For years, restaurant operators have been advised to focus their efforts on courting patrons from the Baby Boomer and Millennial generations. But that leaves a yawning gap in the target market of people who like to eat. Media sites love the terms “baby boomer” and “millennial” because they drive web traffic, but that doesn’t mean we should neglect Gen X. Recently, The NPD Group released research that recommends paying more attention to Generation X.
WHY MARKET TO GEN X?
Consumers ranging in age from 36 to 52 make up the group known as Gen X. This demographic represents 20 percent of the population in the United States and 22 percent of all restaurant customers. The number of Gen Xers is almost the same as the number of consumers that fall into either one of the Baby Boomer and Millennial groups. With dual-income households, Gen-X members carry the same weight of wealth as Baby Boomers, so this makes them a very viable group that seems to be left behind in the restaurant marketplace.
APPEALING TO WHAT GEN X WANTS FROM RESTAURANTS
While Gen Xers have money to spend, they don’t have a lot of time to spend. This is a group that is more likely to have children at home and are constantly on the go. But when they do find time to dine, they see meals out as a treat. They are willing to pay more for quality, provided the food they are getting in return is of good value. They also want kid-friendly meals.
For these reasons, Samurai Sam’s® is in a good position for appealing to Generation X. By offering healthy food that tastes good and provides good value for its price with fast service, Samurai Sam’s is an appealing option for Gen X diners. Fast food may complement on-the-go lifestyles, but quick-service restaurants like Samurai Sam’s offer on-the-go diners healthier options.
Learn more about the benefits of purchasing a Samurai Sam’s franchise. With our training and support programs, we can help you appeal to the needs of this underserved demographic of Gen X-ers.
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