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AUGU-SEPT 2015
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the restaurant, socializes this interest
in the kitchen talking and organizing
dinners for friends, and in one out
of three attended a cooking class. A
sub-segment of young people therefore
rich and interesting, to be involved
with the quality, communication and
transparency.
In general, young people are so curious
and most international in the world
than previous generations and value the
ethnic, but they love above all things
Italian cuisine in all its forms: 84%
prefer restaurants that enhance dishes
of their region and 75% say they prefer
the foods of its territory (but years
ago we were at 90%). Tuscany is the
region most universally appreciated,
a sign that has worked well to impose
their kitchen in the collective, followed
by Emilia-Romagna and Sicily. It is
therefore important that the restaurants
are working on their territory, with
local producers of food and wine for
example.
As evidence of this, a Millennial two
practice wine tourism, which is not only
the night in a farmhouse, but also a
visit to the sausage factory, the brewery,
husbandry or in one of the major events
such as Vinitaly, or the Taste Fair taste.
The pizza is a regional product, however
localized depending on the ingredients
that are used to prepare it, much
appreciated.
A SUSTAINABLE WORLD. If it is true
that 90% of Italians are concerned about
the environment, the Millennials, who
also have more concrete problems,
after work they think sustainability.
“They are more informed, they feel a
greater complexity than their parents.
The restaurant owner has to deal with
these issues, in the menu, the concept
of the restaurant, where loans ranging
from certifications (organic, FSC origin
of wood and paper, Compassion in
World Farming on sustainable farms,
etc.), The use of renewable energy,
water treatment and waste management,
compensation or reduction of the
carbon footprint” Colussi says.
MEAT AS PROPOSES. The consumption
of meat are downhill. Vegetarianism
is a phenomenon that involves 10%
of Italians while vegans are 2-3%.
Moreover, according to the survey, 30%
of Millennials surveyed try to eat less
meat. “The reasons are varied and range
from health consciousness with ethical
choices. This does not mean that you
do not eat more meat out of the house,
indeed. The success formula as Old Wild
West, of hamburgherie and Barbecue
Restaurants proves otherwise. Rather,
it should be changed how to present it.
The Millennial consume less meat, but
it is well described, sourced certain and
safe, healthy and sustainable farms, eats
willingly, especially away from home.
And there are many opportunities for
those who can reassure the customer.
You will need to reflect on the proposal
for food of animal origin, but who will
work well will have a considerable
competitive advantage” Colussi says.
In addition, it will be good to enter at
least a vegetarian menu valid (because
a vegetarian in the party dictates the
choice of the restaurant), and you will
decrease the percentage of meat in
the dish, balancing it with vegetables,
cereals or fruit.
THE PRICE? OK. “Are we finally going
out of the great crisis of the past years,
but attitudes have changed. The desire
to eat well and is still strong, but now
the focus is on the value for money
that is balanced. The young Italian,
burdened by concerns about work, do
not have much money but are willing
to pay the right if they perceive the
quality” Colussi explains in that regard.
TECHNOLOGY TO BE KNOWN. One of
the most common traits that Millennials
around the world have is the use of
ubiquitous technology, which has
become essential to make, known their
activities. Web and social are needed to
the restaurant to tell, hook the customer,
follow after the visit, and communicate
events (special events, tastings, courses).
In particular, the category of foodie
socialize often networked their
gastronomic excursions. They can be
great ambassadors or big detractors,
depending on the experience.
However, they should be followed
and monitored. Even as more and
more competitors of the traditional
restaurant, in a more or less Peregrine
by home cooks to catering, from corner
restaurant in retail spaces dinners
shared with tourists visiting the city
(get them from the inevitable App ). In
particular, commercial spaces hybridize
increasingly, the aperitif takes in bakery
and pastry, but also to the hairdresser,
breakfast in the library, on the other