Millennials Just Don't Want to Deal With Restaurant Employees
We all have cranky days, and sometimes, you just don’t feel like dealing with people. That’s just human nature. But apparently, human nature may be a little bit stronger in millennials.
Last month, Frisch’s – a restaurant company that owns and franchises a total of 120 Big Boy Restaurants – surveyed 523 US adults in an attempt to better understand drive-thru usage trends (exciting stuff). The results contain a number of interesting tidbits though. For instance, 39 percent of people said they eat in their car – a number that simultaneously feels both too high and too low. But the survey’s most interesting finding is about why people choose to use the drive thru.
For all age groups surveyed, only 16 percent said they chose the drive thru because they didn’t “feel like dealing with people.” But among young people ages 18 to 24, that number skyrocketed up to 31 percent. Yes, this research suggests that millennials are nearly twice as likely to not feel like struggling through tough dialogues such as “I’d like a hamburger and fries,” “to go, please” and “thank you.”
Of course, this is only a small survey conducted by a restaurant chain: numbers that might not be particularly indicative of the findings from a more scientific endeavor. But it does at least match some anecdotal evidence from other restaurants. Back in March Andy Puzder, CEO of Hardee’s and Carl’s Jr. said, “Millenials like not seeing people. I’ve been inside restaurant where we’ve installed ordering kiosks…and I’ve actually seen young people waiting in line to use the kiosk where there’s a person standing behind the counter waiting on nobody.” These results also seem to correlate with another one of Frisch’s findings: Drive thru transactions in its restaurants in Indiana, Kentucky and Ohio have increased for five straight years and now account for 30 percent of the company’s revenue. With older people tending to be more set in their ways, it stands to reason that this growth is likely being driven by younger customers.
Maybe the future of dealing with millennial customers is making sure they don’t have to deal with you.
[h/t Nation’s Restaurant News]