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CHICAGO — A Chicago foodservice researcher lists certain restaurants that hit home with "Millennials," based on a recent study it conducted. Millenials is a coveted market target from ages 19 to 34. According to Technomic Inc, this group has a distinct perspective on dining occasions, placing more value on attributes like social responsibility, sustainability, local, and organic, grass-fed, and hormone-free offerings.
"Millennials visit restaurants more frequently than any other generation," says Darren Tristano, Technomic EVP. "Restaurant operators are making consistent efforts to track the purchasing habits of Millennials and appeal to their unique need states. Success with today's Millennial consumer will depend on making an emotional connection and setting expectations."
Among 50 dimensions evaluated by the program, Millennials gave top marks to the following chains, by segment, on three highly-valued attributes. Those brands marked in red are companies with a significant portion of franchised restaurants. Those in black are exclusively company-owned chains. The one category below in which franchises are the majority, 3 out of 4 of the top brands, is in being part of the community.
Social Responsibility - Acting in a way that is good for the environment, treating employees well.
Food Quality - For Millennials, food quality goes beyond taste and visual appeal, also incorporating sourcing elements such as grass-fed and free-range into their quality perception.
Supports local community activities – Makes charitable contributions, supports community organizations.
Source: Technomic Consumer Restaurant Brand Metrics