Thursday, August 8, 2013

Food Marketing for Millennials

Restaurants, Convenience stores, and Grocery Store brand marketers all try to garner influence with the millennial generation. The millennial generation is evolving. Is your brand evolving?  Brand marketers seeking insights into millennials behavior, media usage, brand buying preferences, and values must evolve as well.

In a new book Marketing to Millennials Jeff Fromm co-author said “A large portion of millennials have grown up. By overlooking the fact that many millennials are now parents, brands could miss changes in behavior and consumption that directly impact their bottom line.” …“Millennials are often inaccurately portrayed through the prism of youth and all the character traits that go along with it—narcissism, rebellion and entitlement to name a few,”

Today looking at the older half of millennials alone you find 10.8 million millennials households with children. More important 80% of the 4 million U.S. births can be attributed to millennials and that number will simply continue to grow.

When asked by Fromm an EVP at Barkley “What one retailer would millennial parents shop at for the rest of their lives?”  This the world’s most” tech-savvy” generation might surprise you.  The millennial parents when given the choice to shop at one store for the rest of their life, between, Wal-Mart and Target, millennial parents chose Wal-Mart.

Even as the world’s most tech-savvy generation, millennials who have kids opted for the brick-and-mortar locations of Wal-Mart and Target over online darling Legacy restaurants, grocery stores and C-stores all have a huge opportunity with millennials.  Understanding how to verticaly intergarte ready-2-eat and heat-N-eat fresh prepared food into your existing brand and store footprint will be key to long term success. 

Interested in learning how the 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization contact us via Email us at: or visit Johnson,,, or visit

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