Millennials are now the largest adult, working generation in the United States, and as this generation hits middle-age, they are the fulcrum of economic and business decision-making. However, when it comes to restaurant business, largest generation though they may be, it is important to understand how the other adult generations are interacting with restaurants as well, striking a balance of practice that matches target audiences.
At the recent Restaurant Leadership Conference, members from all adult generations—Baby Boomers, Gen X, Millennials, and Gen Z—were represented on a panel, answering topical questions ranging from favorite foods to how they interact with restaurant-specific apps. In some instances, the answers were disparate; but there was overlap between generations too. Nation’s Restaurant News (NRN) summarized the discussion, providing valuable information for restaurant owners looking to improve how they reach their different audience members.
“Emily Nordee-Rogers, Informa’s vice president and head of restaurant content for conferences, questioned one member each of the Baby Boomer and Gen X generations as well as two millennials and two members of Gen Z,” explains NRN. The participants then offered their opinions on favorite food and drink types; motivation for dining out; phone use to interact with restaurants; loyalty programs; and matters of health.
Yolanda, the Boomer representative, said that she loves to eat burgers but tries to eat healthily; uses only one app—Starbucks—but doesn’t pay attention to loyalty incentives offered through her account; and she’s not one for delivery services, which she attributed to “having all the time in the world.”
Julie, the Gen Xer, prefers to go out to eat for nachos—and very specific nachos, from Cheesecake Factory, at that. In fact, Julie had a taste for other specific dishes, which she attributed to promotions through social media. She was the second-highest downloader of restaurant-specific apps and keeps track of her loyalty rewards.
Max and Emily represented the Millennials, but their insights didn’t necessarily align, demonstrating the variety of Millennial opinion. Max favors Mediterranean food and emphasized fast-casual spots that he uses for grabbing quick lunches. Emily likes nachos, but ranked price and healthy options as most important, save for special nights out. Both used fewer apps—six for Max, two for Emily—but they were likely to use food delivery apps.
Kira was a fan of burgers, and Trenton, pasta; but neither of the Gen Z panelists were too concerned with healthful options at the moment. Trenton had 22 restaurant-specific apps on his phone; Kira had 19. They both utilized these apps and the incentives offered through them. This aligns with their emphasis on cost.
Despite the obvious deviations between generations, there were two areas of significant overlap during the panel conversation, the number one being: tech. Panelists all agreed that it could be convenient, but if the user-experience was clunky or the tech didn’t work, it was more of a turn-off than anything.
The second point of agreement was that tipping culture at American restaurants has become frustrating. “All the generations were pretty-much aligned when it comes to tipping: They’re fine with it for full-service dining but resent being asked for tips in counter-service situations.”
Richard Weil, owner and principal for National Restaurant Consultants, a Baby boomer himself, notes, “It is important to realize the differences between the generations and that the needs, wants and desires differentiate—and matter. One component that struck me is that, service remains a compelling force when diners from all generations presented their preferences. Utilizing tech is a key component as well, but only if it offers consistent and helpful service. The panel’s underlying tone seemingly confirms the differentials, but bottom line, service remains at the forefront of the hospitality industry.”