1. Shopper & Customer

Insights Drive Successful Restaurant Marketing Targeting Gen Z


Time and time again the winners in garnering new customers
are those that utilize the best information at that information was intended to
be use according to Steven Johnson Grocerant
at Tacoma, WA based Foodservice Solutions®

Bauer is the CEO of Dynamic Yield
, a Mastercard company is responsible for
driving the next chapter of personalization growth. Bauer’s insights can help
you drive top line sales and bottom-line profits.  Here, take a look at how he thinks customer
focused customization and personalization insights can help you run your
restaurant this year, next year, and on and on.


“Immersed in customized content from their very first taste
of digital media, Gen Z is a digitally native cohort that’s gotten used to
having personalized experiences. Because the music they listen to, the content
they watch, their social media feeds and so much more have always been curated
specifically for them, they expect similar customization in all areas of their
lives—and that includes restaurants. And when personalization has been the
standard, static, one-size-fits all dining options spark menu anxiety and
decision fatigue; according to a recent study from Prezzo, 86 percent of Gen Z
adults experience this form of anxiety.

At the end of the day, restaurants can win with consumers
by serving them relevant content that makes their life a little easier, even if
it’s a matter as simple as picking the right side for the entrée. Understanding
context and perception, embracing data-driven analytics, and adopting a new
approach to relationship-building are key to meeting the high standards of the
rising generation—and saving them from ubiquitous menu anxiety. 

360-Degree Dining: Revolutionizing the Quick-Service

If a consumer’s experience is clunky or disjointed—for
example, if the in-store kiosk has no way of connecting a consumer’s account
for an in-store order—that kind of poor engagement can deepen anxiety around
ordering. With a holistic approach, the brand is taking on the emotional work,
so the consumer doesn’t have to. Seamless CX and smart recommendations, like
suggesting plant-based options for a loyal vegan consumer or configuring menu
boards to feature items popular with similar consumers, help meet the
expectations of a consumer accustomed to the exceptional. But it also means
having the operational intelligence to avoid suggesting an item that’s
currently out of stock or unpopular in that area. Simple changes like this help
reduce the clutter, streamline the journey, and prevent decision paralysis and
information fatigue.

The Nexus of Loyalty and Personalization

Loyalty is an outcome—not a program—which makes the
relationship between loyalty and personalization inherently symbiotic.
Quick-serves are challenged with personalizing experiences in a sector
most transactions are unidentified and behavior can differ significantly depending on
any number of uncontrollable and unpredictable factors. Relationships are the
true equalizer for restaurants because people naturally seek out the brands
that know who they are and what they like. We see that in practice all the time
on a local level – when your neighborhood barista knows your regular order,
they’re offering you a streamlined experience based on how you behave every
morning. Smart personalization has leveled up this concept and is ushering in a
new era of consumer-centricity that will change the way we engage for the
better. With the right technology, you can build the authentic connections
consumers are really looking for—mastering context, perception, and expectation
to build loyalty.

Taking a Macro View

According to Mastercard SpendingPulse, which measures in-store and online retail sales across
all forms of payment, from November 1-December 24,2023, spending in the
restaurant sector was up 7.8 percent year over year; put simply—consumers are
still dining out, even more than they were the year prior. But the Mastercard
Economic Institute predicts 2024 to be a year of tradeoffs as consumers balance
prices with priorities, so it’s crucial that restaurants invest in
personalization to deliver the relevant experiences consumers seek. That means
building the right foundation, asking the right questions, and marrying the
in-store and online experiences to maximize every interaction.

Harnessing Data-Driven Personalization to Transform Your
Quick-Service Restaurant

When actioned in line with robust privacy principles and
responsibly managed, data puts countless benefits and opportunities on the
table. By understanding preferences and behavior—and what drives that
behavior—quick-serves can make more informed decisions to boost overall
business performance. With smart personalization, consumers are treated to more
satisfying and memorable experiences that can surprise and delight. A deep
understanding of your own business performance and an awareness of what’s happening
with the competition can trigger innovation that helps you stay ahead in a
competitive market. And at its core, data allows you to be more authentic in
how you relate and engage with consumers, cultivating a sense of belonging that
enhances long-term loyalty.

The future of the industry is in embracing data-driven
services to drive personalization and loyalty. For quick-service brands aiming
to attract and retain Gen Z consumers, personalization is not just an
option—it’s a necessity. With the right analytics, insights, and creative
thinking, quick-service restaurants can offer holistic personalization that
delivers real value and minimizes menu anxiety no matter the generation.

Don’t over reach. Are
you ready for some fresh ideations? Do your food marketing ideations look more
like yesterday than tomorrow? Interested in learning how
Foodservice Solutions® can edify your retail food brand while
creating a platform for consumer convenient meal participationdifferentiation
and individualization?
 Email us
[email protected] or visit us on our social media sites by clicking the
following links:
Facebook,  LinkedIn, or Twitter

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