Designing for Millennials – Why is it Important?
Millennials, although not have much of the spending power currently, are said to dominate the consumer behavior in the near future. The trend has started to take place and it will continue to grow. A restaurant operator must connect with the millennials for a successful run.
Five defining characteristics of Millennials have been presented in a research by Nielson.
- Millennials are divers, expressive and optimistic:
Not all millennials are the same, they believe in self-expression and their level of education has really a say in their choices.
- They are urban thinkers:
Most of the Millennials prefer living in big cities, away from their parent’s home. They have an urban though process and way of living. They are in the quest of vibrant energy when it comes to housing, shops, and offices.
- Desire to authenticity and care:
Locally produced and high-quality items are preferred by the Millennials. The places that have a social impact; Millennials are drawn towards them.
- Millennials are well-connected and they look for the personal touch:
Millennials depend largely on the technology gadgets in almost every aspect of their lives. Social media has enabled them to communicate on a personal level with brands.
- Millennials are struggling, yet climbing the ladder:
Millennials had to struggle hard because of the Great Recession. Their economic position may not be so strong, but they always prioritize value when it comes to purchasing decision.
A restaurant operator must be aware of these above-mentioned five characteristics in order to understand the needs of Millennials. If you are opening up a restaurant targeting Millennials, you must set your core values according to their characteristics. Creating a brand image requires everything in your business and restaurant reflecting that image.
To get start with, your brand should cater the passions of Millennials. Setting the core values that are relevant to them will be beneficial in creating a long term relationship with them. You should make particular efforts in respecting their diversity, creativity, and authenticity.
This generation is really active on social media networks, you can reach up to them through such means. Create value by supporting their causes, and offer them those deals which give them a great value. All this will help in catching their attention through which you can convert them into long term customers.
Read on to know some additional ways through which you can cater the millennials.
- Communicate your Causes:
Make them known what social causes you are supporting. This can be done through social media networks or at the point of purchase. You can highlight the ingredients in your menu that you have purchased from local suppliers to support the local industry or the items that benefit a charitable organization.
- Variety:
Provide your target customers with a variety of food and settings. You can have different types of settings in your restaurants to cater people with different interests such as lounge areas with soft seating, community tables, counter tops with bar seating.
- Show what you are offering:
The design and food of your restaurant must be clearly communicating the concept and brand image. If you claim your restaurant to be a healthy one; you need to show the way it’s healthier like having fresh and organic options in the menu and the setting should display a healthier style.
Knowing these things will definitely give you a better idea of dealing with the target customers (Millennials) in a better way to gain the better outcome.