5 Ways to Win with Boomers
Baby Boomers hold over 80% of U.S. wealth and drive $8.3 trillion in annual economic activity,1 and as they move between commercial dining and senior living environments, they’re bringing new expectations to the table. Active, informed, and wellness-focused; they are redefining what aging (and dining) looks like.
Here are five ways in which Boomer behaviors are reshaping the business, and what operators can do about it.
Boomers are redefining retirement. Many travel, volunteer, work into their seventies, and continue seeking new experiences. Stereotypes of simple menus no longer apply, yet many senior living operators still design menus around outdated expectations with classic, repetitive menus and rigid dining schedules.
Operator Solution: Modernize the Menu
Senior Living: Modernize menu cycles to include evolving global cuisines like Mediterranean, Thai, and Latin, where demand is rising³
Commercial Restaurants: Highlight bold, authentic global flavors and menu innovations that inspire Boomers to try something new⁴
All Segments: De-prioritize fusions or mashups, as three-quarters of Boomers still appreciate or even prefer traditional preparations of global foods⁴
Food is a major reason Boomers choose to age in place rather than enter a senior living facility. Only 17% of adults 55–96 feel confident that a community can deliver the dining variety they expect.² When considering a move, Boomers prioritize flexible mealtimes, meal customization, and restaurant-quality food—standards many communities still struggle to meet.²
Senior Living Operator Solution: Focused Flexibility
Mealtime: Offer flexible hours, grab-and-go, and rotating dining spaces²
Choice: Give residents the choice to cook, dine out, or order takeout²
Community: Partner with local chefs, food trucks, restaurants²
Baby Boomers are the original wellness generation, and their approach to health has evolved from fad diets to a holistic balance—they value nutrition and longevity but also expect bold flavors and diverse global cuisines.1 They over-index on flexitarian and pescatarian eating, and tend to choose lean proteins like seafood, poultry, legumes, nuts, and seeds more than younger generations.⁵
Operator Solution: Rethink Healthy Dining
Senior Living: Make healthy dining flavorful through herbs, spice blends, and global techniques
All Segments:
Incorporate transparent menu callouts for clean ingredients, sustainability, and local sourcing
Prioritize plant-forward options aligned with flexitarian/pescatarian preferences
Consider reinvented nostalgic favorites
From taste preferences to technology, the Boomer generation defies assumptions about older adults—they not only value convenience, but also expect seamless, tech-enabled experiences that complement their active, informed lifestyles. Over 50% have Amazon Prime,1 and many embrace digital tools for meal delivery, nutrition tracking, and ordering.¹
Operator Solution: Make Your Tech Intuitive
Commercial Restaurants: Create intuitive, readable, and accessible ordering apps and loyalty programs that work for everyone, not just younger guests
Senior Living:
Consider mobile ordering and delivery to give residents choice and control over when they dine
Develop web-based dining portals where residents can browse menus, customize meals, and schedule pick-up or delivery
Restaurant marketing often targets Millennials and Gen Z, but Baby Boomers—who may be the most loyal and wealthiest dining cohort—are often overlooked. Only 21% of Boomers trust reviews and recommendations on social media, compared to a massive 72% of Gen Z.6
Commercial Operator Solution: Bringing in Boomers
Authenticity: Tell an authentic story. 3 in 4 Boomers trust products, restaurants, and dishes when they know the sourcing details, chef inspiration, or preparation methods⁴
Health: Highlight health-forward options alongside nostalgic favorites to meet both wellness and taste expectations
Credibility: Reach Boomers via credibility-driven channels like email, direct messaging, and on-site experiences
The Boomer Advantage
By 2030, 73 million Americans will be 65+.¹ Boomers are redefining aging, wealth, and wellness—and food is at the center. Operators who understand and cater to Boomers today will secure loyalty tomorrow.