Catering To the Unique Millennial Market: Restaurants Look to Meet Gen Y's Needs Without Alienating Others, New Technomic Study Finds

Americans born between 1977 and 1992 comprise the largest and most influential generational cohort since the Baby Boomers. As this group transitions into careers, marriage and raising children, restaurant operators and countless other businesses all want to know how to make important inroads with Millennials, while continuing to appeal to other key segments of the population.

Technomic‘s report, Understanding the Foodservice Attitudes & Behaviors of Millennials, reveals critical insights on the similarities and differences between Millennial, Generation X and Baby Boomer consumers. It also examines differences within the Millennial cohort by ethnicity, age and life stage to help determine how needs evolve over time and what to expect for the up-and-coming Generation Z.

"Millennials cover a broad range of life stages, from college years, to early career to starting a family. They are not one homogeneous group with constant needs so it is imperative that restaurant chains stay on top of their changing needs and expectations, particularly in the areas of health and wellness, ability to customize their order and atmosphere," said Sara Monnette, director of consumer research at Technomic, in a news release. "That said, Millennial consumers are only a portion of the total foodservice market, and it is important to meet their unique needs in a way that resonates across generational groups."

To help operators and suppliers better understand Millennials, Technomic combined secondary, qualitative and quantitative research to develop the comprehensive Understanding the Foodservice Attitudes & Behaviors of Millennials report. Interesting findings include:

  • Let’s eat: 41 percent of Millennials purchase food away from home at least twice a week compared to 38 percent of Gen Xers and 37 percent of Baby Boomers.
  • Open to new foods: 48 percent of Millennials compared to 47 percent of Gen Xers and 31 percent of Baby Boomers strongly agree that they have a diverse social network. Of those Millennials, 67 percent say it makes them more interested in ethnic foods.
  • Millennials are following you: A majority of Millennials (59 percent) say they look up restaurant menus online often or very often via a computer and 19 percent do so using a mobile device.
  • Drink up: 20 percent of Millennials agree it is important for restaurants to serve alcoholic beverages compared to 12 percent of Gen Xers and 10 percent of Baby Boomers.


We've updated our Privacy Policy. Read the updated policy →

PR Biz Update PR Agency News PR People Marketing Trends
acquisition channels, customer acquisition, Digital marketing, Email marketing, Forrester, Marketing, marketing budgets, marketing investments, Mobile marketing, National Retail Federation, paid search, Pr, Public relations, Social media
Facebook Leads Digital Marketing Spend for Retailers as Social & Mobile Budgets Expand, New NRF Study Finds

Paid search and email marketing lead retailers’ lists of effective customer...

Change management, engagement strategy, management initiatives, management/employee disconnect, Marketing, organizational alignment, POPin, Pr, Public relations, Senior management, teambuilding challenges
Teambuilding Challenges: Most Companies Struggle with Lack of Organizational Alignment, Inability to Manage Change

According to a new survey of CIOs and technology execs from...

Shopping cart full of gold gift boxes and red sale sign through laptop monitor concept for e-commerce
Consumer Spend to Reach Highest Level Since Great Recession This Holiday Season—But Stores May Suffer

A Shift from Wish-List Products to Experiences Threatens Brick and Mortar...

Thought Leaders On Deadline
3BL Media, Corporate sustainability, CSR perspectives, Domtar Corporation, Gary Weiland, Marketing, Pr, Public relations, sustainability content, sustainability efforts, Sustainability reporting
CSR Perspectives: Getting Your Company’s Sustainability Efforts Recognized

By Gary Weiland, Strategic Communications Consultant Like many companies, every year...

Can Malay, Marketing, marketing department, marketing execution, marketing industry, marketing measurement, marketing objective, Marketing plan, Marketing strategy, marketing tactics, MediaMiser, Pr, Public relations, strategic execution, SWOT analysis
Strategic Execution: 6 Essential Steps for Developing a Marketing Plan

By Can Malay, MediaMiser Developing annual marketing plans and successfully executing...

AdWords, buying cycle, Clicteq, keyword, Long Tail, long tail keyword, Marketing, PPC marketers, Pr, Public relations, specific keywords, Wesley Parker
Sorry to Burst Your Bubble: The Long Tail Keyword Myth

By Wesley Parker, Founder and CEO, Clicteq  Today’s article is a...