Millennial Wave In Food Service

With the increase in the numbers of working couples and an enhancement in the per capita income of Indians during the last decade, the tendency to dine out is on the increase in Indias food service industry. Added to this is the work-life balance, which has triggered the change in the eating habits of the people.

The propensity of eating out is more visible among the millennial in urban India, who not only want to eat out but also eat good. And many of these young people (between 18-35 years) prefer places with strong food ethics. They want to know how fresh and organic their food is, besides they also want to know about the ingredients used to make it more delectable. Even plating of the food is paid attention to by them.

The high-end F&B outlets in post-modern urban India now have to pay even more extra attention to what the customers want and keep re-inventing in order for the consumers to continue with their patronage. Realising this, hotel chains like Marriott Group have launched restaurants like Redzon, Shakahari, Momo Caf to tap into the new-age F&B market. Ashok Malkani takes a look at the effect the millennials have on our food service industry.

- Ashok Malkani

The foodie culture among the millennials is rising, making it imperative for F&B outlets to understand the dining habits and preferences of this age group, which is becoming a more frequent visitor to eating out places than other age groups.

According to Halo Group, a full-service branding and marketing communications agency, 75 percent of millennials are regularly seeking new food trends.

Growing Dining Out Culture

One can say that the dining out culture in India has changed drastically over the last decade, and the changing food habits of the millennial generation have been a major contributor towards this trend. Many of the millennials or the Gen Y (those between the age of 18 and 35), who constitute 65 percent of the country’s population, are tech-savvy, have travelled extensively and have a high spending power. Being exposed to global trends and lifestyles, they are the ones driving India’s restaurant industry’s growth index.

Nilesh Jain, F&B Manager, Sheraton Grand Bangalore Hotel at Brigade Gateway concurs with the view that a large chunk of the millennials in urban India dine out on a regular basis. “They are keen to try out new cuisines and dishes that introduce them to authentic and contemporary food from around the world. Moreover, they are frequently exploring social media platforms like Instagram, Facebook, etc. to know about the latest trends in the food service industry. They welcome redeem coupons, offers and discounts that float in the hospitality industry. As far as Sheraton Grand Bangalore Hotel at Brigade Gateway is concerned, 25 percent of the guests at our F&B outlets comprise of millennials,” he elaborated.