How Restaurants Can Cater To Gen Y

Dining OutMillennials may be the most social generation, but due to the difficult economy, they’re dining out less. According to the NPD Group, 18-34-year-olds are eating at restaurants about once a week less than young people did in 2007, which has left many restaurants worried about how to target young consumers. However, several companies have accepted this challenge and are adopting approaches to meet Millennials’ tastes, as well as the current food trends. Take a look at their strategies below and our insights on how restaurants can reach Gen Y.

Make Dining A Social Activity

Several months ago, Applebee’s announced that it will expand its nightlife and entertainment offerings in an effort to reach Millennials. The family-friendly chain will transform into “Club Applebee’s” after 10pm with half-priced drinks, dance music, karaoke, “Girls Night Out” events, and more lasting until 2am. By making the dining experience a fun event that they’d want to attend with their friends, restaurants can capture Millennials’ attention.

Moreover, Darden Restaurants, which owns chains including Olive Garden and Red Lobster, recently announced that it’s focusing on a next generation of restaurants including Capital Grille, Seasons 52, and Yard House. These restaurants offer a wide selection of drinks, live music, and unique flavors to appeal to young adults.

Additionally, by making the setting of a restaurant more social with lounges for example, and offering more dishes that can be shared, eateries can place emphasis on the social experience, which young people crave.

Tell Your Brand’s Story

In general, Millennials care about companies with a clear message and ones that they can form an emotional connection with. This is especially the case with restaurants since consumers of all ages want to…

 
 
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Millennial News Feed

Quote of the Day: "A benefit of unplugging is getting a more personal view of the world back. (Social media tends to distort your perception to bend to what others are thinking/feeling/saying/doing.)” —Female, 25, MN

Liam Matthews, a teenager from New Zealand, has grown his Instagram following from under 150,000 to over 1.5 million in the course of a year by combining celebrity glamour shots with DIY cross-dressing. His profile documents his attempts to mimic the looks of young female celebrities using fabric scraps, an array of wigs, and strategically placed ramen noodles. Sticking to side-by-side comparison images and a focus on the most popular young celebrities, Matthews has struck a format that makes imitation the sincerest form of humor. (Uproxx)

Every brand seem to want their own hashtag catchphrase, but authenticity and sheer common sense are being compromised by some in pursuit of the viral tag. Over the course of 12 hours, one writer noticed 39 distinct hashtags, including #unseenacne for Neutrogena which was deemed “#FreakingGross” by one Twitter user and a #sorrynotsorry copycat from Equinox coined #preapologize. While the latter has seen 1.2 million impressions (many from the company and its employees), some have been so confused by the wording that they had to ask Equinox directly what it was supposed to mean. (WSJ)

Good thing OKCupid users aren’t raising much alarm over recent experiments conducted on them, because the company is unapologetic. The three experiments that faked matchmaking results and manipulated conversations were detailed in full on OKCupid’s trends blog under the title "We Experiment on Human Beings!" Internet skeptical Millennials are used to their data being used behind-the-scenes, and may not have as much issue with OKCupid as other tests made public (like those from Facebook) because “experimentation in dating is part of the process” to improve matches. (NYT

Transparency communication is the new buzzword at Johnson & Johnson who has started a movement to win over Millennial moms. The first ad in the planned 40-plus series announces that they will remove controversial ingredients from their products and reminds viewers that J&J employees are parents themselves, having them write 1,000 promises to reflect the company's dedication to change. Future video series will serve to debunk myths, educate new parents, and connect them through social media forums. (AdAge)

A Disney princess clothing collection from BlackMilk, featuring Snow White bomber jackets, mermaid leggings, and Hakuna Matata skater skirts, is selling out. Mind you, this collection is made for adult females. We took a look at what happens when the princesses grow up, and discovered that Millennials are eager to co-opt Disney imagery and update it to fit with their current lifestyles. Though some don't appreciate their favorite animations being slapped onto skintight clothing, the bold and graphic prints clearly appeal to some and would probably make for some unique rave gear. (Jezebel)

Quote of the Day: “In the future, I'd like to pay off my student loans and not starve or get evicted. A stable job would be nice.” –Male, 26, PA

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