On the Radar: Play Areas and Kids’ Menu Trends Are Getting Attention

Chick-fil-A's "New Era of Play"

Chick-fil-A announced mid-June that it is overhauling its Kids' Playgrounds nationwide, with more than 200 locations across the U.S. set to be reimagined by the end of 2026, featuring new multi-sensory designs and interactive games. The redesigned spaces will include floor-to-ceiling illustrations and interactive games and activities built around the brand's Cow mascots.

Chick-fil-A has long positioned itself as more than a place to eat — a backdrop for family connection dating back to 1967. But how families actually spend that time together has shifted, and the chain's recent moves suggest it's paying attention. Kate Neyhart, the company's Kids & Family Senior Principal Team Lead, framed the move as a return to something core to the brand's identity: “Physical play has always been a cornerstone of our family experience, so we’re thrilled to evolve that even further by introducing over 200 new and refreshed playgrounds across the U.S. by the end of this year.”  

McDonald's Teases a Playground Comeback

McDonald's is exploring a similar idea, though nothing has been confirmed yet. At its Worldwide Convention in early June, the company unveiled a new restaurant prototype featuring a large, glass-fronted PlayPlace visible from both inside and outside the restaurant, showcased behind bold red-tinted glass rather than tucked away as in past designs. The concept, part of a broader effort the company calls "McDonald's Next," also includes floor-to-ceiling glass walls looking into the kitchen, streamlined digital ordering kiosks, and temperature-controlled pickup lockers for mobile order.  

What the Data Says About Kids' Meals in 2026

Kids' meals aren't a health play — they're a treat. That's the case made by a report, based on a panel of 70,029 diners and 579 chains, from Tastewise and Esrock Partners (Q2 2026) which makes a case that should reshape how operators think about the category.

• The core finding: The operators who win lead with fun, specific health claims, global adventure, and clear value narratives. The demand is real and growing — consumer engagement with kids' meals is up 12.6 percent year-over-year, with menu listings growing 11.7 percent over the same period.
• Who's actually ordering. The report frames the core buyer bluntly: Parents approach kids' meals more like a weekend reward for children, not a nutrition checkbox. That undercuts a decade of "healthy kids' menu" marketing — and the data backs it up. Generic "healthy" claims are down 10.8 percent on restaurant menus, while specific ingredient claims are climbing: protein claims up 8.8 percent and fiber up 13.8 percent
• The GLP-1 adults choosing kids’ menu. Perhaps the sharpest finding is about who's quietly ordering off the kids' menu: adults. With an estimated 15 million-plus US adults now on GLP-1 medications and seeking smaller portions at restaurants, the report notes that "mini" is already the number one claim every one  in 13 diners associate with kids' meals. Smaller portion sizes are the number one thing driving adults to the kids' menu. This isn't a fad. It's the future of food. That's the finding from a 30-day personal kids'-meal challenge undertaken for the report — shared by Kevin Wilson, CEO of Esrock.

• Global flavors: open territory. Mexican cuisine demand grows five percent year-over-year among kids'-meal diners, and 67 percent of Asian-cuisine kids' meal engagement is already happening inside restaurants. Wilson's takeaway for operators: Kids' meals are a great way for adults to try new foods and flavors with smaller portions and easier on pocket.

• Price holds, but only with justification. The market has settled on a median price cluster of $8 to $10, and the report is explicit that discounting is the wrong lever to pull: Slashing price signals low quality. Bundling signals completeness. The data backs that up — "build your own" claims are up 20.9 percent year-over-year, and affordability-framed claims are up 10.7 percent, suggesting customization and value-bundling are outperforming straightforward price cuts.

  The school menu is catching up to these trends

“We’re seeing incredible excitement from students about food,” said Chef Peter Gilhooly, Senior Vice President – Culinary, Chartwells K12. “From global influences to interactive, on-the-go options, kids are embracing food as an experience that connects their taste buds to their values.” Chartwells and its market analytics partner E15 share insights about how Gen Alpha and Gen Z are reshaping expectations for school meals — demanding bold flavors, real nutrition, and a genuine connection to the world around them. With 68 percent of kids now wanting food they can eat on the go, Chartwells K12 (part of Compass Group) that partnerships with 4800+ schools  over 25+ years has leaned into portable formats — a ham, egg, and cheese burrito, Jamaican beef hand pies, a Santa Fe turkey and cheddar wrap — proving mobility and variety aren't mutually exclusive. 

From global influences to interactive, on-the-go options, kids are embracing food as an experience that connects their taste buds to their values. – Chef Peter Gilhooly, Senior Vice President – Culinary, Chartwells K12

What Actually Drives the Kids' Menu

The consumer behavior trend behind Tastewise’s report is simple: kids' meals win on convenience and little treat concept, not dietetics. Packaging, distinctive drinks, natural fruit color, and a standalone dessert matter more than any toy. Wilson’s test for operators is to ask what's actually fun about your kids' meal. That lines up with the report's outcome — this is an indulgence category, and the operators pulling ahead are combining fun with specific nutritional claims, familiar formats with global flavors, and value that feels earned rather than discounted.