Kings Family Restaurants has launched an effort to court its youngest customers, and you can color it smart.
Looking to build loyal subjects among youngsters, the restaurant chain has put together an eight-page menu that doubles as a coloring book. Unlike its regular menu, this one, dubbed "The Land of Food and Fun," is designed for takeout.
"This menu is unique in that children can take it home and use it as a coloring book," says Kings spokesman Jim Harrington.
One page offers a coloring contest for children to enter, featuring the Hartley's Choice hot air balloon.
Building brand awareness among children is a powerful way to draw repeat customers. Anyone who has had exposure to a school-lunch program knows that food-product manufacturers see that their brands get a powerful, if tacit, endorsement if it's in the cafeteria. Kings no doubt sees the value of creating an experience for kids that will encourage them to suggest future visits to the restaurant. And when they're old enough, the thinking goes, they'll make the choice to patronize a Kings.
If Marie Antoinette had treated her subjects as royally as this King does, there might still be a Louis on the throne in France.