A larger article about new trends in eating in America includes these figures about how much millennials eat out:
Disproportionately affected by the recession, the average millennial is expected to make 199 visits this year, down from 250 in 2008. But the restaurants they frequent are some of the fastest-growing chains.
This seems really high to me but it also fits with being in a certain stage in life. People eat roughly 1,000 times a year (give or take some meals) so eating out 199 times is roughly one-fifth. I have never gotten anywhere near these kinds of numbers myself but I could understand why it happens. It takes a lot of time to cook from planning out meals to buying groceries to cooking to cleaning up. Especially if millennials are consumed by their career, all of this business about food may just be too much. Eating can often be a social event, whether with co-workers or friends or family. On the other hand, eating out is often way more expensive – so perhaps it is a trade-off of time versus money. Also, many restaurants of today lack character or give you much of a reason to want to stick around outside of the immediate people you are with. And, maybe this isn’t just about millennials: I’ve seen figures in recent years that suggest 1/4 of American adults eat fast food every day.
All of this reminds me of Michael Pollan’s writings about how we treat food in the United States. Instead of eating natural food in relaxed and sociable settings (that can take hours – so perhaps you lose the time advantage), we tend to eat to be filled up or too have the proper amount of nutrients.
So how do restaurants try to appeal to millennials? Here is how one restaurant does it: by appealing to customization.
To appeal to millennials, Harald Herrmann, CEO of Yard House, a 42-unit chain focused on American fare and a vast beer selection, said customization is key.
“They don’t want to be confined to anything,” Herrmann said. “If you can put an offering out there that allows four to five millennials the opportunity to behave any way that they want and make decisions on the fly in an environment that’s casual and fun in a way that they can be expressive, then you’re onto something.”
At Yard House, Herrmann said, 30 entrees can be made vegetarian. He added that many groups of young customers eat their meals family style, ordering a number of dishes to pass around.
The ability for self-expression has also proved crucial in keeping millennial employees happy.
The chain, which works hard to include employee feedback, recently made visible tattoos acceptable for employees.
One other thought: I’ve seen a number of articles lately about the potential purchasing power of millennials. But, without good jobs and perhaps more stable situations, this spending is not going to happen at the levels it could. So…why don’t many politicians talk about this?