As Gen Z comes of age, restaurant owners may want to consider branding or rebranding in a way that keeps Gen Z in mind. According to Forbes, Gen Z will account for approximately 27% of the workforce by 2025. Being born between 1997 and 2012, Gen Z ranges from young professionals getting married and starting families to young teens soon to be in high school.
Known as the generation of differentiation, consumer behavior and their approach towards brands is much different than other generations. Gen Z, the most diverse generation yet, is eager and willing to try new things, especially while they still have free time. In fact, about 50% have picked up or tried a new hobby in the past 18 months according to Momentum Worldwide. So, what does this mean for your business?
There are a few things to keep in mind that resonate with Gen Z.
LIMIT IN TECHNOLOGY
We all know Gen Z as being very technologically advanced and digitally dependent, which is true to an extent. However, in reality, many suffer from loneliness, wanting someone to share memories with and talk about the things they love. All this technology can be too overwhelming, and many are well aware of the negative effects it can have on their time, attention-span, and mental health.
With Gen Z’s desire for simplicity, they will do away with technology that doesn’t offer them any substance or value. Obviously, it’s impossible to avoid tech altogether, but they will only seek and welcome technology that improves their experiences and aligns with their values.
INCLUSIVE, YET EXCLUSIVE
One of those values that Gen Z feels very strongly about is inclusivity, and brands who make a concerted effort to be inclusive will resonate with Gen Z. Per Momentum Worldwide, about 75% of Gen Z agrees that brands should focus on inclusivity and safety to ensure growth and keep customers loyal and 74% agree that brands that make an effort to be accessible are more likely to provide higher quality products and services than those that do not. Not only does being inclusive align with Gen Z but it enhances their perception of your brand. Failing to truly understand Gen Z may lead to many feeling detached and unwelcome.
At the same time, Gen Z wants to experience something new and unique. Everyone wants to be one of the first to discover a new product or attend an exclusive event. Gen Z is no different when it comes to looking for a personalized experience, with 45% agreeing that an experience is enjoyable only if it is available to a select few (Momentum Worldwide). This inclusive, yet exclusive mindset may be difficult for restaurants to manage, but it is extremely important to win Gen Z.
BRANDED EXPERIENCES
As mentioned earlier, Gen Z wants to be able to bond with other fans and feel a sense of belonging. This with the fact that about 67% of Gen Z is “very interested” in a live event or experience (Momentum Worldwide) is the perfect recipe for branded experiences.
Moreover, Gen Z appreciates and finds more value in experiences that are unforgettable and cannot be replicated. In fact, about 33% have concerns about getting a “one size fits all” feeling from branded experiences and initiatives (Momentum Worldwide), highlighting the importance of making the experience truly memorable and aligned with Gen Z’s values and interests.
VIGOR’S VIEW
Incorporating these suggestions of limiting any unnecessary technology, fostering an inclusive and welcoming environment while maintaining a personalized experience, and utilizing unique branded experiences will allow for bars and restaurants to build a meaningful, authentic connection with Gen Z, leading to increased foot traffic and an improved consumer perception.
Getting on the favorable side of Gen Z is crucial for bars and restaurants who want to stay relevant in the coming years. Whether you’re opening a new bar, adding locations to a pre-existing restaurant chain, or looking for a fresh rebranding of your current restaurant or bar, Gen Z must be considered when making decisions. Be creative and experiment with different tactics – Gen Z will appreciate it.
