The Study of Technology-Based Restaurants and Generation Y

Abstract

This research study determines the consumer interest in technology-based restaurants (TBR), due to the impact of the Generation Y. This research examines the association between consumer behavior preferences using two variables, technology and food, for an adolescent segment (ages 14-18) in Western Washington (U.S.A), rural Generation Y youth. A TBR is defined as a restaurant that utilizes entertainment technology as a service to the customers. The technological equipment could be Video gaming, the Internet, and/or MP3 docking stations. A non-TBR would utilize more traditional forms of entertainment such as pool, darts and ping-pong. Questionnaire results from a sample of 53 respondents yielded data relating technology-based entertainment to the restaurant industry. The questionnaire included factors such as; already owned technological equipment, preferred entertainment activities, location, price, frequency and menu. Results indicated an association between technology and food related to the TBR. Discussion and implications address how current restaurant owners or future owners might interpret the consumer profile results according to both age and cohort perspectives.