How Do Restaurant Owners Get Generation Z to Eat at Their Restaurants?

This report provides recommendations on how to attract a Gen Z audience to a new restaurant chain, Foodholic. It includes market trend analysis, STP strategy, customer persona, and recommendations for marketing, product, price, place, and promotion. The report emphasizes the importance of strong digital marketing tactics to attract the tech-savvy Gen Z customer base.

How Do Restaurant
Owner get Generation
Z to eat at their
Restaurant

EXECUTIVE SUMMARY
Generation Z has found itself at the forefront of many trends in the restaurant business, and
makes that restaurateurs take a peek at their current menu. Generation Z is very, concerned about
what other people think of them and what they look like. This way, they can use social media
information to be effective with Gen Z. Hence one thing is clear that if one wants to target the
Generation Z customer there is need of strong digital marketing tactics for the attraction of the
customers.

Table of Contents
INTRODUCTION...........................................................................................................................1
Market Trend analysis......................................................................................................................1
Market trend of the Restatement.................................................................................................1
STP strategy of Foodholic...............................................................................................................3
Customer Persona............................................................................................................................3
Recommendation.............................................................................................................................4
Customer Journey Mapping.............................................................................................................8
Customer Map..................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Don't assume that the Gen Z is small, repeating thousands of years. People are ready for
various impacts, and perhaps even more, in the hotel and restaurant industry by attracting the
permanent customer segment of the Gen Z via their interactive and appealing marketing tactics.
Gen Z is one of the most tech-savvy generation to date, so in the recommendations should pay
attention to the introduction of digital technologies (Dabas, Sharma and Manaktola, 2021). The
purpose of this review is to provide a brief report with recommendations on how to attract a Gen
Z audience. The following assessment is based on the new restaurant chain i.e. foodholic which
is considering technology and digital integration in their strategical management practices in
order to attract the loyal target customer base of the Gen Z.
Market Trend analysis
Identification of the market trend are critical for Foodholic in order to attract the customer
segment of Gen Z and penetrated the marketing opportunity. Every organisation either it is being
restaurant or a something else need to access the current marketing trend in order to come with
the disruptive marketing strategy to skimmed the cream of the market share gradually with their
combat practices with the current marketing trend.
Market trend of the Restatement
Online ordering
Online ordering, of course, is big in 2020, and customers are eager to buy food if they
are capable to enjoy the takeaway services with ease just by sitting at home with convient. With
guests also eating less and less, it only matters what's in the order of senior coupons when to do
it. Hence foodholic should focus on providing more simple online ordering system that is a kind
of user friendly system.
Trending food
42% of Foodholicng people want to be street food on the menu. This may be due to the
growing popularity of food trucks that support street food, meaning Generation Z has grown up.
Like every generation for the past few years, Gen Z customers likes to have a nice slice of pizza.
Despite the cheesy carbonated lunch, not really health-conscious, organic "or" trendy "
Generation Z, can't deny that it's pizza, it's a timeless classic. Hence Foodholic consider the
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following trendy food of the Gen Z customer in order to attract the those customer with their
service offering.
Network on Netflix
Even though this generation has been defamed-friendly for using the constant hidden
behind a screen, but when it comes to their food preferences, they want to go out and share it
with families instead of taking it home. Foodholuic restaurant owners can take advantage of this
practice by creating a space-to improve communication. Relax and enjoyable food services
system which includes tapas, sushi and other food parts, as well as sharing food can increase the
crowd at restaurant (Kılıç, Bekar and Yozukmaz, 2021).
Healthier Generation
Well, Foodholic doesn't deny the fact that this is a generation kids are wise, understand
the importance of eating healthy foods. Therefore, the introduction of a wide range of options
will lead to a menu that will certainly please them. And they will certainly willing to pay more
for these dishes. Foodholic in this approach just make sure that they have added some variation
in their menu preparation, for example, variations such as "low carb", "low fat", "gluten-free"
and "low calorie" in dishes which they offering. (Restaurant Management and Analytics
Software. 2021).
Coupon as a lucrative discount voucher for the digital marketing
Everyone likes to have a small discount, this can be a great strategy for Foodholic. As
there are many restuarent which are presenting coupons to customers in a way that they can
understand. This can be in form of the email marketing strategies, and talk to them on their own
vocabulary. This means the right to "click" directly with "coupons". This is why email marketing
is the best way to use it. Where they going to received their coupon and can grab offer easily
though its redemption.
