Millennials as guests in your hospitality business: how to attract them!
Millennials, people born between 1986 and 2000, dine out more often than any other generation. Twenty-nine percent of this digitally minded Generation Y eat out at least once a week, and one-third order takeout at least once a month (FoodService Instituut Nederland). But how do you reach them and ensure they make a reservation ánd actually show up to dine at your venue? Here are 10 tips.
1. #experience
Atmosphere and experience come first. Dining is no longer just “food,” but a lifestyle. Nearly half of Millennials consider themselves foodies. They like to spend time in environments where they feel at home. A “third place” where they can socialize. You engage Millennials by making your hospitality venue an accessible and comfortable space where they can easily meet people.
2. Cater to their online needs
A fully charged smartphone and Wi-Fi have become essential for Millennials. Make sure to meet this online need by providing easy access to passwords and clearly communicating them. Or, offer your menu on tablets instead of paper menus and allow customers to pay with their smartphones.
3. Your own online presence
If you want your restaurant, bar, or café to maintain a strong online presence, make sure your own digital channels, your website and social media, are in top shape. Guests should be able to book easily and quickly via your website and Facebook page. Ensure your website is mobile-responsive and that your menu is available to view online.
4. Eye-catching interior
The selfie generation doesn’t just dine out for the food, they come to socialize online. Dining is about entertainment and self-expression. Sharing fun photos of venues with striking interiors is a big part of that, which is why Millennials seek out unique locations, like Sticky Fingers, featuring eye-catching decorations and wall designs.
5. Dining in groups
Millennials are more likely to choose large group tables to sit with other guests. Going to a restaurant is a social event for them, a chance to meet new people. Where there’s a crowd, there’s fun.
6. Smaller meals
Generation Y doesn’t care about the traditional breakfast, lunch, and dinner times. They prefer to eat four smaller meals a day at non-traditional hours. They also dine out for breakfast and lunch more often than at home, compared to other generations. They buy food everywhere: just as much at the supermarket as at a trendy restaurant or a “blended” in-between option.
7. Foodstagram: creative and photogenic food
Millennials are known for their love of trying new things and enjoying creative concepts. Play with your menu and give dishes a creative twist. Think colorful poke bowls, eye-catching freakshakes, and innovative cocktails. Before you know it, your homemade creations could go viral and start the next big trend.
8. Varied portion sizes
Generation Y loves experimenting with new creations and unique flavors. Offer small, medium, and large portions so guests have the chance to try different dishes and mix and match.
9. A peek behind the scenes
Millennials make conscious choices and are particularly interested in the story behind their meal. They want to know where the ingredients come from and how the food is prepared. An ideal way to give them a literal “peek behind the scenes” is with an open kitchen in your restaurant. An open kitchen symbolizes openness and transparency.
10. Flexible and affordable
Millennials often decide at the last minute what and where they want to eat. And they like it to be easy. More than any other generation, they have access to the digital world and expect a quick, satisfying meal at an affordable price. The big fast-food chains are passé, but new forms of fast food, like hotdog bars and salad bars, are trending. On average, Generation Y spends around €19.42 per meal.
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