What is Gen Z relationship with bars and coffee?
Let us find out in this post dedicated to baristas who want to win over customers now under 25 years old and born between 1995 and 2010. These people are still young, live with their families and influence their purchasing choices.
Technological natives, Gen Z young people inform themselves on social media and have great interest in topics such as work, economic independence, environment, gender equality and social inclusion. Appreciating technology does not mean moving away from the physical world and when choosing coffee these discerning consumers prefer brands that focus on quality and respect for the environment and people.
Do young people love bars?
Research on the relationship between young people and coffee bars shows that coffee is consumed by 95% of respondents and drunk mostly at home, but also at the bar. Students and university students choose espresso in the morning or afternoon for the taste and energy it gives, but also to take a break from study and work.
Studies show that respondents drink 1-2 coffees a day at home and buy capsules and pods at the supermarket, on the manufacturer’s ecommerce or on Amazon. This curious clientele wants to know every aspect of coffee from production to preparation.
In this context, frequenting the coffee shop is also part of the habits of the very young ones. The coffee bar for Gen Z is a meeting place par excellence where they spend their free time and cultivate friendships, and they prefer the trusted coffee bar or the new place that offers extra services such as Wi-Fi and a study area. There is no lack of attention to organic and sustainability, without ever renouncing contamination with other cultures and always with an eye on health.
What does Gen Z consume at the bar?
Among the most popular drinks consumed by Gen Z at the bar is Dalgona coffee, a recipe that originated in Korea during the pandemic and consists of a thick whipped foam of instant coffee and sugar placed on top of milk. It is a preparation that, thanks to social media, has conquered the very young and teenagers.
Followed by coffee drinks such as the Creativity Drinks proposed by Portioli, which are vegan and gluten free, with ice and syrups and the presence or absence of caffeine to truly suit every taste.
There is no lack of the traditional cup of espresso, which remains among the most consumed drinks at the bar. A curiosity? The latest National Coffee Drinking Trends survey by the NCA (the US National Coffee Association) shows that 46% of young Americans between the ages of 18 and 24 drink coffee regularly, up 10 points from January 2021.
A survey by the University of Foggia in 2020, which analysed the relationship between young people and caffeine in four southern Italian schools, also showed that 76% of young people have the habit of drinking caffeinated drinks every day.
Nine out of ten consume it through coffee, 34.3% through soft drinks (iced tea and cola) and 3.4% through energy drinks. According to research by the Alliance Bernstein, 42% of young people who drink coffee do so outside the home. The bar therefore remains the favourite place to perform this ritual.
Passion for coffee – From the bar to the online world
The passion for coffee, which has always been an undisputed symbol of Made in Italy, can also be seen in the habit of Gen Z to consult the websites of coffee roasters like Portioli to find out everything about a beverage that represents the traditional breakfast and the perfect break all over Italy. Portioli aim has always been to offer baristas a high quality coffee, which comes from a passion for the raw material and the search for the best blends in the world and arrives in the best Italian bars.
Very popular is the offer of Portioli coffee beans, ground and portioned in the two varieties Arabica and Robusta and in many other customised blends that enhance the bean and lead to a cup full of taste and aroma.
Tips for winning over a young clientele
By now, every bartender must be wondering how to win over young customers and bring members of Gen Z to visit the bar. Surely, passion, love and professional ethics must not be lacking, since the success of the bar does not only depend on the designer décor, the sophisticated menu and the exclusive appointments it offers the customer.
The secret of the successful bartender is the ability to be the customer’s psychologist, to remember the customer’s preferences and to know how to communicate and empathise. These are what scholars have called the three A’s of the bar: Attention, Listening and Action.
The bartender who wants to win over young people must be able to give them the right attention, listen to them and interact with them, and act in a way that shows ability and competence in the field. It is a matter of interpreting how the customer wants an action to be performed and an activity that over time leads to time savings and income gains, but also and above all to interpersonal relationships.
In conclusion, young people love to drink coffee at the bar as much as they love to drink mocha coffee at home, but it is up to the barista to know how to create an appropriate business proposal for them, also thanks to Portioli advice, blends and accessories.