Kids Promotions Still Work—Especially in 2025: A Grocerant Perspective

 

It’s 2025 and make no mistake—Kids Eat Free promotions still work. But like everything in the evolving grocerant (grocery + restaurant) landscape, context and strategy are king. While guest traffic continues to face headwinds across both QSR and casual dining sectors, smart operators are learning to integrate family-friendly promotions like Kids Eat Free into a broader off-premise strategy that boosts incremental revenue, builds brand affinity, and appeals to today’s on-the-go, digitally connected consumers according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Let’s be clear: promotions aimed at kids aren't just gimmicks—they’re strategic levers. Done right, they generate foot traffic, drive takeout orders, and increase meal bundling. The key is execution with an eye toward long-term engagement rather than short-term transaction spikes. Let’s unpack what’s working—and how to do it better in 2025.

 

Why Kids Promotions Still Matter (and How They've Evolved)

David Archer rightly pointed out years ago that Kids Eat Free is not a loyalty tool—it’s a traffic tactic. But in today’s grocerant environment, where prepared meals, takeout, and delivery are surging, the context has changed. These promotions aren’t just for dine-in anymore. They're evolving into takeout drivers, app incentives, and subscription bonuses.

Yes, Free is a powerful word—but free should be part of a profitable ecosystem, not a giveaway trap. Here's how operators in 2025 are making it work:

 

Three 2025 Success Examples: Kids Promotions in Action

1.       Panera's “Family Takeout Bundle” (Spring 2025):
Panera launched a Kids Eat Free offer tied to their mobile app. Order two adult entrées through the app and receive one free kids meal. The kicker? It’s takeout only—a clever way to migrate value-seeking families into the digital ecosystem while boosting weekday off-premise sales.

2.       Wegmans “Kids Meal Tuesdays” (ongoing):
Wegmans Food Markets expanded their grocerant meal stations to offer a Kids Eat Free deal every Tuesday after 4PM. Families buying two hot bar or sushi items received a free kids bento box. The promotion turned slow Tuesday afternoons into a dinner rush—without opening new dining space.

3.       MOD Pizza's Summer “Kidventure Meal Kits” (June 2025):
This build-your-own pizza brand launched a summer campaign bundling a free kids pizza kit (take-and-bake) with every $20 online order. With activity sheets and collectable stickers included, this promo drove higher check sizes and repeat orders through their app loyalty program.

 

3 Takeout-Ready Ideas to Drive Kids Meal Sales

1.       Gamify the Experience:
Create a series of rotating “Kid’s Meal Missions” with small prizes for completed visits or online orders. Think: five stamps = free scoop of ice cream or exclusive toy. Use digital tools to track participation.

2.       Bundle for the Busy:
Launch a “Family Takeout Night” package that includes two adult entrées, two kids meals, and a shareable dessert. Make it available only via your app or website to build direct-order traffic and avoid high third-party delivery fees.

3.       Theme It for Seasonality:
Offer themed kids meals around holidays or cultural events—think “Back-to-School Bento Boxes” or “Superhero Saturday Meals.” Include limited-time treats or activities to create excitement and urgency.

 

Best Practices for Offering a Kids Eat Free Promotion in 2025

·       Have an expiration date. Time-limited offers create urgency and allow you to evaluate ROI without long-term dependency.

·       Use the promotion to build data. Make “free” conditional on joining your loyalty app or newsletter.

·       Upsell with intent. Offer adult beverage pairings or premium side upgrades to balance margins.

 

Bottom Line: Free Still Works—If It Works for You

In today’s grocerant-centric world, Kids Eat Free should not just be about filling seats; it should be about filling meal occasions—especially off-premise. When structured as part of a larger takeout or loyalty strategy, it becomes a tool for sustained growth, not just a spike in guest counts.

So yes, kids promotions work—if you work them smart.
Let’s feed families, fuel profits, and future-proof the meal occasion—one kids meal at a time.

 

Stay Ahead of the Competition with Fresh Ideas

Is your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s playbook? If you're ready for fresh ideations that set your brand apart, we’re here to help.

At Foodservice Solutions®, we specialize in consumer-driven retail food strategies that enhance convenience, differentiation, and individualization—key factors in driving growth.

👉 Email us at Steve@FoodserviceSolutions.us
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Grocers vs. Restaurants: Can Kids Eat Free Platforms Succeed Everywhere?

 

Kids Eat Free promotions have long been a cornerstone for family-oriented restaurants like IHOP and Denny’s, offering a compelling traffic-driving incentive for parents. However, as guest traffic declines across restaurant categories, this once-exclusive restaurant strategy is now being adopted by non-traditional fresh food retailers, convenience stores (C-stores), and even grocery store delis. Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® thinks it’s time to delve into whether this strategy works across all sectors, updated with food industry facts and new insights into marketing to children.

