Fuelling the Millennials

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Fuelling the Millennials

• How they want to eat

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Chartwells has developed and established a unique
relationship with generational experts, William
Strauss and Neil Howe. For the past several
years, their detailed research has
provided Chartwells with keen insight into the
needs of the Millennials and has aided in the
development of a leading dining solution
for college students that is a true, generational
brand.
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GENERATIONS

• Silent 1925 - 1942 Boomers 1943 -
  1960
• Gen X 1961 - 1981
• Millennial 1982 - 2005
• Homelanders 2006 -

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Core Traits of the Millennials

• 1. Special
• 2. Sheltered
• 3. Confident
• 4. Team-oriented
• 5. Conventional
• 6. Pressured
• 7. Achieving

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Research Found

• Facility Fatigue
• Tunnel Vision
• Predictable Menus
• Menu Cycles
• Dining Hall Stigma
• Mass Mentality
• One-Dimensional Entrée Selection
• Lack of Customization

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Millennial Influences
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The Current Restaurant Design

• Open-style kitchens
• Focus on the Chef as a skilled professional in a
  position of respect
• Unique food preparation styles
• Inviting atmospheres
• Beautiful architecture
• Pleasant Music
• Soft and flexible seating

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Millennial Influences - Retail
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Current Retail Focus

• Customer Oriented
• Low associate turn-over
• Well developed training programs
• Constant research and evaluation

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Gen X parents have higher expectations than
Boomer parents regarding their childs food
options
How important is it that your child has the
following as part of his/her college experience?
( Critically Important / Important)
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Gen X parents have higher expectations than
Boomer parents regarding technology,
customization and variety of ethnic foods
How important is it that your child has the
following as part of his/her college experience?
( Critically Important / Important)
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Students equally rank convenience, price, quality
and nutrition of on campus as the most important
How important is it to you that the following are
part of your college experience ?
( Critically Important / Important)
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In addition to freshness, quality and variety,
students also want technology and customization
at their dining facilities
How important is it to you that the following are
part of your college experience ?
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Response to Core Traits

• Special
• Students want a foodservice that is unique and of
  high quality
• Sheltered
• Students expect their food to be nutritious and
  wholesome
• Confident
• Made-to-order and self-service options

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Response to Core Traits (cont)

• Conventional
• Associate training focused on the delivery of
  exceptional customer service
• Team Oriented
• Dining spaces that promote opportunities to build
  relationships in a Team environment
• Pressured
• A relaxing place to unwind

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Response to Core Traits (cont)

• Achieving
• Food that is of the highest quality in freshness
  and taste

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Fun Facts About Millennial

• Influence over 170 billion in spending power per
  year
• 1 out of every 5 household dollars is spent on or
  by a Millennial
• 85 of all Millennials are brand loyal
• Comprise 35.5 of nations racial diversity
• 92 place a high value on volunteer work
• 84 college attendance in 2002 alone
• 81 view a high paying job as their main life
  goal
• 8 out of 10 think its cool to be smart
• According to a Gallup Poll, over 90 are
  extremely close to their parents