Millennials spending money on avocado toast

From ‘Reality check for the avocado generation’, 28 May 2017, article by Olivia Ho, ST

Are millennials the avocado generation – expensive, high-maintenance and incapable of surviving in the long term?

Australian millionaire Tim Gurner made the assumption earlier this month, when he slammed millennial spending habits during a news programme and drew outrage from Generation Y worldwide.

“When I was trying to buy my first home, I wasn’t buying smashed avocado for $19 and four coffees at $4 each,” the real estate mogul, 35, told Australian current affairs programme 60 Minutes.

…The price of avocado toast in Singapore can range from $9.50 for the basics at Monument Lifestyle cafe in Duxton Road to $20 with a scoop of ricotta at The LoKal in Neil Road.

Avocado is the Greek Yogurt of fruits. On its own it’s bland as fuck, but mash it with some seasoning and spread it on bread and it becomes a symbol of millennial decadence. Just like how eating sashimi in the 80’s made you stand out as the class epicurean, eating (and snapping) ‘handcrafted’ avocado toast these days is one of the prerequisites for becoming a micro-influencer or trendy food blogger. Alas, there’s nothing groundbreaking about ‘smashed’ avocado. The Aztecs invented a similar dish in the days of conquistadors and smallpox. It’s called guacamole.

Some curious footnotes about this Superfood:

  • Avocado was first cultivated in this region sometime in the late 1920’s, when it was referred to as the ‘avocado pear’. Presumably because it looks like a pear (though that doesn’t explain ‘pineapple’)
  • In 1937, an Avocado Salad recipe called for cantaloupe, vinegar, chopped cucumber and paprika. Yes, that hipster cafe version is at least 70 years old.
  • Thought stuffing seafood in an avocado pit is the hottest culinary trend? Nope. It was done with crab meat. In 1958.

So why don’t cafe owners call a spade a spade and call guacamole guacamole? Simply because when you see guacamole on a menu, nachos come to mind. And nachos aren’t hip or cool. Unless you rename them ‘hand-cut baked corn crisps’ or something.

Random browsing through the #avocadotoast hashtag on Instagram led me to this. The green mother of all avocado toasts. It’s Ciabatta Hulk, with a rooftop garden.

Screen Shot 2017-05-28 at 10.08.27 AM

As unnecessarily ‘atas’ as the avocado toast phenomenon is, it’s probably unfair to lay the blame on this dish as the reason why millennials are being foolish with their money. The reason: nobody eats it EVERY DAY. If there’s one food that exploits the millennial economy, a food that is daylight robbery personified, it’s the morning and tea-break Venti-sized coffee from your friendly neighbourhood Starbucks.

There’s one way, though, to kill this fad and make the Millennials run back to their beloved artisan lattes – When McDonalds’ comes up with its own Avocado Burger (which is really just putting guacamole sauce in a Cheeseburger) and charge you $7.50 for it with fries and avocado mayo sauce. Oh wait. It’s already been done before.

In the meantime, I’ll skip the $20 avocado toast and get my avocado fix from Alexandra Fruit Stall ($2.50 avocado shake), thank you very much.

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