Abstract
PurposeThe purpose of this research is to examine the dining out activities of Gen Y's in the United States. In particular, it focuses on dining frequency, restaurant selection, restaurant segments and demographic features of Gen Yers.Design/methodology/approachEmpirical data for this study were collected from 631 Gen Y's living in the United States.FindingsThe research findings reveal a nascent exploration of eating out preferences of the Gen Y population in an industrialized country in the food service context.Research limitations/implicationsGeneration Y is a lucrative and growing customer group for the US foodservice industry. They dine out more frequently than the rest of the population and their dining out preferences are different from other cohorts.Originality/valueThis study offers some practical implications on Gen Y's dining out behavior for food service industry and restaurateurs.
Highlights
Generational theory hypothesizes that generational cohorts cultivate similar attitudes and behaviors (Bilgihan, 2016)
Gen Yers are seen as the most powerful cohort in the restaurant industry (Yoon and Chung, 2018), and a significant percentage of their expenditure is spent on dining out activities (Nyheim et al, 2015)
Baby Boomers place higher importance on aspects of restaurant ambiance than Millennials and Gen Xers when considering where to dine out whereas entertainment is an important factor for Gen Yers (Taylor and DiPietro, 2018, 2019)
Summary
Generational theory hypothesizes that generational cohorts cultivate similar attitudes and behaviors (Bilgihan, 2016). Gen Yers are seen as the most powerful cohort in the restaurant industry (Yoon and Chung, 2018), and a significant percentage of their expenditure is spent on dining out activities (Nyheim et al, 2015). They dine out twice as much as the rest of the population and spend more money on eating out (Reiter, 2015). Existing studies on Millennials and their food and beverage consumption behaviors has focused on food trucks (Yoon and Chung, 2018), menu information preferences
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