1851

Millennials might be the most prodded, poked and examined generation in history. We&#8217;ve been branded as narcissistic, entitled, lazy, arrogant and politically disengaged. We&#8217;re addicted to our smartphones and overly concerned about amassing a respectable amount of Instagram followers. These days, we&#8217;ve heard it all. The millennial hit-piece has become a literary clich&#233; in itself, and being slapped with a stereotype feels just about as old as Katy Perry&#8217;s left shark and The Dress. But the truth is, we&#8217;re the largest age group in the U.S.&#8212;we currently represent a quarter of the population. We hold more than $1.3 trillion in spending power. And<a href="http://www.forbes.com/sites/maggiemcgrath/2014/04/18/how-millennials-will-dictate-the-future-of-fast-food/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=are-millennials-the-new-tastemakers-3246" target="_blank" rel="nofollow" target="_blank"> according to a recent study from RBC Capital Markets</a>, millennials will be an important driver of success for restaurant brands. Even if you love to hate millennials, there&#8217;s no denying that they&#8217;re quickly becoming the country&#8217;s tastemakers. Affectionately referred to as the &#8220;foodie generation,&#8221; they engage and connect with their food; whether it&#8217;s going to a new gourmet restaurant or seeking out information on ingredients. This generation craves experiences over products and customizable quality over generic quantity. They want healthy, fresh and less-processed food. They prefer socially-responsible companies. They thrive on a company&#8217;s digital engagement. And<a href="http://www.forbes.com/sites/maggiemcgrath/2014/04/18/how-millennials-will-dictate-the-future-of-fast-food/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=are-millennials-the-new-tastemakers-3246" target="_blank" rel="nofollow" target="_blank"> RBC analyst David Palmer believes</a> that it&#8217;s critical for restaurant chains to adapt to these new realities in order to survive. &#8220;What millennials want in food today is what the rest of the world will soon be asking for. To really thrive, restaurants need to learn how to cater to this important age group even more,&#8221; Palmer said. According to Palmer, looking at the marketing and rebranding strategies of America&#8217;s largest food companies can shed light on the sometimes skewed, sometimes ridiculous and sometimes accurate view that executives have of millennials. Do they really put sriracha on everything? Do they really want kale with their burger instead of fries? Will they actually engage with brands via a hashtag? We took a look at a few major food companies to find out how to get millennials to open their wallets: Customizable Dishes Millennials have an unwavering love for Chipotle, which is probably why many fast food restaurant chains have turned to customizable menu options (but let us not forget that <a href="http://www.bk.com/franchising/our-process?utm_source=1851franchise.com&utm_medium=article&utm_campaign=are-millennials-the-new-tastemakers-3246" target="_blank" rel="nofollow" target="_blank">Burger King</a> told us long ago to &#8220;Have it your way&#8221;). In fact, a recent study by <a href="http://www.fastcasual.com/news/millennials-willing-to-pay-more-for-better-more-customizable-food/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=are-millennials-the-new-tastemakers-3246" target="_blank" rel="nofollow" target="_blank">Brand Keys research </a>found that nearly 90 percent of millennials said they look for fast, casual food that is &#8220;tastier, healthier and more customized.&#8221; The key is to strike the perfect balance of healthy and indulgent, and being able to choose between a dollop of sour cream or a bowl of brown rice makes all the difference. <a href="http://www.aboutmcdonalds.com/mcd/franchising.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=are-millennials-the-new-tastemakers-3246" target="_blank" rel="nofollow" target="_blank">McDonald&#8217;s</a> has been experimenting with a <a></a><a href="http://www.ocregister.com/articles/mcdonald-694204-taste-crafted.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=are-millennials-the-new-tastemakers-3246" target="_blank" rel="nofollow" target="_blank"></a><a>build-your-own-burger </a>menu&#8212;offering choices in types of bread and toppings&#8212;and it&#8217;s now bringing the &#8220;Create Your Taste&#8221; concept to nearly <a href="http://www.eater.com/2014/12/8/7353419/mcdonalds-build-your-own-burger-2000-locations?utm_source=1851franchise.com&utm_medium=article&utm_campaign=are-millennials-the-new-tastemakers-3246" target="_blank" rel="nofollow" target="_blank">2,000 locations.