Demographics

by David Klemt David Klemt No Comments

Gen Z Shifting the Restaurant Landscape

Gen Z Shifting the Restaurant Landscape

by Nathen Dubé

People holding phones over a pizza

I think we can admit every demographic snaps pics of their food now.

The next wave of restaurant guests is ready to be won over. Our industry is on the cusp of a monumental shift, and Generation Z is at the helm.

As they come into their own, both socially and economically, this vibrant generation is poised to redefine dining as we know it. With their digital-first mindset, staggering spending power, and penchant for loyalty, Gen Z is a demographic that no restaurant can afford to overlook.

Comprising nearly a quarter of the American economy, Gen Z is a force to be reckoned with. Born in 1993 or later, they command an awe-inspiring $250 billion in spending power.

But what’s truly remarkable is their approach to dining. Generally speaking, eating out is not an occasional indulgence for this generation; it’s a regular part of life.

In fact, the majority of Gen Zers frequent restaurants at least once a week, a statistic that’s all the more astonishing when you consider that many are not even old enough to drive.

As this generation matures and their financial standing improves, they are set to become the next wave of loyal restaurant patrons. To capture their attention and build lasting relationships, restaurants must focus on three pivotal areas: cutting-edge technology, customizable menus/personalization, and one-of-a-kind experiences.

By proactively adapting to meet the unique needs and desires of Gen Z, restaurants can not only win their business but also secure a prosperous future in an ever-evolving industry.

So, the question isn’t whether to adapt to Gen Z. Rather, the question is, how quickly can you do it?

The next generation of restaurant-goers is not just knocking at the door, they’re already here. And they’re ready to dine.

Technology

Generation Z is a digitally native cohort, seamlessly integrating smart technology into every facet of their lives—from smart cars to smartphones.

To engage with this generation of guests effectively, it’s imperative for restaurants to have a mobile-optimized online menu. Given Gen Z’s penchant for quick, easily digestible information, a streamlined, fast-loading menu is key.

Highlighting elements like flavors and health-conscious options can serve as compelling selling points.

The Digital Investment Dilemma

While the allure of digital innovation is undeniable, it comes with its own set of challenges, primarily financial.

However, there is good news.

Investing in robust digital systems is essential for ensuring a smooth guest experience. This investment often yields dividends in the form of operational efficiency and heightened customer loyalty—two factors crucial to long-term success.

Gen Z, in particular, is quick to embrace modern conveniences like alcohol delivery and digital ordering, signaling a clear trajectory for the restaurant industry’s future.

Additionally, many innovative tech solutions integrate with platforms operators use currently. Where this is the case, the new tools can enhance operations, automation, marketing campaigns, back of house, etc., which justifies the initial outlay.

Augmented Reality: A New Frontier in Dining

Augmented reality (AR) in the dining space is an emerging trend with boundless potential. Although the initial costs of integrating AR can be steep, the payoff in terms of guest engagement is substantial.

Imagine a dining scenario during which guests can use AR glasses or goggles to access nutritional information about their meal instantly. The possibilities are as limitless as they are exciting.

Staying ahead of the curve with tech ensures restaurants not only attract Gen Z but also offer an enhanced dining experience that sets them apart in a competitive market and attracts guests of all ages.

The future of dining is here, and it’s digital, customizable, and incredibly interactive. Are you ready to be a part of it?

Social Media

When it comes to capturing the attention of Gen Z, social media is a goldmine.

While Facebook may not be their platform of choice, YouTube, Instagram, and TikTok are where they’re most active.

These platforms are ideal for sharing quick, engaging six- to 15-second videos that resonate with Gen Z’s fast-paced and humorous nature. Bear in mind, video not only killed the radio star, it has surpassed static photography as the engagement format of choice.

And don’t underestimate the influence of even the youngest among them; they often have a significant say in family dining decisions.

Social Media: The Modern-Day Word-of-Mouth

In today’s digital landscape, social media isn’t just a platformit’s a potent marketing arsenal.

Gen Z is particularly vocal about their dining experiences, often sharing them online for their followers to see. This user-generated content serves as invaluable, organic marketing that can drive both foot traffic and revenue.

In essence, social media has become the new word-of-mouth, and restaurants should actively encourage this form of authentic promotion.

The WiFi Factor

Offering free WiFi isn’t just a courtesy, it’s strategic.

