Millennials make up a large portion of potential customers. Born between 1977 and 1992, this group is projected to surpass boomers as the country\u2019s largest living generation, according to the U.S. Census Bureau. Millennials also boast a staggering purchasing power of $250 billion. Their size and clout make them influencers in today\u2019s foodservice landscape, so it makes good business sense to understand what drives their food choices.<\/p>\n
Datassential has tagged them as \u201cthrill seekers\u201d and \u201cexperientialists.\u201d NPD Group describes them as \u201crestaurant explorers.\u201d Millennials are an adventurous bunch, particularly the older half of this demographic. Because they span such a large range of years, Datassential has divided them into two distinct groups with different behavioral patterns. Younger millennials are less adventurous; older millennials are the ones who demand adventurous fare with bold, exciting flavors, and they\u2019re also typically the group with more discretionary income.<\/p>\n
Millennials are one of the driving forces behind the demand for authentic flavor, but that authenticity isn\u2019t about a purist approach to native recipes. So, a pho can be inspired by Vietnamese cuisine, but doesn\u2019t have to replicate the flavor and form of one found on the streets of Hanoi. It\u2019s about authenticity of experience\u2014food with integrity that\u2019s handcrafted in the back of house. Maybe that pho is a build-your-own bowl with inclusions like fresh herbs, grilled chicken, or tofu. Authenticity doesn\u2019t preclude culinary creativity. In fact, the global mash-up is a firm favorite of millennials. QSR magazine\u2019s Marc Halperin says that although millennials are attracted to authentic flavors, they\u2019re not purists. They seek out inventive, delicious, bold fare.<\/p>\n
Global mash-ups appeal to millennials because they typically display bold, flavor-forward combinations with roots in multiple cultures. Examples of successful dishes include the naanwich, Korean barbecue taco, and panko fish and chips with wasabi a\u00efoli. If trying to entice millennials, look to the mash-up as a way in. Adding adventurous, creative dishes will help draw interest and buzz. Mix it up, add variety\u201440 percent of millennials will order something different every time they visit a restaurant. <\/p>\n
Technomic underscores how important being able to customize their dining experience is for millennials. In its Generational Consumer Trend Report, Technomic says, \u201cMillennials do seek out a strong value proposition and quick, convenient food, but they also value restaurant experiences that allow them to connect. They are a unique, seize-the-moment group, looking for items they crave and that they can make their own.\u201d<\/p>\n
A winning combination sees the global mash-up, or other adventurous fare, presented in customizable formats. While Chipotle led the way here, the better-burger movement, which has seen explosive growth over the last few years, also hangs its hat on customization. Not only are millennials looking for a have-it-your-way approach, but they\u2019re seeking out bold ingredients as options. Raw onions give way to caramelized Vidalia onions, mayonnaise yields to Sriracha-spiked mayo, and ketchup transforms into harissa-spiked ketchup. Other menu items that invite customization and premium presentation are tacos, fajitas, and sandwiches\u2014all falling within that sweet spot of affordability and convenience with today\u2019s millennial diners. <\/p>\n
Millennials like indulgent splurges, like all diners, but their flavor preferences show a hankering for healthy fare, too. In May 2015, NPD Group reported that millennials like fresh, less processed food. In addition to seeking out fresh food, millennials are also interested in eating more organic foods. Made-to-order and customizable are values that play well in this feel-good-food arena. Health cues that resonate include low-calorie, unprocessed, and natural, Technomic reports. <\/p>\n
Restaurants are responding with healthier choices that focus on what diners are getting, rather than what they\u2019re sacrificing. As an example, The Cheesecake Factory added a new \u201cSuperfoods\u201d platform, which company officials say will hopefully appeal to millennials. The focus is on health cues like nutrient rich, powerhouse ingredients, such as kale, almonds, quinoa, and salmon.<\/p>\n
While global mash-ups are definitely appealing to this generation, a few ingredients stand out to them. Sriracha\u2019s flag still flies high, answering their call for bold flavor. Look to gochujang, a Korean chile pepper paste, as the next big flavor sensation, according to Flavor & The Menu<\/em>. Other spicy flavors making menu moves are harissa (Tunisian hot sauce), ghost peppers, aleppo (a fruity chile pepper from Turkey) and aji amarillo, a Peruvian pepper. <\/p>","protected":false},"excerpt":{"rendered":" Find Out What Flavors and Forms This Influential Generation Looks for When Dining Out Millennials make up a large portion of potential customers. Born between 1977 and 1992, this group is projected to surpass boomers as the country\u2019s largest living generation, according to the U.S. Census Bureau. Millennials also boast a staggering purchasing power of […]<\/p>\n","protected":false},"author":19,"featured_media":4126,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[68,69],"tags":[],"class_list":["post-4125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culinary-ideas","category-running-your-business"],"acf":[],"yoast_head":"\n