News

Survey confirms foodservice providers need specific strategy to reach Gen Z

November 2, 2017

To reach today's student generation, referred to as Gen Z, foodservice providers need a marketing strategy tailored to that audience. 

UNiDAYS, a student affinity network, released the findings of its Gen Z study: "What Restaurant Need to Know About Gen Z," highlighting tips for foodservice establishments to make inroads with this consumer group. The study highlights common misconceptions — and often surprising trends — when it comes to understanding student preferences and how to engage this hard-to-reach generation.

The report is based on qualitative research generated by a survey of 1,800 Gen Z students in the U.S. and unveils four key themes. 

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 an establishment that offers discounts. Out of the Gen Zs surveyed, 41 percent said they learn about new menu items in an establishment, 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 Zs are spontaneous by nature. Only 5 percent said they plan meals in advance, while 48 percent said they try a new quick-service restaurant chain every month. Foodservice providers 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 food across social and in promotions targeted at Gen Z.

4. It's not about the meal plan

Almost 48 percent of students don't have a campus meal plan. Students said that almost half of local eateries provide special offers for them and 78 percent are taking advantage of these offers. 

The report was generated through a quantitative online survey fielded among 1,873 verified Gen Z students in the U.S., via UNiDAYS private online community network. The survey was fielded Aug. 1-31, 2017.