<div>Steven Johnson the Grocerant Guru®at Tacoma, WA based Solutions®believe that in a rapidly evolving food and conveniencelandscape, the ability to tap into new consumer behaviors is essential. Claim, the viral social apptargeting Gen Z, is not just reshaping the digital marketing game, but isteaching valuable lessons for restaurants, C-stores, and grocerants alike. Withtheir $12 million Series A funding led by VMG Technology, Claim is proving thatauthentic engagement is the future of customer acquisition—and the foodserviceindustry can benefit by adopting similar models.Connecting with Gen Z ThroughAuthenticity—Claim’s Strategy Mirrors Grocerant SuccessOne of the key reasons for Claim’s meteoric risesince its 2023 launch is how it taps into Gen Z’s need for authenticconnections with brands. This lesson resonates deeply with grocerants, wherecustomers expect the convenience of quick-service meals with the quality ofrestaurant dining. For those of us in the grocerant space, Claim’s success storyunderscores the importance of offering real-world experiences that integrateseamlessly into customers’ daily routines. Let’s look at how both restaurantsand C-stores can capitalize on this:1.C-store Evolution: ConvenienceMeets ExperienceC-stores like Wawa and Sheetz have revolutionized the idea of grab-and-godining, blending the speed of a C-store with the quality of fast-casualrestaurants. By providing both traditional snacks and fresh, made-to-ordermeals, they’ve built a loyal base of customers. Just as Claim matches userswith new brands, C-stores can curate meal combos or limited-time offerings todraw in adventurous eaters.2.Restaurant Collaboration for GenZ LoyaltyFast-casual chains like Sweetgreen, Shake Shack, and Panera Bread thrive bycombining fresh, high-quality ingredients with speed and convenience.Restaurants can take a page from Claim by using cash-back or loyalty incentivesto deepen connections with Gen Z customers. They’ve embraced not just digitalordering but also sustainable, socially conscious choices that resonate withyounger generations—key elements Claim leverages to attract its audience.3.The Grocerant’s Growth Path:Bundling & AuthenticityGrocerants, which blur the line between grocery and restaurant, are in theperfect position to capitalize on this model of “discovery.” Take Hy-Vee’ssuccess in pairing sushi stations with traditional grocery aisles. By offeringa unique combination of meal options—some ready to eat, others to cook athome—these stores engage consumers looking for both convenience and variety.Creating Real-WorldConnections—Claim’s Social Model Applied to FoodserviceClaim’s approach to drivingengagement—offering real-world rewards that lead to shared experiences—canserve as a playbook for the restaurant and C-store sectors. For instance, theway users compare rewards from “The Drop” and invite friends to try new restaurantsis a tactic food operators should explore. Here are three examples of how thisapplies:1.Restaurant Referral Programs forSocial EngagementMuch like how Claim leverages social connections, restaurants can increase foottraffic by incentivizing referrals. Imagine getting a discount for bringing afriend to try the latest menu item at Starbucks or Chipotle. Offering rewardslike these turns dining into a social activity, much like Claim’s model.2. C-stores and Campus PartnershipsC-stores located near colleges or universities could benefit from followingClaim’s example by partnering with campuses and offering exclusive studentdeals. The blend of affordable pricing and easy access has been a winningformula for stores like Circle K, which already see heavy traffic from thestudent demographic.3. Grocerants with a Social TwistSome grocerants, like Mariano’s in Chicago, offer not just groceries but livecooking demonstrations and in-store dining. Imagine turning these events intosocial gatherings, where customers can invite friends to try a new dish orattend a tasting. This creates an environment where shopping, dining, andsocial interaction converge, enhancing the experience and driving brandloyalty.Data and Personalization—ThePower of Understanding Your CustomerClaim’s ability to harnesstransaction histories to match potential superfans with new brands shows theimportance of personalization in customer engagement. For restaurants,C-stores, and grocerants, knowing what customers buy can translate into tailoredmeal options, loyalty rewards, or targeted promotions that drive repeatbusiness.1. Data-Driven Menus for RestaurantsTake McDonald’s, for example, which uses data to tailor local menus. Byoffering products that appeal to regional tastes, they increase relevance anddrive sales. This strategy could be enhanced further with more personalizedoffers, similar to Claim’s use of transaction data.2. C-store Loyalty ProgramsBrands like 7-Eleven use extensive loyalty programs to gather customer data,and that insight can be refined. By identifying patterns in snack or mealpurchases, C-stores can send personalized deals or suggest complementary items,making the shopping experience smoother and more appealing to time-strappedconsumers.3. Grocerants and Customizable MealsGrocerants can enhance the customer experience by offering customizable mealkits based on past purchases or preferences. For example, Whole Foods couldoffer meal bundles tailored to a customer’s dietary preferences or frequentpurchases, making it easier to shop while fostering loyalty.Looking Ahead—Growth with SocialConnectionsAs Claim expands, restaurants andC-stores can take note of its innovative approach to brand discovery. Fromcreating social touchpoints to leveraging data for personalized customerexperiences, the lessons are clear: Authentic connections are the key towinning over Gen Z, and that’s something grocerants, restaurants, and C-storescan continue to embrace.Like Claim, the foodserviceindustry needs to provide not just products, but experiences that resonate withtoday’s fast-paced, socially connected customers.Foodservice Solutions®specializes inoutsourced business development. We can help you identify, quantify and qualifyadditional food retail segment opportunities or a new menu product segment andbrand and menu integration strategy. Foodservice Solutions® of TacomaWA is the global leader in the Grocerant nichevisit us on our social media sites by clicking one of the following links: Facebook, LinkedIn, or Twitter</div>

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Success in Engaging Gen Z—A Lesson for Restaurants and C-Stores

Believe that in a rapidly evolving food and convenience. landscape, the ability to tap into new consumer behaviors is essential. targeting Gen Z, is not just reshaping the digital marketing game, but is. teaching valuable lessons for restaurants, C-stores, and grocerants alike. With. their $12 million Series A funding led...