I
eat out all the freaking time! Every week I hit the grocery store and buy a
cart-full of groceries only to watch them collect dust in my cabinets or wither away in the fridge as I
neglect them and opt for takeout or dinning out. Whatever happened to cooking and eating in?
Something
happened somewhere along the lines – a home cooked meal lost its value. Why? I don’t know. I appreciate a home cooked meal
over all other meals - I dont care how fancy or elaborate it is. I would exchange Bobby Flay’s prime rib for a home
cooked stew any day. When someone invites me
over, I pray that they will take some time to make something rather than order
in – which seems to be the new norm.
Nothing says I love you, thank you, I value you, I thought of you and I
appreciate you more than a home cooked meal.
With this in mind check out this wonderful article “Why Am I Dining Out So Often?” published in the New York Times by ERIC NAGOURNEY.
They were counting us out. They figured it was the millennials who were going to come in and save their bacon. But at the end of the day who’s filling up the booths at T.G.I. Fridays? Who’s getting the Lumberjack Slam breakfast at Denny’s? Who’s dialing up for pizza because, really, who feels like cooking tonight?
Baby boomers, that’s who.
A recent study by a market research company, the NPD
Group, found that over the last five years, restaurant visits by boomers and older
Americans have grown steadily, while those by millennials (basically people
under 30) have declined.
It wasn’t supposed to be this way.
Bonnie Riggs, NPD’s restaurant industry
analyst, said the assumption had been that baby boomers would follow traditional
patterns and spend less on dining out as they got older. “So even though there
are a lot of them,” she said, “they were not going to provide the support to
the industry that they had when they were younger. Well, lo and behold, that
turned out not to be true.”
We’ll get to why that might be in a moment,
but first a word of reassurance for our millennial friends: we are not trying
to pick a fight. We know it has been a tough week for you. Just the other day,
the folks at the Institute of Politics at Harvard put out a report describing you as disillusioned with
major institutions and turned off by politicians. If you feel like just staying
home and eating ramen, we understand.
But we’re heading out! Cause that’s what we
boomers do.
In fact, that might help explain why older
Americans now are hitting restaurants at an age when many people before them
were slowing down. “The baby boomers, not surprisingly, are America’s
most-experienced restaurant generation,” said Hudson Riehle, a senior vice
president at the National Restaurant Association. (They also
helped fuel the take-out food market, so the next time you see a pizza truck bearing down on you, thank a
boomer.)
Simple economics also plays a role. Many
boomers are retiring later than people did in generations before them, giving
them more disposable income. And they are also likely to be earning more than
younger people, many of whom have been especially hard hit by the economic
downturn.
But some if it comes down to attitude. “The
boomers happen to be very different than their predecessors,” Ms. Riggs said.
“They act younger. They eat younger. They want to live forever.”
That seems unlikely to happen. In fact,
restaurant owners who want to keep boomers’ business will have to think about
things like readable menus for aging eyes and reduced ambient noise for aging
ears, experts say. They will also need to make sure the furniture is
comfortable. And a restaurant association study suggests that they may need to
tread carefully when it comes to restaurant features that appeal to younger
people, like electronic ordering systems at tables.
The NPD study found that boomers and older
people have increased their share of restaurant traffic by six percentage
points, while Millennials have decreased their share by the same amount. This
suggests, the group said, that restaurants that had been aiming their marketing
at the younger audience need to rethink their approach.
One of the ways NPD measures consumer
behavior is with a longstanding survey involving 3,000 people at a time. “We go
out every day and ask them what they did yesterday,” Ms. Riggs said.
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