The New Role of Visceral and Voice Food Marketing

 

Success does leave clues and consumers are dynamic not static and according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® as U.S. consumers face rising costs, the dining landscape is evolving in real-time.

A recent study by Givex reveals that 41 percent of Americans are eating out less, 45 percent have reduced food delivery, and 60 percent are cooking more at home compared to last year. With food away from home rising 20 percent in price since August 2021, restaurants now compete for an ever-smaller slice of consumer spending. In this challenging climate, effective, data-driven marketing strategies are more essential than ever.

The food industry's shift from traditional brand marketing to digital food marketing has created new opportunities for engagement, but it also demands a more precise approach. Brands can no longer rely solely on broad campaigns; instead, they must harness data, technology, and the evolving values of their customers. The rise of digital platforms, AI-driven insights, and voice marketing has further transformed the landscape, allowing for visceral, real-time connections with customers. These tools are vital to reaching a generation of consumers who are more fragmented in their dining preferences than ever before.

The Digital Marketing Evolution in Foodservice

In today’s marketplace, the transition from brand-centric marketing to digital-first, values-based strategies is paramount. Digital food marketing offers the ability to reach consumers through personalized, real-time engagement, from social media ads to AI-powered voice assistants. According to a 2024 study by Deloitte, restaurants that have integrated voice and digital marketing strategies see up to a 15% higher engagement rate, particularly among Millennials and Gen Z, who prefer ordering via mobile apps or digital platforms. Meanwhile, Boomers and Gen X remain more influenced by tradition-driven marketing messages, underscoring the need for a multichannel approach.

However, even with the digital revolution in full swing, the key to success lies in understanding consumer behavior through value segmentation. Efficient marketing strategies must not only utilize the tools of digital engagement but must also align with consumer motivations—be it convenience, quality, or social connection. As the Zenzi by Aletheia research demonstrates, dining decisions are deeply rooted in six core value types—Achievement, Pleasure, Freedom, Purpose, Tradition, and Security—each influencing consumer behavior in unique ways.

For example, Achievement-driven consumers are 41 percent more likely to dine out frequently and prioritize brand recognition and rewards. Meanwhile, Purpose-driven diners, who place high importance on sustainability and ethical sourcing, dine out less but are drawn to restaurants with a strong social or environmental mission.

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The Importance of Visceral and Voice Marketing

In this era of digital transformation, voice marketing is emerging as a game-changer. Voice search is projected to account for over 50% of all search activity by 2025, according to Comscore, making it an essential tool for food brands to integrate. Voice assistants like Alexa and Google Home are becoming key entry points for consumers to explore restaurant offerings, make reservations, or order takeout, especially among Gen Z and Millennial customers. These generations are increasingly using voice technology not just to seek information but to interact with brands in more meaningful, hands-free ways.

Incorporating visceral, sensory-driven marketing also heightens consumer engagement. According to a report by Forbes, campaigns that appeal to the senses—such as mouth-watering visuals in digital ads, enticing smells in stores, or ambient sounds in videos—can boost purchase intent by up to 30%. This is particularly true in foodservice, where the experience is multi-sensory by nature.

Aligning Consumer Values with Targeted Marketing

To resonate with today’s consumers, restaurant marketers must craft campaigns that speak to the underlying values that shape dining behavior. Zenzi by Aletheia’s behavioral segmentation study sheds light on how different values influence dining preferences, offering a roadmap for crafting more relevant marketing messages.

1.       Achievement: These consumers seek quality, efficiency, and exclusivity. They respond to campaigns emphasizing loyalty programs, speed of service, and brand prestige.

2.       Purpose: Purpose-driven diners are less frequent patrons but are highly loyal to brands that reflect their values. Marketing should highlight sustainability initiatives, community involvement, and ethically sourced ingredients.

3.       Tradition: Consumers motivated by Tradition prioritize consistency and familiarity. Marketing should focus on nostalgic, feel-good elements such as longstanding recipes, warm service, and family-friendly environments.

4.       Pleasure: Fun-loving and socially driven, Pleasure types seek enjoyable, affordable dining experiences. Marketing should emphasize promotions, socializing, and vibrant atmospheres.

Understanding and aligning marketing messages with these values creates precision in campaigns, leading to higher engagement and loyalty.

The Strategic Shift for Restaurants

As the industry navigates rising costs and shrinking margins, leveraging insights from behavioral segmentation can significantly enhance marketing effectiveness. With more consumers seeking personalized and digital experiences, restaurants must also evolve from one-size-fits-all strategies to dynamic, multichannel campaigns that incorporate voice marketing, sensory engagement, and value-based messaging.

According to the National Restaurant Association, restaurants that adopt digital tools like AI-driven marketing platforms, loyalty apps, and real-time feedback loops can see a 20% improvement in customer retention. Moreover, data from Zenzi’s research indicates that personalized messaging that aligns with core consumer values can boost conversion rates by 18%.

The lesson is clear: As the food industry moves further into the digital age, understanding the psychological and emotional motivations behind consumer behavior is critical. By tapping into these insights and incorporating cutting-edge digital tools, restaurants can create campaigns that are not only more precise but also more impactful—helping them survive and thrive in a challenging market.

Colleen Howell, a research analyst at Aletheia's audience research arm Zenzi, emphasizes that understanding consumer values is now more important than ever in restaurant marketing. By incorporating psychology, AI, and data science, Zenzi enables brands to connect more deeply with their customers, offering insights that lead to higher engagement and loyalty.

In today’s market, where competition is fierce and consumers are more selective, understanding these values and using them to guide marketing strategy is a recipe for success. Restaurants that blend digital marketing with value-driven insights will be better positioned to capture the attention and loyalty of consumers across generations.

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company edify your brand with relevance.  Call 253-759-7869 for more information.