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What Gen X consumers want from restaurantsWhat Gen X consumers want from restaurants

Operators are increasing focus on this sometimes-neglected consumer group

Fern Glazer

August 22, 2017

4 Min Read
Generation X at a restaurant
Jupiterimages/Stockbyte/Thinkstock

When it comes to courting customers, operators have paid a lot of attention to Millennials and Baby Boomers, while largely overlooking Generation X. With the industry posting six consecutive quarters of no traffic growth in the year ended June 2017, NPD officials advised that more attention should be paid to Gen X.

“I don’t think [operators] realize how big Gen X is and how important they are. Their focus has been too narrow. They’ve overlooked an opportunity,” said NPD analyst Bonnie Riggs. “Right now, in today’s marketplace, you have to go after them.”

According to the latest NPD research, Generation X, or consumers ages 36 to 52, represents 20 percent of the population, about 22 percent of restaurant dollars and 23 percent of restaurant...

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About the Author

Fern Glazer

Fern Glazer is a writer, editor and content expert, and a founder and partner of Little Warrior Agency. A long-time contributor to Nation’s Restaurant News and Restaurant Hospitality, Fern specializes in covering consumer dining behavior and food trends.

 

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