that, in the past, pushed some restaurants to declare themselves “kids free” as if to reassure customers that there, tranquillity and calm reign as much and more than in a Buddhist temple. But are we really sure that this is how things are? “My worst clients are adults,” said Nialls Fallon, a well-known New York restaurateur, at Eater. “I never threw a child out of one of my restaurants while I did it with drunk, rude adults or those who bothered the staff.” Above all, are we sure that ignoring families is a wise choice from an entrepreneurial point of view? We asked Matteo Figura, Foodservice Director, Italy The NPD Group, Inc. “Families are an important source of income,” he told us: “they account for 16% of general traffic and in some types of catering they reach 26%. Furthermore, they are experiencing a positive trend and have a higher average receipt than groups without children. They spend more even if they order fewer items, which means they buy more expensive products. It would be wrong, then, for the restaurateur to ignore them, or worse, to try to exclude them.” THE REASONS BEHIND THE DECISION At this point it is interesting to understand what type of place families choose when they eat out. “The importance of pizzerias – always very high – is however diminished, while there is the rediscovery of the generic Italian restaurant.” Even ethnic restaurants, which were rather sought after during the crisis, are in decline today. The main reason is that families first look for quality cooking, perceived as low in these two categories of restaurants. “The ethnic restaurants in particular have not been able to adapt to the tastes and needs of children.” In short, the offer is the first thing that a family looks at before choosing the place, while the second is the choice of the child. “Families basically choose places suitable for children, both from a nutritional point of view and as spaces.” FRIENDLY, NOT DISCRIMINATORY A rather precise request that opens up opportunities for everyone. Because it is not necessary to set up a dedicated place, large game rooms or even acrobatic entertainers. Families are a target group that must be welcomed, understood and satisfied with their needs (high chairs, cutlery, bibs, airy spaces), but it is not necessary to change one’s offer. “The family has changed a lot in recent years. In the past, the idea was to provide separate, guarded spaces. Today we spend less time with children so there is a desire to eat together, and the restaurant must know how to please all the members of the family. With fresh, quality, short chain products, prepared in a simple way, all things to communicate to the customer. But also with gluten free, free from, vegetarian options. Dietary needs of parents who often extend to their children: the family is also this.” DEDICATED MENU? NO THANKS It is an offer that must, and can, please everyone, perhaps with different portions for a child and for an adult. To be avoided is the dedicated menu, the awful “kids’ menu” from fast food places. Today children are exposed to “gourmet” messages and behaviour from an early age, they are interested in food, they have TV shows dedicated to them and maybe they come together in the kitchen and disdain “kids” menus. There is even a national cooking festival for children – “Cooks for a day” – now in its eighth edition, with well-known chefs acting as “masters” for young budding chefs. Perhaps it is indeed the moment, as advised by Jay Rayner, the provocative food critic of the Guardian, to “trash the pale and watered-down kids’ menu” because “the moment you start creating special menus for children you transform them into a different species, excluded from the world of adult food, underestimating what children are able to eat.” COMPETITION? FROM THE CHAINS In short, families are a rich and interesting target group. But where does the competition come from? “From fast service,” maintains Figura, “which in Italy has strongly evolved in terms of presence and has modified the offer. From the bar, which has been renovated and has become attractive even for families with a cross-sectional offer. And above all from the generalist chains, which have grown but are destined to grow even more.” It is therefore necessary to stand out without trying to copy, guaranteeing a complete service and a varied offer. As for ethnic food “it’s a sector that has experienced little innovation in terms of supply, very subject to trends – today we have poke, tomorrow? Who knows – while from this point of view the Italian cuisine is much more solid.” A QUESTION OF SCHEDULES Targeting families is also a way to fill less frequented times, such as the very first evening sittings. Maybe offering incentives for those arriving by a certain time. Regarding days of the week, the weekend is certainly the most popular because there is no school, on the other days the cuisine will have to win over. “Tying yourself