The millennials — or the Generation Y or the Net Generation — are the cohorts following Generation X, made ever so famous by their “rebel without a cause” attitude.
However, as with all cycles, millennials exhibit their own behaviour patterns from growing up in a society where the internet, smartphones and social media are essential components. Therefore, to fully understand their impact upon the F&B industry, one must first understand who a millennial is.
Typically applied to those who reached adult hood in the 21st century, here we broadly define a millennial as anyone born after 1980 and before 1994 (after which we move into Generation Z). This demographic grew up as digital natives, surrounded by electronics and technology, in contrast to previous eras, where more traditional pursuits such as tree-houses and plastic toys were hallmarks of childhood.
Taught how to listen and not speak, be seen and not heard, and to respect elders, those born prior to the 80s have a more grounded and respectful approach and often are defined as the silent generation. The millennials, however, flaunt the mantra “follow your dreams, you are special!”.
This easily translates to a love for authenticity and all things digital. There is an intrinsic link with millennials being so linked to technology and their ever growing fascination with food. And in this day and age, healthy food makes millennials happy.
The well-known phrase “you are what you eat” is taken to an entirely different level with millennials. For them, food isn’t just about good nutrition but that what one eats says a lot about ones identity. Millennials are keen to establish trust with food providers, and young consumers are expected to continue this trend in future.
Interestingly, more than three-fifths of millennials said they are willing to pay more for organic, natural, sustainably and locally sourced food. This division of the dining population is active in ensuring a community approach to their lives. Whether it be their morning coffee or multi-course banquet, there is a spirit that drives to give back in some shape or form.
This mentality has stimulated the growth of quality food and beverage restaurants with a near 20 per cent price increase to their predecessors — a trade up so to speak. What was traditionally perceived as premium, the millennials now expect as commonplace. This shift will largely benefit the smaller, more bespoke player rather than the conglomerates, with a particular sway towards the local purveyor.
Both millennials and Generation Z love to share their food experiences on social media. An estimated 69 per cent of this audience take photos of their meals prior to eating. This means that the restaurants and of course the food need to have ‘Instagramable’ nuances that are not only appealing to the five senses but need to consider how photogenic and shareable everything is.
There is a personal journey that is undertaken at every visit and unique experiences that are shared to a global audience at the tap of button allow family, friends and followers to engage in the drama from every level. The visual sense is now much more a driver than it was — a white tablecloth and plates just won’t suffice anymore!
In order for restaurants to flourish and survive scrutiny of being under the millennials’ cameras lens, restaurateurs need to take a holistic approach to the concepts they create, specifically paying attention to the minuscular details that comprise a social dining journey.
From the impact of the arrival to the beauty of the food on the plate.
In our opinion, there is a perfect storm on the horizon for many industries with the millennials coming into their own and the food industry may well be in the eye of this. The younger consumer is one of the most disruptive on record. Their expectation of credible, authentic and somewhat real brands is much higher than any of their predecessors to date.
Simply put, they want non-packaged, less-processed food with provenance, and to be authentic, sustainable and real.
The writer is partner at Atelier EPJ.
