NPD Group: Restaurants most heavily influenced by Millennials

The NPD Group, a global information company, reported today that Millennials continue to frequent restaurants in droves, despite a decrease in overall restaurant visits in the past few years. According to the report, Millennials made more than 14 billion visits to food establishments, which roughly translates to $95 billion spent on meals and snacks. Being the largest of the six generational groups, Millennials are currently 74 million strong and will continue to grow more than any other age bracket over the next 10 years, mostly because of immigration. Social media has also played an extremely influential role in their restaurant clout, as posting photos and sharing experiences over various social media channels have skyrocketed. “What Millennials may lack in buying power they make up for in influence,” says Bonnie Riggs, The NPD Group’s restaurant industry analyst. “They have expectations when they dine out and are quick to spread the word when their expectations are or aren’t met.” Traditional QSR establishments are the most popular among Millennials, which goes against the wide belief that fast-casual restaurants dominate the segment. “To increase visits from Millennials, restaurant operators need to meet their needs, and that includes providing a unique dining experience and great service,” says Riggs.  “Price promotions, coupons and loyalty programs — they want to be rewarded for their loyalty — can also be useful in encouraging more visits from this influential group.”