Restaurateurs today need to understand Millennials and their shopping habits if they plan on surviving and more importantly, thriving. It’s important to recognize that Millennials aren’t kids anymore. As adults, Millennials play a crucial role in the modern day restaurant industry. Millennials were born between 1981 and 1996, making them 23 to 38 years old. In fact, it’s likely that your doctor, dentist, accountant or attorney is a Millennial.
It is also important to note that Millennials make over 60% of their purchases online. There are two key reasons for this:
- They can access online reviews and research pricing to do comparison shopping. Millennials are conscientious about their hard earned cash, and use the internet to make sure they are getting the best value for their dollar. Thus they tend to engage with and purchase from companies they encounter online. This is one of the key reasons that your Google Business Listing should be claimed and managed by your restaurant. If you are unsure about how to do this, just contact your TakeOut7 rep and they will handle it for you immediately.
- It is convenient. Not only are Millennials busy, but they have grown up in the age of convenience. They want to be able to order with the click of a button, and without having to engage directly.
Now, onto the importance of online ordering for restaurants. 55% of Millennials don’t use any sort of voice assistance. So, if you don’t offer online ordering, your restaurant is missing out on this huge source of revenue.
Let me use a simple example to explain just how important digital access is to Millennials.
Millennials are by far the largest user base for online dating, which means that the old norms of dating are out. Going out to a nice dinner has been replaced by coffee or bringing a meal home to eat. However, here’s the head scratcher – the vast majority of Millennials don’t talk to each other before their first meeting. They only text and use digital communication to set up encounters and ultimately meet in person.
This information gives us some useful insight into a Millennial’s mind. If Millennials are willing to meet and date other people digitally, then we know that the internet, and things like online ordering, are also extremely important to them. They prefer to engage electronically- for a Millennial, why pick up the phone when you can click a button and get the same outcome?
Millennials make up roughly 25% of the U.S. population, but they represent 30% of all purchases made in the country. As a whole, Millennials are America’s top spenders. In 2019, Millennials had officially surpassed the baby boomer generation, which has been the restaurant market’s staple for decades. Therefore, a restauranteur must cater to a Millennials’ needs or they are missing out on the largest spending group of Americans by population.
What we can determine from this is that making online ordering available to Millennials is critical for your restaurant. Taking this first step will introduce you to this critical spending majority. From there, you need to get going on establishing a social media presence and staying on top of your online reviews.
Social media is another crucial aspect for Millennials. 83% of Millennials today report having a Facebook account and 64% an Instagram account. It is safe to assume that Millennials check social media apps like Facebook and Instagram on a daily basis. Having a presence on social media will make it more likely that Millennials will come across and utilize your online ordering options. Here’s the best part – it’s free to create and manage a social media page. At TakeOut7, our marketing team can help you create or revamp your social media presence, directing customers to your website and online ordering services.
Staying on top of your online reviews is also critical. Managing your Google Business listing allows you to control and manage your online reviews, so when interested customers come looking they will find the many great things customers are saying about your restaurant!
With these two simple steps (online ordering & social media consciousness), you can get on the road to Thriving and not just Surviving in the independent restaurant market.