Qualitaly_113

OCT. NOV. 2019 VI MAGAZINE only to the subject of families is not successful because during the week they do not come out. But on Saturday and Sunday we make 60% of the turnover,” confirms Matteo Giorgi of Pollicino (see box). ______________________________ BOX POLLICINO, FROM THE DISCO TO THE FAMILY Even young entrepreneurs grow and have children. So after having launched discos and pubs in the 90s, they opened a chain of child- friendly, or family restaurants. The story is told by Matteo Giorgi, one of the three founding members of Pollicino, 11 “ristofamily” premises in Northern Italy, including roadside sales outlets and shopping centres, over 10 million turnover and 240 employees. “Each club has a children’s area of at least 20 square meters with entertainer and electronic games for the over 9s. But we’re not a games room where you eat, usually badly. We are a quality restaurant”. On the menu: burgers, pizza and fried dumplings but also premium meat; the aesthetics is that of the brewery, high and airy spaces with lots of wood, seating around 150 and “designed for company, because friends usually have children more or less at the same time,” the fast but nice service. “The kids have a separate menu and place mat but they eat with their parents, then they go to play. Adults order from the menu.” On Sundays in two rooms there is a brunch buffet “but also baby cooking, children make pizza, to eat on the spot or to take home.” There are 50-60 high chairs available, which are required upon booking so as to find them ready on arrival. The “children target” is from six months to 12 years. The “ristofamily” format is very little exploited in Italy, but in the case of Pollicino it has been successful: four more openings are planned in 2020 ______________________________ BOX FAMILIES AT THE RESTAURANT, THE NUMBERS (data from NPD’s CREST® survey, year 2018) Total restaurant visits: 10,7 billion (+2,7% on 2017) Overall turnover Commercial Catering: 56 billion euro (the total eating out including canteens and vending is 62 billion) Household share on total traffic Commercial Catering 16% (+2,5%) Families rate in full service restaurants: 24,5% Family share in pizzerias: 26% Share of families in ethnic groups: 29% (down from 31% in 2017) Share of household spending in restaurants with display: 23,5% (equal to 13 billion euros) Average receipt each 13,90 euro (non-families), 16,20 euro (families) Average items ordered: 3,49, households 3,37 Reasons for eating out (families): socialization (74%) and hedonism (24,4%) Reasons for choosing the venue: offer 31,8% (against an average of 22,2%) and children’s choice (17,5%). ______________________________ BOX A FEW “TIPS” FROM THE AMERICAN CHAINS We don’t always accept them, but American chains see the “kids” as a gold mine to attract. Here’s what they do to avoid missing this target. An approach that can give some good ideas, suitably adapted to its customers. Because your best young customers may sooner or later have children, while the older ones may turn into loving grandparents. ‘Panera’ focuses on variety (250 menu options) and the child who eats for free. ‘Olive Garden’ has a menu with drawings to colour and unlimited breadsticks, while ‘TGI’ has prepared special family ‘doggy bags’ for take-away (a channel that can no longer be overlooked, even by us). ‘Red Robin’ offers table games one evening a week, ‘My Chili’ offers cartoons if you sign up for the club, but also chips, guacamole and free soft drinks at every meal. Food to be shared in the middle of the table is in great demand by families who attend ‘Maggiano’s’, in addition to cooking classes. Mini portions of menu dishes, available games and gadgets for sale distinguish the ‘Cracker Barrel’ offer. And watch out for birthdays: a free dessert is always welcome. While napkins and wipes are indispensable for everyone. AT PAGE 18 IN DEPTH Family-friendly concept. A formula in continuous evolution Spending an evening with friends, at dinner, without giving up the presence of children, until a few years ago was almost impossible. Today things have changed. It’s no longer a problem By Alessandro Vergallo A new, family-friendly formula, which imitates the concept of the great Anglo-Saxon food & beverage chains, has recently arrived in Italy: an equation that is revolutionizing the world of Italian catering, its design and the habits of Italians.