How More Brands Are Creating Millennialized Spin-Offs

More and more companies are creating Millennialized versions of their traditional brands to attract younger consumers… 

Millennials currently spend $170 billion a year and are projected to spend $200 billion a year starting in 2017, according to a recent study. Last year, we told readers that as Millennials steadily exert their spending influence, we would continue to see the rise of Millennial-focused brands—and that some were beginning to introduce new spin-off brands to Millennialize their traditional offerings.

Since then, more and more major companies have begun dabbling in cooler, little-sibling brands to cater to young consumers’ preferences and test new concepts. Whole Foods has begun to open their spin-off chain 365 by Whole Foods, created to appeal specifically to Millennials. The food retailer is carefully designing those stores to attract younger shoppers, including making locations reflect local culture and not look like cookie-cutter replicas, keeping their look simple, and including staffers in customizing details. The latest rumor is that 365 locations could even include tattoo parlors. Here are three more recent examples of long-standing brands branching out into Millennial territory, launching separate chains made for the next generation:

Holler & Dash

Cracker Barrel Country Store may be this year’s number one full-service, family-dining spot, but the down-home chain doesn’t necessarily conjure up images of cool young consumers. But their new brand, Holler & Dash is a fast-casual concept that Eater says “is obviously directed at the coveted Millennial demographic.” The chain’s first location boasts mason jar lamps, exposed brick, and a much more modern aesthetic than its old-timey parent brand. The menu stars several recent foodie trends: fried chicken sandwiches…


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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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