Reality Bites: Feeding the Millennial Myth

Posted in Millennials on April 21, 2016

Just when you think you have a handle on those mysterious millennial snackers, a new study pops up to show you they’re more complicated than anyone imagined. Turns out the mythical millennial consumer isn’t a unicorn after all, but a hydra-headed creature that foodservice operators need to wrap their own heads around.

shutterstock_294993851.jpgLooking to connect with millennials? Before you start tossing snacks at this sought-after demographic, it’s wise to do a reality check. Conducted by Ipsos and Buzzfeed, the study, titled GenerationWhy, was released on March 1 during a webcast attended by food and beverage industry movers and shakers.1 The key takeaway is that instead of being a single monolith of consumers, millennials are divided into four distinctive types:1

  • Traditionalist Taylor, representing 37% of the millennial population, is the least likely to look at nutrition labels regularly and spends the least amount of time on social media. He’s more concerned about how food tastes and what it costs than trying new dishes.
  • Bon Vivant Brittany accounts for 23% of millennials. As a younger millennial between the ages of 18 and 25, she’s most likely to eat at restaurants and avoid specific foods and ingredients, and she has average social media usage.
  • Food Purist Paige, who along with others like her compose 19% of millennials, is the most likely to avoid specific foods and ingredients and spends an average amount of time on social media. She wants healthier options for her family, but taste is a higher priority.
  • Balance-Seeker Brad, 16% of the millennial population, is the most likely to read nutrition labels regularly, with family in mind. However, he looks at food holistically rather than avoiding specific ingredients.

So foodservice operators, beware: Lumping millennials together into one big group could leave you wondering why the unicorn continues to elude you. Keep in mind the distinguishable traits described in this post to tailor your snack offerings to each millennial segment. When it comes to reaching these influential young patrons, one size fits all is just a myth.

How do you try to attract millennials to your operation? Share your tips below.

1 “First-Of-Its-Kind Study Reveals Millennials Are Not All The Same,” Automatic Merchandiser, Mar. 4, 2016, http://www.vendingmarketwatch.com/news/12178060/first-of-its-kind-study-reveals-millennials-are-not-all-the-same

Topics in this article

Related Articles

Right Bites: Restaurants Rework Menus for Snack-Happy Market

As small bites replace large meals, restaurant operations adjust menus for all-day snacking. Explore key data behind the latest trends in small plates.

Oh Dough They Didn't! Upstart Pizza Chains Cook Up New Recipes for Success

As a versatile staple, pizza continues to power sales. Lean how fast-casual restaurant chains Pie Five and 7Pie are taking pizza innovation to new levels.

Hot Sellers: Summer Flavor Forecast Calls for Wave of Appetite-Whetting Trends

Summer sizzles with seasonal staples and trending twists on old favorites. Explore flavor forecasts from Datassential and EatingWell for summer menu ideas.

No Sustain, No Gain: Foodservice Feeds Bottom Line with Sustainability and Wellness

Sustainability has become a core catalyst for foodservice success. Explore how True Food Kitchen and Mondelēz International exemplify the sustainability trend.

Smaller, Faster, Smarter: Automated Restaurant Formats Feed the Future of Foodservice

Sweetgreen, Chili's and Panera are adopting lean, automated restaurant formats. Learn how automation is transforming the restaurant industry.

Delivering Innovation: Off-Premises Foodservice On Point with Consumer Demand

Off-premises innovation continues to drive sales and transform the foodservice landscape. Explore how top restaurant brands are capitalizing on the trend.

Movin’ On Up: Higher Check Averages and Drive-Thru Concepts Raise Restaurant Sales

November 2021 was a stellar month for the restaurant industry. Explore the statistics and trends like Chipotle Digital Kitchen propelling business forward.

All About Newstalgia in Desserts

Tweaking familiar dishes to include a new flavor or format could be the menu addition that will pique consumer interest and help increase sales.

Metaverse Measures Up, Major Restaurant Brands Dig In

Top restaurant chains are hungry to tap the promotional potential of the metaverse. Explore Jimmy John's and Pizza Hut's ambitious metaverse initiatives.

Beverages and Desserts Fuel Flavor Inspiration

Inspired by classic beverage elements, operators are creating new dessert menu items — as well as drinks that feature dessert flavors.

Join the Let’s Chat Snacks Community

Be the first to know when we drop new articles, trends and insights, with updates delivered directly to your inbox. Plus, you’ll get an insider perspective on all things foodservice, carefully curated to help you grow your business.