the kids' table: how parenthood changes millennial diners' attitudes and behaviors

THE KIDS’ TABLEHOW PARENTHOOD CHANGES MILLENNIAL DINERS’ ATTITUDES AND BEHAVIORS

This group regularly makes drastic lifestyle transitions such as finishing college, entering the professional workforce, buying a home for the first time, marrying … and having children.

THE MILLENNIAL GENERATION IS RAPIDLY EVOLVING

THESE RAPID LIFESTYLE CHANGES CAN MAKE IT A STRUGGLE FOR RESTAURANT MARKETERS TO MAKE MEANINGFUL CONNECTIONS WITH MILLENNIAL DINERS.

An unprecedented consumer research study that examined the demographics, social media use and food attitudes of millennials. The study uncovered four segments of millennial consumers, all with unique food attitudes and social media behaviors.

ENTER

THE RESEARCH FOUND THAT MILLENNIAL PARENTS DISPLAY DISTINCT ATTITUDES AND BEHAVIORS, DIFFERENTIATING THEM FROM NON-PARENTS.

Traditionalist Taylor doesn’t eat out very much and doesn’t think a lot about food or nutrition. However, compared to those without children, the parents in Taylor’s segment are more likely to visit quick-service restaurants (QSRs).

OF MILLENNIAL POPULATION

TRADITIONALIST

TAYLOR37%

Bon Vivant Brittany prefers eating out to dining in and isn’t very health conscious. Compared to those without children, the parents in Brittany’s segment rank calories as more important when choosing a restaurant.

OF MILLENNIAL POPULATION

BON VIVANT

BRITTANY

28%

Food Purist Paige loves cooking at home and struggles to afford food that meets her high standards. Compared to those without children, the parents in Paige’s segment are less likely to visit restaurants of all types.

OF MILLENNIAL POPULATION

FOOD PURIST

PAIGE19%

Balance-Seeker Brad seeks a“healthy balance” and wants dining out to be an “experience.” Compared to those without children, the parents in Brad’s segment rank taste as more important when choosing snack foods.

OF MILLENNIAL POPULATION

BALANCE-SEEKER

BRAD16%

the majority still chooses taste over healthy options, especially when dining out.

AND WHILE MILLENNIAL PARENTS HAVE AN ADDED FOCUS ON HEALTH …

Convenience

8%6%

Specific ingredients used/avoided

7% 5%

Healthy menu items

18%12%

Good-tasting food

33%42%

NON-PARENTS PARENTS

#1 FACTOR WHEN CHOOSING A RESTAURANT

Enjoyable experience

7% 11%

Good value

25%25%

SO WHAT DOES THIS MEAN FOR YOUR F&B BRAND OR RESTAURANT?

Dig deeper into each segment’s habits, as parents and non-parents help inform

decisions for your bottom line.

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