Don’t neglect Gen X

Marketers often focus on Baby Boomers and Millennials, but they won’t want to do so at the expense of Gen X, according to The NPD Group.

Members of Gen X are between the ages of 36 and 52, and account for 23 percent of all restaurant visits in the U.S., NPD found. By comparison, Baby Boomers represent 26 percent of all visits, and Millennials account for 25 percent of all visits.

“Boomers and Millennials still make the most visits to restaurants and foodservice outlets, but Gen Xers aren’t far behind,” says Bonnie Riggs, NPD restaurant industry analyst. “Many Gen Xers are looking to the convenience and experience restaurants offer because their kids are older and more independent.”

With traffic stalled across most of the industry, operators could look to Gen X consumers to boost business, according to an NPD report on key generational groups. So what are members of Gen X looking for? Food quality, the ability to customize menu items and satisfying cravings, NPD found.