So obviously taking this class has added the term "young adult services" to my radar...I see references to it wherever I look now and although my skeptical side feels frustrated by all of the targeted marketing to teens, I do think all the attention to teens as consumers means adults are beginning to respect their diverse wants and needs. One of my other identities is restaurant owner-and the latest issue of Restaurants & Institutions magazine had an article focusing on the consumer and health needs of young adults that I found very interesting.
Overall the article promotes offering a variety of choices for this new generation who are described as more adventurous and sophisticated than the baby boomers or generation X. "This is a generation educated by the Web rather than television, and, according to Nike executive Mary Slayton's often-cited quote in Business Week, "Television drives homogeneity. The Internet drives diversity." The article explains that it was the baby boomer generation who transformed eating out from being a special occasion into being a daily part of life, and now with more access to transportation and even more crowded schedules the challenge for restaurateurs is to appeal to the teens accessing the drive-thru and take-out services, as well as making the dining-in a "unique experience" every time in order to keep the teens coming back.
Although 25% of the teens surveyed said that the restaurants they choose reflect their personalities, the article explains how difficult it can be for restaurant owners to tailor their environment and services to the teens because they are constantly redefining what is "in" and "cool". Anyway, we are a steak and seafood restaurant with a family appeal but also a big following of Williams College students who like that it is a relaxed place to come for a "special occasion" when you are going to spend a bit more on a nice meal - I certainly wouldn't say we have achieved the status of being any young adults' "third space", but we are conscious of teens as independent consumers and welcome their business but don't try to be pushy or in their face about coming back. Article smarticle though, our own research (asking the teens who work in the kitchen why they come to eat at Hobson's Choice on their night off) proves that they like the "good food and good music"!
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Really interesting connections here. I can't remember if I ever talked in class about going to restaurants when I was a teen and the staff ignoring me and my friends entirely. Talk about teen unfriendly.
Teens appreciate good food and respect. If a restaurant has both then it's a no brainer they'll go there. I think to assume that teens are just interested in junk food or casual theme restaurants doesn't give them enough credit.
And, of course I'm thinking about The Hookup Artist that has a definite restaurant connection. I'm wondering how many books for teens do have a restaurant connection. I think there are quite a few.
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