Hershey - Chocolate Generations - October 2019 - 5

Sweet Takeaways

As this research indicates,
dessert is the most popular
photographed food course for
Gen Z, and Hershey branded
desserts are particularly inﬂuential when it comes to social
media sharing.
39% of Gen Z are more likely
to post a picture of their dessert
on social media when it includes
Hershey branded ingredients.
But their motivation doesn't stop
there - almost half of Gen Z
say they would recommend the
dessert to someone else in person, and 31% of Gen Z say they
would post a comment about
the Hershey branded dessert on
social media.
The study found the following regarding Hershey branded
desserts:
* Likely to recommend in person:
Gen Z - 48%, Millennials - 43%
* Likely to post on social media:
Gen Z - 31%, Millennials - 26%
* Likely to recommend online:
Gen Z - 30%, Millennials - 27%
To further drive traﬃc to your
business, focus on social media
to engage with younger consumers where they are already.
These consumers post a great
deal of their food purchases
and are fond of posting dessert
photos, so ﬁnd ways to encourage that. Make sure you have
great lighting and displays,
run social media contests and
giveaways, and feature special
oﬀers to increase tagged dessert posts.

The joint research study from The Hershey Company and
The Center for Generational Kinetics provided three key takeaways about Gen Z and Millennial consumers:
1. Younger generations have a dessert-ﬁrst mentality - Gen Z
and Millennial consumers have a strong connection to dessert and are more likely to choose places to eat where they
can enjoy their favorite desserts. These generations place
a special emphasis on sweet treats, and therefore desserts
should be heavily featured on menus, marketed on social
media, and generally highlighted as much as possible.
2. Focus on social media - Engage with these younger consumers where they already are. Gen Z and Millennial
consumers like to showcase their food purchases on social
media platforms such as Instagram, especially when it
comes to photos of dessert. There are a variety of ways
your business can continuously connect with these consumers, whether through social media contests, giveaways,
promotions, or special oﬀers.
3. Hershey branded products drive return visits - Hershey
branded desserts can generate plenty of interest among Gen
Z and Millennial consumers. 70% of Gen Z in particular are
likely or very likely to return to a restaurant after enjoying a
Hershey branded dessert. They identify with and trust the
quality and taste of these branded ingredients. Your business
can use this power, creating new experiences by oﬀering
Hershey branded specials or highlighting seasonal Hershey
branded desserts to keep them coming back again and again.
"This research is great news for foodservice operators," says
Chef Darren Belnavis of The Hershey Company. "There are so
many ways to oﬀer on-trend beverages, snacks, desserts, and
craft cocktails featuring branded Hershey ingredients. For example, operators can create smoothies or indulgent milkshakes
with Instagrammable ingredients, oﬀer shareable desserts that
allow patrons to taste more than one brand and are portable
to take on the go for a mid-afternoon snack."
The Hershey Company oﬀers a wide range of branded
products that meet snacks/convenience, toppings, baking/
culinary, and specialty beverage needs. This includes chips,
syrups, fudge, cocoa, and chopped ingredients, as well as
confections and snacks from consumer-recognized and trusted brands like HERSHEY'S, REESE'S, and HEATH.
There are countless ways to incorporate these ingredients
into your desserts - the only limit is your imagination.

http://www.hersheyfoodserviceinsights.com/

Hershey - Chocolate Generations - October 2019

Table of Contents for the Digital Edition of Hershey - Chocolate Generations - October 2019

Hershey - Chocolate Generations - October 2019 - 1
Hershey - Chocolate Generations - October 2019 - 2
Hershey - Chocolate Generations - October 2019 - 3
Hershey - Chocolate Generations - October 2019 - 4
Hershey - Chocolate Generations - October 2019 - 5
Hershey - Chocolate Generations - October 2019 - 6
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