Mature customers seek to satisfy cravings at restaurants

When mature consumers, born in 1945 or earlier, were asked to describe their primary reason for patronizing a restaurant, the needs to satisfy a craving and connect with others were top priorities, research firm Technomic reports.

This generation also seeks simpler, more familiar meals they know they’ll enjoy over having novel experiences.

Chart: Technomic

Further, menu quality attributes influence mature customers’ restaurant patronage. Operators who promote wholesome ingredients and other health-focused attributes have a better chance of attracting these older diners.

Beyond novel experiences, other attributes that are less of a restaurant driver for matures customers include convenience-focused speedy service and value-minded lower-priced options.