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Make Room for the Empty Nesters

Even as they age, baby boomers will continue to influence restaurant trends.

For almost 60 years now, marketers of all kinds have been following the whims and mores of the largest, most educated, most affluent—and most fickle—group of consumers ever amassed—the Baby Boomers.

This generation has moved from hippies and yippies to yuppies and dinks (dual-income, no kids) to parents and homeowners. Now, the Boomers are amid change again as the leading edge of the generation begins to retire and the rest become empty nesters.

Empty-nest syndrome, defined as the anxiety that afflicts parents when their children pack off for college or a life of their own, is likely to be relatively short lived for most boomers. That’s because they are largely affluent, world-wise and convinced that although the years are passing, they will never grow old.

This trend has significant implications for the restaurant industry; indeed, some of the effects of Boomers-as-empty-nesters are already evident.

The conundrum for marketers, including restaurants, is that a lot of them want to advertise to attract young people, but the group that has the most disposable income is actually the baby boom.
For the restaurant industry, this will mean a greater focus on food variety, quality and the overall dining experience as opposed to convenience.

They are fickle indeed, but their eclectic tastes reflect their life experiences. They have traveled and thus been exposed to more types of cuisine. And many, if not most, grew up at a time when the restaurant industry was made up primarily of independents.

This group is also quite health conscious. Research shows that affluent empty nesters:

• Are more likely than the general population to avoid fried foods
• Order differently when given nutritional information
• Avoid high-fat foods
• Want restaurants to divulge more nutritional information, including calorie content

The bottom line: a varied, somewhat exotic menu—particularly if it’s Italian or Asian cuisine—coupled with fresh, healthy ingredients and an entertaining environment will go a long way toward attracting and keeping this consumer group as customers.

Excerpted from Restaurant Business’ MonkeyDish.com

 

Find the perfect recipe to attract Boomers:

• Sesame Chicken Turkey Tenderloin with a General Tso Sauce and Asian Rice
• Herbed Turkey Pesto Pizza
• Chicken Sushi Rolls
• Turkey Scampi over Basil Orzo