Millennials are a key consumer group for quick service restaurants to target. This generation, born between the early 1980s and the late 1990s, often makes the headlines or are joked about for their love of avocado toast and fancy coffees.
But just in case you didn’t know, this group of 30 to early 40-year-olds are one of the biggest driving forces behind the booming food delivery business. This generation is here for convenience, authenticity, and a unique and personal food experience.
So how do you encourage this tech and food-savvy generation to purchase a meal from your quick service restaurant? Here are some communication tips to help you reach and communicate with Millennials more effectively.
1 | Use Their Tech
Like Gen Z, Millennials are tech-savvy. They have shaped the digital landscape like no other generation. Mark Zuckerberg, afterall, is a Millennial himself. This generation grew up adapting to new tech and they expect businesses to adopt those technologies to make things faster, easier, and more convenient for their customers.
One of the best investments you can make is that of a good website. Millennials want a taste of your story, ambience, and something that showcases your menu online. More importantly, they want to be able to order food online. So whether you offer them that option through your website directly, or through a meal delivery service, this convenience is an absolute must for them!
Beyond your website and online services, such as meal ordering and delivery, you also want to reach out to them on social media. More than half of Millennials use social media to find a restaurant. Because of this, you’ll need to make sure that you have plenty of positive online reviews, ratings, and recommendations to convince this generation to frequent your restaurant. Make sure that you are making regular organic posts (not just paid social ads) and that you engage with your online followers by replying to comments and sharing their content. Forbes reports that if a brand engages with a Millennial on a social network, they are 62% more likely to become a loyal customer!
2 | Tell an Authentic Story
You don’t need to be farm-to-table to have a unique story about your quick service restaurant. More than anything, Millennials seek out brands with authenticity, outstanding service, and a story behind the product or brand. So talk about your brand’s values, principles, and mission on your digital channels. Most importantly, speak from the heart and stick to your brand voice.
3 | Promote Your Loyalty Program
Loyalty programs are a great way to generate repeat business, and Millennials are loyal to a brand once they find one that resonates with their core values. So be sure that your team is always asking for a loyalty card or if patrons want to sign up for the program. You’ll find that your loyalty program will work better with Millennials if points can be redeemed online and not just on-location.
4 | Use “Original” Visuals
Whether online or on digital menu boards, Millennials love a good visual. But it needs to be authentic content and not just stock photography; Millennials can see through stock photography from 10 miles away! Brands that invest in and put out original content will see higher engagement levels with Millennials.
5 | Keep it Casual and Conversational
Millennials work hard on the clock so on their downtime, they like to relax and keep it casual. Online and in your restaurant, use a conversational approach with Millennials. Don’t force your messaging on Millennials, but instead engage in a two-way conversation with them. Millennials don’t trust brands that sound too corporate and generic and will respond much more to brands that are friendly and personable.
Millennials are a powerful group of consumers. They have driven change in the quick service restaurant industry unlike any other generation. Your brand will need to keep up with them on technology by investing in social media marketing, a great website, and conveniences such as online ordering and food delivery services. But more importantly, sharing your brand’s authentic story and values in a conversational way will attract this food-savvy generation.