New research has shown that millennials are the most likely age group (18%) to plan increased spending on eating out in 2016 compared with the previous year and remain the most loyal consumer group.
The findings by marketing and loyalty analytics company Aimia found that over half (52%) of 18 to 24-year-olds said they are loyal to restaurants and food and drink establishments, however that is down from 62% in December.
When asked to rate from 1 to 10 how loyal people feel towards restaurants and food and drink establishments, where 1 means no loyalty and 10 means extremely loyal, 52% of millennials answered 7 –10. This is significantly higher than the 34% of 45-54 year olds who said the same.
The research also found the percentage of 18 to 24-year-olds who are members of a restaurant or coffee shop loyalty scheme fell from 31% in December to 26%. That compares with 16% of 45 to 54-year-olds, with the figure up 1% from December
.Only a quarter (26%) of 18 to 24-year-olds opt to entertain at home instead of going out. More than half of millennials (51%) said they would share personal information so that companies could send them relevant offers and discounts – up from 48% in the last quarter.
Subway was the most popular loyalty scheme among millennials at 58% – up 10% from December – with Whitbread-owned Costa Coffee at 54% (59% in December), Nando’s 46% (49% in December), Caffe Nero 35%, and Starbucks 46%.
Jan-Pieter Lips, president, Europe, Middle East and Africa at Aimia, said: “Millennials are a key market segment for restaurants. Our research shows they are willing to share their information with restaurants in return for offers and rewards, which are tailored to their preferences and habits. This will strengthen restaurants’ long-term relationships with millennials, enabling brands to benefit from this captive audience. At the same time, our data shows the opportunity for restaurants to engage with older generations is as yet under-utilised.”
