Business development 19 March 2018

Is millennial loyalty the key to brand survival in 2018?

millennial loyalty
2018 has seen the spending power of millennials surpass baby boomers
Writing for Business Advice, Nick Hucker, CEO of?digital ordering platformpreoday, takes a look at the spending power of younger consumers and why building millennial loyalty may become crucial.

Let’s face it, it’s been a terrible start to the year for some of our best known and, supposedly, biggest high street brands. From retailers like Toys R Us and Claire’s Accessories, to restaurant chains including Prezzo and Jamie’s Italian, 2018 is shaping up to be a tough market. In fact, according to government data, at least four restaurants are closing every day and nearly 1, 000 restaurants shut in 2017, an increase of 20 per cent on a year earlier.

Exactly what must be done to survive the downturn is unique to the individual business. However, there are certain steps everyone can be taken to maximise revenue and boost the odds of survival.

In particular, 2018 is the year that companies need to focus their attention on the purse-wielding millennial; knowing how that group reacts and responds to your brand is about to change from being important, to being essential.

According to analysts, this year the millennial will have more spending power than the baby boomer. Now, after years of preparation, this tech-led group will finally dominate the consumer market.

In this article we look specifically at the restaurant market, however the themes discussed have relevance to the retail and entertainment industries as well.

  1. Personalisation

According to research by American Express, millennials expect greater personalisation in their interactions with businesses than those that have come before them. If they do receive this then they are more likely to be brand-loyal than any other age group, a reason in itself to strive for a more personal service this year.

In order to provide the expected level of personalisation, it is essential that businesses gather and utilise customer data; remembering a customer’s face and their favourite order is not enough.

The question is, how can that data be collected? One way restaurants are managing it is by launching their own online or mobile ordering systems. These keep the data of the customer, including order spend, frequency and meal preferences: all information that can be applied to take customer marketing to higher level of personalisation.

Supporting this is another survey, reviewing millennials that eat in pubs. It showed that 32 per cent would like to receive personalised deals based on previous purchases to their mobile and that this rose to 42 per cent in 25 to 34-year-olds.



How to serve Instagram-worthy food millennials will love at your restaurant

Millennials spend more on eating out than any other generation, but learning how to successfully market food to them can leave many restauranteurs scratching their heads.


  1. Loyalty

Weve touched on it already, but loyalty is a vital component of business success. A survey by loyalty and engagement company Crowdtwist found that millennials respond well? to loyalty programmes and that they see them as one of the biggest drivers of brand choice.

If you’re going to launch a fresh loyalty programme, think about taking it mobile. At 13 per cent, millennials are more likely than older generations to interact with a rewards programme daily especially if it’s mobile-based.