What Foodservice Needs To Know About Selling to Millennials
A guest blog by Hailey, a millennial
First of all, what is a millennial? This generation is comprised of 20 and 30-somethings born during the 1980’s and 90’s. They are one of the largest demographic groups since Baby Boomers. It is reported in a UNC Kenan-Flagler Business School journal article that 36% of the current workforce are millennials and that this population segment is expected to grow to 46% by the year 2020. The foodservice industry needs to find more ways to stay connected and attract this generation. As a fellow millennial, I know something about what it takes to grab their attention. Here are four strategies of how foodservice can appeal to our critical generation.
To start off, brands need to think of what millennials do day-to-day. We are always on social media. All day, every day, we have easy access to brands, which is very important to us. It’s key for a brand to have a social presence, such as Twitter, YouTube and/or Instagram, if you want us to give any consideration to buying your product.
Next, a brand must have a responsive web site; it must be mobile-friendly. We use our cell phones to look everything up rather than a computer. Accessing information easily is what millennials are all about.
Third, a key to advertising and reaching millennials is having someone of similar age do the talking. We like to hear from our own generation because we can relate to them: we have similar interests, viewpoints, and are more likely to trust what they are saying. But what if you are not a millennial? I have a suggestion to overcome this. Remember, we like to do things differently from other generations. Embrace modern methods of communication that are second nature to us like text messaging, video chat, or even email rather than a phone call. If you communicate in a way that is most comfortable to me, you’re more likely to earn a repeat customer because you put me at ease and you get me.
Lastly, when opening a menu what’s the first thing you notice? The picture! It’s the first thing that everyone notices; millennials like things with a modern, clean design not drab and old. Think about this when designing menus, logos or showing us sales information. Does your brand image need to be updated?
Technomic’s article, “Understanding the Foodservice Attitudes and Behaviors of Millennials”, emphasizes the size, spending power and high foodservice patronage of this generation when compared to any other generational group. Millennials like information, the challenge is getting the information to appeal to us. We are a generation shaped by technology. And we are influencers.
About our Guest Blogger
Hailey is a college student from Missouri. She just finished her first semester and plans on a career in health or business. We asked her, as a Millennial, to provide perspective on what is important to them and how to be successful in selling to this generation. If you have a question for Hailey, leave a reply below.