It’s that they want a digitally integrated experience!
First, a hat tip to Chelsea Krost (ChelseaKrost.com and @chelseaKrost)
Anyhow, according to an article on FastCasual.com, the reason millennials — the loosely defined generation born around the last two decades of the 20th century — go out so much isn’t because they can’t be bothered to make a meal at home and don’t understand how credit cards work; it’s because they treat eating out as an experience.
Not only that, millennials want this dining experience to be fully integrated with their social-digital lives. The article quotes Jeff Fromm, Barkley EVP and author of Marketing to Millennials, first about how to make your restaurant tweet-worthy:
“Useful is the new cool…. One way to [make dining fun] is by offering them mobile rewards. But don’t make a Millennial wait 10 visits to ‘earn it.’ They want instant gratification. It’s part of their DNA.
“Your ambience can also make or break your food event. Millennials want to ‘plug in,’ socialize with friends, take an Instagram photo or 20, maybe even listen to a couple of tunes on Spotify.”
As for how you can turn rote calorie consumption into something cool, the article explains:
“…if you can introduce a mobile platform that feels more like a game than a chore, that’s when the younger demographic will truly engage.
“Just imagine a group of 20-somethings smiling, snapping photos and tweeting about your loyalty program. Now imagine your managers and staff getting in on the action, giving fist bumps to customers after they win a prize through your loyalty program.
“Now, that’s a memorable experience.”
Welp, case closed. What millennial topic should we talk about next?