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DEC. JAN. 2021 VI MAGAZINE or a simple questionnaire during the booking or waiting for the table). In full exchange, the restaurant can make a difference. Always. The online tools are useful for planning the young patrons’ evening in advance. Under “type of evening”, “degree of privacy”, “variety of menu”, via devices such as smartphones or tablets, preferences are displayed. The personal data, obtained from your survey, will then be used to improve the service of the restaurant itself and satisfy the clientele in the best possible way. “We are used to consider the world of hospitality similar to many other businesses: a more or less obvious standard applicable ‘copy- paste’. It has never been and never will be like this,” said Roberto Carcangiu, president of APCI, Associazione Professionale Cuochi Italiani, and educational director of the Congusto Gourmet Institute professional cooking school. “Defining a target is only the initial part of the job. Keeping the customer’s level of satisfaction high compared to the expectations of the restaurateur requires continuous repair work and customisation. And this is basically the most complicated part of the job. The reception has so far been built to... fill the belly at various levels and for different spending potentials. But the initial thought was: they have to be well fed. It has worked in the past. But with Generation Z we also need to introduce the concept of ‘you have to make them feel good’”. The catering industry is particularly important for Gen Z because it has the practical possibility to provide a place to socialise and study in the face of food purchases. In addition to this (yesterday at the centre of everything), there is an ecosystem of community, atmosphere and services ranging from menu identity to connection. Technology and empathy. You have to make yourself totally available through social media making them a real priority. And in this case attention to the target: Gen Z prefers Instagram followed by Tinder, Snapchat and YouTube. THE HUMAN BEING AT THE CENTRE This is the first generation to bring human beings back to the centre of catering, and let’s explain why right away. In the world of hospitality, food is no longer the focus, but rather something implicit, almost abstract: a prerequisite. The work of the entrepreneur, through the new generations, must be carried out in an almost sartorial, artisanal way: the customer is less and less such and more and more person, with more and more identity. The adventurer is at the centre of the situation. After automotive, fashion and tracing interests on the web, now it’s time for catering. Everything has to be thought of in terms of individuality. It’s no longer enough to look into the room and peek or have a targeted price: a certain amount of analysis and research is needed. If data is the new heritage, the law of collecting, selecting and distributing your offer in the best possible way will be essential. The whole Horeca system must immediately imagine and enable new services for consumer service. In short, the job that the restaurateur has to do is to get to grips with all available means, especially through an online survey plan and specially created technology, to profile and get to know people in depth (better to get used to not calling them customers). A fantastic, simple and powerful tool, compliant with the recent GDPR (General Data Protection Regulation, the European privacy regulation), with professional and cheap models, is SurveyMonkey. It is great for creating online surveys even for free thanks to its basic plan. Those looking for real-time, large-scale feedback on their business can now use ready-to-use templates and create surveys in minutes and unlimited, with 24/7 customer support (24 hours a day, 7 days a week). HOW TO CONQUER GEN Z DURING AND AFTER THE PANDEMIC The catering industry has a chance to become a positive force at this precise juncture. If someone belonging to Gen Z loves something they see or feel, they compulsively feel the pressure to publish it on social media and tell their friends about it. Immediately, they demand that their friends keep up with the latest trends. Thus, it is crucial that restaurants make innovative menus, develop a unique and recognisable brand and ensure that the offer is worthy of their image. One example is Cha Cha Matcha, in SoHo, New York, a tiny property that suddenly projects into a tropical paradise: green grass on the walls, extravagant seating, a bright sign on the exit saying “Matcha Gracias”, perfect for a story on Instagram. With the arrival of Covid-19, the sign has created a line of non-dairy products that can only be ordered online. Zingerman’s Delicatessen, a delicatessen located in Ann Arbor, Michigan, has maintained a high level of revenue since it adopted online ordering systems: mobile apps and QR Codes and workflow has been well managed. Gen Z likes custom apps: friends tend to snoop around the homepages of their smartphones and if a particular icon pops up, there’s increased interest among customers looking for new affiliations. This is what Chipotle, a very intuitive application, leveraged in March. It is an American restaurant chain specialising in Mexican cuisine. It is a fast casual (fast food) that is born from the need to propose food of refined quality, simplifying all the processes, from ordering to payment, up to the consumption of the meal itself. Snackpass, on the other hand, is an app designed by Claudia Haimovici, which allows you to skip the line and get discounts with friends on university campuses and beyond. Ultimately, all this means that entrepreneurs today need to understand that the future of their business activities is not just about offering, what makes the difference is customer profiling. ______________________________ BOX 10 key points for attracting Generation Z customers to your restaurant 1. Understand what drives them to attend the restaurant. What they like, what they don’t like, and why. 2. Analyze their digital life. Monitoring