Kids Eat Free: Is It Right for Your Business?

The immediate answer to whether these promotions work is simple: yes, they drive traffic. However, a better question is whether this strategy aligns with your business goals. "Free" is always appealing and can pull in customers, but profitability must remain a priority. Restaurants are now joined by grocers experimenting with similar tactics.

Take Kroger’s innovative Kids Fresh Friends program. Launched last year, the program provides kids with a card enabling them to get a free piece of fruit each visit. Ken McClure, customer communication manager for The Kroger Co., reported that in its first eight weeks, the program distributed nearly 40,000 pieces of fruit—close to 5,000 pieces per week. The initiative shows how grocers can leverage these strategies not just to attract families but also to subtly drive sales in other categories. Meanwhile, United Supermarkets in Texas and national chains like Whole Foods and PCC Markets offer kids free healthy snacks such as apples, oranges, and bananas every day.

Restaurants, Grocery Stores, and C-Stores: Tailoring the Approach

The Kids Eat Free model may not always guarantee customer loyalty. Restaurants typically add strings to the deal, such as requiring an adult meal purchase or limiting the number of free meals to two children per adult. These provisions aim to mitigate potential losses, but overuse of such promotions can devalue the product. For example, if families perceive kids’ meals as worth $0 today, why should they feel comfortable paying $5 tomorrow? Worse, ongoing promotions can create dependency, prompting backlash when they’re discontinued.

C-stores and grocery store delis could carve out a more sustainable model by bundling value-added options with healthy snacks or meal components. For example, offering “Lunchbox Builder Kits” featuring fresh fruits, mini sandwiches, and a juice box for free with an adult meal purchase could appeal to parents while driving cross-category sales.

Marketing to Kids: Key Insights Across Channels

1.       Convenience Stores:

o    Snack-centric branding with “fun-sized” or “grab-and-go” healthy snacks targets kids and parents alike.

o    Tie-ins with popular sports or cartoon characters can build interest and make healthier options enticing.

o    Loyalty programs for families could reward repeat purchases while promoting value and excitement.

2.       Restaurants:

o    Balancing indulgence with health-conscious offerings can cater to parents seeking occasional treats for kids.

o    Interactive experiences, such as coloring menus or themed meal nights, enhance engagement and increase dwell time.

o    Seasonal promotions like “Kids Eat Free Summer Specials” can drive urgency without creating dependency.

3.       Grocery Store Delis:

o    Building family-centric deli meal bundles with complementary items for parents and free snacks for kids can deliver convenience.

o    Engaging in-store displays showcasing kids' favorite meals or snacks next to healthy options subtly reinforces better choices.

o    Digital campaigns highlighting back-to-school lunch solutions attract busy parents and ensure cross-category sales boosts.

The Economics of "Free"

While the success of a Kids Eat Free platform may vary, planning is essential. Here are actionable tips for implementing this promotion:

·         Cost Analysis: Calculate exactly how much extra traffic is needed to break even. Track food costs and guest-count spikes to monitor return on investment.

·         Marketing Outreach: Ensure the promotion is well-publicized through social media, local radio, or direct mail to maximize reach.

·         Strategic Duration: Limit promotions to specific time frames, like summer months or school vacation periods, to keep expectations in check.

Long-term Opportunities

Instead of viewing Kids Eat Free as a temporary traffic solution, businesses can integrate it into loyalty-building strategies. Programs like Kroger’s Fresh Friends can be scaled by emphasizing health, sustainability, and convenience. Similarly, innovative promotions in grocery stores and delis can position these sectors as viable alternatives to restaurants for affordable family dining.

As families continue to juggle rising costs and packed schedules, the Kids Eat Free platform—when paired with fresh food innovation and strategic marketing—has the potential to transform not just dining occasions but how families source convenient and affordable meals.

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday than tomorrow?  Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.

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IKEA’s Culinary Evolution: From Furniture Giant to Global Food Brand

 

Regular readers of this blog know that Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® has documented and highlighted the ongoing success that Ikea has found selling grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food.  Given that our blog has again reached an all-time high for daily and monthly views we wanted to share a historical perspective on IKEA’s Food and Beverage growth for some of our new followers and readers.

When Ingvar Kamprad founded IKEA in 1943, the company’s mission was simple: to offer well-designed, affordable home furnishings. Little did anyone imagine that this Swedish furniture giant would one day become a global food brand, with its restaurants and food offerings drawing customers as much as its flat-packed furniture. Today, IKEA is not just a destination for stylish and affordable home goods but also for its unique and increasingly popular food and beverage offerings.

