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Encourage Millennial spending with healthy fare, good deals, study says

Their biggest complaints, according to the research, are that restaurants are too expensive, that it's cheaper to eat at home and that they feel better about cooking at home because it's healthier and tastes better.

April 17, 2015

A recently released report by The NPD Group, a global information company, called Encouraging More Visits from Millennials found that for U.S. restaurants, Millennials represent about 14.5 billion visits and $96 billion in spending, accounting for 23 percent of total restaurant spend.

However, both visits and spending have declined for the group, the report said. Those more likely to have families, between ages 25 and 34, made 50 percent fewer visits per person over the last several years. Those 18 to 24 made 33 percent fewer visits per person, down $146 per person compared to the 2007 annual per capita of $1,240. Older Millennials’ spending is down $213 per person from a $1,369 annual per capita.

The generation's biggest concern with restaurants is how much they spend, especially those with children. Their biggest complaints, according to the research, are that restaurants are too expensive, that it's cheaper to eat at home and that they feel better about cooking at home because it's healthier and tastes better.

"Even with their cutbacks Millennials still make a lot of visits to restaurants and to encourage more visits, restaurant operators need to offer them a ‘good deal,’ which to Millennials means reasonable and affordable items that are of good quality and the right quantity," said Bonnie Riggs, NPD restaurant industry analyst. "They not only want to get their money’s worth, they want good food and service."