Gen Z spends nearly 75% of their time online, and marketers would be wise to recognize that, he told restaurateurs on Saturday.
Saturday's “Cracking the Gen Z Code” educational session featured everyone from Bojangles' Tom Borland to Smoothie King's Marianne Radley to Caribou Coffee's Erin Newkirk to Chicken Salad Chick's Tom Kerr. Chief marketing officers from all over the world shared their insights about Gen Z (this age group). Ages 12-27, born between 1997 and 2012.
Caribou Coffee, for example, produces a dating show that exists on TikTok, Newkirk said. Newkirk noted that the pair's dates will culminate in June and July.
“This is a product of innovation,” Newkirk said.
Borland said Southern powerhouse Bojangles has tapped into Instagram users by expanding its long-standing Bo Belly Biscuits platform to include cookies.
“We're also capitalizing on this group's tendency to snack,” he says.
Radley said Smoothie King, known for its bowls and smoothies, has been targeting younger audiences over the past 14 months by emphasizing images.
“The response of the 18-34 age group has really changed,” Radley said.
Even Chicken Salad Chick, which offers a variety of chicken salads, is leveraging innovation in online image platforms and collaborating with influencers in the local market, Kerr said.
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