Business Senior Management by Janice Matsumoto, Associate Editor Forget all the sophisticated research about marketing to seniors. Norman Brinker, chairman of Brinker International, boils it all down to two simple points.
Seniors make up a highly desirable market, one of the fastest growing segments in the industry.
But as demographics shift, few operations can be complacent about courting Golden Agers. Statistics indicate that they are not at all averse to spending some of the nest egg on restaurant meals. But identifying and catering to certain age-specific traits can help attract older diners. Minority markets are playing an increasing role as well. By 2030, one in four elderly Americans will be from minority populations, led by Asians and Pacific Islanders, then Hispanics, native Americans and African Americans.