Dinners That Delight: How Tech Enhances, Not Replaces, Social Dining for Young Adults

 

In today's fast-paced world, where "What's for dinner?" often starts with a phone swipe, technology undeniably impacts dining decisions. But a recent study by the Culinary Visions Panel's Mindful Dining Initiative reveals a surprising truth: young adults (Gen Z and Millennials) crave both convenience and human connection when dining out.

Key Takeaways:

·         Technology as a Time-Saver: Younger diners appreciate tech that streamlines the ordering process. Nearly half (48%) prefer kiosks or apps for speed, highlighting their comfort with technology.

·         Human Touch Still Reigns: Despite their tech-savviness, young adults (64%) value personalized service. A friendly server who remembers their name goes a long way!

·         Sharing is Caring (and Posting): Dining is a social experience for young adults. They're influenced by friends' orders (50%) and enjoy sharing photos on social media (nearly 60%). Food becomes a way to connect and create shareable moments.

What This Means for Restaurants:

·         Offer Tech Options, But Prioritize Service: Provide self-ordering kiosks or apps, but ensure staff remains attentive and welcoming.

·         Create Instagrammable Moments: Think unique plating, interesting decor, or designated photo areas to cater to the social media-savvy crowd.

·         Facilitate Group Dining: Consider larger tables or communal seating to encourage interaction and sharing.

The Bottom Line:

Technology is a tool, not a replacement for human connection. By embracing tech while prioritizing excellent service and a social atmosphere, restaurants can create dining experiences young adults will love – and share with the world.

Foodservice Solutions® specializes in outsourced business development. 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 us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

Food Retailers should be advertising on TikTok

 

Regular reader of this blog have heard this old adage many times before.  The trend is you friend.  It is as true today as it ever was according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® TikTok is where brands are making a difference when it comes to garnering new customers.

Targeting Gen Z consumers is on the mind of all food retailers.  So just in case you did not know,  that TikTok is replacing Google as the search engine of choice for Gen Z.. Now for millennials, the video app might be the new Yelp.

So, users between the ages of 26 and 41 are apparently quick to act on cravings piqued while browsing the app. More than half (53%) said they ordered from a restaurant after seeing a video about it on TikTok, according to a survey of more than 1,100 users by marketing agency MGH.

Millennials aren’t the only ones behaving this way: More than a third (38%) of all TikTok users said the same thing.

Now consider this, extrapolated out, that equates to about 52 million of the app’s 136 million U.S. users, presenting a large and impressionable group of potential customers for restaurants.

The app, which serves up an endless stream of short videos, is massively popular and continues to see double-digit annual user growth in the U.S.

It has proven to be particularly influential on users’ offline behavior. A viral pasta recipe led to a feta cheese shortage at some grocers last year, and books that get traction on the app regularly become best-sellers.

That has made TikTok an increasingly important marketing channel for restaurants. The rapid growth of Crumbl Cookies, for instance, has been fueled in large part by its more than 6 million TikTok followers. And many large chains now have a TikTok strategy.

“TikTok truly is a restaurant marketer's dream come true,” said Ryan Goff, EVP, social media marketing director at MGH, in a statement. “There aren't many other tools we have left in our marketing toolbox that can drive the sort of impact promised by TikTok through this survey."

You just might want to read then reread this section. According to the survey, TikTok’s sway on users’ dining decisions can be quite powerful. Three in 10 respondents said they traveled further than they normally would to visit a restaurant they saw on the app. And about the same amount (28%) went to a place that was more expensive than their usual spots after it popped up in their feed.

The driving factor is the appearance of the food itself. Seventy-two percent of respondents said seeing appetizing food on TikTok led them to place on order.

Forty-five percent said it was a unique menu item, and 42% said the restaurant looked like a fun place to go.

Of course, the exposure TikTok offers restaurants can cut both ways. As Bon Appetit reported this week, the app has given rise to amateur restaurant critics who are building large audiences with their scathing 30-second reviews. 

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

Nontraditional Food Channels Are Growing and Disruptive

The consumer is dynamic not static.  According to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® when the consumer moves food retailers must move with them or risk losing market share. 

The ‘playing field’ is different that it was in 1960, 1980, 2,000. According to Bureau of Labor Statistics US Households had 2.52 people in 2019, 128.58 us households in 2019 with 34.51 million 2 person and 36.48 with one person. Now stop here and think. The fast is 70.99% of all US household is comprised of one or two people.  Are you selling mix & match meal components for one or two people?

Is it any wonder that within the restaurant sector that QSR’s and Fast Casual transaction represented 83.4% of all restaurant industry transaction in 2019? Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepare food continue to drive growth.  Is your brand evolving with consumers?

Recently, Pentallect estimated that the nontraditional food channels currently account for $210 billion in consumer expenditures, and projects 7% annual growth for these channels over the next five years, versus 3.5% for foodservice and 1% for traditional retail, which encompasses supermarkets, supercenters, mass/drug, and dollar stores. The nontraditional channels are projected account for 30% of food industry growth over the next five years.

Battle for Share of Stomach

Bob Goldin, a Pentallect partner and co-author of the study, noted that “nontraditional channels represent a ‘sweet spot’ in the food and beverage industry. Their growth is based upon strong consumer appeal and generally favorable business models. Without question, they demand increased attention from suppliers.”

Pentallect President Rob Veidenheimer observed that “each of the channels has unique consumer appeal and continues to evolve at a very rapid rate. We have studied these channels closely over the past several years and see them as significant share gainers for the foreseeable future.”

Legacy grocery stores continue to have close stores with new smaller footprint food retailers stepping up to replace them.  The restaurant sector customer migration to the fast food and fresh food fast concepts has been disruptive.  What’s next?  Well our Grocerant Guru® has been tracking this sector longer than anyone else, has the pulse of the consumer.  This is a global trend is your brand evolving the touchpoints and attributes driving consumer today?  

For international corporate presentations, regional chain presentations, local educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. For more information visit www.GrocerantGuru.com , www.FoodserviceSolutions.us or call 1-253-759-7869

Branded Product Placement Works it’s ‘The Good Place’

Success does leave clues and branded product placement works and it works great when done right according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Foodservice retailers need to be mindful that digital online advertising while measurable the tried and true old fashion television continues to drive measurable traffic and sales for food retailers.

Last week to celebrate the highly anticipated one-hour season three premiere of “The Good Place,” Pinkberry and Baja Fresh invited fans of the brands and show alike to get into the spirit with delicious frozen yogurt and BOGO burritos.

Pinkberry launched an exciting and buzz-worthy one day activation that is forking awesome. To celebrate the season three premiere of the hit NBC show, Pinkberry served their swirls with forks on Thursday, September 27.

Pinkberry loyalty members will be in the know and could win free rewards by posting photos of the forked swirl on their social accounts. It will have everyone thinking…what the fork, Pinkberry?

Baja Fresh will also be offering their burritos, Buy One, Get One Free all day Thursday, September 27 to celebrate the return of  “The Good Place.” We have spoken to some franchisees who reported a notable sales lift.

Each brand’s product holds special roles in the show. Frozen yogurt is a constant theme throughout the series and Maya Rudolph’s Emmy nominated guest appearance in the episode “The Burrito” is now a fan favorite.

So, how do you plan to edify your brand?  Are you building brand relevance with some of the tried and true methods of advertising? Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations?

Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how www.FoodserviceSolutions.us 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:  www.FoodserviceSolutions.us for more information.