Chipotle is the most preferred limited-service restaurant among Generation Y consumers surveyed in a new study by L.E.K. Consulting.
In May, L.E.K., a Boston-based global consulting firm, interviewed 1,300 consumers of all ages about their limited-service restaurant preferences. They focused on Gen Y — people ages 16 to 24 — since nearly 20 percent of Gen Y consumers buys a limited-service food item almost every other day. Less than half as many baby boomers, ages 45 to 64, purchase from those restaurants as frequently.
“As Gen Y’s purchasing power and [limited-service restaurant] spending grow with age, their loyalty today is critical to building a strong base of customers that can deliver the next generation of sales,” the study said. Read More