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If you are under 35 and have recently eaten at a restaurant, chances are you were asked a specific group for help making your choice.
Choosing a place to eat is not easy for anyone, regardless of generation or geography. And, perhaps unsurprisingly, half of Americans look to recommendations from friends and family when making big decisions. Maybe that's partly down to who we eat and how we eat: those closest to us know us best. But the impact of offline word of mouth and chat from the consumer's own social media environment is different.
Stat #1: When choosing a restaurant, Gen Z and Millennials are 99 percent more likely to rely on social media and online reviews than Gen Xs and Boomers.
When choosing a restaurant, Gen Z and Millennials are 99 percent more likely to rely on social media and online reviews than Gen Xs and Boomers. #ChatterMatters Click to post a Tweet
As we discovered in Chatter Matters, 2018 word of mouth report , millennials are 99 % more likely to rely on their friends and family than older generations when choosing a restaurant. Equally surprising to younger consumers is the impact advertising has on their decision-making: 33% of Gen Z say advertising makes them often (or always) try new things, compared to with 21% of Americans as a whole.
Statistics #2: 33% of Generation Z say advertising makes them often (or always) try new things, compared to 21% of all Americans.
33% of Generation Z say advertising makes them often (or always) try new things, compared with 21% of all Americans. #ChatterMatters Click to post a Tweet
Are younger consumers being driven by trends or approaching their dining decisions with more enthusiasm than older generations?
It may be related to the eating BEHAVIOR of the younger generations. A recent study by Piper Jaffray discovered that Chick-fil-A was the favorite restaurant of teenagers, even Starbucks. And, in the same study, they also found that food is the #1 driver of teen spending.
Statistics #3: Chick-fil-A is teenagers' favorite restaurant, topping even Starbucks.
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Starbucks is particularly good at creating short-term demand for products. Mind Unicorn Frappucino theirs? If unicorns aren't your thing, so what Zombie Frappucino so what?
There have been reports during Unicorn Frappucino parties of Starbucks bartenders coming home with unicorn dust in their hair and near-permanent grimaces on their faces.
It is possible that the lower average purchase price for most young consumers during their dining experience affects how they end up eating and choosing where to eat. It's not a $65 per person bonus; it's a chicken sandwich or a drink that acts like a sugar bomb.
Want to learn more about the impact of word of mouth marketing on U.S. collective purchasing decisions? See full report Ours is free.
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