Why It's Time to Rethink 'Kids Dine Free' Schemes

But he's eating free, right?

For years, the hospitality industry has embraced Kids Dine Free schemes as a way to attract families, boost footfall, and create a more inclusive environment.

On the surface, these offers seem like a win-win: families save money, and businesses enjoy increased patronage.

However, while this approach is popular, it's worth questioning whether these schemes are sustainable, equitable, or even beneficial in the long run.

Here's why I believe restaurants, pubs, hotels, and cafes should reconsider Kids Dine Free promotions, even if this perspective might spark debate.

1. Undermines Quality Perception

Free meals can sometimes be perceived as less valuable, regardless of their quality. Offering free meals for children may unintentionally devalue the menu and create the impression that the food provided is of lower quality or just an afterthought. For businesses aiming to maintain a premium image or attract diners who prioritise food excellence, such schemes can work against that goal.

2. Unfair to Other Demographics

While it’s admirable to make dining out more affordable for families, what about other groups? Solo diners, child-free couples, pensioners, or students might feel overlooked or even alienated by such targeted offers. A more inclusive pricing strategy—such as discounts for all diners at specific times—could avoid singling out one demographic and instead foster goodwill across the board.

Some diners might not appreciate free dining children

3. Financial Strain on Businesses

The hospitality industry operates on razor-thin margins, particularly in the current economic climate. Food costs are rising, wages are increasing, and energy bills are putting additional pressure on businesses. 

Offering free meals for children can compound these challenges, especially when families take advantage of the scheme during peak dining hours. 

Businesses may struggle to recoup these losses, ultimately driving up prices for other customers or forcing compromises in quality.

4. Encourages Overcrowding During Peak Times

Kids Dine Free promotions often bring families into venues during peak hours, making it difficult for businesses to accommodate a broader clientele. This can lead to overcrowded spaces, longer wait times, and a diminished dining experience for other patrons. For example, couples seeking a quiet meal may avoid restaurants known for these schemes, potentially alienating a loyal customer base.

5. Reinforces the “Cheap and Cheerful” Label

While affordability is important, over-reliance on free offers can pigeonhole a venue as “cheap and cheerful” rather than a place for quality and experience. In a competitive market, this reputation can be hard to shake, especially for venues that are trying to elevate their brand.

6. Fails to Reflect Modern Family Dynamics

Not all families are looking for savings; many parents are willing to pay a premium for a relaxed atmosphere, excellent service, and high-quality meals. A better approach might involve creating family-friendly environments and menus that cater to children without giving food away for free. After all, value isn’t just about cost—it’s about the entire experience.

Alternatives to Kids Dine Free

If we’re going to move away from these schemes, what should replace them? Here are a few ideas:

Affordable Family Bundles: Offer set menus at discounted rates that are attractive to families but still generate revenue.

Off-Peak Discounts: Encourage families to dine during quieter periods with time-specific offers, reducing pressure on peak hours.

Interactive Experiences: Provide child-friendly activities or themed dining nights that add value to the experience without compromising the bottom line.

Quality-Focused Kids’ Menus: Focus on healthier, creative, and enticing children’s meals that parents are happy to pay for.

Conclusion

While Kids Dine Free schemes may have their merits, they are not a sustainable solution for most hospitality businesses. It’s time to rethink how we cater to families, focusing on quality, inclusivity, and long-term benefits rather than short-term promotional gimmicks. By moving beyond these offers, restaurants, pubs, hotels, and cafes can strike a better balance between family appeal and overall profitability.

What do you think? Is it time to retire Kids Dine Free schemes, or do they still have a place in today’s dining culture? Let’s start a conversation.