Research indicates that the group’s restaurant spending is growing, and insight into their habits may help
Restaurants earn a bigger share of that business. They are changing the landscape of the industry and seeking to exceed the expectations
of a very vocal and empowered consumer group.
Taste DominatesWhether it’s the segment of Millennials that is focusing more on taste and cost or the segments focusing more heavily on health and nutrition, the flavor of food matters. This generation has high expectations for taste and isn’t afraid to let restaurants, friends, peers and followers know whether or not those expectations have been met. Restaurants are now in a position to dominate when embracing fresher, more flavorful ingredients and creatively combining tastes and textures on the menu to maximize flavor profiles of both standard menu items and new choices. Culinary creativity across segments is a must to deliver. Whatever your guests are ordering, a nutritious option or an indulgence, a high-end sit down meal or a quick-serve combo, taste should dominate.
Healthy Redefined
One of the most talked-about characteristics of Millennials is their shifting perception of “healthy.” In previous generations, the term may
have equated to low-calorie or low-fat choices that lacked delicious appeal,
but this is no longer the case. Guests are increasingly following a more
total diet approach with a focus on what they should be eating vs. what they
shouldn’t be eating. Today, consumers seeking healthier choices are often
looking for:
- More Fruits and Vegetables on the menu. Research indicates that many
consumers in this age group are actively trying to eat more of these whole
foods and are passing this habit on to their kids. This trend ties
in to other popular movements gaining momentum such as meatless options,
ancient grains and healthier kids’ menus. Many restaurants are now
offering more plant-based choices and additional fruit and vegetable side
options to meet guest expectations and position their brand as a choice
that Millennials can feel good about.
- More Whole Foods.
“Transparency” and “eating clean” are both buzzwords for this group of
guests. Many Millennials now delve deeper into food choices to limit
additives and more processed ingredients, increase organic choices and
even avoid allergens in their diets. Restaurants are rising to the
challenge by offering an assortment of menu choices made with whole foods
such as lean proteins, fruits, vegetables and whole grains, working with
vendors to source less processed products and provide ingredient lists,
allergens and nutrition information for guests. Some brands are even
going so far as to work with nutrition experts to provide the best choices for guests. This
shift gives guests the opportunity to make the best choices for their
needs and lifestyle while Restaurants build trust in their brand.
- More Sustainable Choices. Many Millennials seek to eat more consciously
than ever before, and this tendency has carried over to Restaurants.
In fact, local and sustainable changes make up many of the top culinary trends identified by the National Restaurant
Association. Tapping into the sustainability trend may start with
small steps such as a handful of seasonal offerings and sourcing more
local ingredients. Some Restaurants are making more comprehensive moves to earn a
reputation for sustainability with revamped décor, kitchen procedures and
extensive menu choices all designed with the more eco-conscious consumer
in mind.
While there are still some traditionalists in the Millennial age group that may not follow the trends, many in the generation have begun to see food as a more powerful choice for health and wellness. Faced with rising rates of obesity and diabetes that show little sign of slowing, an overload of health messages and information, and faster-paced, more stressful lives, this generation has taken a less clinical view of health.
Restaurants can win with Millennials
by offering an assortment of interesting, beautiful, flavorful and more
healthful menu choices that guests can connect to personal wellness and a more
balanced life. It’s no longer as simple as calories or fat, good foods
and bad foods. Resonating with this group means offering menu choices
that can help empower guests to live their best life.
Millennials have without a doubt
changed the restaurant industry and how we do business, especially when it
comes to health. Restaurants big and small have an opportunity to connect
with this group by using creativity and healthful ingredients to help them
power their best lives. In addition, menu labeling compliance can help
restaurants shine through, not only through the taste and presentation of
offerings but also through the nutrition information you provide. Tap
into this opportunity to help win Millennials.
How are you tapping into the trends
to earn Millennials’ business?
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