Samenvatting

This thesis focuses on the millennial generation and their choice of restaurants in the city of Leiden, The Netherlands. It is vital for restaurants to understand the needs and demands of this demographic group since it will be the second largest demographic group. The objective of this research was to investigate the driving influences for people representing the millennial generation in their restaurant choice. Other objectives were to find out what influences there were in general, understand on which criteria millennials select restaurants and on which criteria they select meals in restaurants. Another objective was to investigate the role of social media on restaurant choice. These objectives guided towards the following main question. What drives millennials in the city of Leiden to dine out in certain restaurants? To answer this question sub questions were formed. Which were; what are the reasons for millennials to dine out in Leiden? Which criteria do millennials use to select restaurants in the city of Leiden? What influences their choice of meals in restaurants? How big is the role of social media on the decision making of the millennials wanting to dine out? To extract the data from millennials in the city of Leiden a questionnaire was used. The criteria and influences used were all acquired from the literature.