QUEEN OF THE KITCHEN

Megan James - 2006 graduate of Middlebury College, Millennial and writer for Seven Days - calls it the “gold standard of wedding gifts.”  At AIM, we call the KitchenAid Stand Mixer a “Kitchen Essential.” It’s the item that appears on everyone’s wish list when we ask Millennials what one item they would want for their kitchen.  What one item do they lust for that would make their cramped little apartment kitchen feel more like “home”?  Espresso makers are a lovely enhancement and beverage carbonators are fun,  but none of the latest fads have nearly the appeal of the grand lady of the kitchen.  The KitchenAid stand mixer isn’t just a countess who sits out on the counter for show or is shoved way in the back of the cabinet and never used.  She’s a working person. She isn’t especially sleek and glamorous; in fact, she is kind of broad and substantial.  But she works very hard and does her job very well.

What is it that makes this product so special for all ages, but especially for a young generation that is, for the most part, unaware of kitchen brands and specific products?  For the answer, we have to return to “Mom’s kitchen.”  The kitchen where Millennials grew up is similar to the one they hope one day to recreate in their own homes.  They believe that Mom’s kitchen was special – a warm and wonderful place to gather.  And sitting right in the middle of Mom’s kitchen was a KitchenAid Stand Mixer.

“I remember the Mother’s Day when we all chipped in to buy Mom that mixer.  I was probably only about 12 and she had asked for one for years.  My brother, sister and I all contributed (and I think Dad added a big share).  There were tears in her eyes when she opened that big, heavy box.  I barely have room for one on my counter, but I want one more than anything.  Hers was white.  Mine will be bright orange!”

We heard a similar story many times over the past two years as we were gathering information for AIM’s recently published study, “MILLENNIALS At HOME…In The Kitchen” from both Millennial men and women.  In a survey conducted last month of 500 Millennials, KitchenAid led brand awareness at 80% among housewares brands when respondents were asked with which brands they were familiar.

Let us know what you really want for your kitchen?  Is it the KitchenAid Stand Mixer or something else?

This article is the first in a series highlighting iconic products that resonate for MILLENNIALS in the home.