Millennials and Generation Z - Sysco

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your own restaurant website. ... Millennials have uploaded photos of food and ... your business for this shift, as consu
Sobremesa



Spring 2015

Today’s youngest generations, including Millennials and Generation Z, are changing the face of consumption in the foodservice industry. It’s important to prepare your business for this shift, as consumer tastes, trending products and overall expectations for the dining-out experience continue to evolve. Now is the time to learn how to make the most of this opportunity. The Millennial cohort includes consumers between the ages of approximately 20 and 34. Not only do these guests value the authenticity of regional foods, they tend to pay more for fresh and healthy cuisine.1 For them, dining isn’t just about the food—it’s about the overall cultural experience.2 Generation Z comprises today’s children and teenagers, characterized by a spirit of connectivity, social savvy and ingenuity.3 This group is also the

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The food industry must pay close attention to these influential groups of consumers, as they will be driving change in dining patterns over the next five years.5 Understanding the needs and demands of these patrons now will help you better adapt to their tastes and expectations in the future.

80

%

of Generation Z-ers are of Hispanic origin.4

44%

most culturally diverse in the United States, with 24% of Gen Z-ers being of Hispanic origin.4

UTILIZING TECHNOLOGY While Millennials became more technologically savvy in young adulthood, Generation Z was born in a completely digital world. In fact, this group can’t imagine a world without technology or the interactive ease that social networks provide. In order to ensure that both of these generational groups pay attention to your business, it’s important to extend the dining experience beyond the walls of your restaurant. Connect with these guests on an emotional level by sharing your personal story and your restaurant’s history on the menu and your website. Young diners are eager to share their experiences online; they expect

of parents of Gen Z-ers choose restaurants based on their children’s suggestions.7

restaurants to offer Wi-Fi and be present on foodfocused sites like Yelp and OpenTable. Another way to satisfy these diners is by having an authentic digital and social presence beyond your own restaurant website. It’s important to be active on social networks in order to stay relevant with the digital habits of young patrons; 44% of Millennials have uploaded photos of food and beverages to social platforms.6 Consider creating Facebook, Instagram and Twitter profiles for your

operation so that customers can “tag” their photos and effectively promote your restaurant. Remember that plate presentation is critical—your dishes should be visually appealing to encourage customers to take photos and share them online.

EATING HABITS Generation Z diners may be too young to have their own disposable income, but they certainly have a strong influence over family dining decisions. When it comes to dining out, about 80% of parents decide to visit whichever restaurant their children suggest.7 Teenagers between 13 and 19 years old currently eat out at least once a week8 and it’s expected that Generation Z will be the group to dine out most frequently, as compared to previous generations.

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Consumers of these generations strive to create their own paths. It’s important to allow them to express their individuality in the context of the food they consume. In the restaurant environment, customization is a great way to keep these guests engaged and satisfied. Today’s young “foodies” are passionate when it comes to exploring all things culinary. Be sure to offer dishes with exotic and 1 2, 6 3, 4

Filiaci, Peter, “Catch the Hispanic Consumer”, Univision, 2014 “Millennials: The Foodie Generation”, Univision, 2014 Bernstein, Ruth, “Move Over Millennials—Here Comes Gen Z.” Advertising Age, 2015

ethnic flavors, as these diners have been exposed to a wide variety of foods from a young age.9 Follow our suggestions to leverage the full economic potential of Millennials and Generation Z. Making just a few simple adjustments to your restaurant offerings and digital presence can help you meet the expectations and tastes of these groups and stay ahead of the trend. 5

7, 8 9

“Youngest U.S. Generations and Hispanics Will Drive Country’s Eating Behaviors Over the Next Five Years, Reports NPD, 2014 Weikel, Kelly, “Pay Attention to Gen Z”, Technomic, 2014 Oscarson, Pamela, “Meet Generation Z!”, Fona, 2015

Your opinion is very important to us. If you have suggestions for future editions of Sobremesa™ or would like to know more about the topics included here, please email us at: [email protected]. Discover the thousand and one ways Sysco® can help you grow by visiting sysco.com/sobremesa. Until next time! © 2015 Sysco Corporation. Todos los derechos reservados.

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