By becoming a wireless hotspot, you’re also positioning yourself as a dining hotspot.

Free WiFi enables Gen Z patrons to stay connected, even while enjoying a meal with family or friends. They can easily share texts, photos, and perhaps even a glowing review, providing your restaurant with the kind of word-of-mouth advertising that money can’t buy.

By embracing these digital and social strategies, restaurants can not only attract the Gen Z audience but also create a dynamic, interactive dining environment that appeals to all.

The future of the restaurant industry is undeniably digital, and those who adapt will not just survive but thrive. Are you prepared for this exciting new chapter in dining?

Authenticity

The culinary landscape is evolving, and Gen Z is at the forefront of this transformation.

Authentic and Global Flavors: The Culinary Passport

In an era marked by globalization, Gen Z’s palate is as diverse as their worldview.

Their affinity for authentic, global flavors is more than a trend, it’s a reflection of a world where borders are increasingly blurred. As international cuisines become more accessible, they’re also becoming a staple on restaurant menus.

For restaurateurs, this provides an opportunity to diversify and enrich their culinary offerings.

Fusion: The Art of Culinary Innovation

Fusion foods are not merely a passing fad. Truly, fusion is a celebration of culinary creativity.

This trend allows chefs to push the boundaries of traditional cooking, often creating unique, high-value dishes that enhance a restaurant’s revenue potential.

In many ways, fusion embodies the inclusive and diverse spirit of Gen Z, making this culinary approach a hit among this demographic.

Experiential Dining: The Rise of the Experience Economy

The move towards experiential dining is part of a larger shift in consumer behavior, where experiences are valued over material goods.

Restaurants offering interactive experiences like cooking classes, wine tastings, or farm-to-table events are tapping into this lucrative trend.

Gen Z, in particular, is drawn to such experiential dining options, as well as to culinary fusions and fresh, natural ingredients.

A New Wave of Flavors and Dining Options

Unique flavors like yuzu, tamarind, and lemongrass are more than just exotic additions. These flavors and ingredients are becoming mainstream, particularly among Gen Z.

Educational food services, from grade schools participating in the National Restaurant Association’s Kids LiveWell program to college campuses offering “campus cuisine,” are also playing a role.

These institutions are introducing Gen Z to a wide array of international flavors and dietary options, including vegan, vegetarian, and gluten-free choices.

By understanding and embracing these trends, restaurants can position themselves as forward-thinking establishments ready to meet the diverse needs and preferences of Gen Z.

The future of dining is here, and it’s as varied, interactive, and global as the generation it serves. Are you ready to be a part of this culinary revolution?

Crafting the Ultimate Customizable Dining Experience

When it comes to dining, Gen Z values customization above all else. They want their meals tailored to their preferences, and they want them now.

While staples like burgers and pizza remain popular, it would be a mistake to pigeonhole their tastes.

According to Technomic’s The Generational Consumer Trend Report, Gen Z has a broader palate, embracing a range of global cuisines like Chinese, Mexican, and pasta at rates higher than any other generation.

A Melting Pot of Influences

This global appetite is more than just a random preference. Rather, it’s a reflection of Gen Z’s diverse background and the adventurous spirit of their Gen X parents.

But the driving force behind it all is the allure of customization.

Imagine a dining table where each person has their own uniquely crafted taco, creating a communal dining experience rich in personalization. This aligns perfectly with insights from Flavor & The Menu’s Generational Flavors report, which highlights the importance of affordability, value, and convenience to Gen Z diners.

The Customization Kings: Why Subway and Chipotle Reign Supreme

It’s no coincidence that eateries like Subway and Chipotle are among Gen Z’s favorites. These establishments have mastered the art of customization while also offering affordability and convenience—three key factors that resonate with this generation.

By recognizing and capitalizing on these trends, restaurants can craft the ultimate dining experience that not only appeals to Gen Z but also sets them apart in a highly competitive market.

The future of dining is customizable, diverse, and incredibly exciting. Are you prepared to meet the demands of this new generation of discerning diners?

Social Responsibility

A Win-Win for Brands and Consumers

For Gen Z, social responsibility isn’t just a buzzword, it’s a way of life. And this focus translates into tangible economic gains for restaurants.

Brands that actively engage in social responsibility have seen a four-percent uptick in sales. This demonstrates that doing good is also good for business.

