A new parenting movement is gaining momentum, and it’s reshaping how families approach their evening meals. Known as “3:45 Dinner,” this trend sees parents serving their children dinner significantly earlier than traditional mealtimes – and it’s creating an unexpected opportunity for brands to connect with families in meaningful ways.
The rise of early dinner
The “3:45 Dinner” concept isn’t strictly about serving dinner at exactly 3:45 p.m. Rather, it represents a broader shift toward earlier dining, typically between 3:45 and 4:45 p.m., when children return from school. This flexible approach can include the whole family or just the kids, and the meal can come from various sources – home-cooked, restaurant takeout or convenience stores.
Our recent survey reveals this isn’t just a fringe movement – it’s a significant shift in family dining habits that brands need to pay attention to. A striking 75% of parents expressed enthusiasm for the early dinner concept, with 24% already implementing it and another 55% eager to try.
Why are parents embracing the shift?
Parents cite compelling reasons for this timing shift:
“My kids come home from school starving so it would make things easier on me,” shared one parent, echoing a common sentiment. The top benefits reported include:
While some parents note potential challenges – such as children requesting second dinners (33%) or scheduling difficulties for working parents (26%) – the overwhelming majority see the benefits outweighing the drawbacks.
The brand opportunity
Here’s where it gets interesting for brands: This trend represents an untapped market during traditionally slower dayparts. Our research shows strong consumer interest in brand involvement:
- 72% find restaurant early dinner solutions appealing
- 68% express interest in convenience store offerings
- 74% say restaurant participation would demonstrate understanding of family needs
- 65% believe brand involvement would make their lives easier
More importantly, this engagement translates to brand affinity, with 65% of respondents indicating they would view participating restaurants more favorably.
Leading the trend
The most compelling finding for brands? 71% of parents said learning about this trend’s growing popularity makes them more interested in trying it. This suggests a unique opportunity for brands to not just participate in, but actually shape and lead this movement.
What this means for your brand
The “3:45 Dinner” trend represents more than just a shift in meal timing – it’s an opportunity to:
- Drive traffic during traditionally slower periods
- Build goodwill with families by solving a real need
- Position your brand as forward-thinking and family-focused
- Create new revenue streams through targeted meal solutions
The data is clear: Parents are ready for solutions that make their lives easier, and they’re willing to reward brands that understand and support their needs.
Ready to explore how your brand can tap into the early dinner trend to drive traffic and build lasting connections with families? Let’s discuss strategies tailored to your brand’s unique position in the market.
CONTACT US
ABOUT C3
C3 is a Kansas City-based marketing and design agency that brings brands to life for families with children through experiences and entertainment. C3 uses insights, strategy and expertise to produce award-winning programs and custom products to help major restaurant, hospitality and service industry partners connect with families wherever they are—in person, at home or in the community at large.
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