Millennials go out to eat more than any other generation, so many restaurants are looking for ways to accommodate this growing demographic. With millennials soon topping the list of those with buying power, many very successful franchises are capitalizing on this group’s eating habits.
Understanding this generation is the first step to attracting them to your restaurant. Almost 60% of these consumers will pay more if they know buying the product will help support a cause. This philanthropic spirit is obvious in many aspects of their lives, but especially in the realm of food. They want to be part of a progressive community, a group of friends who have common interests and ideals. They want to know where their food comes from and that it is fresh, ethically grown, and locally harvested. They want simple ingredients that they can pronounce. In the past, value was based on price, convenience and taste; however, millennials’ positions on value are much more complex. Uniqueness, the restaurant’s ethical practices, and nutritional information all play a big part in their eating experience.
Responding to this research has proven beneficial for many companies. For example, Naf Naf has welcomed and utilized these facts to their advantage by designing their locations with features such as customer-directed orders and food preparation, open kitchens, and marketing campaigns revolving around how the food is grown, harvested, shipped, and prepared. The digital menu boards in this type of environment have to follow suit to describe a unique dining experience in which the customers feel in control and confident in their decisions. Tapping into the fluid lifestyle of millennials who often don’t eat traditional meals, many restaurants have made “breakfast all day” and added more “snackable” items to their menus.
So, what does all of this mean to you when designing your digital menu boards?