Are you looking a customer ahead? Most larger food retailers know that
Millennials and Gen Z consumers are both key cohorts to any future success. The
fact is these two groups are driving sales today, and will continue to drive
sales for years to come according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Regular readers of this blog know that
these two groups of young adults are craving the personal connections and
culinary adventures that come from dining out and are in search of fresh food,
flavor, and meal component discovery according to Johnson.
In new research from Y-Pulse, the’ health crisis’ drove many
innovations and advances in take-out and delivery that consumers aged 18-34
embrace; however, they are enthusiastic about returning to in-restaurant dining
experiences.
The Y-Pulse
research found three key factors characterize the expectations of young adult
consumers fueling their desire for a new normal that includes an enthusiastic
return to in-restaurant dining. So, let’s take a look:
1. Craving Connection
Foodservice venues have become a home
away from home for many young adults, and during the pandemic these consumers
were keenly aware of their loss of this important way to connect with their
friends Y-Pulse said. Although this tech-savvy generation became adept at
virtual connections on social media platforms, only 44 percent said they
enjoyed sharing virtual meals as much as dining out.
Even with transformative changes in
touchscreen and kiosk-ordering, only 36 percent of young consumers say they
prefer ordering this way. Eighty-eight percent agreed that they prefer
ordering from a real person when in a restaurant.
Young adults have been known to be among
the most demanding of customers in terms of expecting customized options
readily available to them at their convenience, yet their expectations were
radically adjusted in the past year, according to Y-Pulse. Seventy-nine percent
agreed that they have a greater appreciation of all of the restaurant
experiences they used to take for granted. Yet, as life opens up they are
ready to chart the course for a new normal that meets higher
expectations. Sixty percent said they were tired of restaurants that have
pared down their menus and offer only a limited variety of items.
3. Culinary Adventure is on The Menu
Even though comfort and familiarity were
staples on the pandemic menu for these young adults, they are ready for some
culinary adventure. The research found that 81 percent like to try new
dishes and flavors at restaurants. Indulgence is also part of the plan
with 72 percent agreeing that a little bit of indulgence will become part of
their regular routine. Nearly three-quarters of young adult consumers said that
eating food they feel good about is more important to their wellness than
watching their weight.
Y-Pulse is a division of Olson
Communications. It began surveying Gen Z and millennial consumers nationwide in
summer 2020 to gain a better understanding of the dining expectation, attitudes
and tendencies of pandemic-era consumers. More than 1,500 young consumers
have been surveyed. The research cited in the latest report focuses on the
most recent wave of the study released in 2021 that included a nationwide
sample of more than 700 young adult consumers ages 18-34.
Foodservice Solutions® specializes in outsourced business
development. We can help you identify, quantify and qualify additional food
retail segment opportunities or a new menu product segment and brand and menu
integration strategy. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit
us on our social media sites by clicking one of the following links: Facebook, LinkedIn, or Twitter
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