In today’s restaurant industry culture, the predominant demographic is often defined as millennials. Ditching convenience for experience, millenials have become the most sought after demographic for the majority of marketing campaigns. However, according to an article posted by the National Restaurant Association (NRA), another generational demographic is providing a boost to restaurants across the United States: baby boomers.
America’s 76 million baby boomers, born between 1946 and 1964, were responsible for 23 billion restaurant visits in 2012. According to the market research company, the NPD Group, baby boomers accounted for $172 billion in sales. While boomers have always played a strong role in the United State’s economy, this study showed that consumers between the ages of 48-64 also spent more per capita than younger generations. Baby boomers are typically empty-nesters, with disposable income and the means and freedom to dine out. Yet, as the report suggests, this is often a demographic that is overlooked.
According to the NRA, one way to reach and attract baby boomers is to offer them a discount or deal. According to the 2017 Coupon and Promo Code Use Study, discount use among Americans over the age of 55 years has remained unchanged from last year at a staggering 96%. Furthermore, the highest medium by which baby boomers receive their discounts is through print at 70%, compared to online at 32% and mobile at 17%. This is certainly something that restaurant marketers should keep in mind when targeting this demographic, which just happens to be the largest audience of BirthdayPak recipients.
Through a powerful combination of print and digital marketing techniques, BirthdayPak is able to create first time engagements for this exclusive group of affluent consumers. BirthdayPak utilizes direct mail marketing when sending consumers the gift cards for their birthday. Based on recipients that activate BirthdayPak Gift cards and indicate which gift cards they intend to use, 70% of the responding audience is between the ages of 45 and 64. Once the baby boomer demographic is tapped into, they are here to stay! Not only is BirthdayPak engaging this overlooked demographic, but they are also appealing to them through the use of print marketing that can create a booming business for the restaurant industry. This is why it’s no surprise that retention rates for advertising clients are more than 80%.
To learn more about how your restaurant or business can attract the baby boomer generation, please visit us at www.BirthdayPak.com or call 888-544-3872.