The Generational Divide Challenges Restaurant Marketers

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Fried Chicken Wins in Digital

Fried Chicken Wins in Digital

Whilst the middle age gourmands slug it out in newsprint about which web list (French or English) has the most accurate guide to the world’s best restaurants, KFC is creating  digital apps with Snapchat to increase visits by 13-34 year olds to its fast food outlets.

The style, content and advertising route for the two types of restaurants – posh nosh & not so posh, tells us shed loads about the millennial divide.

Those born in the noughties are steadily moving away from even the early web innovations of the pre-turn of the century generation.

To those of us who grew up with newsprint and tellie, websites seemed a thing of wonder (and still do to some).

But for the kids who are growing up with the web and mobile technology, social media platforms, interactivity and the internet of things are where it’s at.

So back to food. The high end, exclusive eateries where youngsters will likely neither be seen (nor heard) and the popular, snack meal canteens, which are squarely aimed at a young demographic, are of course going to use different marketing channels to reach their target markets.

But the posh nosh restauranteurs better watch out, the kids grow up to become potential clients.

The shock of it is, that despite La Liste and The World’s 50 Best Restaurants having pretty good traditional websites and using Twitter & Facebook, both these respected social media platforms are considered old school by the millennials.

The young have moved on to Blinkx and Vube for video; Snapchat, Whisper and Gossup for chatter; Periscope and Instagram for photos and probably a whole host more I’ve never heard of.

So KFC has nailed it for it now; a Snapchat Geofilter app is just about as ‘on it’ as you can get to get Generation Y engaged with a brand aiming to be down with the kids.

Whilst the thought of Snapchatting about a bucket of fried chicken sends me into a tail spin, the brutal truth is that the internet is evolving so quickly that content producers and marketers are struggling keep up as the users take control.