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
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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