J. Rivard N Compass Media
SHOPPING & BUYING HABITS OF GEN Z PART 2 EATING
78% of Gen Z will spend most of their discretionary income of 143 billion dollars on food.
WHAT IMPACT WILL GEN Z HAVE ON THE FOOD AND RESTAURANT INDUSTRY?
One Hundred and Forty Three Billion Dollars is up for grabs. And 78% of Gen Z will spend most of their discretionary income on food. This is an exciting and challenging prospect for the food industry. Aaron Allen of Aaron Allen &Associates, a global restaurant industry consultancy firm, believes that Gen Z is poised to transform the restaurant industry.
GEN Z WANTS TO KNOW EVERYTHING ABOUT WHAT GOES INTO THEIR BODY
Gen Z uses research to make a connection with a product and this includes where and what they eat. When it comes to the food products they consume, Gen Z wants to know where it came from and how it is made. Is it Organic? Does the nutritional label meet their standards and a million other questions that arise on a daily basis.
GEN Z 'S EATING HABITS
Gen Z is busy and on the go. And their eating habits reflect their management of time. They are Food Grazers. They will eat whenever and wherever as long as the food meets their qualifications. They respond to restaurant quality food that can be consumed on the go making Pop Up restaurants a viable solution. Gen Z is also setting a trend towards four smaller meals a day. Aaron Allen notes that one study found that only 5% of students plan their meals in advance. Most see eating out as a social event and focus on enjoying the time with their friends or family.
GEN Z ETHNIC FOOD PREFERENCES
Gen Z is the most culturally diverse generation yet. They gravitate towards fresh, natural foods made with multi-cultural spices and cooking techniques. Because they are so culturally diverse and globally connected they are seeking out ethnic food choices.
GEN Z SOCIAL RESPONSIBILITY
Gen Z's demand for socially responsible companies trickles into their eating preferences also.
According to Arron Allen, 89% of Gen Z prefer to buy from a company supporting social and environmental issues over one that does not. They care about how the choices they make affect the environment. And Nielsen reports that Gen Z will pay more for products and services from a company who is committed to positive social and environmental issues.
HOW THE FOOD INDUSTRY CAN TAKE ADVANTAGE OF GEN Z DINING HABITS
Aaron Allen offers some solutions which can be easily implemented:
Push notifications that advertise promotions could increase sales during off-peak hours.
Menus with clear in-depth descriptions about ingredients and their sources will provide a sense of comfort and ease.
Fresh, local ingredients can become a powerful marketing tool.
Communal seating arrangements encourage conversation, while food options like tapas, dim sum, and sushi encourage sharing.
You may also enjoy: SHOPPING & BUYING HABITS OF GEN Z PART 1 RESEARCH
Author: Joe Rivard, President, N Compass Media. "If you think your Restaurant or Food product could use an infusion of Gen Z customers, contact me. N Compass Media offers many creative opportunities to promote your Brand to Gen Z on their college campus. Take advantage of my complimentary 30 minute consultation where you can discuss the best way to get Gen Z to notice your Brand on their college campus."