Marketing Menus to Millennials

The big news last week was Millennials are going to take the populous crown from Boomers this year tipping the strength in numbers scale at 75.3 million.

The shift is partially due to a growing death rate among Boomers, down from 78 million to 74.9 million now. Considering the Millennial birth year cut off is 1997 (widely debated at times), the Times reports new growth in the population was achieved by an immigrant influx.

With this news, marketers can finally admonish their begrudged attention to maturity and happy dance their way to uninhibited 18-34 year old demographic bliss –or so they’d like to think.

THE BIG SNAFU

Much has been written about the coveted spending habits of Millennials. Current data-centric marketing trends would have none of us think beyond the digital tracking of who/what/when/where/why this group buys. But all the data collection in the world still can’t trump the unpredictability of human behavior –aka the big snafu.

BBDO graphicBBDO’s now iconic report on Millennial dining habits provides a transparent view on the matter. After an exhaustive survey of over 1,000 Millennials was made, the bottom line came down to one glaring result: the attitudes and behaviors of the demographic are often contradictory “…just like older generations.”

The BBDO SVP, who authored the study, told Media Post they just wanted to find the gaps. “We looked for a big ‘aha,’ but the most interesting part, for us, ended up being the contradictions.”

ASKED & LEARNED

Forbes called out The 11 Restaurants That Need to Cater to Millennials last year based on recent Nielsen studies – not one high-end restaurant was named. Chipolte (#1) and Panera (#2) were ranked as the top Millennial favorites.

Considering that nearly half of the BBDO respondents described themselves as “foodies”, one of the biggest contradictions within this group lays in their devotion to mainstream fast-food –Burger King, McDonald’s, et al. This, combined with an admitted conflict felt by a “top-of-mind” status when it comes to health, further muddles the population’s profile.

One of the most oxymoronic standouts in this group had to do with technology: 88% said they checked their phones at the dinner table, but 44% said they hated it when others did the same. (Classic snafu!) One in seven participants also wanted free Wi-Fi in restaurants.

When it comes to what matters most in how Millennials live their lives, honesty ranked the highest. This makes perfect sense in that Millennials also said they are “much more influenced by their friends’ opinions of a restaurant than by reviews on sites like Yelp.” When their friends make a recommendation, they listen.

Marketers need to take this little gem to heart as it speaks directly to the way social media pipelines and other marketing tools are used. Get the word out and allow the natural flow; running interference is a recipe for disaster.

WRAP UP

Marketing to Millennials, consists of staying on top of trend and sticking to honest policy. Accept the inevitable – human nature will throw a wrench into best campaigns every time.

Where fast food and fast casual may take precedent with the younger set today, Millennials also deem food and eating meals with friends and family as an integral part of their lifestyle. That translates to a solid patronage for years to come.

From the desk of John Cecala || Website  LinkedIn  @BuedelFineMeats  Facebook

 

 

 

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Meat Picks | 12.16.14

The Dawn of New Trends

L20 foodIf you haven’t heard about L20’s “reconcept” yet, check out Chicago Eater’s summative. The famed LEYE Michelin-starred seafood restaurant will close at the end of the year for redesign and reopen next February as Intro.

What makes this particular restaurant close so newsworthy is its next-gen objective: rotating chefs. When Intro opens next year, Rich Mellman, the undisputable Godfather of restaurant entrepreneurialism, will have created one of the freshest concepts to hit the Chicago market in recent years.

“Visiting” chefs will work two to three month stints at the new restaurant. The goal is to bring in top talent who operate at the executive chef level, but don’t have ownership. As Mellman described to Crain’s, “We’re going to introduce some of the bright young chefs in the country to Chicago and introduce chefs to a balanced way to think about business.”

Intro will also be the first LEY restaurant to embrace Tock, the cutting edge restaurant ticketing software developed by Restaurateur, Nick Kokonas of Alinea/Next/Aviary fame. LEY plans to “…initially sell pre-paid tickets, like Next and Alinea, costing between $65 and $95 per dinner, excluding taxes, gratuity and beverages.”

Mellman’s concept has all the makings of a home run if all pans out as expected – LEYE partners will have the opportunity to test new concepts and personnel, up and coming chefs will get the educational and exposure opportunity of a lifetime and customers will delight in a consistent flow of new offerings. The Intro stage is set for an ultimate Win-Win-Win.

It’s All Relativehandshake

In a recent Restaurant News post on How To Create Successful Relationships with Your Food Suppliers, buyers sound off on purchasing relationships.

One restaurant operator describes the procurement relationship “like a marriage” where there’s, “love, hate and everything between”. Another says that just shopping prices aren’t the way to succeed, “…building relationships with suppliers is crucial. If they’re not completely on your side, your product is affected.”

If you look up “relativity”, their sentiments make perfect sense: the state of being dependent for existence on or determined in nature, value or quality by relation to something else.

Limiting the number of suppliers you use, maintaining open communication and negotiable product pricing, are some of the top suggestions offered for building profitable, long-term and trustworthy relationships with your suppliers.

Social Outlooks

social graphicIt’s tough to keep up with the pace of digital media; frequency, relevancy and technology can quickly drive any business owner to drink!

True to the pace, social media marketers are consistently challenged by new tech and rapidly changing media platforms. For example, you can (finally) edit captions on Instagram and Twitter now offers the capability of being able to search every public tweet made since the platform’s inception in 2006 –that one, could be scary.

For more updates on these platforms and others (Facebook, LinkedIn, Pinterest, Google+), read the Trib’s recent social media outlook post.

P.S. If the thought of dealing with all this “social stuff” stresses you out, check out this Forbes piece on How Successful People Handle Stress – great tips for getting through the holiday season too!

From the desk of John Cecala || Website  LinkedIn  @BuedelFineMeats  Facebook

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