MRM EXCLUSIVE: Hungry for More — How ‘Experience Culture’ Is Altering the Restaurant Industry

Consumer behavior has changed dramatically over the past decade as Millennial spending increases. The defining feature of this generation is a preference for experiences over things, and this preference has forced consumer brands to focus on more than products and services. In many industries, successful companies are the ones that look for ways to augment the customer experiences they provide — and the restaurant world is no exception. Food is still important, but it’s no longer the only thing on the menu.

While the hospitality business projects steady growth in the coming years, quick-service and fast-casual establishments, in particular, should become more prevalent. Why? They serve up a pair of Millennial favorites: simplicity and convenience. 

Meanwhile, some restaurants are capitalizing on consumer appetites like novelty and exclusivity. In Upserve's State of the Restaurant Industry Report, we noticed that menu items containing unique products like jackfruit, mead, or…