Bakers Journal

Mature customers seek to satisfy cravings at restaurants

August 3, 2023
By Bakers Journal

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.


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