Food, Fueling the Millennial

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Food, Fueling the Millennial

• Adapting to the New Millennial Lifestyle

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Agenda

• Millennial Students who are they?
• Trends on Campus
• Conducting research
• Services
• Communicating to this Generation and Parents
• E-commerce
• Kiosks
• Pod casting
• Cell phones
• Facebook, MySpace

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What Defines a Millennial Student?

• Born between 1982 and 1997
• Largest, most ethnically diverse group in U.S.
  History
• Protected and sheltered by their Boomer Parents.
• Confident, Optimistic and conformist.
• Serious and Focused.
• Concerned about college during middle school.
• Committed to Community Service.
• Technologically-savvy communicators

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What Defines a Millennial Student?

• Children Age 6 Under
• 48 have used a computer
• 27 use a computer daily
• Spend 40 minutes/day reading/being read to
• By Age 21
• 10,000 hours on video games
• 200,000 e-mails
• 20,000 hours on TV
• 10,000 hours on cell phone
• Under 5,000 hours reading

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Conceptual Abilities

• Due to high threshold for multi-tasking, they are
  used to higher input/output
• Graphics oriented and see text as supporting
  visual material
• Learning Styles
• 51 visual
• 42 equally visual and verbal
• 8 verbal
• All research is done on Internet

Source Diane Oblinger, PhD
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Learning Styles contd

• Collaboration and Interaction are important
  teaching principles
• Believe faculty should make learning interactive
  experiential
• Want to learn real-world applications
• They prefer to mix on-line and face-to-face
  learning
• Faculty should encourage reflection
• Use of non-text media
• 8 out of 10 say its cool to be smart

Source Diane Oblinger, PhD
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Shaping the Market
Technology Is Playing A Major Role In The Total
Consumer Experience

• The Total Experience Product, Service, Locale
• Technology-Savvy Students
• Consumer Convenience Satisfaction Loyalty
• Nutrition Wellness Awareness
• Speed of Life Necessitating Speed of Service
• Value Product and Service and Information
• Ubiquity Of Service (Anytime / Anywhere / Anyway)
• In Some Cases, Service Self-Service

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Trends on Campus

• Expectation of Services
• Technology seen at home or in retail should be
  offered at school
• Desire to use technology they already own cell
  phones, laptops, palm pilots, etc
• Concierge services 4 star expectation of college
  
• Delays in response result in the perception that
  issues or needs are not valued.
• 24 hour access

Excerpt From Serving The Millennial Generation
Student Affairs For A New Generation by John
Wesley Lowery
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Collecting Research

• On-line surveys
• Chat rooms
• Focus groups
• Intercepts via palm pilots
• Touch screen kiosks
• Websites
• STAMATS and other external sources

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Collecting Research

• Chat room lingo
• A3
• anytime, anywhere, anyplace
• CWYL
• chat with you later
• RME
• rolling my eyes

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Loyalty Programs

• Consumer Expectations
• Immediate gratification
• Expect rebates, points, etc. for getting their
  dollars
• Implications
• Coupons no longer viable
• Reward programs are relevant
• Use of technology to further social causes
  Americas Second Harvest
• Small incentives can go along way in encouraging
  meal plan enrollment or other intended behavior

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Services Millennials Expect

• Credit/debit cards for dining services/vending
• 24 hour access
• Information on-line
• Gift cards
• Kiosk ordering
• Nutrition kiosks
• Web food
• Delivery
• Cell phone ordering/TXT MSG

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Emerging Technology

• Twitter facebook for cell phones
• Biometrics fingerprint technology
• Cell phone platform in Europe and Japan
• Cell phones becoming mini laptops
• NFC payment system
• Security and Privacy are still largest concern

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Communicating to this Generation

• Grassroots Communication
• Respond to humor, irony and the unvarnished truth
• Want practical info
• Bring the message to where they congregate and to
  the Internet, cable TV, etc.
• Let them discover brands in unexpected places
• Implications for the University
• Simple messages tied to incentives
• Technology Well-designed web pages instant
  messaging, email, online surveys, pod casting
• Easy-to-read, bold signage beyond the four walls
  of the location

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Communicating with Millennial Parents

• Not as technologically proficient as students
• Helicopter syndrome
• Invite parents to participate in campus life via
• Parent pages on your website
• Special Newsletters
• Targeted emails
• Invitations to special events
• Create cross-over communications that speak to
  both parents and students
• Materials should help refresh and relive their
  connection to the college

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Food, Fueling the Millennial

• Adapting to the New Millennial Lifestyle