Gen X'd Out Restaurants devise strategy to attract millennials February 18, 2015 PizzaRev’s concept revolves around customization, which appeals to Millennials. As more members of the baby boomer generation retire, millennials will make up most of the market for dining out in the coming years, and they increasingly are today. A 2013 study by marketing firm BBDO Atlanta reported that 64 percent of millennials eat out at least once per week. Nearly half of the respondents self-identified as “foodies.”