Recently, a parenting movement dubbed the 3:45 Dinner has been taking off, reshaping the way – and the time – that families enjoy their evening meals, particularly on busy weeknights.
This approach is more flexible than its name suggests. In fact, it’s less about eating dinner at 3:45 p.m. sharp and more about a broader cultural shift toward earlier dining habits – whether such meals include the whole family or just the kids.
“It’s interesting to see this ‘3:45 Dinner’ trend emerge. We’ve definitely seen a gradual uptick in families, especially those with younger children, coming into our clients’ restaurants for early meals,” said Joshua Wood, CEO of the hospitality marketing agency CJ Digital.
So, what are the primary motivations behind the movement?
“This shift towards earlier dining aligns with the need for flexible schedules and quicker meal options after school,” Wood told The Food Institute.
Perks for Parents
In addition to its convenience, fans of the 3:45 Dinner claim that feeding their kids a meal right after they get out of school can often result in a much calmer and happier evening for the whole family.
It makes sense, given that kids are often quite hungry and irritable (AKA hangry) after a long day at school, and this approach can also help reduce the likelihood of tantrums and late-night snack attacks as the evening progresses.
“I was tired of giving snacks to my kids who then didn’t eat dinner,” Paige Boyuk, a mother of two who serves dinner at 4:30 p.m. every day, told TODAY.
Last year, Boyuk posted a video of herself enjoying an early dinner of spaghetti and meatballs with her 7-year-old son and 2-year-old daughter on TikTok that included the caption: Does anyone else eat dinner at 4:25 p.m. because your kids asked for a snack and if they had a snack, they wouldn’t eat dinner so you just serve them dinner?
The video ended up going viral, garnering more than 2 million views on the platform – many of which from fellow parents who had either tried the method themselves or could see its potential to solve some of their greatest mealtime pain points.
So, how can the foodservice sector capitalize on this shift?
Opportunities for Restaurants
Despite the movement’s many perks, only a small portion of today’s parents can pull off getting a homemade dinner on the table that early – especially on a busy weeknight.
As a result, the 3:45 Dinner trend has ushered in plenty of opportunities for restaurants that can cater to these families.
To appeal to this demographic, Wood recommends developing “early bird” family menus or promotions tailored to this time slot, as well as offering quick-service options and kid-friendly dishes.
“Creating a welcoming and relaxed atmosphere during these early hours is crucial. This could involve designating family-friendly seating areas, offering engaging activities for children, or even providing faster service options to accommodate busy schedules,” Wood advised.
“By adapting their offerings and ambiance, restaurants can effectively tap into this growing trend and create a loyal customer base among families seeking early dinner solutions.”
The Food Institute Podcast
Tariffs, geopolitical tensions, and inflation are all weighing on the food and beverage industry and consumers alike, but what can industry leaders do to persevere amid uncertainty? Lou Biscotti from CBIZ’s Food and Beverages Services Group shares his insights on The Food Institute Podcast.
