When choosing restaurants, millennials are outspoken about issues such as sustainability and transparency, finds Technomic’s Generational Consumer Trend Report. But when it comes to sending back a restaurant meal that’s not to their liking, they tend to shut up.
Older customers are more likely to send food back than 18- to 34-year-olds, according to data collected in a recent survey of 1.8 million people by YouGov Omnibus. If there’s a problem with a restaurant meal, 61% of those over age 55 say they’re comfortable sending food back, while 52% of millennials feel uncomfortable doing so. In fact, 15% of this younger group would never send food back, the survey reports.
Circumstances play a part in customers’ behavior. Among respondents surveyed, these are the top reasons they would send food back in a restaurant:
- Served the wrong meal (85%)
- Food was undercooked (82%)
- Food had a hair in it (81%)
- The plate was not clean (80%)
Overcooking, dislike of the food, poor presentation and small portion size fell off significantly as reasons for a return.
Millennials are the most reliant on foodservice of all generations, finds Technomic. They also drive off-premise dining, including takeout and delivery. As more millennials become parents, they are increasingly prioritizing kids menus and a kid-friendly ambiance from restaurants. Which chains are their favorites?
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