Marketers talk a lot about Millennial consumers, but how different is their behaviour from that of the average consumer when it comes to the catering industry?
According to new research from NPD, those in the 16-24-year-old bracket have a penchant for restaurant chains that is helping shape market growth.
Its data shows that Millennials (58%) are more likely to choose a chain when eating out than the average foodservice consumer (54%).
NPD said that Millennials are also more likely to follow recommendations more, have special tastes/cravings, and their motivation to eat out is more functional than other consumer groups.
Around 33% of all foodservice visits are driven by Millennials, which is more than any other age group. 53% of Millennials’ visits to foodservice outlets are driven by QSR, 9% to FSR, 9% to pubs and 29% to other channels.
While the foodservice market is recovering in visits since 2014, Millennial consumers have only marginally increased their eating out occasions.
This, according to NPD, is the result of a negative trend amongst those aged 18 to 24, just balanced by a traffic growth among the 25 to 34 age group. That has led the company to pose the question of whether foodservice chains should really start to consider the two consumer groups as one, so that they can reach them with the same communications and promotions.