Millennials and Mealtimes: Mobile Apps Reveal Shocking News

One of the greatest things about mobile payment systems is that they not only provide a ready means to make payments for goods and services but also a way to find out more about a customer base. This is very much present in mobile payments for quick-service restaurants, and what mobile payments information has revealed about millennials will open some eyes.

The latest word about millennials and food service is that millennials want what they want, and when they want it. Though it sounds more like character flaw indictment than market study, millennials expect to be able to grab food whenever they find themselves hungry, not whenever the restaurant is open.

While millennials are cost-conscious, like most any younger working folks who may have started families recently, they’re also the type to put a premium on the overall experience. It’s not just a matter of cost, but how the food tastes, how it’s presented, and the environment in which it’s presented.

Millennials being millennials, however, there’s also a focus on the app. Mobile apps are proving a major part of the overall dining experience, and a DMI Research study found that 63 percent of respondents have at least one quick service restaurant app on their phones. Moreover, 73 percent have actually used an app within a quick serve, and 35 percent are “regular” users of such tools.

Already some restaurants have found this true and correct: Moe’s Southwest Grill saw itself as a leader in both app and millennial service, while Domino’s was a close second. This isn’t always the case, however, as both Panera Bread and Five Guys saw their apps highly rated, but were more favored among the Gen X market than the millennial market. The converse is also true; both Buffalo Wild Wings and 7-Eleven were considered underperforming apps but had plenty of millennial visitors.

However, there’s a clear takeaway from all this: shore up the app and the experience to have the best chance at pulling millennial interest. While it’s not guaranteed, it’s the cost of admission to even try and land the massive millennial market. Millennials are eager for not only tasty food but also a worthwhile eating experience. Businesses that provide it, meanwhile, are most likely to come out ahead.