Marketing to the New Consumer | Gen Z’s Impact on Foodservice

Whether you like to admit it or not, the marketplace has changed. Realistically, it’s constantly shifting, especially as technology changes and evolves.  Gone are the days of traditional shopping experiences, patiently waiting for packages to arrive, and discovery through white pages. Technology isn’t the only factor influencing these changes; there are thousands of boomers exiting the marketplace each day, creating space for the new consumer: Gen Z.

Gen Z Impact on Foodservice

Gen Z has grown up with technology and the convenience it offers. You wouldn’t think digital and interpersonal factors go hand-in-hand, but both have an influence in the foodservice sector:

• Discovery: The way people find and discover places to eat has transformed. More and more young consumers have taken to using social media as a search engine. They are using platforms like Tik Tok and Instagram to browse posts and videos to discover where to eat, what to do, and where to shop. This has caused more marketers to put strategy behind Social SEO, which is the practice of optimizing posts to show in the results page of social media engines.
• Social-able: Don’t confuse this one for shareable (which surprise, surprise, is next on the list). While many people post their food and other activities to social media, that isn’t what we’re talking about when we say ‘social-able.’ Not many young consumers dine out by themselves, there’s usually a social factor in it. Besides that, Gen Z is constantly looking for ways to be cost-conscious. This means they are more likely to choose dishes off the menu that can be shared between people. Think of small plates, appetizers, and dishes that are good for satisfying a small crowd.
• Shareable: Okay, now we’re at shareable. Gen Z has grown up with social media and posting what food they are eating has become a social norm. So, expect the food that leaves your kitchen to end up on social media. That picture or video could each only a handful of people, or get you exposed to hundreds. For good or for bad.
• Customizable: There’s no more concept of one-size-fits-all. The ability to customize and personalize adds value to the product line and an edge over those who don’t offer this option. That pizza crust? Give it a gluten-free option. No one is looking to suffer after eating a meal, being able to customize towards dietary preferences goes a long way in fostering repeat purchases and brand loyalty.
• New & Exciting: Due to influences from social media and constant fads, eating out has become associated with being an experience. Consumers are looking for something new, exciting, and more fun to buy into.
• Brand Values vs Brand Imagery: Brand values, the beliefs that a company stands for, and brand imagery, the public perception of a brand, are going head-to-head. When considering which business to choose, Gen Z often chooses places that align with their values. They prefer businesses that operate with sustainability in mind, are socially responsible, and are relatable, authentic, and transparent, as well.