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…

 
 

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day: “Video game soundtracks have been present throughout my life.” –Male, 32, IN 

Snapchat says that 60% of American youth are users of their platform, and they have some major plans for the future. (Note: Ypulse’s most recent social media tracker actually found that 40% of 13-32-year-olds and 52% of 13-17-year-olds use the app.) Twenty-four-year-old CEO Evan Spiegel believes that teens and Millennials will make Snapchat the future of media, and mobile content will replace traditional TV. (The VergeBloomberg)

A recently discovered Google patent hints that the tech giant could one day create toys that can react to children’s voices, and record what they say. The digital/cuddly playthings could also physically respond to information with head tilts and different expressions. Some are calling the concept “creepy,” but our top toy trends of 2015 included several products that monitor and have conversations with children, including the new Hello Barbie. (Campaign)

The debate around cell phones in classrooms continues, and new research is weighing on the side of teachers and parents who want them banned. A working paper suggests that removing cell phones from schools results in an increase in academic performance, especially amongst the lowest-performing students. New York City Mayor DeBlasio recently lifted the cellphone ban in schools, in part because children were paying local adults to store their phones each day. (NYMag)

We’ve told brands about the importance of marketing on visual platforms, and those who do should take note: filtered photos are significantly more liked than #nofilter shots. A recent study found that filtered photos are 45% more likely to be commented on, and that people prefer high contrast, warm temperature filters. Filter judgment from more serious photographers is also fading as mobile has become the most ubiquitous picture-taking method. (Wired)

The Millennial Trains project is making its third voyage, carrying innovative members of the generation on a rail tour across the U.S. The participants are young entrepreneurs who share their ideas on how to change the world along the ride, which includes meetups, interviews, and other experiences to help them develop their concepts. This group includes a doctoral student studying nutritional programs for obese children, and a postdoc working on a project to keep the elderly more safe. (Fast Company)

We don’t just deliver data. Along with our monthly survey data, we provide our Gold subscribers with a topline report that synthesizes hand-picked, illuminating data points and our insights and expertise. Interesting differences between males and females, older and younger Millennials, ethnicities, and more are highlighted, and relevant statistics are streamlined into an easily consumed, concise, visual takeaway. (Ypulse)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies