I don't think its only millennials.

I'm gen-X and would prefer to go out to dinner to a place with awesome food rather than a meh meal at a chain restaurant where they might just be microwaving everything that isn't grilled or fried.

Maybe because of the recession its more of a culture shift away from feeding the greed of corporate america?

Maybe people, of all ages, are just more aware of the details on things like handbags that are overpriced, overpriced bar food at Hooters, etc.

Maybe if we as a whole are more educated consumers, we consume less?