Saddled with student loans, stuck in low-wage jobs, supremely geeked out and still living with their parents — millennials, at least as they are painted by the headlines, don’t appear to be the best prospects for restaurateurs. But look beyond the stereotypes and it’s clear that millennials, who were born between 1979 and 2000, love to eat out. They're dedicated foodies who eat in restaurants nearly 10 times per month — significantly more than Gen Xers or boomers. They currently account for 22 to 24 percent of restaurant spending in the US, and they are expected to account for 40 percent by 2020. 
Millennial journalist and author Eve Turow argues that the circumstances and characteristics of her tech-obsessed, ethnically diverse and highly educated generation make her cohort more likely to love food and dine out often. In an interview about her recently released book, A Taste of Generation Yum: How the Millennial Generation’s Love for Organic Fare, Celebrity Chefs, and Microbrews Will Make or Break the Future of Food, Turow suggests a few reasons why her generation has fallen in love with food. The first is “sensory deprivation.” Isolated in front of screens all day, young people crave something they can smell and taste. They also crave the sense of community in shared public spaces such as cafes and restaurants.
But how does the passion for restaurants jibe with millennials’ economic reality? “There is this kind of bizarre balance within the generation,” Turow says, “because on the one hand, we’re broke . . . But . . . we have this taste for arugula and prosciutto.” Food also offers millennials, who are on track to become the most educated generation in history, the chance to send social signals that indicate knowledge and income.
Five approaches to win over millennials
If the surest path to the millennial’s heart is through his or her stomach, what should a restaurateur offer up? Here are five must-haves to woo millennials.
- Technology. Millennials themselves identify their use of technology as the distinguishing feature of their generation. Offering fast and free Wi-Fi is essential, particularly for a café or casual restaurant. Many establishments are experimenting with downloadable menus that allow the diner to order from a phone or tablet. Restaurant reservation technology is changing, too—now some elite restaurants are using online software to sell prepaid tickets.
- Community. Millennials see restaurants as “a place to gather,” according to Sara Monnette, director of consumer research at Technomic, so the restaurant space itself is extremely important. Because 30 percent of millennials live with their parents, restaurants are their primary venue for socializing with friends. Millennials are also interested in meeting new people when dining out, and 55 percent prefer communal tables at restaurants.
- Diversity. The most ethnically diverse generation in U.S. history, millennials are looking for adventure and variety when they dine out. According to research from Mintel, 72 percent of millennials would like to experience more new flavors when dining at restaurants. millennials are leading America’s growing love for spicy foods; in fact, a recent trend report ranked Sriracha as the generation’s go-to condiment.
- Transparency. Millennials are twice as likely as baby boomers and 9 percent more likely than Gen Xers to purchase food that is "certified organic,” but McDonalds is the restaurant they visit most often. In other words, there’s a gap between what they aspire to do and what they actually do. One thing is clear: They want to know what they’re eating, how it was produced and where it came from. According to Restaurant Labs, 80 percent of millennials say they want to know more about how their food is grown.
- Customization. Digital natives who grew up participating in media rather than consuming it, millennials want to participate in the making of their meals. They love customizing foods using adds-ons or mix-ins — just look at the popularity of Chipotle. Starbucks alone offers over 80,000 possible drink combinations; for young people who grew up with the understanding that it takes minutes rather than seconds to order coffee, it’s no surprise that one size will not fit all.
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