</a><a href="http://www.tacobellfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=are-millennials-the-new-tastemakers-3246" target="_blank" rel="nofollow" target="_blank">Taco Bell</a> is another chain that saw an opportunity for increased profit. They introduced a new app that allows users to choose from unlimited customization options, giving them &#8220;complete access to every Taco Bell ingredient to create what they want, when they want it.&#8221; According to early reports, the app&#8217;s custom options have yielded major cash for the brand&#8212;the restaurant is seeing bills that are <a href="http://www.bloomberg.com/news/articles/2015-02-04/how-taco-bell-s-ordering-app-turns-extra-onions-into-real-money?utm_source=1851franchise.com&utm_medium=article&utm_campaign=are-millennials-the-new-tastemakers-3246" target="_blank" rel="nofollow" target="_blank">20 percent higher&nbsp;</a>than those ordering through more traditional methods. Artisanal Stuff These days, slapping the word &#8220;artisanal&#8221; on just about everything is pretty irresistible&#8212;and for good reason. Millennials are much more willing to shell out extra bucks for specific attributes in food, especially anything that&#8217;s labeled as craft, small-batch and homemade. The idea is to create an image of higher-quality and more gourmet food. &#8220;Millennials are more aligned with the &#8216;food movement&#8217; and love things like organic farms, small batch jams and artisanal cheese. This shift, by millions of people, could change the market place forever as power is shifted from large mass market companies and brands to &#8220;the little guy&#8221; selling online or at the local corner store,&#8221; Palmer said. Pizza chains have been all over this trend, starting with <a href="https://biz.dominos.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=are-millennials-the-new-tastemakers-3246" target="_blank" rel="nofollow" target="_blank">Domino&#8217;s</a>, which launched their line of &#8220;artisan pizzas&#8221; back in 2012. Other restaurants like <a href="http://franchise.yourpie.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=are-millennials-the-new-tastemakers-3246" target="_blank" rel="nofollow" target="_blank">Your Pie</a> and <a href="http://www.blazepizza.com/franchising/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=are-millennials-the-new-tastemakers-3246" target="_blank" rel="nofollow" target="_blank">Blaze Pizza</a> have found success through their unique custom-built pizza models, complete with artisanal dough and all-natural toppings. Bonus points for adding craft beer to your menu. Authenticity Remember that time Beyonce wore a shirt that immortalized the most infamous leafy green? Not too long ago, kale was everywhere, and in an effort to woo millennials, brands decided to boldly enter the kale arena (like Panda Express with their Shiitake Kale Chicken Breast or Olive Garden, who threw kale into a bowl of Zuppa Toscana). Bacon and sriracha followed a similar fate, and soon they were infused in everything from beer and mayonnaise to candy canes and cupcakes. In an effort to appeal to younger generations, many restaurants bought into the hype, <a href="http://www.eater.com/2015/1/20/7857693/bacon-kale-dead-zagat-survey?utm_source=1851franchise.com&utm_medium=article&utm_campaign=are-millennials-the-new-tastemakers-3246" target="_blank" rel="nofollow" target="_blank">only to find that diners had quickly moved on to new trends </a>(hello, quinoa and fermented everything). Suddenly, restaurants were left with menus that were catering more to hype, and less to the things that made them good in the first place. &#8220;The millennial generation has an incredible sense of authentic versus phony. You can&#8217;t always chase down the next big thing in food, because by the time you get to it, chances are you&#8217;re already behind in the game and suddenly left with a menu that isn&#8217;t even you,&#8221; said Scott Gittrich, CEO and founder of <a href="http://www.toppersfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=are-millennials-the-new-tastemakers-3246" target="_blank" rel="nofollow" target="_blank">Toppers Pizza</a>. His company has gained a natural following with the millennial crowd just by simply sticking to their guns. &#8220;It&#8217;s important to understand that you don&#8217;t always have to come up with some new trick. Be who you are. Own who loves you, and be really good at making that promise.&#8221; <div> </div>

