Restaurant brands have a new demographic to chase: Millennial parents
ven after zillions of articles, books and blogs have been published analyzing What Millennials Want .notes that millennials are likely the most studied generation to date, and every marketing team from every restaurant brand can probably recite the preferences of these digital-native consumers verbatim–personalization, customization, convenience, transparency, health, experience.
Here’s what we know so far. Millennials are increasingly dependent on restaurants to cook for their families, according to a new report from The NPD Group. In fact, millennials with kids increased their restaurant visits by 5% in 2018 over 2017. Millennials and their families made 7.3 billion visits to limited-service restaurants in 2018, mostly during dinner time.
The NPD Group’s research notes that this sub-demographic relies most heavily on fast casual and quick-service restaurants. But recent trends in the casual dining space also indicates some positive movement from these consumers. Denny’s, for example, has experienced a spike in off-premise sales, with nearly one-fourth of the chain’s transactions now made through delivery or takeout.
For fast casual, busy millennials clearly prefer portability, choosing sandwich/burger/finger food concepts like The Habit Burger Grill, McAlister’s Deli, Jimmy John’s, Jason’s Deli and Raising Cane’s Chicken Fingers.
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