​Family dining 2.0

In the past five years, sales growth for family dining chains has lagged behind the growth of every other restaurant category, according to Technomic research. While the fast-casual segment has roared ahead with 45 percent sales growth during the period, family dining has been stagnant at 3 percent. That makes it ripe for change — and innovation has been happening. A recent report from Restaurant Business says these restaurants tend to be full-service with moderate menu pricing around $18 or less per person. They lean towards breakfast and if they sell alcohol, it’s limited to beer or wine. Value is a key driver for family dining, so many brands are looking for ways to entice people to sit down for a full-service meal at a price that’s often no higher than one would pay in the quick-service or fast-casual segments right now. While these restaurants have long been places to satisfy cravings for traditional foods, consumers haven’t looked to them for the latest ingredient trends — but that is shifting as these brands look to target new generations of consumers (even if they don’t have families themselves). As a result, we’re seeing changes like a new line of eggs Benedict dishes at IHOP with elevated ingredients like roasted cherry tomatoes, fire-roasted poblanos and nut-free pesto. Cracker Barrel is serving up craveable dishes with a twist, like a hash brown casserole shepherd’s pie. Sizzler is innovating its burger menu with a prime rib burger and a crispy bacon burger, with the option to add a patty. In the segment, it’s becoming increasingly common to see more current flavors and presentations, elevated customizable options, and the addition of some convenience/portable items, but the scratch-cooking quality you expect from a family restaurant. As beverages have become bigger-ticket items that deliver on experience, there is room for development in this area within family dining too. To preserve value, these brands will be pushing hard to operate more efficiently, harnessing tech to do so.

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