Just like the rest of the world, the restaurant space is changing. We need to start taking Millennials (24 to 38-year olds) a lot more seriously. This group makes up a substantial section of the population and their needs and desires are vastly different to that of Gen X (39 to 53-year olds).
According to an article in EatOut American trend analysts have looked to Millennials as the main reason restaurant chains have fallen out of favour in recent years.
Yet, at the same time, it has been revealed that 16 to 24-year olds (Generation Z) actually spend the most money on food from all age groups. So, how do we harness that spending potential? Both Millennials and Gen Z-ers use social media regularly. According to customerthink.com, Millennials spend over six hours a week on social media. It is critical business owners use this information to their advantage. However, one needs to be strategic about using social media for business. Consumers don’t want to be bombarded by gimmicky messaging but rather want to follow a story and believe in a brand. Our marketing innovation feature looks at various ways to communicate with customers. You can read our article on how to use social media to build your brand on page 37 and on page 38 find out what some of the most common mistakes on Instagram are and how you can avoid them.
In this edition, we also look at beverage trends, specifically coffee. On page 16 you can read about the latest trends in serving coffee. Refer to our barista spotlight on page 10 and our article on Urban Grind Roasters on page 17 to find out how barista training can boost your business.