How Restaurants Can Engage With Millennials

In 2019, millennials made up around 31% of the global population. Born between the early 1980s and the late 1990s, this generation often makes the headlines. Just in case you haven’t heard: millennials are one of the most significant driving forces behind the booming food delivery business. They want convenience, unique and personal food experiences, and authenticity. 

With 49% of American millennials spending more on dining than they save for the future, any food business would be wise to market to this group of customers. So how can your restaurant identify and engage with millennials, or Gen Y’ers, as they are also called? 

Use technology because they do

Millennials are one of the most tech-savvy generations to date. They grew up around technology, and they expect any business to adopt technologies to make things easier, faster, and more convenient.

Invest in a good website that showcases your menu, story, and ambience. More importantly, ensure your millennial customer can book a table and order food online. In 2020, almost 6 out of 10 dining experiences were off-premise, so your delivery, takeaway, or drive-thru experience should be on point. Embrace new strategies, processes, and automation technologies to stay competitive and deliver a quality experience.

As soon as you have customer data following a booking or order, you could use this info to send your customers timely emails or text messages with customer review requests, personalized offers, or just a “thank you for your business” note.

Reach them on social media.

More than half of millennials reportedly use social media to find a restaurant. Needless to say, positive online ratings, reviews, and recommendations are crucial to convincing this age group to visit you.

Try to gather reviews by offering incentives like coupons, discounts, or free delivery with your customers’ next online order. If you get a terrible review, know that your response will be watched by hundreds of other (potential) customers... So choose to react wisely.

Engage with your online followers and fans by sharing their content, organizing contests and giveaways, posting photos of your dishes, new menu items, etc. 

Tell an authentic story. 

In 2021, you’ll hardly be able to miss the most significant food trends, which have been around for a while and continue to go strong. We’re talking about vegan, vegetarian, organic, and local food. But even if your brand isn’t 100% in line with these trends, it’s all about your restaurant's unique story.

Let’s say you own a Portuguese chicken restaurant, and most of your products are imported. Does that mean you won’t be able to attract millennial foodies, a target group with around 3 times more vegetarians than older generations?

Not exactly. Gen Y’ers always seek authenticity, outstanding service, and the story behind the place or product. They are very informed and susceptible to a brand’s values, ethical principles, and mission. 

Speak from the heart, show your passion, and include your background story on social media channels and your site. Invest in content to relay your brand personality to your audience. 

Allow them to socialize

While off-premise orders are picking up, many people still love dining out. But there’s been a shift: dining out now is seen more as a social event for special occasions. Restaurants should be ready to welcome groups of friends or families getting together to celebrate a birthday, a promotion, or just a Friday night.

Some restaurants have changed their seating configurations completely to meet this new reality, creating communal tables, comfy lounge areas, and semi-separate seating areas for bigger parties.

Millennials want their night out to be unforgettable and fun, so you could also look into hosting special theme nights, inviting budding local artists, or having cooking or cocktail workshops. 

With 68% of Gen Y’ers consulting their friends before making any buying or purchasing decision, taking a different and personal approach to delivery and dining out may benefit your restaurant significantly. Word-of-mouth is one of the most powerful marketing strategies, even with all the crazy technologies out there.