The word “millennial” is tossed around constantly in magazine headlines and on the news. But it isn’t just a buzzword…it’s also a way to describe a huge group of your potential customers. Broadly defined, millennials are people in their late teens to early 30s, and, as you may have noticed, their spending habits are pretty different than those of their parents. They’re more tech-savvy, they’re more socially conscious, and they’re typically more choosey about where they spend their money. So what does this mean for you? If you want to attract millennials to your restaurant, you’ll have to market directly to them. Read on for a few tips on how you can make your restaurant more attractive to this coveted demographic.
Don’t over promise.
Of course you want to make your restaurant sound great, but remember that Millennials are more skeptical than previous generations of consumers. They’ve spent their entire lives surrounded by advertisements and media, and they’re a little bit jaded when it comes to big promises. So make understatement the name of your game. This allows Millennials the chance to discover your restaurant’s strengths for themselves.
Millennials are extremely connected to social media, so it’s essential that you have, at the bare minimum, a presence on Twitter and Facebook. These are some of the first places your customers can find you, and both sites give you a great opportunity to interact directly with your customers. But don’t forget about other social media sites, like Instagram, Pinterest, and Foursquare.
Millennials care about the environment and the world around them. If you want to bring them into your restaurant, emphasize your commitment to social responsibility. Do you use local, organic, hormone-free, or cruelty-free ingredients in your menu items? Do you donate a portion of your profits to a local charity? Are you hosting any events that benefit the community? Make sure to let customers know about these aspects of your business.
Millennials don’t just want the same old thing. They respond to creativity and novelty, and they’re more used to eating ethnic cuisines than other demographics. Offer an innovative menu. You might even want to try taking advantage of the food truck trend by adding food truck inspired items to your menu.
Millennials expect that when they pay money for something, they’ll get exactly what they want. Emphasize that your menu offerings are customizable and can be personalized for each individual customer.
Forget the statistics and ditch cold, impersonal facts. Millennials may spend tons of time on their phones, but it isn’t because they’re disconnected from the world; it’s because they value being more connected to their friends, families, and jobs. You’ll have to mimic this personal connection if you want to entice millennials into coming to your restaurant.
Millennials may have different needs than previous generations, but don’t worry. By keeping these ideas in mind, you can market your restaurant to millennials and make your business more attractive.