The Millennial Generation

The Millennial Generation is now the largest population group in the United States, comprised of  over 80 million people ages 18 to 34. To put that into perspective, Millennials have already spent $247 billion on dining out, and will quickly surpass the total by the Baby Boomer Generation. Looking at these numbers, the Millennial Generation is now THE generation that restaurants need to cater to.

So how do you position your restaurant to be successful in attracting this generation? Technology, dining trends, and community involvement.

Modern technology is essential to reaching Millennials. Always plugged in, Millennials want to feel connected to their peers and the businesses they frequent, through social media platforms like Facebook, Instagram, and Twitter. This means that having a good social media presence is a must, but it doesn’t end there.

Roughly one-quarter of consumers say technology options are important features that factor into their decision to choose a restaurant. These options include loyalty, online ordering, digital menus, and tableside ordering/payment. Incorporating any of these items can be the deciding factor that makes a Millennial select your restaurant for a meal.

There are many ways to cater to Millennial dining trends. When it comes to their food, Millennials love choice, health, and adventure, but at an affordable price. The stats below show the breakdown of Millennial dining trends:

  • 55% of Millennials like communal dining
  • 40% order something different every time they eat out (options are necessary)
  • 30% seek organic food (compared to 21% of Gen X and 15% of Boomers)
  • 80% want to know where their food is coming from
  • 72% are more likely to visit a restaurant that offers healthy menu items

Lastly, community involvement is very important to the Millennial Generation. They want to know how your restaurant is helping to make the community a better place- beyond recycling (that is an expectation nowadays). Does your restaurant support local farms? Do you purchase from local businesses? Do you work with local charities? The bottom line is, Millennials expect more from businesses.

Adding these elements to your business can help better position your restaurant with the Millennial Generation, and in return, provide great ROI!

Author: Remigijus Pavydis