Present variety on display
This is a generation that likes to experiment and experience it all. They are looking for
places that offer something more than just good food. Research has shown that the audience is
Gen Z, which gives priority in dishes that are fusion-based. Food plate, class, food, style and
experience adventure ingredients to entice Foodholicng people. Features a menu consisting of
snazzy food from crazy combos, it's sure to be a hit (Generation Z's Favorite Food Trends and
Eating Habits, 2019)
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STP strategy of Foodholic
Segmentation
The segmentation strategy is based on Generation Z is those who were born between
1995 and 2015, i.e. currently 5 years old and up to 25 years old in 2021. They are expected to
account for 40% of all consumers over the next ten years. In addition Foodholic can target the
millennial group people as three out of four millennial who conduct extensive research before
making a purchase decision report that online reviews also played a significant role in the recent
purchase (Customer Segmentation: Why It’s So Important, 2020)
Targeting
Most Gen Z customers who are still in their teens and have grown up knowing nothing
more than having high-speed internet access. Foodholic target these group as they are more tech
savvy segment And don't forget that Gen Zers are more likely to benefit online retailers, just like
that, than any other generation to the next. If Foodholic wants their brand to succeed in
attracting Gen Z, they will need to understand Gen Z from their point of view, as well as
strategies for interacting with them, in order to be able to attract those towards the brand
offering.
Positioning strategy
Most members of Gen Z are the most active users of social media and communicate through
photos and videos, as well as words. Fortunately, the food world is one of the most vibrant,
colourful and beautiful places. This gives the restuarent industry like Foodholic a unique
opportunity to connect with Gen Z segment through visual appeal. Use the resources to post
beautiful photos of their food and videos from the hotel in the direction of the group, as well as
to develop ways to make their restaurant more social media friendly (Ozdemir-Guzel, and Bas,
2021). Think about teenager and student persona, because the budget of a high school student or
student is important, but in order to get to it. To achieve this goal, try offering standard discounts
on the fulfillment of an important student ID, or BOGO deals to entice and attract the dating
crowd.
Customer Persona
Targeted customer profile- High school and college student
Reason to choose these group
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Recent research has shown that 93% of students are more likely to try a new restaurant that
offers discounts to students. Students don't need much convincing to get to eat. The main thing is
to choose food from the restaurant and get them to come back. For a group that spends most of
its disposable income on food, now is the perfect time to start introducing the next generation of
as the main customer persona for new launched restaurant. They know how to filter information
and access the data they need from sources on the Internet, and these group are very tech-savvy.
Many students use FoodholicTube, and there is also a growing number of Foodholic Tuber and
influencer people of this generation who are making food vlogs, and this is where Foodholic can
earn word of mouth publicity easily. Most of the student are now engaged in the dating and for
them best place to meet up is restuarent which provides additional opportunity to Foodholic.
Recommendation
Marketing
Mix
Recommendation (marketing
mix)
How does this meet Gen Z
customer requirement
Academic
marketing theory
to support the
recommendation
Product Here product refers to the
range of the food items that
the student and college
student loves to eat and are
trendy in market trend. Of
course, marketing requires
much more than just selling a
product. Born between 1996
and 2010, and this generation
of values-conscious, and
drawn to the brands that "keep
it true". For Foodholicng
people, for example, people of
all ages can enjoy it, from
burgers, pizza, chicken,
sandwiches, salads and fresh
In general, restaurants with
limited support and a few
boxes for a generation are a
wish list: be useful,
accessible, experience-
based, adaptive lights, and
so on. When Gen Zers grow
up and start making
independent purchasing
decisions by attracting
media attention, marketing
and advertising campaigns,
Foodholic can, without a
doubt, get a job done around
them. As a sponsor of fast
food and casual dining, Gen
Unified Theory of
Technology
Acceptance and
Use (UTAUT),
this theory is
designed to
clarify the user's
intentions to use
an information
system (IP). There
is a theory that
there are four
projects that will
play a significant
role as direct
determinants of
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fruit. Hence, foodholic must
offer these items as The
Foodholicnger they are, the
easier they want to do it,
according to restaurant-
hospitality schools and
beyond, suit their tastes and
expand it to more flavours,
combinations, and global
diversity (How to target Gen
Z, the new consumer on the
block, via mobile). Delicious
coffees and lattes can be
enjoyed in the Foodholic For
a generation, mostly
Foodholicng, to drink adult
beverages, and a cafe to
provide an all-round, modern
atmosphere (and don't forget
Wi-Fi).
Zers is willing to invest
their limited funds for
dining out. The fact is that
Foodholic must meet quite
high standards both in terms
of food and in terms of
impressions (Lam, and et.
al., 2020).
usage.
Price Although many in the Gen Z
make their first payments
while entering college or
simply joining the workforce,
research shows that the
Generation Z of buying and
spending money is
significantly different from its
medieval predecessors.
Because Generation Z have to
invest in something that will
Since, the targeted customer
persona is high school and
college student, these group
think much and do research
before spending their penny
money but the
recommended pricing
strategy of offering coupon
in the online payment and in
email marketing is quite a
lucrative scheme for these
Consumer
behavior theory is
the study of how
people make
decisions when
they make
purchases, can
help businesses
and merchants
respond to these
behaviors,
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give them a positive life,
Foodholic need to still be at
the age of the group budget
for honesty in mind when
they are marketing for them.
