As Millennials are coming of age, restaurants must market a bit differently to reach these younger consumers. The group of young adults, those born between 1980 and 2000, have more expendable income than many other age groups and often spend that money eating out, said Jeff Fromm, executive vice president at Barkley in Kansas City, Mo., and co-author of "Marketing To Millennials: Reach The Largest and Most Influential Generation of Consumers Ever."
Motivating Millennials is easier than one might expect, Fromm said. These consumers simply want to create their own experiences and share what they did with their peers.
"If you give them something shareworthy, they're gonna spread the word about you, not because they love your brand but because of how it makes them feel about them. Shareworthy is all about 'me,'" he said.
Check out our interview with Fromm in NYC at the NRF's Big Show.
Cherryh Butler /
Cherryh Butler has been a reporter and editor for nearly 15 years, writing on a variety of topics, ranging from the restaurant industry to business and health and fitness news. Before joining Networld Media Group as managing editor of Food/Retail Publications, she was content specialist at Barkley ad agency in Kansas City and has served as editor for several publications. She's also written for several daily newspapers, magazines and websites, including Forbes, The Kansas City Star and American Fitness magazine. www