Cinnabon Focused on the Next Generation of Consumers

 

Those of you who are regular readers of this blog know that the team at Foodservice Solutions®, including Steven Johnson our Grocerant Guru® believes that Cinnabon is has one of the very best brand building marketing departments of any chain restaurant in the world.  Johnson stated recently “few companies can focus so clearly on their target market while edifying the edge with proactive positive incremental messaging as Cinnabon.”

Here is but one more example. Just in time for National Promposal Day (this Saturday, March 11) Cinnabon is rewarding 100 random students who “prompose” with a $20 gift card to enjoy Cinnabon treats, whether on prom night or another special occasion. One lucky student with the most creative “promposal” will receive the grand prize: a sweet limo ride to prom, complete with a catered order of Cinnabon treats to share before the big night, plus a year’s worth of Cinnabon for both them and their prom date!

Regular reader will understand that this is a perfect example on how to extend your brand invitation with interactive participatory food marketing.

In case you did not know, here is How to enter: Starting this Saturday, March 11 through Friday, March 17, students can enter for a chance to win by creating an original “promposal” photo or video and posting it on their Instagram or TikTok accounts - using the hashtags #CinnaPromposal and #entry and tagging @Cinnabon. To be eligible, the video or photo must be shared as a comment on the Cinnabon posts announcing the contest.

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. 

Generational Difference in Foodservice Matter

Students today are your employees and consumers tomorrow often it is the case that the undercurrents of customer adoption beginning with students evolve into full-fledged trends in a couple of years according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Recently UNiDAYS, uncovered some interesting information in its Gen Z study: “What Restaurant Need to Know,” highlighting key tips for restaurants to make inroads with Gen Z. Exploring the attitudes and behaviors of Gen Z consumers. They found four key themes restaurants need to pay attention to:

1. Move Past the Broke Student Mentality

According to the report, 78 percent of Gen Zs spend the majority of their money on food. However, Gen Z has already proven to be more financially savvy than their Millennial counterparts. So, even though they have the money to spend, they want to be careful about how they spend it.

2. Community-Based Incentives Are Key

Nearly 93 percent of Gen Zs say they “are more likely to try a restaurant that offers discounts.” UNiDAYS recommends creating a personalized experience for students in a scalable way. Out of the Gen Z-ers surveyed, 41 percent said they learn about new menu items in the restaurant, and the remainder rely on social media networks (20 percent) and friends (19 percent). The best way to market these local offers are through community-based platforms that build brand affinities.

3. Embrace Spontaneity

Gen Z’s are spontaneous by nature. Only five percent of them said they plan their meals in advance while 48 percent said they try a new quick-service restaurant chain every month. Restaurants can take advantage of their willingness to try new things by using real-time tactics such as mobile push alerts for promotions of menu items and pricing geared towards Gen Z. Since they often communicate in images, it’s critical to dedicate “resources to leverage images and video snippets of your food across social and in promotions targeted at Gen Z.”

4. What Gen Z is Craving: It’s Not About the Meal Plan

Almost 48 percent of students don’t have a campus meal plan, and UNiDAYS says, “if they’re not coming to you, then they’re checking out your competition - which includes local and independent restaurants.” Students share that almost half of local eateries provide special offers for them and 78 percent are taking advantage.

Success does leave clues www.FoodserviceSolutions.us  is the global leader in grocerant niche business development.  We can help you identify, quantify and qualify additional food retail segment opportunities.  Has your company had a Grocerant ScoreCard completed a Grocerant Program Assessment, or new Grocerant niche product Ideation?  Want one?  Call 253-759-7869 Email: Steve@FoodserviceSolutions.us