Franchising is greatly taking advantage of the millennial generation.
Anyone born between 1980 and the mid-1990’s was a child of the millennium. Thus the term Millennial. One hears about this generation in the media at least once a day (you’re welcome for your daily millennial fix). Whether you support the mindset of the millennial army, the generation is here to stay and are nonetheless shaking up society and culture.
Millennials are part of the technology age. They were born with networks and glued to devices. On top of that, they search for experiences and don’t always follow the status quo. But how do millennials handle the franchise industry? Do they hate it or love it? Franchising is greatly taking advantage of the millennial generation, but it depends on which franchise it is. Here are five brands changing up the franchising world and utilizing the needs of their millennial friends.
1. Pita Pit
Idaho born Pita Pit got its start alongside the millennials back in the 1990s. The restaurant offers a sandwich substitute filled with grilled meats, an assortment of veggies, and many sauces. Pita Pits are known to be open at late hours and provide a quick meal for someone (a millennial?) looking to run in and out of a location.
The reason why Pita Pit is so keen in a millennial’s eyes is due to many factors – the first is the health aspect of their menu. Millennials are into sticking to a healthy diet and eating what is good for them. Compared to other fast food options, Pita Pit provides a much healthier route for someone looking for a late-night meal. Another reason why Pita Pit is a millennial favorite is due to the customizable options the restaurant offers. When one orders, a meal is built from scratch, crafted to the customer’s liking. Remember when I said that millennials don’t stick with the status quo? Whether it’s society’s normality, politics, or a quick service restaurant’s menu at 10:52 pm on a Saturday night, millennials do stick to the rules.
Coolgreens is an emerging brand out of Oklahoma City. Almost 10 years old, the quick service restaurant began franchising just this year, and they are beginning to take over the southern portion of the United States. Coolgreens is a down-the-line fresh, naturally sourced food concept providing those dining with an extremely healthy and quick meal.
As one can already tell, millennials are eating this brand up – literally. The brand’s target audience is this specific generation as well. Coolgreen’s founder Clay Carson explains, “Everything we do is scratch made, right down to the seasonings. We make everything in small batches, by hand, in each location, every day, and that’s what sets Coolgreens apart to millennials who are in tune with what is going into their bodies." Not only does Coolgreens provide customizable options, but the brand is transparent with what’s in their meals and where their ingredients come from.
Toppers is a late night, inexpensive pizza franchise that can be found in many college campuses and metropolitan areas. The brand is a perfect source for the weekend warrior looking for a late-night meal to share with friends. Not only do they deliver, but they encourage customers to utilize their online ordering system. Many Toppers marketing campaigns and initiatives have pushed pizza-lovers to their website or app.
Again, this generation is part of the technology age and letting them use their devices to satisfy their taste and hunger is definitely an asset to the brand. On top of that, it is an inexpensive and sharable meal and fits perfectly within the budget of a millennial working their way to the top of their career.
Getting its start in Boca Raton, FL. the Orangetheory Fitness craze has been sweeping across the country. The high intensity workout franchise was founded in 2007, and began franchising in 2011. Entering 2018, the brand has more than 600 locations across 45 states. An Orangetheory workout is not just exercise; it’s an experience which is thriving within the millennial generation.
This experience-searching, health-conscious generation flocks to the unique fitness concept. Millennials are looking for a quick way to stay fit, and that is exactly what Orangetheory is. The classes are no longer than one hour and are very different than your average workout. The Orangetheory experience keeps millennials in shape while competing with each other for the duration of the class making them come back for more.
On top of that, millennials are starting to invest in the franchises as well. Dylan Patel bought his first Orangetheory Fitness at age 21. He now owns three in and around his home community in Virginia. This franchise has opened the door to other investments such as Hand & Stone Massage and Facial Spa.
Hand & Stone Massage and Facial Spa focuses on health and wellness, providing relaxation and rejuvenation to their members. First franchised in 2004, Hand & Stone now has over 300 units covering 28 states. This franchise does not only play into the health-centric wheelhouse of their millennial customer’s needs, but there have been many millennial franchisees buying the brand.
Dylan Patel, who is in his mid-twenties, is rounding out his franchise fleet with a Hand & Stone in Virginia. Similarly, Matthew Gill invested in a Hand & Stone spa in a town just south of Denver at age 32. Matthew looked into the restaurant industry, but decided to take his investment and business aspirations elsewhere. “The franchise focuses on health which is something I have always cared about,” said Gill. Also, the franchise is on the less expensive side which enables millennials, a group that hasn’t had much time to save, invest in this business.