Appetite for Nostalgia: Kidulting in the Restaurant Industry
- eileen strauss
- 2 days ago
- 4 min read
In the toy world, adults buying toys for themselves now make up nearly one-third of all sales. A phenomenon known as kudulting, this nostalgic niche, powered by collectibles, building kits, and playful throwbacks, is bringing grown-ups back to childhood.
That same appetite for nostalgia is reshaping the restaurant industry. Just as Millenials are scooping up Lego sets, Pokemon cards, and retro craft kits, they’re also looking to restaurants for the flavors, feelings, and fun of their youth, with a grown-up twist.
For restaurant owners, kidulting isn’t just a cultural fad. It’s a long-term opportunity to reimagine menus, experiences, and marketing in ways that spark joy, fuel memories, and keep guests coming back for more.
Stats to Consider
Adults buying toys for themselves accounted for 17.3% of all US toy sales in 2023.
Kidult purchases represented about $6.7 billion in purchases last year.
In the first quarter of 2024 alone, U.S. adults spent over $1.5 billion on toys—making them the single largest consumer group ahead of preschoolers.
By late 2024, “kidults” accounted for 18% of total U.S. toy sales, or approximately $7.3 billion—a bright spot amid a broader industry slump.
Menus That Taste Like it’s 1999
Kidult dining bridges memory and novelty. Guests aren’t just looking for food—they’re chasing feelings. They want the dishes that defined their childhood or teenage years, but with the flavor, finesse, and Instagram power they expect now. It’s comfort food reimagined for an adult palate, where every bite feels both familiar and surprising.
Glow-Ups on Classics
Taking the simplest childhood favorites and elevating them with premium ingredients is a winning move.
Leveled up Mac 'n cheese: Add truffle oil, lobster, or braised short ribs. Serve it in cast iron for extra nostalgia-meets-sophistication points.
Sloppy joes, grown-up edition: Swap the canned sauce for slow-cooked short rib or pulled pork, layered on brioche buns.
Grilled cheese goes gourmet: Artisanal sourdough stuffed with brie, caramelized onions, or even kimchi for a global twist.
Desserts With a Wink
Sweet endings carry some of the strongest childhood memories—and the most playful opportunities.
House-made Pop-Tarts: Fill with seasonal fruit compotes or chocolate-hazelnut cream, finished with colorful icing.
Boozy milkshakes: Spike them with bourbon, Kahlúa, or Baileys and pile high with candy, cookies, or cotton candy.
Cereal-milk creations: From panna cotta to soft serve, nostalgic flavors like Fruity Pebbles or Cinnamon Toast Crunch deliver instant joy.
Playful Drinks
Kidults don’t just eat—they sip, share, and post. Drinks are the easiest way to merge play with polish.
Capri Sun cocktails: Serve them in pouches with cheeky straws for a grown-up lunchbox vibe.
Glow-in-the-dark mocktails: Vibrant colors, edible glitter, or neon ice cubes make them both fun and inclusive.
The Shirley Temple 2.0: Swap soda for prosecco, add homemade grenadine, and garnish with artisanal cherries.
Menus that lean into nostalgia don’t just trigger memories—they create moments. Whether it’s a diner reliving after-school snacks or rediscovering Saturday morning cartoons through a cereal-inspired dessert, these dishes deliver a powerful emotional connection. And in today’s dining world, that connection is as important as flavor.
Dining That Feels Like Child’s Play
Kidults crave experiences, not just meals. Restaurants can deliver by making dining more interactive:
Serve dishes on retro lunch trays.
Offer build-your-own sundae or slider kits.
Create visual wow-factors like glow-in-the-dark cocktails or oversized cotton candy.
In the age of social media, presentation is as valuable as flavor.
Nostalgia-Fueled Events
Menu tweaks are just the beginning. Themed events create built-in marketing moments:
Cartoon brunches with pajama dress codes and cereal buffets.
Retro game nights with trivia, board games, or arcade setups.
Seasonal specials like back-to-school menus or 90s nostalgia nights.
Events like these transform your restaurant into a destination.
Spaces Made for Kidults
A few playful touches go a long way in your space:
Giant Jenga or claw machines.
Retro murals or neon signage.
Coloring sheets with cheeky, grown-up humor.
The goal isn’t to become a theme park—it’s to create sparks of joy.
Marketing With Memory
Kidulting thrives on nostalgia and social sharing—two things restaurants can leverage.
Sell branded collectibles or retro merch.
Collaborate with toy shops, comic stores, or candy brands.
Launch campaigns like #ThrowbackThursday menus or #GrownUpKidsMeal specials.
It’s less about food and more about the feeling you’re selling.
Quick Ways to Test the Waters
You don’t need a massive budget to embrace kidulting. Try these low-cost ideas:
Add rainbow sprinkles to desserts or lattes.
Garnish cocktails with gummy bears or cotton candy.
Offer late-night “kids’ menu” snacks like sliders or tots.
Print simple coloring sheets.
Build playlists of 90s or early 2000s hits.
These small touches can generate big buzz.
Takeaway
The future of dining isn’t always about inventing something entirely new; sometimes, it’s about reimagining what’s already familiar.
Proving that the appetite for nostalgia is more than just a trend, the kidult movement signifies that joy is just as powerful as flavor in building brand loyalty.
By Eileen Strauss