This generation is more likely to patronize establishments that resonate with their values, making corporate social responsibility not just an ethical imperative but a savvy business strategy.

Health and Wellness: The New Currency

Gen Z’s emphasis on better-for-you options extends to their dining choices.

According to Technomic, features like recycling, sustainable food practices, and health-conscious menu items can significantly boost restaurant traffic.

But it doesn’t stop there.

This generation is willing to pay a premium for quality and health benefits, opening up lucrative revenue streams for restaurants that offer premium, health-focused menus. This is not a fleeting trend but a market shift, propelled by Gen Z’s prioritization of quality over quantity.

Sustainability: The Green Dividend

The push for sustainability is evolving from an ethical stance to an economic imperative. With government incentives encouraging eco-friendly practices and a consumer base willing to pay extra for sustainable options, going green is increasingly profitable.

This creates a virtuous cycle where businesses can contribute to environmental conservation while also boosting their bottom line.

By aligning with these core values—social responsibility, health and wellness, and sustainability—restaurants can attract the discerning Gen Z but also position themselves for long-term success in a rapidly evolving market.

The future of dining is socially responsible, health-conscious, and eco-friendly. Are you ready to embrace it?

The Social Hub

Coffee Shops as Gen Z’s Gathering Grounds

Starbucks and similar coffee shops have become social hubs for Gen Z.

Offering specialty coffee experiences in an adult-like setting, these establishments have become the go-to spots for socializing among those too young for adult beverages.

A Diverse Palette of Beverages

When it comes to drinks, Gen Z’s preferences are as diverse as their food choices.

While soda remains a popular option, this generation is also more inclined than others to opt for healthier alternatives like lemonade, bottled water, fruit juice, and smoothies.

Highlighting these better-for-you options can be a smart move for restaurants looking to cater to this health-conscious demographic.

Nutritional Transparency: A Win for All

In a world where regulatory scrutiny around food labeling is intensifying, transparency is key.

Restaurants that provide nutritional information voluntarily not only cater to the health-focused mindset of Gen Z but also position themselves as responsible businesses in the eyes of both regulators and the broader community.

In Conclusion: The Future of Dining is Here, and It’s Gen Z

As we’ve explored, Gen Z is redefining the dining landscape in numerous ways—from their penchant for customization and global flavors to their focus on social responsibility, health, and sustainability.

By understanding and adapting to these multifaceted preferences, restaurants can not only attract this influential demographic but also set themselves up for long-term success in an ever-changing industry.

The future of dining is not just about food; it’s about creating an experience that resonates with the values and lifestyles of the next generation of consumers.

Are you ready to be a part of this exciting culinary evolution?

Image: Yoav Aziz on Unsplash

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by David Klemt David Klemt No Comments

Clever Ranks the Top US Retirement Cities

Clever Ranks the Top US Retirement Cities

by David Klemt

Bridge in City Park in New Orleans

Real estate brokerage Clever, known for transparency and affordability, has identified the top cities for people to retire to in the United States of America.

Over the past few weeks we’ve examined an array of city rankings. For example, last month we took a look at Time Out’s top 53 cities in the world for 2022. Out of those 53 cities, six are in the US and two are in Canada. Both countries have one city in the top ten.

Also in July of this year, we learned from Redfin which US cities are experiencing the greatest outflow and inflow. Spoiler: The top outflow city is San Francisco. Also, the number one inflow city is Miami.

Then this month we checked in on a very specific demographic: “high earners.” For this report, SmartAsset Advisors labeled high-earner households as those earning $200,000 or more per year. If you want to know which states are attracting the most high earners, click here. Conversely, you’ll see which states are seeing the greatest outflow of high earners.

Now, we know the top cities in which Baby Boomers should retire, according to Clever.

Retirement

It’s wise for operators to know everything they can about the markets in which the operate. Is it attracting or losing high earners? Are people clamoring to live in a particular city, driving up home, rental, and other costs?

On the flip side, is a city an operating is running a business in seeing an exodus? Obviously, if a significant number of people are leaving, traffic and revenue can see a negative impact.

Another important factor impacting a given market? The number of retirees who want to move there.

Generally speaking, many retirees have disposable income and time on their hands. Both of which, of course, they can spend at restaurants, bars, and hotels.

For their report, Clever considered healthcare, cost of living, and quality of life. On the topic of healthcare, Clever points out that retirees need to consider affordable care costs and quality of care.