Due to concerns about price
and cost, student may strongly
research the restaurant,
therefore, Foodholic must
offer some lucrative offer
either in form of coupon and
deals to target these segment
more effectively
segment as they always look
for some sort of discount in
order to meet the their
budget. Even so, when the
quality and standard are
higher than expectation they
do not think much before
spending just because the
quality service they are
given (How to Win Gen Z
in the Restaurant Business,
2021)
anticipate when
and how a
consumer will
buy (Barbe and
Neuburger, 2021).
Place Mostly place and the location
affect the most, Gen Z want
everything more conveniently
and just by single click. Here
Foodholic must offer the
online order option along with
the takeaway facility.
The hassle free distribution
and supply chain system is
the core need of the Gen Z
customer base as they want
everything with a flexibility
and convenient in order to
have some remarkable
experience.
Generation
measurement, as
well as
technology
acceptance or
rejection, and
training is carried
out using a
behavioral model,
the
Promotion To launch the restaurant's
loyalty program and attract
the attention of the feel Gene.
Nothing can make them be
anything more than just big.
Since the main ability of Gene
Z is not so great - they are
always looking for discounts
Gen Z customer base are
spencing most of time in
scrolling social media
newsfeed for meme and
either to grab any kind of
the offer, they are more tech
savvy customer segment in
comparer to Gen X
Here following
aspect are
consider under
digital learning
theory aspect
which are as All
four of these
constructs are
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and loyalty programs that
would help them enjoy food
without spending a lot Social
media is an integral part of the
life of Gen Zers and brands,
which Foodholic can
customize to meet the specific
needs of this group of
consumers, the media. They
can choose from a variety of
media channels, depending on
their marketing needs. Even
so this is turning into the
modern day word of mouth
publicity tool (Strategic Ways
to Market Your Restaurant to
Millennials & Gen Z, 2021)
(Kamenidou,
Vassilikopoulou and
Priporas, 2021). Since these
customer segment are less
loyal in compare to adult
base but the loyality
programme given by
Foodholic meet the need of
these segment as they would
belief this is place where
they can get solution of their
hunger and this exactly
meet the both the promotion
goal and the Gen Z
customer requirement.
expected
efficiency (PE),
Expected load
(EE), social
impact (SI), and
facilitate
conditions (FC).
Physical
Evidence
physical evidence included
the environment in which the
service took place, including
other intangible assets and
legal aspects of environmental
protection, music in the
background, and physical
business planning. Physical
evidence that Gen Z
customers can contain
corporate branding,
packaging, and bundling of
services. This generation Z
uploads everything on their
Since, Gen Z customer base
always look for some cosy
places in order to have some
better picture for their
posting, Foodholic with
their appealing environment
and with other services like
music and Wi-Fi gives a
suitable environment for
these segment as these
group are more socialise
group and they want a place
where they can talk for
hours with their favourite
Generation
measurement, as
well as
technology
acceptance or
rejection, and
training is carried
out using a
behavioral model,
the
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social media handling hence
when Foodholic have some
cosy environment people not
just for the food but for the
picture and the infrastructure
could visit their place.
person.
Process Process involves the way of
rendering services, which
include catering and customer
service.
Since, the hassle free
process system is always the
foremost need of these
customer base, hence the
proposed tactics meet the
customer need of Gen Z.
Contigency theory
of management as
process may be
differ from
various state
People People are termed to be the
employee working at the
Foodholic, these group should
be customer service centered
as if Gen Z customer feel
something bad or treated ill
they will create negative
publicity which can affect the
performance of Foodholic on
the very first stage. Hence
there is need of competent
staff who can do their duty as
per the need of Gen Z need.
It is the customer service
which make this Gen Z
customer to take service
again and again as they
want to be feel valued and
want true amount spent for
the service which they will
be provided (Strategic Ways
to Market Your Restaurant
to Millennials & Gen Z,
2021).
Customer service
theory model can
be used as this
can give better
idea to evaluate
the best customer
service tactics for
this customer
base.
Customer Journey Mapping
Of course, a new map of a new journey. The social and technological trend inevitably led to
reform on the road. It doesn't make any difference in the map that Foodholic ignore the variety of
sources, cooperation with destruction cells. Innovation in the relationship between companies
and people is that it adds value to both brands and customers. Stay wide-eyed and ready to test
and learn new ways to interact and fidelize; then and only then will Foodholic earn the loyalty
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and trust of customers. Content and context evolve with technology. On the one hand,
salespeople Foodholic need to get to customers where they are in the early stages of the journey,
but this is the most obscure point. The notification, as usual, should know a lot about the
emotional profile of the customer, for traditional methods do not provide useful information that
will show Foodholic what customers are doing and think about it, while, say, they log in to their
website or store. This is the reason why Foodholic needs a new release of journey mapping
(Koutroumanis and Dixon, 2018). To get started, please consider the following terms and
conditions.
