When it comes to millennials and dining out (as well as their attitudes around food and nutrition), becoming a parent can change everything. GenerationWhy, an unprecedented consumer research study commissioned by the Corn Refiners Association, examined the differences between four distinct millennial consumer segments and found that millennial parents have different concerns than non-parents when choosing restaurants and perusing menus.
Some millennials with children sacrifice taste to give their kids healthier dining options, while others put taste and experience above value when dining out.
Millennials in one segment are more likely to visit quick-service restaurants (QSRs) if they have kids. For another segment, having kids makes them less likely to visit restaurants of all types.
For one segment, an enjoyable experience is absolutely critical when it comes to choosing a restaurant — more important than value and almost as important as taste!
Download the e-book to find out how some millennial diners view your restaurant through the lens of parenthood. The latest findings might surprise you.
Respondents for the quantitative survey phase of the study were provided by Ipsos. Millennial participants in the qualitative phase were sourced through BuzzFeed.