The Origins of IKEA’s Food and Beverage Expansion

IKEA's foray into food began in the 1960s when Kamprad noticed that customers spent long hours in the store and might appreciate the option to grab a bite to eat. The first in-store café opened in Älmhult, Sweden, in 1960, offering simple Swedish fare like meatballs, potatoes, and lingonberry sauce. This move was not just about convenience; it was a strategic effort to keep customers in the store longer, boosting sales of both furniture and food.

The concept of combining furniture shopping with dining proved to be a massive success. As IKEA expanded globally, its food offerings became a staple of the brand, with each store featuring a restaurant that served a consistent menu of Swedish-inspired dishes. Over the decades, IKEA’s food service has evolved from a supplementary service into a core part of its brand identity.

IKEA’s Food Sales: A Global Phenomenon

Today, IKEA’s food and beverage operations are a significant contributor to the company’s revenue. In 2023, IKEA’s global food sales reached an estimated $2.5 billion, reflecting a 10% increase from the previous year. This figure includes both dine-in and takeout sales, highlighting the versatility and appeal of IKEA’s food offerings.

The growth of takeout sales has been particularly noteworthy, driven by the company’s strategic expansion into ready-to-eat and frozen meal options that customers can enjoy at home. The introduction of plant-based alternatives like vegan meatballs and dairy-free soft serve has also attracted a broader audience, including health-conscious consumers and those with dietary restrictions.

IKEA’s ‘The Dining Club’ and Free Coffee for IKEA Family Members

IKEA’s innovative approach to dining doesn’t stop at its standard restaurant offerings. In 2016, IKEA launched ‘The Dining Club,’ a pop-up restaurant concept in London that allowed customers to cook and serve meals to their friends in a fully furnished IKEA kitchen. This unique experience was designed to blur the lines between shopping, dining, and entertainment, creating an immersive brand experience that resonated with consumers.

Another successful initiative is IKEA’s free coffee offer for IKEA Family members, which has become a popular perk for loyal customers. This initiative not only drives repeat visits but also reinforces the brand’s commitment to offering value beyond just furniture. It’s a simple but effective way to build customer loyalty and enhance the overall shopping experience.

Why Are Consumers So Attracted to Buying Food at IKEA?

The idea of dining at a furniture store might seem unconventional, but IKEA has managed to turn it into a global phenomenon. Here are the top six reasons why consumers are so drawn to buying food at IKEA:

1.       Affordability: IKEA’s food offerings are known for being budget-friendly, mirroring the company’s ethos of providing good value for money. Whether it’s the iconic Swedish meatballs or the affordable breakfast options, customers know they can enjoy a satisfying meal without breaking the bank.

2.       Convenience: IKEA stores are often located in suburban areas where dining options may be limited. The convenience of grabbing a meal while shopping, without having to leave the store, is a significant draw for many customers.

3.       Unique Experience: The combination of shopping for home furnishings and enjoying a meal in the same place creates a unique, all-in-one experience that appeals to busy consumers. The novelty of dining in a furniture store adds an element of fun to the shopping trip.

4.       Quality and Consistency: IKEA has built a reputation for serving high-quality, consistent food across its global locations. Customers know they can expect the same taste and quality whether they’re dining in an IKEA restaurant in Sweden, the United States, or China.

5.       Cultural Appeal: IKEA’s Swedish heritage is a significant part of its brand identity, and its food offerings play a key role in this. Traditional Swedish dishes like meatballs, gravlax, and cinnamon buns give customers a taste of Sweden, adding an authentic cultural element to their dining experience.

6.       Health and Sustainability: In recent years, IKEA has made significant strides in offering healthier and more sustainable food options. From plant-based meatballs to organic coffee, IKEA’s commitment to sustainability resonates with environmentally conscious consumers who value ethical consumption.

Think About This

IKEA’s journey from a furniture retailer to a global food brand is a testament to the company’s ability to innovate and adapt to changing consumer needs. What started as a simple café in a Swedish store has grown into a $2.5 billion global food empire that attracts millions of customers every year. With initiatives like ‘The Dining Club’ and free coffee for IKEA Family members, IKEA continues to enhance its brand experience, making it a destination not just for furniture but for dining as well.

As IKEA continues to expand and refine its food offerings, it is clear that the company’s commitment to affordability, quality, and sustainability will keep customers coming back for more—whether they’re shopping for a new sofa or just stopping by for a plate of Swedish meatballs. How are you evolving?

For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869