Local Chain Restaurants and Millennials’ Needs: Insights from Lebanon
Keywords:Millennials, selection attributes, dining experience, Social media, Local chain restaurants, satisfaction.
Millennials worldwide are the connected generation that is actively changing the consumption patterns in various sectors, especially the restaurant and hospitality industry. This paper examines Lebanese Millennials' needs and the way Lebanese chain restaurant operators could efficiently satisfy them. Researchers implemented a mixed-method approach and collected 484 valid responses using an online self-administered questionnaire. The survey covered mainly: Millennials' restaurant selection attributes, social media food sharing, and satisfaction. Moreover, a semi-structured interview was conducted with six local chain restaurants' operations managers to explore how they are satisfying Lebanese Millennials' needs. The results indicate a discrepancy in priorities regarding restaurant selection between Millennials and restaurants' managers. Interestingly, this study reveals a statistically significant relationship between sharing food on social media and preferring food presentation over taste.
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