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Features Consumer Behaviour Trends
Gen Zers, Millennials more optimistic about, reliant on foodservice, says report


July 29, 2014
By Canadian Vending

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July 29, 2014, Chicago – Gen Zers and Millennials tend to be more optimistic about and reliant
on foodservice than older generations indicates a report from research firm Technomic.

July 29, 2014, Chicago – Gen Zers and Millennials tend to be more optimistic about and reliant
on foodservice than older generations indicates a report from research firm Technomic.

Technomic recently examined the needs and
behaviours of each generation, including Generation Z, to uncover a number of differences and similarities.

Generation Z, Millennials, Generation X and Baby Boomers
total about 74 per cent of the U.S. population and make up the bulk of
today's foodservice consumers.

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Gen Z, the first true digital generation, represents the future
foodservice consumer. They're a generation on the move that strongly
prioritizes speed of service, technology, and having what they want,
when they want it. Millennials, more so than older generations, prefer
to visit restaurants that offer new and unique foods and flavors. Gen X
and Boomers converge on several preferences, such as the importance of a
convenient location.



"Each generational group may have distinctly different foodservice
needs, yet there are opportunities to leverage their similarities and
target specific customer groups without alienating others," said Sara
Monnette, senior director, consumer insights, of Technomic, in a news release.
"Regardless of the generation, it's vital for restaurant operators and
suppliers to understand their core audience. So whether you're working
to appeal to your Boomer base through dine-in ambiance or traditional
menu offerings, or drawing in younger guests with faster service and an
innovative menu, successful execution can begin with identifying and
addressing what each group values as a generation."



To help foodservice executives understand the latest behaviours,
preferences and attitudes of consumers across the generational spectrum,
Technomic has published an update of its Generational Consumer Trend
Report. Interesting findings include:



  • Gen Zers and Millennials tend to be more optimistic about and reliant
    on foodservice: they're more likely than older generations to anticipate
    increases in foodservice visits in the next year.

  • Dining-format preferences vary by generation: of all generations,
    Boomers are most likely to visit restaurants for dine-in, Gen Z are most
    likely to order takeout, and Millennials are most likely to opt for
    delivery.

  • Speedy service is key for the youngest generation: for example, Gen Z
    places the highest importance on fast service at limited-service
    restaurants (54 per cent), compared to just two-fifths of Millennials (40
    per cent), Gen Xers (41 per cent) and Baby Boomers (43 per cent). 



The report provides comprehensive
research on the latest consumer trends as they apply to generational
groups, organized into the following sections:



Generational overview: uses Technomic's own extensive research, as well
as secondary data sources, to define generational groups and uncover key
statistics related to population, ethnicity, employment and financial
situation, and lifestyle.



Generational comparison: discusses findings related to foodservice
behavior, purchasing decisions and attitudes across the four
generations.



Highlights for each generation: provides in-depth analysis and key
findings that are specific for each generational group – Generation Z,
Millennials, Generation X and Baby Boomers.



Outlook: trends to watch: explores several emerging trends that are
poised to further gain traction among foodservice consumers across
generations.