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Redefining Value: Spending More For What Matters
I recently booked a perfect, family-friendly getaway: lots of privacy and space, walking distance to great restaurants, easy access to hiking trails – all the must-have amenities. I paid extra for the environment and atmosphere, but to ensure a great experience, it was worth it.
I apply similar reasoning when it comes to dining out. Whether it’s a special occasion or an ordinary Wednesday, my dollars flow to the restaurants that allow me to enjoy precious quality time with my favorite people. Naturally, I expect a clean environment, quality ingredients and delicious food, but I consider these cost of entry – I have other expectations that may not be top of mind for many restaurants. For example:
- Empower families to unplug and share meaningful moments: Don’t assume I’ll hand off my phone to the kids for entertainment while we wait for our food to arrive. We’re looking for interactive, memorable experiences, and we appreciate the restaurants that facilitate them.
- Positive, unique experiences kids look forward to: It’s easy to toss a few crayons and a generic placemat on the table and think you’ve satisfied the cost of entry. Getting parents’ attention – and winning a kid’s loyalty – requires an exclusive brand experience, one that is strategic and thoughtful, challenging and updated for repeat visits, but also operationally sound. Kids’ cups, branded crayons and fresh, relevant activities are the REAL cost of entry (and they’re just the beginning).
- Service that includes everyone at the table: Talk to your youngest guests, never down to them. Help set the stage for a positive experience by offering to get kids’ food and beverage orders placed right away, and stay on top of the general mood at the table – be ready with the check in case a speedy exit is required.
Many restaurants think about value in terms of price, but families often have a different yardstick: we want engagement, not distraction, and an atmosphere where we can enjoy our food as well as one other’s company. When a restaurant can provide all that, we consider the experience—well, priceless!
Darren Nutt, Vice President Client Service