Overall, Clever examined 18 metrics to come up with their lists, including how states tax Social Security and a 401(k).

American Cities 50 to 11

Unsurprisingly, there’s crossover between the top inflow and outflow cities and the top retirement cities.

  1. Minneapolis, Minnesota
  2. Riverside, California
  3. Sacramento, California
  4. Detroit, Michigan
  5. Seattle, Washington
  6. San Diego, California
  7. Phoenix, Arizona
  8. Buffalo, New York
  9. Boston, Massachusetts
  10. Salt Lake City, Utah
  11. Columbus, Ohio
  12. New York, New York
  13. Los Angeles, Calfornia
  14. Dallas, Texas
  15. Charlotte, North Carolina
  16. Las Vegas, Nevada
  17. Raleigh, North Carolina
  18. San Jose, California
  19. Washington, DC
  20. Atlanta, Georgia
  21. Portland, Oregon
  22. Houston, Texas
  23. San Antonio, Texas
  24. Austin, Texas
  25. San Francisco, California
  26. Baltimore, Maryland
  27. Orlando, Florida
  28. Philadelphia, Pennsylvania
  29. Cincinnati, Ohio
  30. Cleveland, Ohio
  31. Chicago, Illinois
  32. Virginia Beach, Virginia
  33. Jacksonville, Florida
  34. Hartford, Connecticut
  35. Memphis, Tennessee
  36. Pittsburgh, Pennsylvania
  37. Providence, Rhode Island
  38. Kansas City, Missouri
  39. Milwaukee, Wisconsin
  40. Indianapolis, Indiana

American Cities 10 to 1

Below, the top ten retirement cities according to Clever.

  1. Nashville, Tennessee
  2. Miami, Florida
  3. Oklahoma City, Oklahoma
  4. Tampa, Florida
  5. Richmond, Virginia
  6. Denver, Colorado
  7. St. Louis, Missouri
  8. Louisville, Kentucky
  9. Birmingham, Alabama
  10. New Orleans, LA

Per Clever, New Orleans clinches the top spot for the following reasons:

  • Affordability.
  • The state of Louisiana doesn’t tax Social Security benefits.
  • Income-level limits on 401(k), IRA, and pension distribution tax rates.

Image: Susan Q Yin on Unsplash

by David Klemt David Klemt No Comments

5 Books to Read this Month: March 2022

5 Books to Read this Month: March 2022

by David Klemt

Flipping through an open book

This month’s engaging and informative book selections will help you develop next-level culinary, beverage and marketing skills throughout 2022.

To review February’s book recommendations, click here.

Let’s jump in!

We Are All the Same Age Now: Valuegraphics, The End of Demographic Stereotypes

David Allison, founder of the Valuegraphics Project and author of this book, has been a guest on the Bar Hacks podcast twice. First, on episode 46, and again on episode 67. During both appearances, David explained the power of understanding people based on their values. What people have in common is far more powerful and effective than focusing on what divides us. Rather than continuing to point to harmful demographic stereotypes, the Valuegraphics Project focuses on values, psychographics, and standard demographics.

Pick up We Are All the Same Age Now to learn more and change your mindset.

Rodney Scott’s World of BBQ

When I visited South Carolina last year, I had a short list of restaurants I wanted to visit. Bar Hacks guest Brooks Quinn recommended pitmaster Rodney Scott’s Whole Hog BBQ in Charleston so I could try South Carolina barbecue. I’m glad I asked Brooks because the food was incredible. So incredible, in fact, that I overate and had to to do my best to walk off my resulting food coma.

Those who want to learn the art of South Carolina barbecue—or just great barbecue in general—need Rodney Scott’s World of BBQ book in their lives.

Smoked Cocktails

Beyond imparting wonderful flavor, we all know one of the greatest benefits of smoking a cocktail: Everyone who sees and smells the process is going to want to order one. While Smoked Cocktails is aimed at the home bartender, there’s plenty of useful information for operators, managers, and bar staff. Author Frank Marino shares the steps for smoking cocktails; identifies “cocktail families”; details more than 100 recipes; and more.

