Feeding Children at Restaurants and at Home
IDUS 711 | Summer 2013 | Professor Sara Johnson
TABLE OF CONTENTS: RESEARCH 3. Researchers 4. Project Scope 5. Research Questions 6. User Groups . Secondary Research . Primary Research ANALYSIS . Research Findings . Insights and Breakdowns . The Affinity Process . Opportunity Map SYNTHESIS . Scenario Concepts . Final Scenario (Communication)
Alexandra Rose MA Design for Sustainability
Jie Zhang MFA Industrial Design
Matthew Cardinal MFA Industrial Design
To discover the true needs, values and belief systems of parents feeding their children at home and at restaurants in Savannah, GA. THE CULTURE OF KIDS’ LOCAL FOOD OPTIONS AND EXPERIENCES: Examine what parents feed their kids 1. at home [and related beliefs, values, activities, etc.]; and the local kids’ food offerings 2. at Savannah’s restaurants. Is there a discrepancy? Is there a disconnect?
4
Formulating Research Questions: How does meal planning and preparing take place at home? What do children eat at home? At School? At a restaurant? What is the process of feeding children at home? What is the process of feeding children at a restaurant? What are the most common items on children’s menus? What objects, other than food, are given to the children? What do they eat? Drink? Do parents get up with their children often? What are the differences between home and restaurant? When/ how often are families eating out? What factors influence the parents if they eat out or eat at home? Where are kid friendly restaurants located? Where do families choose to buy food? Why do parents choose a restaurant? Why would a restaurant cater to families?
5
Creating User Groups:
Users are split into four categories based on attitudes about nutrition, convenience and how often they eat out to plot how their decisions about food are prioritized.
6
Systems Map: To help us identify relationships and network connections
Secondary Research Methods: Key Facts, Innovation Sourcebook, Popular Media Search, Interest Group Discussion We chose our topic of food and children and researched many publications for articles relevant to our topic. When credible information was found we added it to our Key Facts. When we found examples of innovators, they were added to out Innovation Sourcebook. By joining several interest group discussions online, we were able to track conversations by parents about feeding their kids. Information points were tracked on post-it notes and index cards and clustered into subject groupings. Parents respond to cafe and restaurant owners putting up signs asking parents to control children. Some parents refused to return, some admit they feel more uncomfortable in these places now. Examples of loud and unruly behavior point to bad parenting skills.
Innovation Sourcebook Key Facts
Children’s initial rejections to new foods do not represent innate food preferences, but transient reactions that can be changed and developed through learning and experience. It could take 15-20 times of being exposed to a food before they will try it.
Based on analyzing 3498 children’s meals at 41 top chain restaurants, 91%of children’s meals at these restaurants do not neet the National Restaurant Association’s Kids Live Well menu standards, a voluntary initiative. Haile Thomas is a 12 year old that has been filming cooking lessons from her home since she was 9 years old. She is a Youth Advisory Board member for the Alliance for a Healthier Generation, a Junior Chef Consultant and introduced the First lady at this year’s kids State Dinner at the White House.
David Fishman child food critic began writing about food at age 11 and was featured in a NYT article, since then has continued reviewing food and restaurants. Has written for national publications and been on several TV talk shows.
No significant difference has been found in mean price between healthful children’s menu items and less healthful entrees on full-service restaurant childrens menu items
Mimi’s restaurant offers kids a free appetizer plate filled with Cheerios, oranges, and crackers. Mimi’s also has one of the widest range of beverages of any restaurant in the survey; whole, reduced-fat, and fat-free milk are available in both plain and chocolate. Bibs and hand wipes are given to all families with young kids, and there are changing tables in all restrooms
At most locations, wood-grilled fish is more popular than any of the 10 other kids’ entrees, including the whimsical fish-shaped cheese ravioli. If your child orders the chicken fingers or grilled cheese, they arrive with grapes and corn on the cob
Menu Collecting: We collected menus from area restaurants and evaluated their offerings. There are a few that offer fruit, but the vast majority offer the same few options. Overall they are unhealthy and bland with an emphasis on starch and cheese. In comparison to parents purchases at home, the restaurants serve the foods Parents are least likely to serve at home
70.5% of Savannah kids menu food:
Surveyed Restaurants:
from a survey of over 30 local restaurants
15.5% 12.5% 11.5% 7%
Grilled Cheese
Chicken Fingers
Burger
7%
Peanutbutter Hotdog and Jelly
7%
Pizza
5.5%
Fried Shrimp
4%
Mac & Cheese
Blue Turtle The 5 Spot J. Christopher’s The Green Truck Bone Fish Grill Kayak Cafe Mrs. Wilkes Dining Room The Olde Pink House Zunzi’s Olive Garden Forsyth Park Cafe Local 11ten Sweet Potatoes Kitchen Clary’s Cafe The Crystal Beer Parlor Goose Feathers Starland Cafe Vinnie Van Go-Go’s Screamin’ Mimi’s Mellow Mushroom Soho South Cafe Huey’s on the River Butterhead Greens Cafe Sisters B. Matthews The Pirates House Fire Tangerine The Distillery Hirano’s Moon River Brewing Co. Henry’s Cha Bella
Parent’s Grocery Preferences Sorted by Likelyhood of Buying
22.9% 11.7% 10.6% 5.9% 4.8% 3.7% 3.7% 5.2% 5.2% 6.1% 6.1% 7.8% 8.7%
Primary Research Methods: Shadowing at Home: By observing meal preparation, and families eating we could see the methods that parents use to make the meal work for their kids. We could observe the dynamics of families eating in a comfortable environment and see real examples of how they feed their families and how they make their decisions.
