How Restaurants Can Engage With Generation Z

LOS ANGELES , December 4, 2018 () – Generation Z consumers are the next group of people to have billions of dollars in spending power, which is why the National Restaurant Association had some of these consumers sit on a panel at its recent Restaurant Innovation Summit to offer some insights into how restaurants can engage with them.

Among the findings:

---Instagram is the platform of choice. Gen Zers follow their favorite chefs, check out where their friends are eating and share their experiences on Instagram. Make sure your Instagram posts match your restaurant’s vibe, they advised. That way, “you know what you’re getting into.”

---Email is out. “Nobody checks their email,” said one 19-year-old panelist. “Text. We’re already on our phones.”

---Loyalty games are good. These panelists liked the gaming aspect of loyalty punch cards, including knowing when they are going to get their next loyalty reward. But they want the cards to be fun and the rewards easy to collect.

---They care about sustainability. “I’m into ocean-friendly right now,” one panelist said. From another: “You’re going to get more Gen Zs if you have eco-friendly packaging.”  They advise asking customers if they want straws or utensils before giving these automatically.

---Employer ideals are important. When asked why they took their jobs, they cited manager role models, wanting to work for the best, looking for a challenge, giving back to the community, and what their friends think of the restaurant.

---They’re interested in on-site dining. Takeout is important but the experience can be mixed, they said. “I’ve had good and bad experiences with takeout,” noted one. “The food can be tepid or cold. It’s a more enjoyable experience to eat at the restaurant.”

Nevin Barich is the Food and Beverage Analyst for Industry Intelligence, which can help YOU better address your own industry challenges. We invite you to come take a look at our service. Call us today at 310-553-0008 and we’ll schedule you for a 15-minute demo.

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