CDT Summer 2022 - 55

experiences, and even gameplay. they are hardwired to
share, to collaborate. "
gen Alpha consumes material and then takes action. they
are an active part of the experience. " they are the tiktok
generation. they are creators and actively collaborate with
strangers worldwide, " notes Ken. Fortnite is one example of
gameplay resulting from active participation in a 3d world,
where participants collaborate to achieve an objective.
Another example of collaborative consumption is the ice
Bucket Challenge, whereby consuming the material, an
individual takes action and then shares their own material.
to meet the demands of gen Alpha, look at ways you can
build your operation to be more collaborative to engage
the consumer in active consumption.
Immerse in Digital
Before google (aka Bg) and After google (aka Ag) is a
dividing timeline among generations. Bg, or 1998, looking
into anything you had no knowledge of required more
effort than just opening the popular search engine. Ag,
information on anything and everything became a few
keystrokes away. now, with Siri or Alexa, information is
available with a voice command and shared verbally via
smartphone or speaker.
this is all gen Alpha knows. " they are hardwired for digital
emersion. "
ENGAGING WITH GEN ALPHA
As important as it is to understand the needs of gen Alpha,
it is also just as important to know how to engage them as
a customer and an employee.
" At the disney institute, we used to say 'come be a part of
a great legacy,' " says Louie gravance, owner, L gravance
Creative Concepts (United States). " We used this method
because it worked-until it didn't. they do not want to be
the co-star of your show; they want to be the star of their
show. "
" When looking to inspire individuals to serve, we cannot
use the old method of 'do it for me' or 'come be a part of
something bigger than yourself' mentality, " shares Louie.
" to inspire this generation, you must find a connection that
makes them the star of their own narrative while serving
others. "
And this happens by telling them the truth. Louie says this
is " an investment of yourself is an investment in yourself. "
And the way to do this is by connecting them to their
P.L.A.n. (See right.)
" great service actually serves the server first, " proclaims
Louie. And makes the server the star by providing their
own narrative or unique perspective into each
situation.
in providing a service, you must provide an
experience that creates demand for a product.
Louie shared an example of the Wizarding
World of Harry Potter at Universal Studios,
orlando to further this understanding. An
interactive experience where a customer
emerges into the world of Harry Potter and
the magical wand selection. the product is
essentially a stick, but through visualization and
interaction, the customer is transformed into the
story of Harry Potter. through this experience,
the customer walks away with a magical wand.
But is it a stick, or is it a wand?
According to Louie, " it's both. " the employees
who changed a stick into a wand immersed
themselves into providing the experience,
which is what changed a stick into a wand.
that will inspire this generation. they will " find
a connection that makes them the star of their
own narrative while serving others. "
" Service is a superpower, and it is
transformational, " says Louie, " Every time you
delight a guest, you get stronger and more
powerful. Service is not something that is just
given away. great service will always serve the
server first. "
Adapting to new generations is nothing new.
to keep up with it, one must be prepared to
respond, rather than react; refocus efforts; and
reimage opportunities, rather than rebuilding
the old.
Purpose
Let them define
their reason
Language
Let them determine
the words they will use to
inspire the foundational
purposes
Action
Let them define
the actions that
will inspire
Narrative
Let them develop
the narrative they
share with others
gEnERAtion ALPHA | CAMPUS DINING TODAY
55

CDT Summer 2022

Table of Contents for the Digital Edition of CDT Summer 2022

CDT Summer 2022 - 1
CDT Summer 2022 - 2
CDT Summer 2022 - 3
CDT Summer 2022 - 4
CDT Summer 2022 - 5
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https://www.nxtbook.com/nacufs/NACUFS/summer-2024-campus-dining-today
https://www.nxtbook.com/nacufs/NACUFS/spring-2024-campus-dining-today
https://www.nxtbook.com/nacufs/NACUFS/winter-2023-campus-dining-today
https://www.nxtbook.com/nacufs/NACUFS/cdt-summer-2022
https://www.nxtbook.com/nacufs/NACUFS/cdt-national-conference
https://www.nxtbook.com/nacufs/NACUFS/campusdiningtodayspring2023
https://www.nxtbook.com/nacufs/NACUFS/cdt-fall-2022
https://www.nxtbook.com/nacufs/NACUFS/cdtsummer2022
https://www.nxtbook.com/nacufs/NACUFS/campusdiningtodayspring2022
https://www.nxtbook.com/nacufs/NACUFS/campusdiningtodayfall-winter2021
https://www.nxtbook.com/nacufs/NACUFS/campusdiningtodaysummer2021
https://www.nxtbook.com/nacufs/NACUFS/campus-dining-today-spring-2021
https://www.nxtbook.com/nacufs/NACUFS/Winter2020
https://www.nxtbook.com/nacufs/NACUFS/summer2020campusdiningtoday
https://www.nxtbook.com/nacufs/NACUFS/Spring2020
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