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Restaurants of all sizes and types are trying to tap into the millennial mindset in order to appeal to the influential demographic. Connecting with these tech-savvy, food-loving consumers is key to attracting their business and earning their brand loyalty, chain restaurant chefs said during a panel discussion Sunday at the National Restaurant Association Show.
“It’s really about that connectivity and making a connection with our brand and our guests … they want to feel that connection all throughout their choice,” said Heidi Curry, senior manager of global R&D for bakery at Dunkin’ Brands.
Eateries can foster a connection with millennial consumers in a variety of ways, both in the restaurant and before and after a customer comes in to dine.
Being active on social media and having an engaging, dynamic web presence can go a long way toward reaching millennial consumers, who are interested in brands’ backstories and hearing about why brands and products align with their lifestyle.
Dunkin’ Brands uses its blog, Behind the Beans, to share stories and recipes that encourage consumers to interact with the brand outside of the store. On its Hut Life blog, Pizza Hut publishes profiles of team members and news about restaurant technology.
Dominique Vitry, director of research and development for Pizza Hut parent Yum! Brands said the blog helps the brand maintain a conversation with its millennial consumers.
“I would say the great thing about this young consumer is they don’t take anything for granted. They fully believe that if they think it, it can happen, and if they don’t like the way something is done today they are vocal about it and they expect who they are communicating with to listen,” she said.
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