Millennials spend HOW much at restaurants each year?

Posted by: Jeff Fromm

Restaurateurs have plenty to keep in mind when attracting Millennial customers.

Yesterday, I tuned into the live stream of YAYA Connection’s presentation, “Save, Splurge, Share:  Dining with the YAYAs.”

For those who may not know, YAYA (Youth and Young Adult) Connection is a professional agency in Columbia, Mo., comprised of students at the University of Missouri. Their focus is on Millennials ages 18 to 24.

Here are some insights from their presentation:

  • Millennials spend around $247 billion a year at restaurants
  • If Millennials are in a familiar town, they’ll rely on word-of-mouth suggestions for restaurants. If they are in an unfamiliar location, they’ll rely on review sites, such as Yelp.
  • Millennials are now checking in at restaurants on Instagram more than they are checking in on FourSquare.
  • About 65 percent of Millennials consider social media conversations about restaurants when considering where to eat.
  • 32 percent of Millennials look at restaurant menus online via a smartphone, so restaurant mobile sites should be optimized for search.
  • Millennials are more likely than other age cohorts to eat in large groups.
  • 43 percent of Millennials say coupons or discounts are important when deciding where to eat

More insight can be found in the white paper, which can be downloaded on

photo credit: Tax Credits via photopin cc

About Jeff Fromm

Although not a Millennial as defined by his age, Jeff Fromm is the Millennial Marketing Guy. Jeff is President of FutureCast, a marketing consultancy that specializes in Millennial trends, and is a contributing writer at...See Jeff's full bio.