News

3 ways restaurants can engage Gen Z

June 20, 2018

Members of Generation Z, which make up 26 percent of the U.S. population, spend $1 out of every $5 eating out — a statistic that makes clear the critical role these young people play in driving restaurant growth and relevance, according to data gathered by GP PRO, a provider of foodservice
disposable products and advanced dispensing solutions for commercial facilities.

GP PRO’s research team said it gathered existing data from a vast array of online sources to generate the data shared and used.

"There is absolutely no question that understanding Gen Z and making business decisions to attract Gen Z customers and gain their loyalty is critical to succeeding in today’s highly competitive foodservice landscape," GP PRO VP  Alec Frisch, said in a company press release. 

Restaurants trying to connect with Gen Z should keep in mind the best way to reach them is via technology, authenticity and social responsibility. 

Technology: Made up of tech natives with constant exposure and access to technology, Gen Z has a sense of immediacy as well as a reliance on social engagement that impacts their on- and off-premise experiences with restaurant brands. 

Authenticity: Gen Z is focused on realism, transparency and authenticity and is more likely to make purchases from brands that understand this. Statistics shared by GP PRO indicate that 44 percent of Gen Z is more likely to visit restaurants that offer new or innovative experiences, but that experience must be authentic.

Social Responsibility: Brands must exercise social responsibility from providing a good value at a fair price and protecting the environment to advancing racial, gender and income equality.