2. Millennials seek novelty
Compared to other age groups, millennials are most actively looking for new flavors and menu introductions: 73% say this is an important attribute for visiting full-service restaurants, and 70% say so for limited-service concepts. When analyzed by ethnicity, African-Americans were most likely to seek novel items at full-service places (74%), with Hispanics close behind at 72%. LSR figures are similar at 71% and 69%, respectively.
From the comments received, Burger King and White Castle stand out for the increased number, pace and excitement of menu introductions. A BK customer is quoted as saying, “They have … lately come up with some unique new items which are fabulously delicious,” and of White Castle: “… love the new items that are brought through quite regularly now.”