To be successful, you need to know your customers. And who are the customers that you will soon need to pay attention to? Gen Z, of course! These zoomers are the new generation of people who have the power to make your business boom.
This generation born between 1997 and 2012 are not difficult to understand. They appreciate a variety of flavours, and are happy to try new things at least once. This makes them easier to approach, yet incredibly difficult to capture. This sets them apart from millennials before them.
Here are some key characteristics of your Gen Z customers, as well as their food preferences!
The younger generation, particularly Gen Z, has grown up in a globalized world. They have had early exposure to diverse cultures and cuisines, making them open to exploring new tastes and flavors. Gen Z is known for their adventurous spirit, often stepping beyond their usual preferences. If you’re catering to Gen Z customers, embrace their curiosity by offering an exciting blend of international cuisines. Consider combinations like Turkish and Lebanese or perhaps Greek and Mexican, providing them with thought-provoking and engaging culinary experiences.
These foods are also often highly Instagrammable and offer interesting ways of customisation beyond toppings. Health-conscious options (whole wheat wraps or breads, milk swaps), portion sizes, or even things as simple as spice or milk levels will appeal to the sensibility of customising their own plates for the ‘gram and stomach.
Gen Z is the generation that has fully immersed itself in the era of rapid technological growth and the internet. To effectively engage with them, businesses must utilize various social media platforms and other online channels, extending beyond just having a visually appealing physical location. Gen Z is accustomed to loyalty programs and aesthetically pleasing menu presentations from businesses.
This generation is a tech-savvy and on the go gen. Delivery, order and pick-up, online reservations, and pre-ordering are part of their life. They also love social media, so keep your accounts buzzing with updates and promos to grab their attention!
Social media influencers are the name of the game these days, and their followers often keep an eye on how an influencer may have spent their day. Naturally, Gen Z follow the same trend; they are influenced not only by public persona, they are also influenced by their friends’ posts on social media — given the opportunity, they tend to also let their phones feast before they do.
Leverage this by offering promotions for posting on social media; the more your dishes are exposed to Gen Z friend circles, the easier it is for you to be noticed. To them, dining is a social activity meant to be enjoyed with others, physically and virtually.
Demonstrating that you care, not only about their wallets, but also for the environment and people go a long way these days. Eco-friendly packaging, meatless options, a mindset to reduce food wastage and collaborations with charitable efforts (especially strays and animals of all kinds!) helps to show that your business is built on mindfulness and consideration for others. If you’re able to align your business to these aspects, great!
While it may be true that zoomers spend more money on F&B than any other category, this also indicates that they enjoy sampling new foods and a variety of menus rather than frequenting the same outlet. This also means that despite their fondness for premium customisation options, they are also budget-conscious; balancing high-end offerings with a wallet-friendly price will be one of your key areas to address and get right.
While it’s important to consider general trends within a generation, it’s vital to remember that every customer is unique. There’s no universal approach that suits everyone, but the provided insights aim to help you better comprehend your audience.
For additional helpful insights, join us as an Ajinomoto Food Biz partner today to access more valuable pointers tailored to enhancing your business strategies!
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