How Dream Dinners Franchisees Can

Market to Dads

The Changing Role of Dad

According to the Bureau of Labor Statistic, women, on average, are still spending more time than men in the kitchen preparing meals for their families. However, men are beginning to take over the culinary tasks at an increased rate. A recent study found the percentage of men who spend time cooking in the kitchen daily has increase drastically over the past 50 years, from 29 percent in 1965 to 42 percent today.

As more women continue to enter the workforce, dads have been forced to step to the “plate.” Although a large portion of Dream Dinners customers are defined as busy and on-the-run moms, Dream Dinners franchisees should avoid limiting themselves and their marketing to this single demographic. Men and more importantly dads have begun taking over mundane domestic chores, including trips to the grocery store. The Parenting Group and Edelman Partner found that 26 percent of dads do all of a family’s grocery shopping and 22 percent do all of the cooking – that’s roughly one in every four dads.

Statistically, women tend to make the majority of household purchasing decisions, as a result, most of Dream Dinners’ marketing regarding meals has been center around the “mom.” Yet, as gender roles continue to evolve and women continue to operate outside of the home, men are making more and more of the family’s day-to-day decisions.

Today, Dream Dinners is highlighting the “dad” and the role men can play in the expansion of your franchise. Here are three tips to help make your Dream Dinners franchise more appealing to dads.

Make Your Dream Dinners Franchise Appealing to Dads

In the past, many advertisements geared to dads trended toward a sense of mockery – making fun of new dads for being “clueless” or “ill prepared.” In some instances this marketing tactic can work, but it can backfire just as quickly. Think about it this way— would you purchase a product if you felt you were being mocked or disrespected by a company? Instead, we suggest going the opposite direction by making them feel good. Focus on the positive aspects of fatherhood. Prioritize the idea of providing for their family, creating new relationships and feeling more fulfilled. Focusing on the positive rather than negative will help guests see your brand in a positive light, making them more likely to visit your Dream Dinners franchise.

1. Be Positive—Make Them Feel Good

Although men like to feel some sort of connection to a brand, they tend to focus more on the utility on the product. How could this product be of use to them? When marketing your Dream Dinners franchise, focus on the time it could save dads, how easy Dream Dinners are to make, the role family dinners play when raising healthy children— this could be their dinner solution, thus reducing stress for both mom and dad. By focusing on the aspects of the Dream Dinners experience that demonstrates tangible benefits could help your Dream Dinners Franchise draw in more dads.

2. Focus on Utility

In many cases, men are not the sole or primary breadwinners for a family. Dads are now, like moms, working double duty. Along with their careers, they too are helping out with housework, cooking and cleaning. For this reason, a dad’s attention span has, in many cases, diminished due to a hectic schedule.

3. K.I.S.S—Keep it Short and Sweet

When choosing to market and advertise to dads, it’s important to make the message clear and simple without the need for much interpretation. Simply put, they don’t have the time. The visual aspects of the advertisement should be family focused, easily relatable and text should be short and to the point to allow for a quick scan or read. Whether you’re marketing with a flyer, brochure or in-person, remember to keep the experience short and sweet (K.I.S.S.)

In the modern era, meal preparation is no longer a “moms” job. Dads are choosing to be present in the kitchen each night and the marketing opportunity for your Dream Dinners franchise is expanding. Just remember, marketing to a “dad” is much different than marketing to a “mom,” these three tips should better prepare you when expanding your demographic and hopefully your franchise.

Stepping Up to the Plate

Are you interesting in becoming a Dream Dinners franchisee? To learn more about the Dream Dinners franchise opportunity or to find a Dream Dinners franchise for sale near you, visit the Dream Dinners franchise information page today.

Become a Dream Dinners Franchisee!