Millennials, or Generation Y, are simply defined as persons born in the 1980s and 1990s. Their economic impact, however, is not so simple. Millennials are turning out to be the core demographic for many different companies across many different industries. They are the ultimate trendsetter, and companies are frequently tweaking business ventures and advertising campaigns to appeal to this generation.
As a Millennial myself, I connect best with companies that promote values I like to live by. If a company promotes values like engagement, recognition, and high-quality, I will more likely give its services or products a try.
Now, let’s talk about food.
Why, you may ask? Because who doesn’t love eating? And if Millennials can eat at a restaurant or shop at a grocery store that represents their underlying values, then it’s a win-win for both customer and corporation. More and more, the food industry is changing its business methods specifically for Millennials, and catering their products to fit their needs and wants.
Let’s take a look at three companies who have found success with the Millennial generation.
Chipotle Mexican Grill (CMG – Analyst Report)
Image via: Forbes
The groundbreaking success of fine-casual restaurant Chipotle comes from their consistent emphasis on a narrative built upon the ideas of freshness and integrity, making these two themes cornerstones of their marketing efforts.
The entire experience at Chipotle screams “FRESH!” You watch your Burrito or Burrito Bowl come to life right in front of you, and you witness the ingredients being prepared, getting chopped or grilled or mixed together. There are no questions about how your order is cooked, as Chipotle encourages customer engagement in every made-to-order meal; only a glass partition separates you from the staff member making your food.
Chipotle is also known for their “Food with Integrity” philosophy, an approach to business that highlights traits like unprocessed, seasonal, family-farmed, sustainable, nutritious, naturally raised, added hormone free, organic, and artisanal.
