Knowing your target customer is a crucial part of marketing your restaurant to attract the right guests and drive traffic. From favourite menu items to preferred experiences to regular habits, each generation has distinct characteristics that operators should be aware of. Boomers (also known as Baby Boomers), born between 1946 and 1964, are no exception and getting to know what enhances their dining experience can help operators increase their visits.
Here are some stats that operators can use to attract more Boomers to the restaurant:
- While value is top-of-mind for most diners these days, only 24 per cent of Boomers say that price increases would significantly impact their interest in dining in, allowing operators some flexibility as inflation and supply chain disruption continue.
- Service matters, and Boomers like traditional interactions, with 53 per cent preferring to make purchases in person, and only six per cent use their digital devices to place a foodservice order.
- Although they often have a reputation for liking what’s familiar, 44 per cent of Boomers are willing to try something new when eating out, so adding menu innovation to tried-and-true favourites can be a way to keep this generation interested and coming back to the restaurant.
- Even with growing restaurant tech adoption, 38 per cent “don’t approve” of AI, but 47 per cent feel comfortable paying for their meals on a tablet, so adding features that are “too techy” or confusing may turn off older customers.
- Create a marketing strategy that targets Boomers where they are: 8 million Boomers are using Facebook; however, including reviews in your strategy is key, as 84 per cent would not choose a company with poor reviews.
- 62 per cent of Boomers are actively using restaurant loyalty apps, so offering value through loyalty may be a smart strategy for operators.
By 2030, nearly one-in-four Canadians will fall into the Boomer category, making them a large demographic (and potential revenue generator) for restaurants. Creating a strategy that focuses on value, experiences, combining technology with human interaction, and marketing to that demographic can help operators attract more Boomers to their restaurant.
