You can always find an article on millennials. Considering that their generation and the generations after are so shaped by social media, it makes sense that they’re one of the hottest topics regarding advertising. So, what does Samurai Sam’s® have to do with millennials?

A millennial is defined as a person reaching adulthood in the early 21st century. Demographers use the 80s as starting birth years and 90s to 2000s as ending birth years (anyone born after 2000 is referred to as Generation Z). It was in their generation that the term “foodie” first popped up in New York Magazine in 1980. Today, no one bats an eye at a 20-something taking a picture of their meal before eating it—a food selfie.

What do Millennials Like to Eat?

The term millennial has been run into the ground and, therefore, many millennials are rightfully tired of being grouped together. There does seem to be a trend in their taste buds, though. 40% of millennials like to try unfamiliar ethnic foods, compared to only 34% and 32% of Generation X and Baby Boomers. In fact, four out of five millennials say they enjoy experimenting with foreign products. Just 57% of those born between 1925 and 1945 agree. Diversity is a marker of this generation, something millennials take pride in.

Why is Trying New Food Important to Millennials?

If you look at a millennial’s Instagram® feed, you may notice a pattern: travel destinations. CNBC reported that 47% of people between the ages of 18 and 34 would rather spend money travelling than buying a home. Study abroad is in higher numbers than any previous generation. Growing up with social media, millennials understand how much of the world there is to see, and therefore, how much there is to taste. Due to travelling costs and a college debt no other generation has faced, millennials seek foreign flavors nearby.

Conclusion? If millennials can’t afford to try cuisine in Japan, investing in a Samurai Sam’s can help them have a taste of it here.

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