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DEC. JAN. 2021 V Restaurant Association, two thirds of the state’s restaurants will close by the end of the year if they do not receive more help from the government, ed.] The future of catering: it will not go back to the way it was before. New York with the tables piled up, the economy of numbers, of volume is over. It will take some time before people get used to going out again, now the weather is very bad. Plexiglas will be kept and the drop in volume will lead to a reassessment of costs. AT PAGE 16 IN DEPTH The zed that changes catering To call into question the relaunch and growth of the sector through innovative solutions built ad hoc. By totally empathising with Generation Z. The customers of the future knock on the door of the food of the new millennium. How not to be unprepared for change by Riccardo Sada Younger consumers are eating out more and more. The numbers prove it. Millennials and especially Gen Z are significantly influencing trends in the catering industry. According to the US Bureau of Labor Statistics, consumers aged 18-34 accounted for 21.9% of US restaurant spending in 2019. Studies show that up to 54% of customers aged 18-34 are active ‘monthly’ users of at least one of the four brands including DoorDash, Grubhub, Postmates and Uber Eats. Based on research from the Cowen & Company Consumer Tracker survey, one thing is certain: Millennials (born between 1981 and 1996) and Gen Z, combined, are responsible for the growth of deliveries and maintenance of restaurants in the US during this interminable pandemic. In addition, younger consumers are 4.1% more likely to consider food transparency as a decisive factor in choosing a restaurant. A PHYSICAL AND DIGITAL EXPERIENCE AND FOOD OUTSIDE THE HOME Generation Z likes this, a target limited to those born between 1995 and 2010 and the focus of a research project which, with three questions, has made very interesting data available to professionals and the media. “The relationship with food, the identification of the most relevant moments of consumption and the drivers of choice of this generation are at the basis of the relationship between catering and Gen Z,” explains Cinzia Malerba, Strategic Design Lead of CBA, a brand that has conducted a careful study, called “Food Z”. “The lockdown acted as an accelerator and pushed our agency to design hybrid catering experiences between the physical and digital, fundamental to meet the new needs of the Horeca sector”. Photographing the everyday life of young people and discovering that what is called the “stay-in generation” is actually a social group in which 89% of young people have lunch or dinner out at least once a week. FOOD, A RELATIONAL FACILITATOR FOR THOSE WHO ARE AFRAID OF SILENCE. Eating alone is not acceptable for Gen Z (also called Zedders, ed.), who most of the time feels obliged to go out and choose a place that allows them to recognize themselves and find themselves positioned as belonging to a specific social circle. Everything revolves around food. But what food revolves around Gen Z? The offer is relevant but not fundamental: if it is too characterized, it does not satisfy everyone and paradoxically it takes second place. The choices in this segment are unrelated to individuality. Much more important is the experience and empathy created by the community. Undoubtedly, healthy eating is an attitude on which Gen Z shows full awareness. However, it is the presence of digital interaction that proves to be an inescapable must. So young people are supported by platforms: from real-time interactions for visual experiential sharing (Instagram), app promotions (TheFork) and feed engagement (Tripadvisor) do the rest. 74% of respondents said they were paying attention to these last points. OTHER INTERESTING PERCENTAGES 44% of those sampled attends a restaurant at least once a month for events such as birthdays, name days, seniority, high school graduation and the end of school. Accustomed to impromptu, fast food for a fleeting meal without surprises of quality and price, those of Gen Z move after a movie or shopping and should be intercepted and satisfied. 31% at least once a month are looking for an evening with outside entertainment: karaoke or murder mystery dinners are still in fashion because they are convivial and distracting from difficult times. A staff in line with the age of the clients, young and extrovert, must facilitate the experience by putting everyone at ease. THOSE WHO WANT TO MAKE AN IMPRESSION ON THE FIRST DATE The game of couples often begins at the table, to dilute waiting and understanding by perhaps distracting themselves with comfort food and, never as in this case, has food become so well defined. The moment is now known and widespread as Tinder Date. An example to follow is Swipe Life, an app created ad hoc for anyone trying to establish a sentimental connection in a context such as a trendy bar or restaurant. Customers get to know each other through their own tastes (and in this way they wait before going straight to the point) and their meeting is accelerated by the app that will direct them to the perfect location. For millions of people around the world, the use of Tinder is an integral part of managing appointments. Here, the entrepreneur’s role is key: he can intercept the tastes of diners and develop tailor-made menus (collecting data online does not violate any law, you only broaden your knowledge, you optimize your work and through a Bot