Packing a lot of brand personality may help draw Gen Z diners, as that segment is becoming more influenced by engagement via social and traditional media as they mature, a recent study from market-researcher Technomic found.
“Gen Z is the first generation to experience multi-channel and digital marketing on a daily basis, and almost since birth,” says Jackie Rodriguez, senior manager at Technomic. “As older Gen Zers’ sphere of influence widens, they still look to outside sources of information rather than making independent decisions. Dining and food choices should be positioned as collaborative and coming from trusted sources.”
The study also found that Gen Z diners are more prone to erratic eating styles, such as skipping meals. In addition, their restaurant preferences are driven by food that is both craveable and high quality, with global influences playing a role, and they tend to view restaurants as not only places to eat but as venues to engage with friends.