*Statistics were gathered based on U.S. sources. Although statistics
vary from nation to nation, the influence of children on the food service
market is equally important.

Children become aware of brands at a very early age. They are brand
impressionable from as early as the age of one.

(International Journal of Advertising & Marketing to Children, April-June 2002)

Full-service operators typically know that marketing to kids is a smart
business move, and many are already aware that it takes more than a
fill-in-the-colors placemat and a handful of kid-specific menu items to
maximize the opportunities that exist in the kids segment.

(Restaurant Hospitality, June 2002)

At around 24 months, children make their first in-store requests to parents who eagerly fulfill them. By age four or five, children are learning to make their own purchases.

The Kids Market: Myths and Realities - James U. McNeal, Ph.D.

Satisfy the kids and their parents. Market products that have benefits apparent to parents, too. Meeting parents' needs for kids also offers a huge opportunity - the chance to market to children more expensive, more complex products and services that parents see as beneficial.

The Kids Market: Myths and Realities - James U. McNeal, Ph.D.

Children are not one market, but three markets, representing
more market potential than any other demographic segment:

• Current market
• Influence market
• Future market

As a future market, kids have the most market potential, for
they will eventually buy all goods and services.

The Kids Market: Myths and Realities - James U. McNeal, Ph.D.