The Food Institute Blog

The Food Institute Blog

Events Important in Building Millennial Loyalty
Posted on April 13, 2015 by Bryan Wassel

Millennials are more likely to spend their money on intangible goods, such as fun experiences, than previous generations. This trend carries over to the food world, where a study by Eventbrite found three out of four Millennials attended three or more food, wine or beer events in the past month, reported Forbes. Millennials are becoming loyal towards memories gained and shared from experiences they view as authentic rather than traditional branding.

Millennials are looking for authenticity, and 42% of those who attended a food festival said they did so to meet the chefs, restaurateurs or producers of their favorite brands. They seek a social experience when interacting with brands, and appreciate a look at the real people behind the corporate logo.

While Millennials' social lives are extensive online, connecting with them physically can be just as important. Eventbrite found more than half of Millennials who attended food festivals in the past year posted their favorite experiences online, giving producers a way to reach out to a wider audience by making themselves available at physical events.

Posted in Millennials  


About the Author

Bryan Wassel
Editorial Director
The Food Institute

With a background in both daily and weekly publications, Bryan has worked as a journalist since freelancing for his hometown paper in high school. He has since written both in print and online for min, The Times of Trenton and North Jersey Media Group, holding positions from stringer to editor. With a background as a news reporter, he has learned to seek out the focus behind the story, digging for the most important information. He has been with The Food Institute since 2013, where he edits Today in Food and The Food Institute Report, as well as puts together newsletters for several clients.


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