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Restaurants in the Baby Boomer Style Companies in the food service industry, which is particularly driven by the baby boomers, must understand this target market to get ahead. As busy people with a taste for the good life, baby boomers especially appreciate value and versatility. With most baby boomers only now reaching the apex of their careers and earnings, the spending power of this generation makes them more relevant to business and industry than ever. High levels of disposable income means the baby boomer target market accounts for an especially large proportion of luxury spending, including eating out. Put simply, bars and restaurants need to appeal to this super-powerful demographic, since other target markets are unlikely to sustain them adequately. To do this, the baby boomer target market must be broadly understood. While their tastes are mature and often sophisticated, boomers want different things from their parents. The boomer target market has more connection to younger generations than older. And, though family-focused, baby boomers maintain hectic schedules encompassing any combination of work, community involvement, childcare, babysitting for grandchildren and looking after aging parents. Their love of convenience makes sense, as does their eye for value: the baby boomer target market likes to spend, but many have grown cautious about budgeting since the stock market hit its dip and Social Security hangs in the balance. A fancy offering at the right price has the baby boomer target market written all over it. Restaurant operators will find their baby boomer target market embraces variety in all things. A restaurant that offers more choices on menus, in seating arrangements, in take-out versus eat-in, and in other areas, has the edge when it comes to drawing a bumper boomer crowd. The Cheesecake Factory, for example, has achieved outstanding growth on the back of its 200-item menu and 50-item list of desserts. Large establishments may offer multiple rooms, each with a distinctly different atmosphere; smaller ones may provide, for example, outdoor and indoor seating. Versatility also manifests itself in attitude: contemporary décor that welcomes casual and dressy clientele alike suits the boomer target market's penchant for convenience and spontaneity. This means establishments successful with the boomer target market will generally open their doors wide to families, professionals and quiet couples or quartets of mature clientele alike. Managers must draw a fine line, however, to maintain a peaceful, pleasant atmosphere and respect clients' personal space. Training staff to deal with disturbances in a friendly and diplomatic manner may be all that's required. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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