The Millenials are people born between 1980 and 2000. I discovered this new (to me)demographic distinction while reading a trade magazine. The story informed me that Millenials visit restaurants 40 percent more than Baby Boomers, and restaurants need to recognize and respond to "the passing of the torch to the Millenials." There are about 75 million of them.
The article proceeds to advise that restaurateurs should do a self exam, asking if Millenials relate to the brand, how often are they attracted, how can the brand be modified to attract them without alienating others, and my favorite "What do you stand for, and will Millenials believe in it?"Now, all of you Baby Boomers, Gen X'ers, Gen Y'ers, Me Generation, and anybody who's still around from the Pepsi Generation, don't go jumping off overpasses or cliffs or whatever's handy, some of you may make the cutoff for this new Millenial thing (except the BB's and the buzzards from the Pepsi Generation, taste that beats the others cold Pepsi pours it on, you're so screwed), worrying that you're gonna be ignored while the whole world targets its marketing machines on the Millenials to kiss their apparently highly desirable econmonic asses.
This group contains people between 8 and 28, or 29, or whatever. What the hell do they have in common? Some of 'em are kids, some of 'em already HAVE kids. The idea of "do they believe in what you stand for" is simply bullshit. Do you have what they (or anybody else with two nickels to rub together) want, and can you deliver it consistently in a manner that makes them happy? Bingo, you win.
Millenials visit restaurants 40 percent more than BB's. I must ask for a definition of "restaurant". Any crapshack that serves consumables qualifies as a restaurant. Coffee bars, McDonalds, every place with a deep fryer and a heat lamp is defined as a restaurant, and The Young Millenials (sounds like a mini-series, or a soap opera) are being fed by Mommy & Daddy's cash, and The Old Millenials (this could be the name of an Octoberfest band) are running like crazy trying to make some cash, so they're grabbing and going. The point of my testy response here is that this age group has been doing this forever, and the new title isn't a revolutionary insight into abherrent or changed behavior.
So stand down, turn off the alarms, everyone back to their comfortable, familiar demographic group and resume eating, spending and as you were. The invasion of the Millenials has failed.
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Postscript:
Here's a hint, in case you missed yesterday's subtle clues, as to the identity of the real "America's Team".
