Insights

The "3:45 Dinner" Trend: Why Brands Should Pay Attention to Earlier Family Mealtimes

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.

A graphic with a stylized pie chart and three text bars. On the left, a large red, C-shaped ring surrounds two C-shaped blue sections. The red ring represents ‘75% love or like the early dinner concept’. The inner blue sections are a light blue, representing ‘24% are already doing it’, and a darker blue, representing ‘55% would like to try early dinner’. The image is a visual representation of survey results related to the ‘early dinner concept’.

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:

A dark blue banner graphic with a large, textured light blue circle on the left side. The circle has an abstract pattern and several smaller connected circles around the edge, resembling bubbles. Inside the circle, the number ‘45%’ is written in a slightly darker blue font. To the right of the circle, the text ‘Preventing after-school snacking’ is written in a large, light blue font.

A dark blue banner graphic with a large, stylized light blue circular shape on the left, resembling a plate with forks and spoons. Inside the circle, the number ‘40%’ is written in a slightly darker blue font. To the right of the circle, the text ‘Serving meals when children are most hungry’ is written in a large, light blue font.

A dark blue banner graphic with a large, stylized light blue circular shape on the left, filled with a messy, scribbled line pattern. Inside the circle, the number ‘37%’ is written in a slightly darker blue font. To the right of the circle, the text ‘Reducing evening irritability’ is written in a large, light blue font.

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.

A stylized illustration showing a red seesaw or balance scale. On the left side of the scale, which is heavier and tilted downward, there are three grey circles with frowns or neutral faces. On the right side, which is lighter and tilted upward, there are six light blue circles with happy, smiling faces. A light blue, curved, dashed arrow points from the sad faces to the happy faces, symbolizing a shift or a trend. The background is a solid, dark teal color.

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.

About C3

C3 is an industry-leading design and brand marketing agency with more than 38 years of experience creating connections with customers, from families with children to Gen Zers. We provide insights, strategy, creativity and supply-chain expertise to build smart marketing programs around fully custom products, like kids’ meal toys, collectibles and other branded entertainment. We design and produce brand experiences you can touch — and that’s more powerful than a marketing message alone. A C3 product ignites a moment of joy and creates brand loyalty that lasts.