Making up approximately 26% of the population, Gen Z is impacting the foodservice industry with their busy schedules and desire to connect with the world. On average, Gen Z spends 6 to 8 hours per day online to stay in touch with friends, news, social media, and more through their devices. With the increasing reliability on mobile devices for information and social interactions, Gen Z is causing operators to face new challenges to keep their brands relevant in the future.
Use these helpful tips to adjust your marketing practices for Gen Z and stay ahead of the curve:
More Value – Gen Z is defined by the recessionary period they grew up in, making these young patrons more frugal when dining out. Offer low-cost menu options or weekly specials to accommodate their desire to save money.
On the Move – Gen Z is constantly on the go and looking for quick eats to match their busy schedules. Try offering smaller portions on your menu and more snacks for grazing between meals.
Experiment with Flavor – Known for the adventurous taste buds, Gen Z is not afraid to try outrageous flavor combinations or experimental healthy options. Test out your most inventive creations on this new generation.
Get Social – Update your social media pages with short, conversational messages to create a two-way exchange with Gen Z. Be sure to respond to comments and answer questions you receive on your posts to help build relationships with these young consumers.
Give Back – Gen Z is looking to make a difference in the world. Team up with local charities or non-profit organizations to promote your philanthropic efforts and create unique menus or campaigns to support the local community.
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With the rise of mobile ordering to help customers “skip the line,” foodservice establishments have more of their profits at stake than just a few years ago. Since 2015, the mobile ordering industry has grown exponentially from its starting point at $4 billion and has continued to rise. By 2020, this mobile ordering technology is predicted to top $38 billion and account for 10.7% of total quick-serve establishment sales.
With revenue trending towards mobile ordering, it is imperative that businesses optimize their online ordering platforms to provide guests with the best service. Before launching your establishment’s mobile ordering platform, consider these four points to provide the best online ordering experience:
Ensure Product Quality – Just because customers are ordering ahead, doesn’t mean they want their latte to be lukewarm at the first sip. Ensure that food stays at its proper temperature until the designated pickup time to meet your customers’ food quality expectations.
Prepare on Time – Be sure your online orders are prepared on time. Customers who ordered ahead to skip the line can quickly become disillusioned with your operation if they find themselves watching the clock when waiting for their orders.
Designate a Pickup Area – Create a designated pickup area for mobile orders. Making a clear point of pickup streamlines the online order process. Plus, this cuts down on customer complaints from those ordering in the traditional line who might see a guest come in, skip the line, and grab their mobile order at the front.
Order, Pay, Repeat – Be sure your mobile app streamlines the order process and makes it easy to order again and again. A smart restaurant app should have the ability to track past orders and save your customers’ frequently-ordered items.
In the age of online ordering, your establishment must stay ahead of the curve to satisfy your customers’ needs for fresh food fast.
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With the latest payment technologies stressing ingenuity and convenience, many establishments are considering upping their digital payment methods and eliminating the option to pay with cash altogether. While goal of cashless operations is to stay relevant, these establishments may be missing important opportunities to connect with their customers, such as:
Encouraging Tips – Paying in cash gives guests the chance to recognize outstanding employees with extra tips for their good service.
Human Interaction – The small act of paying in cash opens an opportunity for extra interaction between staff members and customers. This gives your employees a chance to showcase their excellent customer service skills and earn loyal patrons.
Including Everyone – Generally, millennials are pretty savvy with technology. However, if customers are older or adverse towards going digital, going cashless can turn off potential patrons to your establishment.
Financial Flexibility – Sometimes technology fails and systems crash without warning. Accepting physical dollar bills provides a backup in times of technological failure.
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