Sure, millennials are 20-somethings who are always on the go, connected to social media and glued to their smartphones. But they are also professionals (blue- and white-collar), moms and dads, urban and rural, Caucasian and first-generation immigrants.
But to truly understand this consumer, you have to dig a little deeper.
Consider this: Depending on the source (in this case, it’s the U.S. Census Bureau), the oldest millennials today are 38 years old; the youngest are 25.
This massive generational group has a host of changing needs and preferences worth considering. They’re moving through different life stages. Many are now raising children and prioritizing family; they have shifting definitions about health; their value equations are changing as they age; and they may have higher expectations for food quality than their elders.
The great news for c-store foodservice is that millennials, from one end of the age spectrum to the other, are loyal guests. But in order to keep them coming through the door, here are a few things to keep in mind ...