Page 29 - MENU May June 2017

ATTRACTING YOUNGER CUSTOMERS – MIND THE GAP
There’s a generation gap when it comes to what customers like: what is attractive to one group may turn o another.
It’s important to understand the demographic of your current customers, and of the customers you want to target, if they aren’t the same. There are clear di erences in the way various age groups shop the foodservice industry.
According to Geo Wilson of fsSTRATEGY, when catering to younger eaters, think about:
• The type of food they’re looking for (organic, local, with the origin noted)
• When they eat (often later; during o -peak hours)
• How they eat (often delivered/picked up to eat elsewhere)
• The kind of experience they’re looking for (dining as a social
event; customized food)
• What they do with the experience (make connections,
employ technology)
The last point is particularly important. Younger consumers are highly connected, and they value communication in the moment. Are you annoyed by customers who take and post Instagram photos? Think of it as free—and instantaneous— advertising. Understand who your target market is, and design ambience, menus, and service around them.
HOW DO YOU BALANCE THE NEEDS OF DIFFERENT GENERATIONS?
You shouldn’t try. If you’re trying to please everyone, you’ll probably please no one. Establish your brand and who you’re targeting, and make sure your decisions are consistent with that. Don’t o er a menu item just because it’s “in” right now. Popular entree choices (think kale salad, pulled pork, or poke) add nothing to your menu unless you make it your own.
What is your point of di erence?
KEY TO PROMOTING RETURN VISITS (BY MEMBERS OF ALL GENERATIONS)
• Understand your customers, and how much they want to spend: You can get there through trial and error, but why not learn by talking to your customers? People love to share their opinions of food. They may underestimate how much they want to spend, but you’ll get the gist of what they’re looking for.
• Provide a menu with an array of unique options: Regardless of whether you o er shared plates or individual entrees, ensure there are more than enough appealing and di erenti- ated options. Customers should leave wanting to come back to try something else.
• Provide outstanding quality and service: This says it all. Customers will come back, and they will pay it forward through word of mouth marketing.
Younger consumers are highly connected, and they value com- munication in the moment.
CONTINUED ON PAGE 30