1851 Franchise

With the right combo, a brand could profit for years off the largest age group in the U.S. 

This brand page has been paid for by 1851. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

Are Millennials the New Tastemakers?   

are-millennials-the-new-tastemakers

Onigilly Japanese Kitchen

Unlocking the Potential: How Much Can You Earn as an Onigilly Franchisee?

unlocking-the-potential-how-much-can-you-earn-as-an-onigilly-franchisee

Filta Environmental Kitchen Solutions

DeWitts Ignite New Chapter for Filta Environmental Kitchen Solutions in Reno 

Grease, Grit, and Growth: DeWitts Ignite New Chapter for Filta Environmental Kitchen Solutions in Reno, Nevada

grease-grit-and-growth-dewitts-ignite-new-chapter-for-filta-environmental-kitchen-solutions-in-reno-nevada

Layne's Chicken Fingers

Layne's Chicken Fingers-50 Unit-Wendy's-Franchisee-June-2025

Why This 50 Unit Wendy’s Franchisee Is Betting on Layne’s for His Next Big Move

wendys-franchisee-expands-with-laynes-chicken-fingers-texas

CapitalSpring

CapitalSpring’s Jim Balis Talks Growth, ROI and the Future of Fast Casual on “Rock My Restaurant”

capitalsprings-jim-balis-talks-growth-roi-and-the-future-of-fast-casual-on-rock-my-restaurant

Children's Lighthouse

Children’s Lighthouse Ramps Up Growth in First Half of 2025 With Strategic Expansions, Franchise Signings, and New Headquarters

childrens-lighthouse-ramps-up-growth-in-first-half-of-2025-with-strategic-expansions-franchise-signings-and-new-headquarters

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

What June’s Jobs Report Means for the Franchise Industry

what-junes-jobs-report-means-for-the-franchise-industry

Drone Delivery Takes Flight in QSR: The Future of Franchise Operations?

drone-delivery-takes-flight-in-qsr-the-future-of-franchise-operations

Chick-fil-A Tops Customer Satisfaction Rankings for 11th Year as Challenger Brands Gain Ground

chick-fil-a-tops-customer-satisfaction-rankings-for-11th-year-as-challenger-brands-gain-ground

Technomic Releases Annual Ranking of the Top 15 Fast-Food Chains in the U.S.

technomic-releases-annual-ranking-of-the-top-15-fast-food-chains-in-the-us

Rising Jobless Claims Could Signal Challenges — and Opportunities — for Franchising

rising-jobless-claims-affect-franchising

The Ultimate Guide to Selling Franchises: How To Create a Strong Incentive

how-to-build-strong-incentives-to-attract-prospective-franchisees

Top 25 Franchise Marketing Leaders: Kelsey McManemin — Vice President of Marketing, HTeaO

top-25-franchise-marketing-leaders-kelsey-mcmanemin-vice-president-of-marketing-hteao

Photo of a large group of people standing in a circle, placing hands together in center

Franchise Opportunities for Minorities: Expanding the Franchise Network

franchise-opportunities-for-minorities

Amanda Evans - Stellar Service Brands - Franchise Marketing Leaders 2025 - 1851 Franchise

Top 25 Franchise Marketing Leaders: Amanda Evans — Senior Vice President of Marketing, Stellar Service Brands

stellar-service-brands-marketing-leader-amanda-evans

How Vishal Juneja Turned a Family Tradition Into a Paris Baguette Franchise

How Vishal Juneja Turned a Family Tradition Into a Paris Baguette Franchise Built on Heart and Community

paris-baguette-franchise-rockaway-new-jersey-vishal-junjea

Franchisee spotlight graphic with photo of Ricki Oberoi and Layne's Chicken Fingers logo

Multi-Unit Wendy’s Operator Signs 12-Unit Deal With Layne’s Chicken Fingers

ricki-oberoi-laynes-chicken-fingers-growth

Franchisee spotlight graphic with photos of Danielle Rosemond & Usman Khan & TruBlue logo

Family Members of Local Physicians Bring TruBlue Franchise to North Central Nassau, Long Island: A Health Care-Inspired Approach to Aging in Place

family-brings-trublue-franchise-to-north-central-nassau

How This Franchise Consultant Turned a Love for Dogs Into a Business with Dog Training Elite

How This Franchise Consultant Turned a Lifelong Love for Dogs Into a Growing Business with Dog Training Elite

how-this-franchise-consultant-turned-a-lifelong-love-for-dogs-into-a-growing-business-with-dog-training-elite

Are Millennials the New Tastemakers?

MORE STORIES LIKE THIS