When it comes to dining, no matter the cost of the meal, millennials place a premium on overall experience and that includes comfortable, well-appointed spaces, say marketing analysts. Having seen the steady rise of fast-casual competitors like Shake Shack and Panera Bread, legacy fast-food chains like KFC, Arby’s and Taco Bell now are busy sprucing up their decor.
“Good design is no longer reserved for high-end experiences,” said Susan Cantor, CEO of Red Peak Branding.
“Consumers care that they’re in a pleasant, well-designed, clean and beautiful environment. When it comes to fast food, reliable food and quick service are no longer enough to satisfy millennials,” said Lori Gross, executive director of strategy and growth at Landor.
“It’s about curating the whole look, tone and feel: all the touch points that will capture the consumer,” she said.