Did you know that Millennials are the generation currently making the most buying decisions today? That’s right. Ranging between 30 and 45 years old, these tech-savvy, avocado-toast-loving individuals are now in their golden years of spendability. In fact, Millennials generate a staggering 30.6% of all food and beverage purchases in the U.S., according to Statista. So, if you’re in this industry, having a Millennial restaurant that craves this generation’s dining habits isn’t just a suggestion—it’s a necessity.
But what does it mean to own a “Millennial restaurant”? And, more importantly, what are Millennials really looking for when they decide where to eat? Let’s dive into the heart of it.
Millennial Restaurants: Today’s Owners and Buyers Are Millennials Themselves
Gone are the days when restaurant owners were all grizzled veterans. Today, many of them are Millennials who understand their own generation’s hunger (pun intended) for innovation and convenience. In fact, nearly 35% of U.S. food businesses are owned by Millennials, according to data from the National Restaurant Association.
Millennials have a natural knack for entrepreneurship, especially in the food and beverage space, making them the driving force behind many successful new restaurants and food brands across the country.
States like California, Texas, and New York lead the charge, with the highest number of Millennial business owners. These states boast not only diverse culinary scenes but also a strong embrace of digital technologies that cater to Millennial expectations—think online reservations, delivery apps, and Instagram-worthy dishes.
When it comes to buying, Millennials dominate. According to Statista, this generation spends over $70 billion annually on dining out. Whether it’s grabbing a quick bite between meetings or settling in for a leisurely brunch, their hunger for unique dining experiences is insatiable. So, how to attract Millennial diners?
Millennial Dining Habits: Top Food and Buying Trends Shaping the Industry
Millennials are not just any kind of consumer—they’re the most connected and discerning generation. They don’t simply choose where to eat based on location or convenience; they want experiences, transparency, and values that align with their own. Let’s take a look at some of the hottest trends reshaping Millennial dining habits:
- Health & Wellness: Millennials are famous for their obsession with health. Farm-to-table, organic, gluten-free, and plant-based options are not just menu afterthoughts—they’re often what seals the deal. According to a survey by Foodable Labs, 41% of Millennials prefer restaurants with healthy and sustainable food choices.
- Experiential Dining: It’s not just about eating—it’s about the experience. Millennials seek out restaurants that offer unique, memorable interactions. Whether it’s a food truck festival or an interactive pop-up restaurant, they are drawn to brands that give them something to Instagram about.
- Sustainability: This eco-conscious generation wants to know where their food is sourced from and how it impacts the environment. Restaurants that can show their green credentials, from sourcing local ingredients to using sustainable packaging, have a better chance of gaining Millennial loyalty.
- Technology and Convenience: Millennials are digital natives, so it’s no surprise that mobile apps, digital payments, and contactless ordering are huge factors in their dining choices. Statista shows that 67% of Millennials are more likely to order from restaurants that have mobile ordering available.
Is Your Establishment a Millenial Restaurant?
If you’re looking to attract Millennials, your restaurant better be hip to their vibe. Here’s a checklist to see if your establishment is Millennial-ready:
1. Is Your Online Presence and Social Media Game Strong?
You know that age-old question: “If it’s not on Instagram, did it even happen?” Well, for Millennials, the answer is a hard “no.” A restaurant that doesn’t have a strong presence on Instagram, TikTok, or Facebook is practically invisible to this generation. According to HubSpot, 72% of Millennials report that they’ve made a purchasing decision based on something they saw on social media.
Pro tip: Make your food Instagram-worthy. Creative plating, quirky decor, or an eye-catching neon sign can go a long way in getting free advertising from your Millennial diners.
2. Can Customers Easily Order Online?
Millennials want their food fast and they want it now. And no, that doesn’t just mean drive-thru. Whether they’re using UberEats, DoorDash, Millennials prefer to order directly on restaurant sites or Apps. In fact, 60% of Millennial consumers say they prefer restaurants that allow them to order online, according to the National Restaurant Association. If your restaurant isn’t equipped for online orders, you’re missing out on a huge chunk of the market.
3. Do You Offer Digital Payments and Contactless Options?
Cash? That’s so last decade. If you’re still operating with a “cash only” sign, you’re basically turning away Millennials at the door. This generation is all about speed, and nothing slows them down like scrambling for change. More than 80% of Millennials use mobile payment options like Apple Pay or Venmo regularly. Offering digital payment options is no longer a “nice to have”—it’s an expectation.
4. Are Customer Reviews a Priority for You?
Did you know that 68% of Millennials trust online reviews more than recommendations from friends and family? Yelp, Google, and other review platforms can make or break your restaurant. Encourage happy customers to leave glowing reviews and respond promptly to any criticism. Millennials are paying attention.
5. Do You Have a Loyalty Program That Feels Exclusive?
Millennials love being part of something exclusive. Offering a well-designed loyalty program that’s easy to use (preferably through a mobile app) can keep Millennials coming back for more. But it’s not just about rewards—Millennial restaurants need to create personalized experiences. Send them a birthday freebie, offer custom menu suggestions based on their preferences, and they’ll feel like your restaurant gets them.
6. Are You Committed to Sustainability?
It’s worth mentioning again—Millennials value sustainability. From reducing food waste to using eco-friendly packaging, these green practices not only help the environment but also attract customers who are willing to spend more on brands that align with their values. According to a Nielsen report, 73% of Millennials are willing to pay extra for sustainable offerings.
What Do You Need to Have a Millennial Restaurant?
In today’s fast-paced and competitive food industry, owning a “Millennial restaurant” means more than serving great food—it’s about creating an experience that connects with a generation defined by its tech-savviness, demand for convenience, and desire for ethical, meaningful choices. So, here’s the critical question: Is your restaurant equipped to meet these evolving expectations?
To truly capture the Millennial dining expectations, your restaurant needs to go beyond delicious dishes. It should:
- Embody Millennial values: This generation prioritizes sustainability, authenticity, and transparency in the brands they support.
- Embrace digital solutions: Millennials expect technology to streamline their dining experience, from mobile ordering to contactless payments.
- Offer convenience and personalization: Seamless, tech-driven experiences are key to winning over Millennial customers.
This is where the right technology can set your restaurant apart. A powerful POS system like iPos ensures you deliver on every front—offering features like online ordering, digital and contactless payments, loyalty programs, gift cards, and automatic inventory management.
Time to Tune in to Millennial Needs—or Risk Missing Out
Millennial restaurants aren’t just a fleeting trend; they’re the future of the food and beverage industry. Why wait? Get ahead of the curve and equip your restaurant with the tools to thrive in this Millennial-driven market. Schedule a consultation now to boost your Millennial appeal!
