Future of Fast Food

The future of...
Fast food for Urban Millennials
Maryellis Bunn & Patricia Schoenbach

Maryellis Bunn & Patricia Schoenbach Analyzing Trends Fall 2012

Economy
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Government Forces


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Millennials are tech-savvy multi-taskers... on the go..mobile
“Millennials switch their attention between media platform 27 timers per hour
on average” 1
“72% of consumers aged 20-40 in the US and UK use mobile devices while in-store
to compare prices” 2

“Not afraid to purchase food online and to look outside of the traditional grocery
store to find what they want” 3 - Forbes

“85% of mobile consumers use their phone while shopping in-store” 4


Examples:

Mayor Bloomberg large soda ban

Mandating fast food establishments to display calorie
information

“Pinkberry’s signature product, Swirly Goodness®,
ran afoul of the law in California for marketing itself as
all-natural yogurt. California asserted that it was neither
all-natural (indeed, it has artificial colors and flavors)
nor yogurt, which according to that state’s laws must be
made from milk fermented with particular bacteria and
mixed offsite” 5

GOVERNMENT REGULATIONS


ECONOMY

Economy
“Research shows in the year ending July 2012, millennials
ate out 203 times annually — 49 times or 19 percent less
than they did in the year ending July 2007, according to the
NPD Group” 6

“60% (Millennials) feel their generation is being dealt an unfair
blow because of the recession” 7

“Millennials still prefer cheaper food, and want it to be
convenient. But they are also more willing to pay for fresh
and healthy food, and are willing to go to great lengths to
find it.” 8 - Forbes


Economy
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Government
Main Trends

PORTABILITY

Kobe Beef Frank Lollipops Jamba Juice to go food

Via pintrest package design

Campbell’s GO

Honey Pax
McDonalds McBites Justin’s

Snacking
Bite Size
On the go
Innovative packaging
Food as an accessory
Extension of personal style
Sabra hummus and pretzel pack


LOW LUX

Trader Joe’s

Starbucks Verismo

Populence NYC

Populence NYC

Iconic Hand Rolls NYC

Gourmet expectations
Affordable
More for less
Price awareness
Available 24/7
Missoni and Coca-Cola Wolfgang Puck Frozen food


TRANSPARENCY

McDonald’s Transparency campaign

Domino’s pizza Honest Tea

Need to PROVE your brands
Authenticity Ben and Jerry’s Fairtrade

Local
Fair trade
Ingredient sourcing
Brand morals
Product life cycle Prop 37


ENERGY
Ostrich Pillow by Kawamura-Ganjavian

Protein
Health
Added benefits
Raw
Sleep
Green

Organic Avenue juice cleanse
Kusmi Detox Tea

Starbucks Refreshers

Argo Retail Tea

Instagram post #energy

Chobani Yogurt store NYC Mate Shot
Social Cleanse


ORTAB

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Economy

NS RA
ILITY

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Government

OW LUX
L

PEPSICO
Worlds second largest food
and beverage business
Global Head Quarters
Purchase, NY
1893 Brad’s Drinks
1898 Introduced as Pepsi-Cola
PepsiCo Develops World’s First 100 Percent 1961 Pepsi
PlantBased, Renewably Sourced PET Bottle


INSIGHT

Millennials food consumption is a moving target, both literally and figuratively.

Food Brands that want to connect with this demographic need to:

Save them money. When Millennials walk into grocery stores, restaurants, fast food chains, and delis they
are looking for the best quality at the most affordable price. Brands need to keep quality high while keeping
cost down, in order to secure the a Millennials purchase.
If a brand can offer deals where they “get more for less”, the company’s product is more likely to be
purchased.

Save them time. Urban Millennials live busy and hectic lives. They are on the go and constantly connected
to their mobile devices. Brands not only need to insure that their products are portable, but implement
services to save customers time. Such as mobile apps for ordering, virtual shopping, etc.

Give them freedom. Millennials are more likely to buy a product when it correlates to their own taste.
When Millennials have the opportunity to make choices and personalize or interact with a product, they are
most likely to return.


INSIGHT

Make it fun. If you want Millennials to talk, post, share, and “like” your product you need to give them
something to talk about it. Make your product fun and exciting .

Make it personal and unique. Millennials are more likely to take advantage of a product when it con-
nects to their personality and lifestyle. Through the research of past purchases, brands can partner with
retailers to attract Millennials’ attention and distribute tailored messages via apps and social media site.
This will increase brand awareness.

Make it different. Millennials are early adopters, risk takers, and adventurous individuals. They are
curious and motivated to try products and flavors they are unfamiliar with. The more exotic and extreme
the better.

Make it multichannel.
The routes to product purchases are shattered. Millennials consume food via different distribution chan-
nels. Brands have to take advantage of attracting Millennials by linking online and offline channels.


THANK YOU!


Sources

1. “Study: Young Consumers Switch Media 27 Times An Hour.” Accenture. N.p., n.d. Web. 09 Dec. 2012.

2. “Accenture Newsroom: With Mobile Devices in Hand, Consumers Visit Stores to Compare Prices But Nearly Half Make
Their Final Purchases Online, Accenture Survey Shows.” Accenture Newsroom: With Mobile Devices in Hand, Consumers
Visit Stores to Compare Prices But Nearly Half Make Their Final Purchases Online, Accenture Survey Shows. N.p., 19 Nov.
2012. Web. 09 Dec. 2012.

3. Hoffman, Beth. “How ‘Millennials’ Are Changing Food as We Know It.” Forbes. Forbes Magazine, 04 Sept. 2012. Web. 09
Dec. 2012.

4. “Eight Studies That Reveal How Shoppers Use Smartphones In-store.” Econsultancy. N.p., 05 Dec. 2012. Web. 09 Dec.
2012.

5. Vesley, Kim. “The New York Observer GA_googleFillSlot( “Obs_Article_Bookend_Top_right” );.” Observer The Food That
Ate Manhattan The Implacable Rise of Frozen Yogurt Leaves UsCold Comments. N.p., n.d. Web. 09 Dec. 2012.

6. “Economy Stinks for Many, but It’s Crushing Millennials.” Life Inc. N.p., 12 Nov. 2012. Web. 09 Dec. 2012.

7. “Recession Generation? Young Adults Brace for Simpler Lifestyle - USATODAY.com.” Recession Generation? Young Adults
Brace for Simpler Lifestyle - USATODAY.com. N.p., n.d. Web. 09 Dec. 2012.

8. Hoffman, Beth. “How ‘Millennials’ Are Changing Food as We Know It.” Forbes. Forbes Magazine, 04 Sept. 2012. Web. 09
Dec. 2012.


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