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From Cafeteria to Curbside: Why Back-to-School Means Big Business

As summer winds down and school routines return, restaurants across the U.S. are seeing an increase in traffic. This annual back-to-school return reflects deeper shifts in how families and students eat out, and it presents an opportunity for operators to adjust their menus to adapt. Here are three key insights to keep in mind. 

Weeknight Family Dining Is Back

With school back in session, families are returning to structured routines and that means less time for at home meals. Weeknights are now prime time for dining out, especially for parents juggling homework, sports, and after-school activities. Introducing family meal bundles, “kids eat free” nights, or limited-time comfort food specials. Consider modifying adult favorites into kid friendly portions to appeal to both age groups could help attracting this demographic. 

According to the Away From Home Kids 2024 report from Datassentials, 42% of kids influence what they order when dining out, and over half help decide where the family eats. Parents are looking for restaurants that offer: 

  • A  variety of kid-friendly menu options. “Familiarity is key – focus on the classics and use traditional cuisine as a platform for any menu innovation” This can also be spruced up for adults – have grilled chicken on the menu for kids? Try this intennationally inspired jerk chicken sandwich for the parents.  

“There is a gap in what parents are wanting from a kid’s menu and what operators are offering… Parents look for kid’s menus that offer a variety of interesting options that kids enjoy.” — Away From Home Kids 2024, Datassentials.

The Rise of After-School Snacking & Gen Z’s “Little Treat” Culture 

Between 2:30 and 5:00 PM fast-casual and fast locations near schools and campuses see a noticeable spike in traffic. Students are stopping in for snacks and drinks in between school and activities. 

“Value and on-the-go convenience are key… Make snacks in good portion sizes in a variety of flavors, but with less sugar.” — Away From Home Kids 2024, Datassentials.

Offer smaller, budget-friendly items like handhelds, smoothies, or boba teas. This Korean Corn Dog is easy to grab on the go and you can offer lots of variations by switching up the dipping sauce. 

Teachers & School Staff are Looking For Lunch

It’s not just students driving demand– it’s the teachers and school staff that are also looking for fast, fresh, and satisfying lunch options. With limited time and busy schedules, they need meals that are easy to order and quick to pick up. 

Create special lunch combos or pre-order options tailored to school staff. Offer small-scale catering for staff meetings or team lunches – some great lunch ideas are this Shaved Brussel Sprout Salad or this Mexican Street Corn Potato Salad. 

The back-to-school season brings new dining behaviors and gives families reason to go out to eat whether it's for convenience or connection. By aligning your offerings with their needs, you can turn seasonal traffic into year-round loyalty.