Gen Zs are an essential customer base for your restaurant. Born between 1996 and 2010, this age cohort grew up with technology readily available at their fingertips. With a spending power of $360 billion in the US, restaurant owners need to understand the unique nuances, habits, and preferences of their younger customers to earn their repeat business. In this article, we equip you with four proven strategies for marketing to Gen Zs.
1.Be Active on The Right Platforms
With 93% of Gen Zs on social media, it’s easy to understand why this age cohort has been dubbed the “online generation”. The most popular social media platforms used by Gen Zs are YouTube (88%), Instagram (76%), TikTok (68%), and Snapchat (67%). However, it’s important to note that each platform serves a unique function, which means your marketing strategy must reflect these habits and expectations. For example, although TikTok and YouTube are video-based social media platforms, the former requires videos to be filmed vertically and is targeted for quick content (typically 10-30 seconds). In contrast, YouTube videos are traditionally posted horizontally (until the recent advent of Shorts), and videos can be hours long.
Although some restaurants may be hesitant to jump into the social media landscape, it provides essential benefits, like:
- Establishing your online presence
- Boosting search engine optimization (SEO) and organic visits
- Showing that your brand actively engages with its customers
- Increasing your rate of referrals
- Driving brand interest
2. Ensure Your Ordering Site is Mobile-First
Although considered a best practice across all customer age groups, this rule is especially relevant for younger generations. Over 60% of Gen Zs rely on their mobile device to purchase takeout or delivery, making it imperative that they can smoothly navigate your online ordering site and complete their purchase. Prioritize proportionate image scaling, text and button size, quick loading time, intuitive workflows, and overall usability on a mobile device. By optimizing your online ordering site to mobile orders, you can expect an 18% increase in purchases.
3. Offer a Deal They Can't Refuse
65% of Gen Zers are interested in promos and coupons, meaning they are more likely to purchase a product or service when there’s a good deal involved. With pizza already considered one of the most widely accessible and affordable foods, it presents the perfect storm to offer loyalty programs, after-school specials, and limited-time offers.
4. Consider How Your Brand Reflects Their Values
Compared to previous generations, Gen Zs place higher importance on transparency, authenticity, and trust. Although this looks different for every business, it comes down to clearly communicating your brand’s values and conducting your business in a way that lives up to those values. For example, 82% of Gen Z respondents say they trust a company more if it uses images of real customers in its advertising. Further, 72% said they’re more likely to purchase from brands that contribute to the community through a social cause.
Conclusion
Generation Z represents an increasing segment of the US economy’s spending power. However, before you can earn the repeat business of this age cohort, you must first understand their unique expectations, needs, and habits.
This article covered four pillars of a robust Gen Z marketing strategy:
- Connecting with customers on the appropriate social media platforms.
- Keeping your ordering site mobile-first.
- Offering exclusive incentives.
- Maintaining a consistent (and truthful) brand experience.
With these best practices, your restaurant has the tools to attract the newest generation of pizza lovers. To learn more about how you can optimize your marketing strategy, read 5 Common Marketing Mistakes.
