Page 183 - 100 Great Marketing Ideas (100 Great Ideas)

The food is organic, which may reflect the parents’ preferences
rather than the children’s, but which still shows an awareness of
parental concerns.
Prices are reasonable for central London, and the restaurant opens
well into the evening.

In practice

• Don’t regard children as an add-on: they are far more than that

to their parents, and you should respect that.

• Children are more sophisticated nowadays than ever before, and

can recognize when they are being patronized.

• Children do need to burn off energy: if you don’t give them the

opportunity to do so, they will do it anyway, perhaps in ways you
would prefer they didn’t.

• The family market is so poorly catered for in Britain that there

are many opportunities out there.

174 • 100 GREAT MARKETING IDEAS