America’s 76
million boomers, born 1946-64, were responsible for 23 billion restaurant
visits in 2012, accounting for $172 billion in sales, according to market
research company the NPD Group. By sheer number, boomers have always played an
important role in the economy. But in 2012, consumers in the 48-64 age bracket
also spent more per capita than their younger counterparts, according to a
recent NPD study.
Predominantly empty-nesters with
disposable income, baby boomers have the means and the freedom to dine out.
“Yet, this is a group of people who feel neglected,” says Bonnie Riggs, the NPD
industry analyst who authored the report. “Restaurant operators have not paid
enough attention to their wants and needs.” Here are some ways to reach out to
this large and pivotal group.
Create a comfort zone
● Keep the decibels down. Help
boomers enjoy their dinner conversation by turning the background music
down a notch and using design elements and materials like carpeting that reduce
ambient noise.
● Shine some light on the
situation. Use appropriate lighting so that aging boomers can easily read
the menu and enjoy their meals, says Matt Thornhill, founder of the Boomer
Project, a research and consulting agency based in Richmond, Va., that focuses
on baby boomers. “It doesn’t need to be bright lighting; install task
lighting,” says Thornhill, who co-authored Boomer Consumer: Ten New Rules
for Marketing to America’s Largest, Wealthiest and Most Influential Group.
● Improve menu readability.
Make sure that the fonts and color combinations allow for easy reading, says
Thornhill.
● Pull up a comfy chair. In
the NPD survey, boomers noted that they look for comfortable restaurant
seating, along with better lighting and less noise.
● Give service with a smile.
“Boomers really want the people serving
them to be polite and friendly,” says Riggs.
● Make it fun. Explore ways to
make dining out entertaining, whether it be an open kitchen or
a chef’s table. “This generation is used to going out to dinner as
entertainment,” says Thornhill. “They see themselves a hip, cool and relevant.”
Riggs adds “boomers want to stay active and be forever young.”
● Strive for a balance. While
boomers are an important segment, don’t overlook the younger crowd. “They’ll
come in later and spend more at the bar,” says Thornhill. “Don’t shoot yourself
in the right foot or the left foot.”
Put options on the menu
● Offer smaller portions.
“As people get older, the reality is they need less food,” says Thornhill.
Boomers report they’re eating more, but smaller, restaurant meals, according to
NPD.
●Highlight heart-healthy options.
Health-conscious boomers seek low-fat, well- balanced meals, says Riggs.
Highlight freshly prepared foods with healthy cooking styles, like broiling and
grilling.
● Provide opportunities to
indulge. While boomers report that they want healthy options, many of them
also use restaurant visits to indulge, says Riggs, noting that burgers and
fries are among their favorites at quickservice restaurants.
● Provide promotional offers Create frequent-diner programs.
“Boomers want to be rewarded for their loyalty,” says Riggs. For example,
Panera Bread introduced a loyalty program with a twist a couple years ago. The
MyPanera program rewards members with surprises like invitations to special
events, previews and tastings, and complimentary or discounted bakery-cafe menu
items.
● Give them a deal. Boomers
are looking for coupons and discounts, says Riggs. Daily specials
and combo-meals are also attractive to this group.
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