Hawaii’s population is diverse, with needs, desires and motivations that can vary wildly among generations. Zeroing in on what different age groups look for in a local restaurant can give you a distinct competitive advantage and guide you in creating messaging that not only piques their interest, but brings them in your doors.
In a previous blog on restaurant visit decline [link to previous article], I shared a few ways businesses can weather negative trends, including competitive pricing, unique promotions and pushing the experience of eating out — all of which greatly benefit from knowing your audience well and tweaking your advertising message and medium to hit their buttons.
For example, if you’re targeting Millennials, your ad vehicle is just as important as the message itself. This group gets their information on their smartphones, not from the daily newspaper, so maybe an Instagram campaign or photo contest is in order.
The youthful “Generation Z”, nearly one-third of Hawaii’s people, heavily influences family spending, is super tech-savvy and prefers anonymous social networks like Snapchat. Since they’re projected to make up 40% of all consumers in 2020, it might be wise to start creating Gen-Z-targeted digital media campaigns now.
It can be a real challenge to find current personality and preference data that’s both up-to-date and local. Harris Agency has taken the time to collect and organize the following data as a valuable resource for our friends in the local restaurant business. Please enjoy the Hawaii Generation Targets guide, and remember — action is key!