Attracting millennials

Marketing matters

Millennials, also known as Generation Y, include anyone born from the early 1980s to the early 2000s. They are the game-changers when it comes to how they communicate with businesses. According to Statistics South Africa’s Mid-year Population Report, there are approximately 14.5 million millennials in South Africa – or 26.5% of the population. They are a market that you should create a relationship with, but on their terms. They are the young spenders, the digitally savvy and the lovers of all that is trending. Check out our tips below to attract them to your establishment, and learn to speak their language.

Get social

Millennials are the biggest users of social media, and this is their language. Platforms such as Facebook and Twitter are where they need to be courted. Keeping a presence on social media is crucial when trying to attract and entice this market. This is where they will look for places to eat, drink and socialise before stepping out. Promote your establishment by creating accounts on all major social networks and post regular updates, photos, promotions and deals. This improves your social media presence and your customer base will grow.

According to Statistics South Africa’s Mid-year Population Report, there are approximately 14.5 million millennials in South Africa – or 26.5% of the population.

Keep up with what’s trending


As a tavern owner, you have to be flexible to keep up with this generation. They appreciate high-end drinks and cocktails, so be sure to have a specialty cocktail menu available to keep them coming back for more. Good music will always create the mood at your tavern. The music you choose for millennials will have to be what is trending to keep them on the dance floor. It will be wise to get a DJ who understands the latest trends in music and who can read your crowd.

Think out of the box with promotions and special offers

Millennials need an incentive to choose your establishment over another. Offering drink promotions, happy hours and 2 for 1 specials will be an instant hit. Promotions such as regular Phuza Thursdays or Soulful Sundays are a great way to lure the younger crowd, but make sure to promote it on your social media pages as well as within your tavern.

Wi-Fi is king!

Everyone has a smartphone, and an uninterrupted Wi-Fi signal – or even better, free Wi-Fi for your patrons – is guaranteed to make your establishment a regular hangout. Encourage your customers to take pictures and then interact with their friends through social media, using your free Wi-Fi. People on Facebook and Twitter interact more with posts with photos than those without. Invite people to use your Wi-Fi by offering a free drink when they log on – they will ‘Like’ or ‘Follow’ your establishment and let all of their friends know about the great promotion you are running.

Invite your customers to parties, special events, cocktail nights and happy hours at any time, directly to their Facebook and Twitter accounts.