CHICAGO -- Millennials are unique. They communicate differently, are self-expressive, confident, liberal, upbeat and open to change. But marketing to them can be a challenge. This group (ages 19 to 34) has a distinct perspective on dining occasions, placing more value on attributes like social responsibility, sustainability, local and organic, grass-fed and hormone-free offerings. They foster emotional connections to brands and their loyalty stems beyond experience.
"Millennials visit restaurants more frequently than any other generation," said Darren Tristano, executive vice president of Chicago-based Technomic. "Restaurant operators are making consistent efforts to track the purchasing habits of Millennials and appeal to their unique need states. Success with today's Millennial consumer will depend on making an emotional connection and setting expectations."
Technomic's Consumer Restaurant Brand Metrics program provides chains with a scorecard to benchmark performance against their peers and track results over time. Among 50 dimensions evaluated by the program, Millennials gave top marks to the following chains, by segment, on three highly valued attributes:
Top-Ranking Chains on Three Dimensions Valued by Millennial Consumers (by segment)
Social Responsibility (acting in a way that is good for the environment, treating employees well)
- In-N-Out Burger (quick service).
- McAlister's Deli (fast casual).
- Cracker Barrel Old Country Store (family style).
- Logan's Roadhouse (casual dining).
Food Quality (for Millennials, food quality goes beyond taste and visual appeal, also incorporating sourcing elements such as grass-fed and free-range into their quality perception)
- Jimmy John's Gourmet Sandwich Shop (quick service).
- McAlister's Deli (fast casual).
- Cracker Barrel Old Country Store (family style).
- Red Lobster (casual dining).
Supports local community activities (makes charitable contributions, supports community organizations)
- Chik-fil-A (quick service).
- Corner Bakery Cafe (fast casual).
- Bob Evans (family style).
- Bonefish Grill (casual dining).
Source: Technomic Consumer Restaurant Brand Metrics
These are just three of 50 attributes included in the Consumer Restaurant Brand Metrics program, designed to capture consumers' experience from every angle involving service, restaurant cleanliness, atmosphere and ambiance, food, beverages, takeout, value, brand image, advertising effectiveness, and emotional connection.
More than 107 leading restaurant chains are included in the online database, allowing operators to track their performance against competitors on individual attributes or by region, demographic group or designated market area (DMA). The consumer feedback is based on ongoing data collection and compiled from a nationally representative sample of more than 40,000 visits annually and 70,000 cumulative by year end.
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