Sponsored by Fetco.
Manufacturers and operators alike have been focused on unpacking Millennials’ varied mindsets. But as Gen Z ages into their spending potential, industry professionals are expanding their focus to include this emerging group’s preferences. While these groups are vastly different in their want and needs, at what points do they overlap in their coffee drinking needs? Both groups appreciate better-for-you beverages and both have a desire for “more” when enjoying their coffee.
Heightened Needs
For both Millennials and Gen Z coffee drinkers, experiencing this beverage is about what makes it more than just a cup of coffee.
Data gathered from surveyed Millennials reveal that they “have deeper emotional connections to their coffee experiences than their generational predecessors” according to Daily Coffee News. They enjoy coffee for the experience it cultivates: from where it’s grown, to its sustainability story, to where it’s served. In other words, “Millennials have shifted the value proposition, placing their experience above the product” (SCAA).
Gen Z also desires experience, but through shared social interaction. Gen Z coffee drinkers are in it for more than the cup. They want to enjoy a space built to meet their needs. “Coffee shops provide customizable, gourmet coffees… as well as pastries and grab-and-go snacks… [they] provide a sophisticated, inviting atmosphere (and don’t forget Wi-Fi access).” (GFS)
Transparency
Both of these generations place an emphasis on knowing an establishment’s positive contributions. Whether it’s sustainability in general or community-based programs, transparency feeds their desire for an experience that is more than a cup of coffee. Make your efforts clear and customers will come.
Millennials happen to be more “concerned with company beliefs and behaviors, and choose to purchase from companies they can respect and relate to” (SCAA). Millennials are drawn towards establishments that support the social issues they care about.
Generation Z has a more food-centric approach to transparency. According to Restaurant Hospitality, “Gen Z’ers have high expectations when it comes to clean, organic food that’s produced both ethically and sustainably.” Support their desire for sustainability by incorporating energy-efficient equipment into your coffee program. Efficiently designed and constructed equipment, like FETCO coffee brewers, can reduce your impact on the environment and diminish annual energy costs by 44% to 62%.
Although Millennials and Generation Z vary widely in their preferences and concerns, these key points of intersection provide areas of improvement for your coffee program and establishment as a whole to meet their needs.
