FALL 2014

Foodtography

When it comes to food, Millennials are standing out from older generations in some key ways:

Fast Food Millennial Problem

It seems like Millennials are on everyone’s minds these days, and as the most diverse generation the planet has ever seen, they are rapidly affecting both the ways in which we eat and the way that food businesses operate.

*Source: Forbes, Barkley

*Source: Crane Communications

#millennials

#groceryshopping Boomers are more likely to buy things all at once; Millennials are into buying things multiple times a week on an as-needed basis

#eatingout Boomers spend more, but Millennials go out to eat more often

#eatingin Millennials are more likely to treat cooking as an art form — an opportunity for self-expression; Boomers just look at it as another chore

#snacking Millennials prefer frequent snacks over three large square meals a day. According to trend-watchers, 35% of meals eaten by Millennials are actually snacks.

#thinkhealthier Millennials are less focused on eating a lot of food on the cheap. They’re more interested in quality food that’s healthier.

#fixthelook Casual dining was very trendy 25 years ago, but mostly “hasn’t changed its look since then.”

#embracechange Millennials grew up being lugged along to casual dining restaurants by their Boomer parents, but they won’t go back unless they offer something new.

26% of Millennials post pictures of food that they eat

29% of Millennials post pictures of food that they make

#cuttheprices Menu items at fast-casual alternatives like Chipotle and Panera can cost one third to one half the price of some casual dining chains.

#offercustomizedproducts This is what Millennials, in particular, love about Chipotle and Panera: they point to what they want and they get it.

Visits to fast food and casual dining restaurants are down among Millennials. Over the past seven years, such restaurants have seen a 21% decline. But the trend is not universal — Millennials have driven significant traffic and revenue increases at “relatively inexpensive restaurants” like Chipotle, Panera and Starbucks. The keys to that success? A willingness to invest money in high-quality ingredients and a strong digital presence.

#speeduptheservice Few things drive Millennials crazier than slow service. Brands are currently investing in tabletop innovations that are designed to speed up ordering and payment.

#innovate About 50 years ago, the casual dining sector changed everything by giving families new places — and new ways — to eat lunch and dinner. But that innovation hit a wall. “Now it’s known for its absence of innovation.”

Our customers, are consistently telling us, particularly millennials, they expect variety, more choices, customization and their ability to be able to personalize their food experience.

— Internal McDonald’s Memo

WINTER 2013

Shifting Coffee Preferences

Campuses Catch On

Millennials are not exactly the picture of health — around one third are classified as obese. Despite this (or perhaps because of it), many of them are making moves to adopt healthier habits. Millennials are more likely to spend more on fresh fruits and vegetables, and are driving sales in the vitamin and supplements category. They’re also investing in services that make eating well convenient — for example, the grocer Fresh Direct allows shoppers to order produce (and other goods) online and have it delivered straight to their doorstep; others, like Plated and Blue Apron, bring customers the exact ingredients they need to create a few portions of wholesome, gourmet meals.

Contrary to popular belief, Millennials aren’t all single, freewheeling hipsters. In fact, about 50% of Millennials have at least one child. These Millennial parents, who were raised by the Baby Boomer generation, differ from their childless peers in several significant ways.

The children of these Millennial parents are considered to be members of Generation Z. As the most ethnically diverse and tech-savvy generation yet, Gen Z kids are already changing the American food industry. This generation is still young, but here’s what we know so far:

Millennial parents focus less on food quality and more on price than other Millennials.

When most Millennials shop for groceries, they go to pick up a specific item for a specific recipe or occasion. Millennials with kids, on the other hand, shop to stock up on frequently used items and for meals that they’ve planned in advance.

*Sources: Mayo Clinic, Nielsen, Shape

*Sources: QSR Magazine, Oregon State

FALL 2014

Young Millennials

Older Millennials Gen X

Not only is coffee more popular than ever, but consumers’ tastes for coffee are evolving. While the hot cup o’ joe to start your day is still a top priority for many, younger coffee drinkers prefer the likes of an iced latte or Frappuccino over their steaming brethren.

As the youngest cohort of the Millennial generation goes off to college, university dining services are being forced to keep up with the increasingly sophisticated taste buds of these consumers. While college-aged Millennials aren’t necessarily healthy eaters, they do have high expectations when it comes to their food. In an effort to keep up, many college dining halls are staying open late so that students can enjoy the ever-popular “fourth meal” after a night of serious studying (or whatever it is they do at night…). With its new organic-certified kitchen, UC Berkeley is a shining example of where university dining services may be headed. Similarly, the University of Colorado Boulder has diversified its dining hall’s food options by adding a certified halal Middle Eastern station.

Coffee drinks Regular hot-brewed coffee

Trying for a Healthy Restart

Next Up: Gen Z

They would rather have a home-cooked meal than eat something processed or pre-prepared.

47 out of 100 Gen Zers will be obese by the time they become adults.

Those who are old enough to spend money spend as much on food as they do on clothing.

They want and expect more “ethnic” foods. Foreign and fusion foods will become mainstream as these kids grow up.

*Sources: Millennial Marketing, Barkley, QSR Magazine, Business Insider, NC State University

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Coffee Consumption by Beverage Type: Last 10 Cups

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