MARKETING: Understanding Loyalty Differences by Generation to Improve Your Marketing
Not all restaurant guests are created equal. Most marketers are tasked with the unenviable and ongoing mission of segmenting and marketing to many different customer segments based on things like age, gender, visit times and behavior/buying patterns. The combinations seem endless. In this post, we’ll examine the four main generations visiting restaurants today along with some key similarities and differences between them.
DID YOU KNOWS…
The World's Biggest Traffic Hogs
A new report by Sandvine has revealed the web applications responsible for the world's most downstream traffic. Underlining the popularity of streaming services, Netflix accounts for the most megabytes with 15% of total traffic. YouTube isn't too far behind with 11.4%. Further back but still with a significant share, Amazon Prime Video is responsible for 3.7%.
Take Home a Piece of the Colonel
Colonel Sanders, KFC’s founder/mascot, has been dead for almost 38 years and now some of his personal items are going up for auction. Included in the memorabilia, is the Colonel’s trademark white suit, Stetson hat, personalized belt buckle, and other wares in his former chauffeur’s possession.
The nation’s first takeout kitchen for cannabis-laced meals opened last Friday, furthering the convergence between restaurant and marijuana. Mint Dispensary (Temple, AZ) features entrée-type items from burgers to pastas. The restaurant says it’s trying to provide medical marijuana users with a way of consuming cannabis in the normal course of their day.
“Z” YOUR FUTURE
Why it matters to you: As staffing challenges continue, Gen Z might be the solution.
The current crop of potential employees that range in age from 15 – 20 are all members of the next generation of restaurant staff, better known as Generation Z. Much has been made about the Generation Y (better known as Millennials) and their influence on our industry. While it remains true they are most of our employees and a significant block our customers, they may have to move over a bit to accommodate their successors.
In a study done by the National Restaurant Association Educational Foundation, they found that Gen Z might be the right fit for staffing your restaurants in the very near future. The report on Gen Z shows that 19% of them worked in our industry during the last year. That was only 15% when the Millennial generation came of age in 2000. In fact, the restaurant business is sufficiently compelling to Gen Z candidates that 84% of the generation claims their first job was in food service.
While this doesn’t mean the War for Talent is over, it does mean that if you service the general expectations of Gen Z employees, you will have a willing and able group to mine for spots on your team. Even better news is they are using many of the same methods to search for jobs in the industry that you leverage every day. Job search activities, like getting a referral from a friend, and asking friends & family are at the top of the methods used by Gen Z searchers. Ironically, at the bottom is social media. Bet that caught you off guard. Read the report and decide for yourself what it means to your business.
DATA BING, DATA BOOM
Why it matters to you: Let data lead your decisions.
We often discuss the value of data in managing your business. Most operators can tell you their basic costs from memory, but fewer of you can discuss intelligently how other data points impact your business. This great piece gives you a primer for what numbers you need to review and why it’s valuable.
The basic premise is that six categories of metrics are vital to your business: Kitchen Data, On and Off Premise Dining, Guest Management, FoH & BoH data, Individual Customer Data and Operations Data. Each of these categories includes sub-metrics that you can review and determine the health, direction and future of your business. Let’s take one specific metric to support the premise that this data is transformative.
In full service operations, quality Guest Management is a crucial element of success. If your restaurant is busy and frequently on a wait, then you can really learn about what implications your performance has via metrics. A guest wait management system delivers metrics like average wait, wait list abandonment and seating velocity. This data can help you act to reduce guests abandoning or implement systems to decrease wait or improve turnover efficiency. Data is the ONLY way you can do this, and this primer will help you determine which data you want to focus on going forward.