Who does your menu speak to?
D rive more traffic by understanding what drives the purchase decisions of each generation. No matter who walks through your door, the hope is that every customer will find exactly what they’re looking for. And while you can’t be everything to everyone, you can have a menu that satisfies the type of customer your operation appeals to. The question is: who is your customer and what drives them to make the decisions they do (including the choice to order from your operation)? Get the answers by getting to know today’s restaurant customer generation by generation
Gen Z: Born between 1993 and 2006
Gen Z combines digital prowess with a hunger for authenticity. They are multicultural, environmentally conscious, and adventurous, and their food choices reflect their identities.2
Needs:
Well-priced deals, convenience that supports a busy lifestyle, digital engagement.1
Restaurant preferences:
Gen Z desires experiential dining, with food and beverages that tell a story and are shareable on social media. They are the generation that is most likely to travel long distances for an authentic indigenous meal or wait in line for hours for a pop-up of regional specialty.2
Drink preferences:
When it comes to beverages, Gen Z is health-conscious, seeking functioning beverages, influenced by social media trends, and open to trying new flavours.
- Sparkling water, flavoured water, ready-to-drink coffee, energy drinks, bottled water.
Have you tried: Gatorade Water or CELSIUS?
Millennials: Born between 1977 and 1992
Millennials are leading the way in transforming the Canadian dining scene, blending tradition with modernity.2
Needs:
Menu variety and unique items, name-brand items, innovative social experiences.1
Restaurant preferences:
This group seeks out kid-friendly ambience and menu options. They love a modern twist on classic dishes that blends innovation with comfort.2 Millennials prioritize sustainability and actively support the farm-to-table movement. They’re the patrons asking about the origin of ingredients and the sustainability practices adopted.2
Drink preferences:
When it comes to beverages, Millennials balance health and indulgence, value convenience, and appreciate craft beverages.
- Sparkling water, flavoured water, ready-to-drink coffee, bottled water, brewed iced tea.
Have you tried: bubly™ Sparkling Water or Starbucks® Ready-to-Drink Coffee?
Gen X: Born between 1965 and 1978
Gen X, often overshadowed by the boomers before and millennials after, holds a unique culinary position; they are the bridge between the old and new.2
Needs:
Portion size for price, atmosphere and ambiance (both in full-service and limited-service).1
Restaurant preferences:
Gen Xers appreciate a blend of traditional and global flavours. They enjoy familiar comfort foods but are open to new culinary experiences. Building loyalty through community-focused dining experiences can be a winning strategy for restaurants targeting this demographic.2
Drink preferences:
When it comes to beverages, Gen X is practical, values functionality, and prefers classic flavours.
- Brewed iced tea, diet carbonated soft drinks, juice, bottled water.
Have you tried: Pepsi® Zero Sugar or Lipton® Iced Tea?
Baby Boomers: Born between 1946 and 1964
Boomers, shaped by an era of culinary transformation, have a diverse palate. Their adventurous spirit is tempered by a nostalgic fondness for traditional tastes.2
Needs:
Value for the price, quick high-quality service.1
Restaurant preferences:
Boomers crave classic comfort foods but also seek healthier alternatives. They’ve driven the demand for modernized versions of traditional dishes, balancing nostalgia with wellness. The rise of gluten-free, vegan, or reduced-sugar variants of classic Canadian dishes can be attributed to this cohort.2
Drink preferences:
When it comes to beverages, Baby Boomers have traditional tastes, prioritize health and simplicity, and often prefer familiar brands.
- Brewed iced tea, juice, lemonade, bottled water
Have you tried: Pure Leaf® Premium Iced Teas or Brisk Lemonade?
There’s a good chance you’ve noticed the preferences of some of these generational groups based on who you serve (and how you serve them) every day. Taking your own observations and pairing with these insights can help you tailor your menu and overall operation to make your connection with customers even stronger. Meet us back here in a few months to learn more and strengthen traffic. Until then, if you have questions about ways you can build up your beverage and appeal to key customers, we’re happy to help. Just contact us.
Sources
1 Technomic Generational CTR 2020, Technomic Ignite consumer brand metrics data, Q2 2019-Q1 2020
2 iBev – Generational analysis Oct 2020