Shadowing in Restaurants: We watched families eat at restaurants to see what actually happens during these meals. What methods are used to feed kids and keep them entertained in puiblic spaces?
Shadowing Grocery Shopping: We followed parents on shopping trips to see how they make decisions to buy food for home. With the actual food options presented, the shopping process was a springboard for conversation about attitudes concerning food.
Mapping Grocery Options We used a map of Savannah area supermarkets as a springboard for conversations about shopping patterns and decision making. We asked where Parents live and where they typically shop to see if what barriers they might overcome to buy the food that they feel is right for the family.
Card Sorting Exercise: By asking parents to sort food into three groups: I currently buy, I might buy, and I would never buy, we were able to spark conversations about food choices and parental values. The pictures of common supermarket fare correspond slightly to offerings of Savannah area restaurants. This exercise helped us plot parents into appropriate user groups as values for food decisions were made based on nutrition, cost, and convenience.
#ServerSoapbox We asked servers at Savannah area restaurants to offer their feedback regarding families eating in restaurants. Using the hashtag #serversoapbox we welcomed feedback on social media networks and also solicited direct feedback in the restaurants with a short open ended survey. We feel that servers represent the bridge between families and restaurants.
THE AFFINITY PROCESS
Apocalypse Now
Parents of young children often believe that eating away from home will give them a welcome respite from cooking and doing dishes. However, once at a restaurant, they often end up feeling like their children are unwelcome, shameful of their children’s behavior and/ or needing to put additional effort into the meal by modifying existing menu items to meet their needs. There is an opportunity to: - Create a welcoming atmosphere for families - Obliterate the social stigma associated with bringing small children to restaurants - Expand the concept of what a restaurant could be...a community
How might we: - make families feel not only welcome but at home? - help servers see the fun qualities of children, instead of seeing extra work? - invite families and restaurant employees to be stakeholders in the establishment? - connect the establishment to other community groups? - build bridges across independent table “islands�?
“Sometimes parents bring in their own food for their kids or order sides.”
-Server at Soho South Cafe (has kids menu)
“I pick [restaurants] that are loud so our noise gets drowned out and I don’t feel like we’re disturbing other customers.” -Mom of 3 year old girl and
newborn baby
Seen at Green Truck PubParents let their food go cold to tend to their toddler...
Preliminary Design Sketches & Ideas
To talk to kids at other tables
A whole chalkboard wall just for kids
Mission Impossible
Definition Parents often use food as a reward for good behavior. They also have an arsenal of tactics to get their children to eat the right quantity and quality of food. There is an opportunity to: - reduce parental burden of nagging - maintain children’s good behavior without relying of food rewards - get children excited about eating their food How might we: - feed children nutritious food without resistance ? -help children feel proud about eating healthful food? - provide behavioral prompts for children to follow? Kids show off muscles they have grown from eating “muscle-builder” (spinach)
Preliminary Design Sketches & Ideas
Invent a way to show kids that good food makes them stronger
Can’t open the next mystery door until you finish the food in the one you just opened!