Everyone’s Table: Global Recipes for Modern Health

Chef Gregory Gourdet is the chef/owner behind Kann, a restaurant in Portland, OR, set to open its doors this year. The live-fire concept marries Haitian cuisine, ingredients sourced in Oregon, seasonality, and sustainability. When the Top Chef finalist went sober, he sought a healthier lifestyle. As a chef, he pursued that lifestyle in part through cooking. Everyone’s Table focuses on global cuisine that feature superfoods and high nutrient density while delivering delicious, decadent flavors. The 200 recipes in this book may not contain gluten, dairy, soy, legumes or grains but they’re still mouthwatering.

Rum Curious: The Indispensable Tasting Guide to the World’s Spirit

For the past several years now, several spirits experts and rum aficionados have made the same hopeful claim: This will be rum’s year. Finally, they say, rum will get the respect its due and topple vodka, tequila, and whiskey to grab the top spot. However, that has yet to happen. Well, yet to happen in North America, anyway.

Rum was once the world’s spirit, and maybe this year will be its year. In Rum Curious, revered spirits author Fred Minnick shares not only the story of rum but also his tips for conducting an effective rum tasting. With guests more curious than ever, engaging rum tastings may help springboard rum to the top of the spirits list.

Image: Mikołaj on Unsplash

by David Klemt David Klemt No Comments

Meet Customers Where They Are

Meet Customers Where They Are

by David Klemt

Suburban community

If news stories are to be believed, Americans are fleeing big, expensive cities en masse.

Are those stories accurate or examples of sensationalism?

Mass Exodus?

The pandemic is, without any doubt, reshaping the United States. It is, in fact, transforming any nation on which it has gained a significant foothold.

Several sources claim that a mass exodus to the suburbs and rural towns is taking shape across America.

The authors of these stories often cite survey results, housing and rental price fluctuations, financial struggles and the cost of living in many cities, and anecdotal “evidence” to make their points.

On its face, just the argument that cities like Los Angeles and New York City are too expensive to live in with so many people struggling financially makes sense. And stories about astronomically high rent compared to square footage and median income in dense, expensive cities are commonplace.

Haute Exodus?

Still other stories tell tales of the wealthy migrating from major cities to “wait out” the pandemic.

Since wealthy people have the means, they’re able to leave densely populated areas for destinations with smaller populations. The logic being, the less people in an area, the lower risk of infection.

There are reports referring to NYC as a “ghost town” and describing San Francisco as a shell of its former densely-populated, well-heeled self.

Again, much of the reporting is supported by anecdotal and social media “evidence.”

Half-thruths

Forbes, which has published articles supporting mass exodus claims and also disputing them, has made the argument that the situation is nuanced.

Eric Martel, a Forbes Councils Member, analyzed U-Haul Migration Index (UMI) and uncovered some interesting data. Martel finds that net migration in San Francisco and Los Angeles is lower—significantly so in LA—than it was in 2018. In NYC, net migration looks higher.

More reasonable conclusions regarding Americans and the pandemic seem to be:

  • Large numbers of people have moved out of some major cities. NYC seems to be a good example.
  • Some of the wealthy have temporarily left highly-populated cities, choosing to stay in places normally considered vacation destinations for longer periods of time.
  • People appear to be moving toward the outskirts of larger cities where rent and prices tend to be lower than that of city centers.
  • Suburbs near the outskirts of major cities appear to be popular migration targets.
  • Some of this “migration” is temporary, driven by the ability to work remotely. It’s likely that some people who have moved out of cities will return when they perceive things have returned to “normal.”

Adapt

Jack Li, co-founder and CEO of Datassential, suggests operators check out so-called second-tier cities—Austin, Nashville and Charlotte, for example—and the areas where cities meet suburbs. The reasons are simple:

  • Innovation and food trends tend to start cities, reaching rural areas last. That means second-tier cities, city outskirts, and suburbs are quicker to embrace trends and innovations. (Location.)
  • Less-expensive commercial real estate prices. (Cost.)
  • Potential increase in the number of families. (Customer density.)
  • Potential increase in the number of seniors with financial means. (Customer density.)

The impact the pandemic has had makes informed decisions that much more critical to success in this industry. Demographic and feasibility studies are more important now than ever.

Both are cornerstones of the KRG Hospitality approach, whether an operator has several years’ experience or is a neophyte. Click here to learn more about how KRG Hospitality can help you and your concept, click here to learn about KRG Mindset Coaching, and click here to download the KRG 2021 Start-up Cost Guide & Checklist.

Image: The Lazy Artist Gallery from Pexels

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