MILLENNIALS’ LOVE AFFAIR WITH FOOD

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Millennials, our most powerful and influential generation, are not only into food, they’re obsessed with it. In fact, nearly 50% of millennials are self-described “foodies.” They talk about food and restaurants constantly and their social lives are organized around them. For these millennials, food is viewed as a legitimate hobby, a playground for one-upmanship, and a measuring stick of cool, according to journalist Michael Idov in “The Young Foodie Culture.”

Millennials view food as a form of self-expression and entertainment, associating it with personal storytelling. They Instagram what they eat, follow food celebrities on Twitter and try new places ranging from trendy chic to dive restaurants.

“Millennials are particularly tied to the social aspects of dining,” says Sara Monnette, director of consumer research for Technomic. It’s ingrained in their lifestyle so they’ll find ways to go out, even if it’s using the money they saved by moving in with their parents.

The good news for QSRs is that consuming fast food co-exists as a part of the millennial foodie lifestyle. They are major fast-food consumers who frequent leading QSR chains like McDonald’s, Subway and Burger King. And they do so often; In fact, 60% of millennial foodies eat at QSRs at least once a week.

Sources: BBDO Probes Millennials’ Dining-Out Habits. (August 8, 2013). Marketing Daily.

Bye, Baby Boomers—Hello, Millennials. (Spring 2013). US Foods.

Idov, Micheal. The Young Foodie Culture. (March 25, 2012). New York Magazine.

Millennials and Culinary. (Mar 22, 2013). The Connect Group.

Published by dkachiros

My purpose is simple – to identify the authentic potential in brands, discover their beautiful truth and inspire them to tap into their purpose or their raison d'être (reason for being). This is a brand’s beautiful truth. Establishing that truth opens the door for fresh approaches and ideas that are unmistakably true to brand, yet breakthrough for consumers – suited for building businesses. It’s all about shattering category conventions, finding permission for new territory and ultimately building relevance and more meaningful experiences at every moment along the journey. I pride myself on getting people to fall in love with the brand, be it for the very first time and or all over again. Feel free to reach out to me if I can help in any way. Dixie Kachiros dkachiros@gmail.com dkachiros.com 214-596-8468

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