10 Oct 2018 Growth Hacking Across Generations for Restaurant Apps
Baby Boomers, Gen X, Gen Y or Millennials, and Gen Z… Have you ever heard of these terms? If you are making an effort in marketing, you need to become familiar with every kind of generations to set your strategies. Restaurant apps that target unique groups of audiences will grow faster when optimized considering the behaviors of these generations.
Here are our handy ideas on growth hacking across generations for restaurant apps.
Traditionalists, born between 1925 and 1945 are the group of people who know about the era before technology. They have seen all the changes in the world and actually cannot leave past experience behind. Members of this group value security, comfort, and familiar, known activities and environments.
Research shows that the traditionalists, also known as a silent generation are great at managing their finances. They are paying for a product or service considering the quality. These people value their money, and accordingly, they like to see fair pricing if they decide to go out to eat. So just focus on the value in your restaurant app to attract them.
The challenge to address this audience is their absence on social media. They will probably not see your advertising on Instagram. So, you need to reach them through more traditional channels such as TV, billboards.
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Baby boomers, born between 1946 and 1965 are users of technology, but they are not a big fan of it. They are not attracted by fancy apps and websites as baby boomers care more about product quality and value than cost. Is what you sell worth buying? If you are expecting them to use your restaurant app, try to include reasons to use it.
For example, a restaurant app providing trustworthy quality reviews can steal the heart of baby boomers. Luckily, they spend some time on social media, they use search engines, e-mails and even they shop online. So, optimizing your content to appeal to them, you can have a conversion on digital channels.
Baby boomers and traditionalists are more loyal to a brand comparing the younger generations. So building customer loyalty and increasing customer retention through app-based rewards programs is a successful strategy.
Generation X, born between 1966 and 1981, seems to be the children of relatively “modernish” parents. They mostly lived in small families and in smaller houses comparing the previous generation. They are among the first people who live alone in a flat and care about themselves individually. The question of “what is in it for me?” matters to them.
Gen X is the first generation to adapt to the digital world, considering they use e-mail and social media since they are very young. They feel lucky to get the discounts and coupons online, so this can be the best tool that you can use to draw their attention to your restaurant app.
Millennials or Gen Y
Gen Y, born between 1982 and 1999 are also known as “Gen Why” because they are interested in getting involved through knowledge. They are the first generation that born into the digital world. And these people use the Internet as a part of their life for long hours.
When they are curious about something, they ask Google and read user-generated content online. This is why if your target group is Gen Y, go for social influencers who tells them why to use your restaurant app. Company advertisings are not trustworthy according to this audience as they search for genuine value and emotional connection with brands, products or services. Blog posts, videos, and infographics are smart solutions to reach Gen Y.
Gen Z, iGen
Gen X, born in 1999 and later is raised in the era of smart devices. They have never experienced a lifestyle without 24/7 connectivity, which makes them real digital natives. They are always in contact with the world and according they are culturally more diverse than the previous generations. Because technology is not a toy but a part of daily routine, they are mostly more conscious of what can be done with these devices.
Considering a restaurant app, they obviously enjoy snacking rather than a full meal in a traditional restaurant. So, if your restaurant app is targeting these people try to put these kinds of products or services forward. How does your quick service works?
They are also the generation who likes to try new meals most comparing the others, so provide them eye-catching meals that are worthy to be shared on social media. Word of mouth through sharable product and service is pretty possible when Gen X is the target group for your restaurant app.
Common Characteristics of All Generations
Everyone perceives your content in a different way according to their life experience. These categorizations related to generations for growth hacking is very useful to know your target group better. However, there are certain user behaviors that are common to all generation. Here is an example: Millenials think physical stores are as important as traditionalists and most of the people want to see a product in the store. So, be sure to provide high-quality service to sustain your strategy on your restaurant app.
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