An Exploratory Study of the Concession Preferences of Generation Y Consumers

Abstract

Concerns surrounding obesity and overweight youth continue to be in the forefront of issues among the U.S. population. The awareness of this serious issue have contributed to smarter choices in food and beverage selections by Generation Y consumers; however, there is little research present today on their perceptions and satisfaction with the food and beverages being offered in sporting and entertainment venues. This exploratory study examines this dilemma and reveals that Generation Y consumers believe that food and beverages being offered in these venues are of limited variety, overpriced, unhealthy, and low in quality. Generation Y consumers want to see more of a variety of healthier options at a better price. Results from this research may benefit foodservice suppliers by providing suggestive information about preferred food and beverage choices by Generation Y consumers in sporting and entertainment venues.