BUSINESS
F&B
GETTING TO GRIPS WITH GENERATION Z Having grown up with technology, Generation Z is one of the most advanced — and sophisticated — of all generations. Maya Bekhazi Noun, founder and managing director of The Food Studio, explains how this group is calling the shots, especially in the world of food and beverage.
My 11-year-old daughter frequently asks for homemade ramen and kimchi for dinner, and yet she has never been to Asia. She also has smartphone applications to order food from her favorite restaurants and typically asks to buy certain ingredients because she wants to try a trendy recipe for a TikTok post. In essence, my daughter is a typical Gen Zer or zoomer, the generation born after 1996. Her generation is far more diverse than any previous one, and they are on track to become the most educated and creative generation yet. They are enthusiastic and discerning in their choices, especially when it comes to food and beverages. Even if there are similarities with millennials — their predecessors we should not assume that they are the same. Generation Z was born in the digital world, with PCs, smartphones, gaming devices and the internet. This generation has virtual friends who they often socialize with on social networking sites. Convenience is key; they have no memory of the world before smartphones, hence they are accustomed to ordering a meal at the touch of button. The Gen Zer is always plugged in and exposed to a variety of cuisines and cultures.
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HOSPITALITY NEWS ME | JUN - JUL 2021
Connectivity Tech-savvy zoomers are never without a phone. Their reliance on technology is stronger than previous generations and previewing the menu on Facebook and posting online reviews in real time is the norm. Typically, Gen Zers decide if they want to eat at a restaurant based on the establishment’s social media accounts alone, preferring food that is photogenic and worthy of a post on Instagram. Indeed, Instagram-worthy dishes are often enough to drive Gen Z to a restaurant. This generation favors the new and innovative, yet loves classics. Generation Zers are enticed by delicious food and exciting flavors — anytime, anywhere.
Eating Like all youngsters, Gen Zers likes basics and classics, enjoying burgers, pizza, chicken, sandwiches, salad and fruit, yet they also strive for more flavors, combinations and variety. Generation Z is willing to try new food and out-of-the-box food trends, seeking restaurants that offer trendier food choices alongside more traditional ones.
Zers love more authentic and varied global offerings, such as Mediterranean, Southeast Asian, Korean, Middle Eastern and Mexican options. Hot, spicy and exotic flavors are popular among Gen Zers. Healthy, plant-based, fresh, natural, organic and sustainable as well as local, authentic, farm-raised and free-range foods resonate with Gen Z more than any other generation. However, this generation looks for authenticity and truth. Zers value ethics and gravitate toward restaurants that are transparent with their menus and products, the origins of their ingredients and how they prepare their dishes. Zoomers also expect brands to apologize and take corrective measures for their mistakes. Having vast amounts of information at their disposal, this pragmatic and realistic generation of consumers expects to be in full control — accessing, evaluating and analyzing a broad range of information before making any purchases. “Flexitarian dining” is a concept that has been embraced by young consumers, and Gen Zers believe that you don’t have to be vegan to want to consume more vegan
