Gen Z is Driving Grocerant Growth Meaningful Relevance

When it comes to leveraging data to develop valuable insights for foodservice including restaurants, grocery stores, convenience stores, drug stores, you can bank on Google, according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®

First you have to understand that Gen Z is comprised of tech natives who have always had exposure and access to technology, particularly hand-held technology such as smartphones and tablets. This access has created a sense of comfort, immediacy, urgency among Gen Z as well as a reliance on social engagement that impacts their on- and off-premise experience with restaurant brands.

Consider this smartphones, tablets and touch kiosk are for Gen Z complexity free are great for creating a hassle-free dining experience according to Johnson who added those tools should complement the stated brand messaging and goals.

Since 83.6 % Gen Z’s, use technology to determine where to eat the new foodservice sign must first be on a handheld digital devise. Then that messaging, advertisement, or invitation must be integrated into digital payments systems and social media marketing platforms.

Some things never change as regular readers of this blog know the old adage ‘KISS = Keep It Simple Stupid” well Gen Z believes in the old adage as they find food and brand authenticity to be the strongest the simpler and more straightforward the messaging and food with the fewest ingredients win big with this group according to Johnson.

Michiel Bakker, director of Global Foodservice Programs at Google, believes that authenticity extends beyond the restaurant experience to the ingredients people are consuming. “Our search data shows that Gen Z is using food for peak personal performance and behavior,” he said, which makes ingredient lists and nutrition data important to Gen Z decisions around food. “I think the foodservice industry needs to take a long, hard look at what the beauty industry has done. There’s a changing tide around what you put on and in your body.”

With authenticity comes responsibility members of the Gen Z cohort, believe that brands must show some sort of involvement with social responsibility. To start they must provide food for a good value at a fair price to protecting the environment to advancing racial, gender, and income equality. In short Gen Z promotes, supports and engages with brands that embrace social responsibility.

We must note that supporting the idea that social responsibility includes more than protecting the environment.  Today all food brands have a responsibility to deliver what they promise in an era of ‘Trump’ when ‘Truth is not Truth’ members of Gen Z expect food and foodservice messaging to be complexity free.

Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant