Soonta targets family market with kids meal launch

The meal will have collectable cards.

Soonta has launched its kids' meal menu, a play to expand its customer base beyond being the go-to destination for office workers seeking quick meals for lunch, snacks, or dinner.

Max Xie, Chairman of Soonta Group, explained the rationale behind this move, emphasizing the brand’s goal of creating a family-friendly experience. "We recognise that families are a cornerstone of the South Australian community," said Xie. "By offering a kid-friendly, healthy, and affordable meal option, we can better serve our customers and make Soonta a destination for families seeking fresh, wholesome food."

The kids' meal, priced at $9.95, features nutritious mini bowls, juice, and a toy pack that includes collectable cards. The brand is leveraging these cards to create an engaging experience for children, with eight different designs available and one limited-edition card for added excitement. This collectable element aims to foster brand engagement among younger diners.

“We didn’t just want to provide food for kids; we wanted to create something fun and interactive. The collectable cards are designed to engage our youngest customers and foster a sense of excitement when dining at Soonta,” Xie said.

According to Xie, the launch of the kids' meal is seen as a critical step in Soonta's growth strategy, which includes expanding its footprint beyond South Australia. With plans to open its first store in Victoria by late 2024, Soonta is positioning itself as a family-friendly dining destination, aiming to appeal not just to individual diners but also to groups. The kids' meal is intended to align with this broader vision of creating a welcoming environment for all types of customers.

One of the key investments associated with the kids' meal launch is the development of collectable cards, which are included with each meal. According to Xie, the cards are designed to create a memorable experience for children, adding an element of play to the dining experience. "We see this as an investment in customer engagement. The cards are not only visually appealing but also functional—kids can collect them and play with them, which adds an extra layer of enjoyment beyond the food," Xie explained.

The card set includes eight different designs, plus one limited-edition special card, with only 100 available. For those who collect all nine cards, there is a secret prize waiting. "This collectable aspect creates excitement and encourages repeat visits. We wanted to give children something to look forward to each time they come to Soonta," Xie said.

Beyond the new kids' menu, Soonta said it plans to make 2025 its breakthrough year by opening more restaurants in Victoria and Brisbane by seeking additional franchise partners.