Gen Z & The Better Burger
In a recent podcast, Doug Willmarth, president of MOOYAH Burgers, Fries & Shakes, and Maggie Gordon, co-founder of Dillas, discussed their strategies for attracting and retaining Gen Z customers and employees. Both Texas-based brands have seen significant growth in Gen Z engagement, highlighting the importance of tailoring restaurant experiences to this demographic.
For MOOYAH, connecting with Gen Z has been an intentional strategy. Willmarth emphasized the importance of understanding what this generation cares about and how to communicate with them effectively. The brand focuses on high-quality ingredients, scratch-made items, and customization options, which resonate with Gen Z's desire for quality and personalization. Muya has also simplified its menu, focusing on its core strength - burgers - to ensure consistent execution and financial efficiency.
Dillas, a quesadilla-focused chain, takes a community-driven approach to engage Gen Z. Gordon explained that they target high schools, churches, and local organizations, leveraging word-of-mouth marketing. The brand also ensures a range of price points to accommodate different budgets within the Gen Z demographic, allowing groups of friends to dine together regardless of individual spending power.
Both brands recognize the importance of social media and authenticity in reaching Gen Z. They use platforms like TikTok and work with micro-influencers to create genuine, relatable content. Rather than scripting influencer posts, they allow for authentic experiences with their food, believing that their strong brand narratives will naturally shine through.
Technology plays a crucial role in attracting both Gen Z customers and employees. MOOYAH has implemented self-order kiosks, which appeal to Gen Z's preference for digital interactions and have led to higher average tickets. For employee training, both brands have adopted mobile-based platforms that offer short, engaging video content, aligning with Gen Z's learning preferences and short attention spans.
Looking ahead, both MOOYAH and Dillas are cautious about adopting emerging technologies like VR ordering or drone delivery, preferring to focus on proven tech that enhances their core business. They're investing in tools that improve communication and scheduling for Gen Z employees, recognizing that creating a positive work environment is key to attracting and retaining young talent in the competitive restaurant industry.
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