Most consumers will tell you they prefer fresh, tasty, healthy food over processed, greasy, assembly-line fare. Millennials, though, may be the first generation to back that up with their wallets.
Fast-food operators say they are getting increasing pressure from the demographic – generally defined as 18- to 34-year olds – to boost the quality of menu items or risk losing the business of millenials, the biggest generational group behind baby boomers. At stake is more than $1 trillion in spending by the group on the fast-casual category, which includes chains such as Chipotle Mexican Grill and Moe’s Southwest Grill.
Readers of Consumer Reports recently put such traditional chains as Burger King, Krystal and Church’s Chicken near the bottom of lists ranking fast-food chains on quality, value and healthy options.
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