Customer Map
To find a contact point
Points of contact and interaction that correspond to a particular stage of the decision-making
process. These are necessary to find ensures that they have the tools which need to understand a
customer's position in the sales funnel and drive them to significant success. For example, when
customer see an ad, it is a touch point. For example, a pop-up window, ads, and clicks on the
landing page. Examples of touch points are given below:
 Specific keyword of Google
 Social media
 Website
 Aricle and Blogs
 Subscribe to newsletter to receive email messages
EMOTION
The main thing is to understand how people make decisions and choose what to buy and
where. In a world where the smartphone is on the front panel, and the amount of attention is
lower than ever before, and not all customers are the same, and not all trips should be considered
equal. People go on very different paths, guided by strange behavior and personality traits. Each
toucpoint in customer map has different points of contact that are likely to be affected as a result
of unforeseen reasons and intentions. The needs, emotions, and expectations of a unit lead to
their own behavior.
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Buyer persona + Customers + Emotions + Research + Touch Points + Goals + Reading

CONCLUSION
Thus from the above carried out study it has been discussed that when the millennium
begins to shine Gen Z begin its introduction to the modern world in the legal economy, and are
working at full capacity. It is out to eat gene is not only about eating, but also getting food. It's a
relaxing atmosphere for food, it's about experience. However, it is the main factor contributing to
the Generation looking for experience of social and environmental responsibility in their diet.
Hence there is need of strong digital integrated marketing tactics in order to attract the Gen Z
customer base towards the brand offering product and services.
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REFERENCES
Books and Journals
Barbe, D. and Neuburger, L., 2021. Generation Z and Digital Influencers in the Tourism
Industry. In Generation Z Marketing and Management in Tourism and Hospitality (pp.
167-192). Palgrave Macmillan, Cham.
Dabas, S., Sharma, S. and Manaktola, K., 2021. Adoption of digital marketing tools in
independent businesses: experiences of restaurant entrepreneurs in India and the United
Kingdom. Worldwide Hospitality and Tourism Themes.
Kamenidou, I.E., Vassilikopoulou, A. and Priporas, C.V., 2021. New Sheriff in Town?
Discovering Generation Z as Tourists. In Generation Z Marketing and Management in
Tourism and Hospitality (pp. 121-140). Palgrave Macmillan, Cham.
Kılıç, B., Bekar, A. and Yozukmaz, N., 2021. The New Foodie Generation: Gen Z.
In Generation Z Marketing and Management in Tourism and Hospitality (pp. 223-247).
Palgrave Macmillan, Cham.
Koutroumanis, D.A. and Dixon, D.P., 2018. LEADERSHIP PARADIGMS, GENERATIONAL
DIFFERENCES AND CULTURAL NORMS AND THEIR EFFECTS ON SERVICE
QUALITY IN THE RESTAURANT INDUSTRY. Journal of Business &
Entrepreneurship, 29(2).
Lam, K.K., and et. al., 2020. Exploring the Effects of Sustainability-Themed Branding Initiatives
on Gen-Z Diners’ Willingness to Patronize.
Ozdemir-Guzel, S. and Bas, Y.N., 2021. Gen Z Tourists and Smart Devices. In Generation Z
Marketing and Management in Tourism and Hospitality (pp. 141-165). Palgrave
Macmillan, Cham.
Online
Strategic Ways to Market Your Restaurant to Millennials & Gen Z, 2021 [online] Available at:
<https://www.ncr.com/blogs/restaurants/strategic-ways-market-millennials-genz>
Customer Segmentation: Why It’s So Important, 2020 [online] Available at:
<https://sevenrooms.com/en/blog/customer-segmentation/>
How to target Gen Z, the new consumer on the block, via mobile | Marketing Dive. [online]
Available at: <https://www.marketingdive.com/ex/mobilemarketer/cms/news/research/
18316.html>
How to Win Gen Z in the Restaurant Business, 2021 | QSR magazine. [online] Available at:
<https://www.qsrmagazine.com/reports/how-win-gen-z-restaurant-business> [Accessed
9 July 2021].
Generation Z's Favorite Food Trends and Eating Habits, 2019 [online] Available at:
<https://upserve.com/restaurant-insider/generation-z-new-food-trends/> [Accessed 9
July 2021].
Restaurant Management and Analytics Software. 2021. Let's Talk A Bit About The New Gen Z
And Restaurant Trends. [online] Available at: <https://eagleowl.in/w/new-gen-z-
restaurant-trends/> [Accessed 9 July 2021].
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