How C&U Operators Can Reach Gen Z on Social Media

It’s not an exaggeration to say that just about everyone is on social media these days. In fact, a whopping 96% of consumers say they use at least one social media platform.¹ Social media is simply how we communicate.

And this adoption has happened in record time. In fact, Facebook and YouTube—the two most-used social media platforms—are only about two decades old.¹ Near universal adoption in twenty years? Not bad.

For C&U operators, that omnipresence is both an opportunity to reach students, but also a challenge as you look for ways to cut through the noise and get your message in front of them. Social media can also be a source of innovation, as you turn the latest viral trends into new menu items that students can experience firsthand, keeping them engaged and excited. Here are a few ways you can stay relevant and reach students through social media:

Meet them where they are

If you’re going to reach Gen Z, first you have to use the right platforms. So what is Gen Z using? YouTube and Facebook are tied for first place in usage among this generation—both boast a 78% usage rate among Gen Z.¹

Many C&U operators use Facebook regularly, but YouTube is often underleveraged. Video content like cooking shows, eating challenges, informational videos, and talk shows/interview series can resonate with students. If your campus already uses YouTube, can you leverage the existing content production to shine a light on campus dining services?

Social media content trends have evolved, moving from text to photos to today’s focus on video content. Video is the core reason YouTube exists, but Facebook is also showing more video content. And Instagram and TikTok—the third and fourth most-used platforms among Gen Z—showcase plenty of short-form video.¹ As you develop your social media content plan in the future, video should be a key part of it. Showcasing a photo of a dish is great, but showcasing that dish being made or served in a video is even better.

Success on social media

Whether you’re looking to create your own social media trends that resonate with students or simply create more engaging dishes that speak to what Gen Z wants, there are a few key factors that often lead to social media success:

• Novelty: Showcasing something new and intriguing is one way to stand out in a sea of sameness. Social media users are drawn to new foods and products that they’ve never seen before. That can mean fun mashups (like onigiri croissants), new ways of looking at well-known foods (check out “scrambled pancakes”), or something that is even a little weird and outlandish (like all of the “freakshakes” that trended on social media).

• Global Foods and Flavors: Gen Z loves to discover new-to-them foods from around the world, whether that’s the Chinese candied fruit tanghulu, birria tacos, or Brazilian lemonade.

• New Everyday Favorites: Social media consumers are constantly sharing options they can incorporate into their everyday lives, like a healthy dish with intriguing flavors or an easy weeknight dinner. Dense bean salads, raw carrot salads, smash tacos, and chocolate strawberry cups have all been trends on social media because they are approachable and can be incorporated into a user’s everyday life.

• Experience: With video being so important on social media, showing off an experience—the chance to play with food, a dish that bursts when you bite into it, unique options that transform—is key. The viral crackle lattes, which coated a cup in a thin layer of chocolate that could be “cracked” when someone squeezed the cup, are a prime example.

How can you incorporate more of these attributes into your menu items so they stand out on social media?

Ideas

Consumers aren’t just using social media—they’re clearly impacted by the trends they discover on these platforms. In fact, a whopping 77% of Gen Z consumers say they have purchased a food or beverage just because they saw it on social media.¹ And the short-lived nature of social media trends is part of the fun—it’s a chance for students to engage with something unique and interesting for a short time before moving on to a new, fun option. For Gen Z, a “fad” isn’t bad.

How do you make these fleeting fads a part of your dining operation? Consider creating a “trending food” station that changes monthly or seasonally, giving students a chance to try the trends they’ve only seen online while also keeping your menu fresh and exciting. It can also be your dining team’s chance to flex their own creative muscles, staying relevant with students by introducing them to new, unique, social media-worthy foods and flavors that you develop in-house. Here are a few recipes to get you started:

• Everything bagel toast was one of the OG social media trends. Today it’s a menu favorite that Gen Z loves, so offer them a trend that has stood the test of time with this Everything Bagel Avocado Toast topped with red onion using Simplot® Harvest Fresh® Everything Bagel Flavored Avocado Spread.

• A new twist on a global favorite is always a social media favorite. Mashup two global trends—quinoa and ramen—with this Japanese Ramen with Quinoa featuring Simplot RoastWorks® RTE Flame-Roasted Peppers & Onions and Good Grains™ Thai Style Red Quinoa & Vegetable Blend.

• Birria is a more recent social media darling that continues to resonate with Gen Z. Give students a chance to try it with this Birria Taco Plate with Cilantro-Lime Cauliflower Rice featuring Simplot® Harvest Fresh® Western Guacamole and Simplot Simple Goodness™ Riced Cauliflower.

• Social media users love a unique flavor combo, whether it’s mustard on watermelon or soy sauce on ice cream. Get students’ attention with these Strawberry Mounds Dessert Fries, piling vanilla ice cream, Simplot Simple Goodness™ Sliced Strawberries with Sugar, hot fudge, and coconut on top of Simplot Conquest® Delivery+® Clear Coated Straight Cut Fries. It’s a salty-sweet combination that is perfect for Valentine’s Day-themed social media posts.

¹ Datassential, Social Media Sensations Report, August 2024