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DEC. JAN. 2021 VII profiles, interacting with a precise type of content and analysing its consumption. You have to satisfy everyone but with attention and intelligence. 3. Conduct an online marketing campaign through targeted channels. Gen Z is mainly on Snapchat, Instagram and YouTube. 4. Speak the same language. idioms, slang, expressions, street speak. The way of interacting with words strengthens empathy. 5. Attract with vouchers. In the age of immediacy, the identity of a voucher can still be effective. 6. Offering technology. Free and fast Wi-Fi, clear and immediate intuitive services: a digital menu with tablet, interactive explanation of products, fully computerized ordering and payment. 7. Propose a global cuisine. Gen Z is accustomed to long journeys, transfers, and doesn’t refuse exotic specialities, international, experimental and fusion cuisine. 8. Serve in a flexible and personalised way. The magic phrase is: “Create your own menu”. The ability to change recipes, questioning them, gives them a kind of control. You will also need to be flexible with timetables, later on. 9. Receive them in a comfortable environment. In addition to eating, this clientele loves to go out, spend time in groups and enjoy a gastronomic and social evening. Informal environments with elements such as long tables are appreciated. 10. To be authentic. Exaggerations to impress and attract customers are a thing of the past. Cheating is forbidden. Brands that use gimmicks to attract attention are seen as the enemy to escape from. ______________________________ BOX Gen Z food trends The Z generation not only follows but also imposes fashions. Let’s see how and with what. Street food . This may have something to do with the popularity of the food trucks serving street food with which Gen Z is growing. The chicken. It is the favourite protein of choice for many. The negative connotation of beef continues to grow. The Impossible Meat. Vegetable- based foods are a trend and with Burger King being the first to spread the Impossible Whopper, people are more curious about vegetable-based food. Fermented foods. Kombucha, tofu and more: the considerable health benefits can be an added value to the menu. Snacks. The trend of breaks and snacks is on the rise. The menu is being broken up. The pizza. A classic. Despite the carbohydrates, it’s a trendy item. To deny a timeless classic is impossible. The bowls. Between cutlery and glasses, here in restaurants are the entrance to soup bowls, sashimi, poke. ______________________________ BOX The theme “food” addressed in a brainstorming dialogue With 30 Poli.design students, CBA has developed an original research approach: a 3-step multi-method that identifies the most efficient research tools to collect data. This involved 12 students from Milan, Rome and Naples, who helped to compose a diary study via Whatsapp: for a week they recounted moments in the choice of premises with messages, voices and photos. The last phase focused on the construction of a psychological overview of GenZ and the relationship with food through a quantitative survey of 715 Italian university students, aged between 19 and 25 years. CBA is an international branding agency, based in Milan, specialising in the design of identity and brand experiences. ______________________________ BOX Rules date choices ______________________________ BOX Gen Z wants: ! ______________________________ BOX Attention to the social target " # $ % # ! ______________________________ BOX Scenarios to watch out for & ______________________________ BOX www.foodz.cba-design.it https://swipelife.tinder.com/ https://it.surveymonkey.com/ ______________________________ AT PAGE 20 IN THE KITCHEN The future belongs to young people? But someone has forgotten them Legislative gaps in the training of future employees in the professional hospitality sector. Here is the situation of hotel institutes and cooking schools by Alessandro Vergallo Covid19 has sent entire sectors of the economy into meltdown. Particularly damaging the world that orbits around food & beverage, forcing government