Memento
Definition Parents see mealtimes as opportunities to connect with the important people in their lives. Sometimes they would like to create special memories to share with their children but other times they would prefer to have conversations with other adults. There is an opportunity to: - strengthen the frequency and potency of new positive memories - strengthen family relationships -allow parents the space and time to connect How might we: - encourage families to learn more about each other? - spark the creation of memorable moments? - introduce more joy into families lives? - help mom and dad relieve the stress of their daily lives? - remind families of past posive memories? -help couples fall more deeply in love? “A restaurant that had anything to keep kids amused so that parents could have a conversation is key.�
-Mom of two little ones
Preliminary Design Sketches & Ideas
Grapes of Wrath
Definition Parents go to great pains to provide their children with a variety of foods that are wellsourced, natural, and additive-free. There is an opportunity to: - be transparent and forthcoming about where children’s food is sourced - educate families about childhood nutrition - lead by example How might we: - encourage children to learn more about nutrition? - teach children, as well as parents, the foods path to the plate? - educate parents about the best variety, nutritious and additive-free food? - build the restaurants credibility as a reliable resource for childhood nutrition? - make nutritious food more desirable to children?
“This isn’t even real food. It’s fake food, faux food.” -Mom refering to frozen chicken nuggets
Preliminary Design Sketches & Ideas
Delivering messages about nutrition in a fun way
Physical benefits of food are written on the other side
Back to the Future
Definition Today’s children are the adults of tomorrow. Like adults, they have unique personalities and opinions and should be treated like individuals. They should feel comfortable knowing that the restaurant puts their needs on par with the needs of their taller companions’. There is an opportunity to: - create future loyal customers - help children take ownership of their food choices - help children’s voices be heard - better address the range of children’s physical and developmental stages How might we: - help children feel physically comfortable in the space? - help children make their own, informed, food choices? - empower children to take ownership of their environment? - enable positive engagement with servers and others in the restaurant? -give children the choices their parents enjoy? “They know that it’s their chair.” -Mom refering to kids adjusable chairs
Preliminary Design Sketches & Ideas
The Graduate
Definition Parents use mealtime to teach their children social skills and responsible behavior. They want them to feel empowered and proud when they achieve “big boy/ girl” tasks. There is an opportunity to: - facilitate the development of social skills in children - build children’s confidence in their own abilities - instill values like respect and kindness in children How might we: - create opportunities for social growth? - instill children with a sense of responsibility - help children take ownership of their decisions? - use input from children to properly represent their viewpoint?
“I did it! I did it! I really, really did it!!”
- Five year old to dad after setting the table
“Honestly, we go out to dinner to work on our manners in public!” - Mom of a six and
four year old
Preliminary Design Sketches & Ideas
Visually reward good eaters (Very Important Kid)
Additional Recommendations
Million Dollar Baby Quick Fixes
Make sure children are served their food first. If you can offer them some small snacks immediately after sitting down, even better. Consider nixing the children’s menu and instead offer smaller portions of regular offerings. If high chairs can be used upside-down for baby carriers, be sure to clean the bottoms. Parents notice and are grossed out. Servers should not ignore children but speak to them directly and interact with them as people. Provide organic, hormone free and local foods for kids and label it as such on the menu. Offer baby food or even baby formula. It’s a lost revenue source. Consider offering safe and quiet toys for the table. Treat and wash them as you would utensils.
Add photos to menu so children can make their own decisions about what to order. Offer a small play area in view of the tables. Design it with as much thought as you would any other part of the restaurant. Present kid’s food in a fun and creative way. Children like when their food can be imagined as something else. Stock child-sized utensils and dishware. Incorporate your restaurants color scheme Servers should be educated on these items as part of normal training and be reminded that they will most likely receive better tips as a result.
http://www.morefm.co.nz/Healthy-Grape-Caterpillars/tabid/499/articleID/5378/Default.aspx http://nestleusa.wordpress.com/2012/09/11/simple-is-best-after-school-snack-ideas/
Quick Fixes
Million Dollar Baby Longer-Term Strategies
Forsyth Park Farmer’s Market The Forsyth Park Farmers Market in Savannah has grown in attendance-ship threefold since opening just four years ago. There is an opportunity for local restaurants to partner with local farms to sell prepared menu items, using farmers produce, at the market. This would provide the following benefits: Increased exposure
Serve local, organic, transparently sourced food Establish personal relationships with families and vendors
http://www.scootingsavannah.com/savannah-farmers-market/
Opportunity to advertise Saturday night specials, both for adults and for children, thereby welcoming families explicitly
Hire a Nutritionist Hiring a degree-holding nutritionist to make the children’s menu and making that apparent to parents will help them feel that their children are getting the best food available. He or she could also host a blog, attached to the restaurants website, dedicated to children’s nutrition. Parent’s should be invited to participate in the blog and ask questions freely.
Plant a Garden If the restaurant has any available outdoor real estate, consider turning it into a vegetable or herb garden. If children order a pasta dish, encourage them to cut their own basil. Host family planting days that end with a fresh meal.
http://allevents.in/Langley/Childrens-Nutrition-101/416571931786400
Longer-Term Strategies