Chain restaurants are at the crossroads of menu evolution
according to Steven Johnson Grocerant
Guru® at Tacoma, WA based Foodservice Solutions®, where nostalgia meets
novelty and reinvention drives relevance.
With a focus on catering to Gen Z, Millennials, and Baby
Boomers, restaurants face the challenge of balancing the revival of old
favorites, the introduction of new items, and updates to classic offerings.
Each generation reacts differently, and understanding these nuances is essential
for driving long-term top-line sales and bottom-line profits.
1. Bringing Back an Old Menu Item
The Appeal:
Nostalgia sells. Reviving an old menu item taps into fond memories and creates
a buzz among loyal customers. For Baby Boomers, it evokes a sense of comfort
and familiarity. Millennials often see it as a connection to their youth, while
Gen Z views it as a retro novelty worth trying.
Example:
When Taco Bell reintroduced its Mexican Pizza, the response was overwhelming,
especially from Millennials who grew up enjoying the item. Social media
campaigns amplified its return, appealing to Gen Z's desire for shareable
experiences.
Key Insights:
·
Baby Boomers value the consistency and
trust built over years.
·
Millennials respond to the emotional
pull and nostalgia.
·
Gen Z engages when the comeback is
trendy and well-marketed.
Best Practices:
Leverage storytelling to emphasize the item’s history while modernizing its
presentation to appeal to younger generations. Limited-time offers (LTOs) can
test market response and create urgency.
2. Introducing a New Menu Item
The Appeal:
New items signal innovation and the promise of fresh experiences. For Gen Z,
novelty often equals excitement, and they’re more willing to experiment.
Millennials, while open to new items, prioritize health-conscious and
sustainable choices. Baby Boomers tend to be cautious, looking for items that
align with their tastes.
Example:
McDonald’s successfully launched its plant-based McPlant burger to capture
Millennials’ and Gen Z’s growing interest in plant-based diets. The initiative
demonstrated how innovation aligned with health and environmental trends.
Key Insights:
·
Gen Z loves bold flavors and unique
combinations.
·
Millennials appreciate items that
align with lifestyle trends.
·
Baby Boomers prefer subtle changes
that don’t stray too far from the familiar.
Best Practices:
Highlight unique ingredients and social impact when launching new items. Engage
customers through digital campaigns, influencer partnerships, and immersive
in-store experiences.
3. Updating an Old Menu Item
The Appeal:
Updating a classic item bridges the gap between nostalgia and modern
preferences. Gen Z appreciates the fresh take, Millennials see it as an
evolution of their favorites, and Baby Boomers value improved quality or
health-conscious adjustments.
Example:
Dominos improved its pizza recipe in 2010, addressing customer feedback and
successfully revamping its core product. The updated recipe appealed across
generations, boosting the brand’s reputation and sales.
Key Insights:
·
Gen Z views updates as a creative
twist.
·
Millennials appreciate when updates
add value without losing the essence.
·
Baby Boomers prioritize enhancements
that maintain familiarity while improving taste or quality.
Best Practices:
Use customer feedback to inform changes and transparently communicate
improvements. Offering a side-by-side comparison can reassure skeptics and
build trust.
What Works Best for Long-Term Success?
1.
Customer-Centric
Strategy: Success hinges on understanding each
generation’s values. Chain restaurants that listen to their customers and adapt
accordingly can create menu offerings that resonate broadly.
2.
Balance and Variety: A mix of revived classics, innovative items, and updated
favorites ensures there’s something for everyone. For instance, a core menu
item can anchor the menu, while seasonal LTOs drive excitement and repeat
visits.
3.
Marketing and
Engagement: Effective marketing strategies,
particularly on digital and social platforms, amplify menu changes. Interactive
campaigns—such as allowing customers to vote for the next revived item—foster a
sense of ownership and engagement.
Think About This:
Reviving old favorites, launching new creations, and updating classics are
powerful strategies for menu development. When tailored to the preferences of
Gen Z, Millennials, and Baby Boomers, these approaches create a dynamic menu
that drives both emotional connection and financial performance. By blending
nostalgia with innovation and leveraging data-driven insights, chain
restaurants can build lasting relationships with multigenerational audiences
while securing their position in the competitive dining landscape.
Don’t over reach. Are
you ready for some fresh ideations? Do your food marketing ideations look more
like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while
creating a platform for consumer convenient meal participation, differentiation
and individualization? Email us
at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the
following links: Facebook, LinkedIn, or Twitter
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