Are You Excluding This Valuable Portion of the Market?

A plate of vegetarian food with vegatbles chopped up lying on the table

Written by The Brand Mix

27 June 2019

In 2016, the Irish Food Board, Bord Bia, published a press release detailing staggering growth in the indigenous food service industry. Three years ago, the market accumulated approximately €7.5 billion in profit. This figure is expected to grow to well over €9 billion by 2020.

As a result of higher pay and increased leisure time, the Irish population can afford to dine outside of the home on a regular basis. Growing up in this environment has inspired a “foodie” culture amongst Millennials, in particular. The emergence of food blogging, culinary websites, and take-away Smart Phone apps have led to the development of more mature, discerning flavour palettes.

While they may be more familiar with kale, quinoa, and avocado toast than the average bear, the recipes in which they indulge are rarely their own. In fact, a recent survey by revealed that only 64.7% of Millennials would consider themselves to be capable cooks, in comparison to 76.1% of Baby Boomers. Evidently, a generation-wide tendency towards dining out is negatively impacting their skills in the kitchen. This doesn’t seem to be a concern, however, as it has done nothing to curb the rapid growth of the food service industry.

Opportunity knocks, dear hotelier.

Judging by the online trend of listing the ‘Best Hotels for Foodies’, the modern-day traveller prefers luxuries to go hand-in-hand. A wonderful hotel experience is only enhanced by the existence of a quality, onsite restaurant. And one that caters to a variety of dietary needs. Even the act of featuring vegetarian, vegan, and gluten-free options on your menu is deemed positive. It sends a message of health consciousness, inclusivity, and consideration. After all, Millennials have the greatest purchasing power in today’s market, and consequentially, are transforming the way we eat.

Our advice? Incorporate food into the guest experience. If you have an onsite restaurant, refine your menu, cook to the highest standard, provide room service options, and if you’re thinking of really spicing things up, offer cooking classes or host foodie events. Millennials opt for experiences over possessions. Combine cooking, dining, and travel experiences, and you’ve got a recipe for success.

In search of something that appeals to everyone’s tastes? Consider adding exquisite meal vouchers to your property website. Entice your guests with a luxury dining experience that will have them coming back for more. To find out more about The Brand Mix’s bespoke voucher engine, click here. To get in contact, click here.

Be it food or new ideas on how to serve it, we at The Brand Mix wish you happy cooking!

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