Across the hospitality landscape, Generation Z is reshaping the way bars and restaurants operate. Known for their digital savviness and social consciousness, Gen Z’s preferences present both challenges and opportunities for establishments. At HopCat, we have a front-row seat to these changes, witnessing firsthand what drives Gen Z’s choices.
From a love for local craft beers to a desire for social impact, their preferences are shaping a new bar culture. They seek authentic experiences, meaningful connections, and brands that align with their values.
We have found five innovative practices that craft a bar experience tailored to the Gen Z audience, ensuring they return time and again. By using these strategies, bar owners can create value-driven environments that resonate with Gen Z's modern tastes and ideals.
1. Embrace Local Craft Beers
Gen Z has a strong appreciation for authenticity and quality, and this extends to their beverage choices. Offering a diverse selection of local craft beers not only caters to their refined tastes, but it also supports the local economy and small businesses. Gen Z values community and sustainability, and by showcasing local brews, you demonstrate a commitment to these principles.
At HopCat, we proudly feature a rotating selection of craft beers from local breweries, ensuring our menu is always fresh and exciting.
2. Participate in Social Impact Programs
Gen Z is highly attuned to social issues and prefers to support businesses aligned with their values. Participating in social impact programs is a powerful way to connect with this generation. At HopCat, we’ve partnered with GiftAMeal, a cause-marketing initiative that turns customer photos into meals for local families in need. Customers simply scan a QR code off our menu, snap a photo of their experience, and we fund a donation to a local food bank to help distribute a meal (1.2 lbs of groceries) to a family in need.
This not only enhances our brand image but also fosters a sense of community and purpose among our guests, forging an emotional connection between them and HopCat. To date, photos taken at HopCat have provided over 8,000 meals to those in need.
3. Create Instagrammable Spaces
Gen Z loves to share their experiences on social media, particularly Instagram. Creating visually appealing and unique spaces within your bar can encourage patrons to take photos and share them with their followers. This organic marketing can significantly boost your bar's visibility and attract more Gen Z customers. Think vibrant murals, creative lighting, and quirky decor that make your bar stand out.
4. Leverage Technology for Convenience
Gen Z has grown up in a digital world and expects seamless integration of technology in their everyday lives. Offering conveniences like mobile ordering, digital payment options, and a user-friendly app can enhance their experience at your bar. At HopCat, we’ve invested in developing The Velvet Room app, which allows customers to order ahead, earn rewards, and stay updated on our latest offerings. This tech-savvy approach not only meets Gen Z’s expectations but also builds loyalty.
5. Host Events and Collaborations
Gen Z values experiences over material possessions and is always on the lookout for engaging activities. Hosting events such as live music, trivia nights, or themed parties can draw them to your bar. Additionally, collaborating with local artists, musicians, or influencers can create buzz and attract a crowd. At HopCat, we regularly host events that cater to a variety of interests, ensuring there’s always something happening to keep our patrons entertained.
By implementing these best practices, you can create a bar experience that truly resonates with Gen Z, ensuring they not only visit but also become loyal patrons. At HopCat, we’re dedicated to evolving alongside our audience, constantly innovating to meet their needs and preferences. Our goal is to create an environment where everyone feels welcome, engaged, and inspired.
From embracing local craft beers to leveraging cutting-edge technology, we’re committed to offering an experience that reflects the values and tastes of the next generation.
Cheers to attracting the next generation of bar-goers!
Elise Mastio is the Director of Marketing at BarFly, the hospitality group that manages HopCat, where she leads and develops strategic brand and content campaigns. Before joining the food & beverage industry, she worked as an agency partner, driving growth and launching brands for a variety of clients, from multifamily housing to multinational tech companies. Elise holds a degree in Communication and Public Relations from Michigan State University.
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