The site of LA’s top rated and increasingly popular birthday
party packages, where parents can really treat their kids to a celebration to
be remembered, Giggles N’ Hugs has quickly won favor with LA families as the
premier destination for nutritious, delicious food, as well as healthy play and
activities for the kids (focus is 1 to 10 age group). Parents can relax in an
elegant casual dining area that is adjacent to a fully-equipped play area and
enjoy scrumptious selections from a menu centered squarely on gourmet organic
food options. From build-your-own pizzas and gourmet goat cheese pizzas with
sun-dried tomatoes, eggplant and fresh basil, to a wide selection of fresh
salads, pasta dishes, sandwiches, wraps, paninis, and appetizers, GIGL aims to
please, with a top-shelf menu that will satisfy health-conscious parents, and
kids alike.
By offering patrons enticing deals, such as themed parties
that run the gamut from cartoon characters and super heroes, to princesses and
sports, as well as membership deals for frequent visitors, including such
benefits as 10 percent off beverages, food and retail purchases, Giggles N’
Hugs has had great success cultivating local consumer’s receptivity to its
innovative business model. With three primary locations in upscale shopping
destinations around LA, including Century City Mall, Glendale Galleria and the
Topanga Canyon Mall, GIGL’s unique proposition of allowing parents to drop kids
off so they can go shopping, is already proving itself to be a real gold mine.
With national and even international expansion in the cards for GIGL, this
ingenious combo of custom-made 2,000 plus square-foot indoor play areas with
the capacity to act as the first and only restaurant in LA where parents can
safely leave their children to go shopping, paying only a nominal entry fee for
the child, content in the knowledge that the children will be well looked after
by GIGL’s trained staff and kept entertained by numerous activities and the
wonderful active play area, is a huge advantage for the company moving forward.
Already in talks with some of the biggest mall owners across
the country, GIGL is the kind of synergistic tenant that malls want to have,
precisely because of winning features like the drop-off service, and the basic
model is also quite attractive. Think about it: there basically isn’t a
competing class of restaurant that caters to kids in this way, with a colorful,
attractive and gigantic play area full of climbers, castles, dragons, pirate
ships and numerous fun toys. A place where a full schedule of activities every
half hour, from face painting or arts and crafts, to puppet shows and live
music by premium children’s entertainers, keeps toddlers busy so that their
parents can relax and enjoy a quality meal, unwind with a glass of wine and
talk about their day, or just watch the game. This dual approach, focused on
the children, but obviously also catering to adults, reinforced by a healthy
menu that is devoid of artificial cheese, potatoes, or GMO cooking oils and the
like, is an idea whose time has come.
Parents no longer need to worry about their toddler acting
out at a nice restaurant, they can simply go out to a Giggles N’ Hugs and let
their toddlers frolic and do what toddlers normal do, instead of constantly
fussing with them at the table. Trying to force a young child to act like an
adult in an upscale restaurant is a nightmare all too many parents are familiar
with, and GIGL has elegantly resolved this common problem, with a solution that
is the best of both worlds. More importantly, it is unnatural and traumatic for
a toddler who doesn’t really understand why they are being forced to act like
an adult, to be placed into a high chair and handed adult utensils, then be
scolded for wanting to break free and run around.
GIGL has stunned markets in a very short time by bringing
forward an execution of its forward-looking casual dining concept, combined
with a souped-up Gymboree implementation for the kids, and this disruptive
model could really become one of the major players over the next several years
here in the industry gobbling up more and more of the $431 billion plus
restaurant and bar market. Limited-service restaurants, which are focused more
on select menus and the more fluid casual/fast casual dining dollar, continue
to dominate the overall restaurant space, at around 55 percent market share.
The same kinds of underserved dynamics that have made fast casual so popular in
recent years also stand behind the GIGL model, but one look at the landscape is
all it takes to realize there is virtually no competition for GIGL, whereas the
fast casual market is now extremely crowded by the likes of Chipotle (NYSE:
CMG), Panera (NASDAQ: PNRA), and many others. The underserved market dynamics
which led to the boom in fast casual have now led to an over-saturated space,
where even companies more traditionally focused on retail now offer some kind
of micro eatery on the premises, a problem not seen in the very clear niche
GIGL is developing.
While there is obvious competition from players like Chuck
E. Cheese’s, the overall approach by GIGL to the market is so categorically
different that the company should continue to have no problem distinguishing
itself as the new kid on the block with fresh ideas, a healthy menu, and
healthy, engaging activities for the kids. As opposed to standard fare that
families will find elsewhere, like arcade games and soulless ticket redemption
games such as skee-ball, which are basically designed to pick the pocket of
consumers who are increasingly mindful of every last penny. The fact that GIGL
has really hit the ground running since its inception and now plays host to
some of the most high profile celebrities in the world, who routinely bring
their kids to Giggles N’ Hugs for parties, a play date, or just to have fun
while the adults have a nice meal, is a clear indication of where this brand is
headed.
Take a closer look, visit the company’s website to learn
more www.gigglesnhugs.com
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