The Youth Lab

Get busy ‘feeding the feed’ - the Youth POV on food culture online today

This week Ireland’s Food Board, Bord Bia, hosted its annual Food Service Seminar bringing the Irish food and drink sector up to speed on marketplace dynamics and trends impacting the sector’s future through the lens of digital transformation. The Youth Lab shared #TheYouthPOV, - young people’s behaviours and attitudes around food culture, and the interplay between internet culture and IRL culture. Hungry for the dish on youth x food culture?

YOU ARE WHAT YOU EAT
As the adage goes, ‘YOU ARE WHAT YOU EAT’, but in a social media connected world, the desire to express your identity through your food choices is heightened. Today’s young people now have the tools and means to express themselves online through their food choices... not just sharing what they eat, but where they eat, who they eat with, but also the culture and lifestyle they want to associate with...

What does this mean for those in the food service business?
‘FEED THE FEED’ - get busy feeding the (social media) feed and you’re one step closer to unlocking business opportunities…read on for 10 key insights to drive cultural relevance.

10 THINGS TO KNOW ABOUT YOUTH FOOD CULTURE

1. Our pop culture is the creator economy
Friends are everything for teens and young adults seeking validation and social clout. Sharing food experiences is their new social currency—each post, story, and snap a statement of taste. They thrive on introducing friends to fresh finds, capturing and sharing every moment to prove they’re in the know. How can you tap into their aspiration to create and influence?

2. Speed, savvy & creativity are our internet hallmarks
Digital natives today are all about speed, savvy, and smarts. They expect quick, seamless experiences—booking tables, pre-ordering drinks, and takeaway with minimal hassle. Never one to miss out on a trend, they save and share locations on Google Maps, seek our “Budget Bites” content, or use apps like Too Good To Go that delivers on the need to get a bang for their buck and avoid food waste.

3. TikTok made me try it
TikTok is a nonstop trend machine—what’s hot today could be old news next week. The key? Jump on the latest cultural conversations, get your staff involved for extra authenticity, and don’t forget to re-share user-generated content.

4. Help - we’ve too many tabs open
Key to avoiding content overload are digital curators or cultural editors - people who have a passion for food and drink and are pros at filtering out the good from the bad, and the great from the good, helping their fans manage their “brain buffering”. Some of our favs... Éadaoin Fitzmaurice, Dev Skehan, Sarah Hanrahan, Marcus O’Laoire and Cassie Stokes. Time to get busy collaborating - come talk to us to get your “brain buffering” plan together.

5. Our Internet knows no boundaries, but lots of niches
Today’s food culture is shaped by global influences, with Irish youth especially drawn to US “cult food” trends. Tapping into global demand spaces can unlock local opportunities. Paradoxically, in a globalised world, there is opportunity to self-differentiate and go big on local and national identity. How can thinking global/local help you capture a niche?

6. If you don’t have a queue are you worth it?
The singularity of your offering goes a long way in driving online hype. People are willing to travel for that “can’t-get-it-anywhere-else” factor. Restaurants and brands are reinventing their menus, promoting distinct limited-time offerings, like food residencies or pop-ups. What makes you special?

7. Health [+/-] + Aesthetics + Lifestyle = Take Our Money Now
Today’s young generation is the most health-literate yet, craving healthier options yet also embracing indulgence. The venues winning their loyalty are those offering bold taste experiences across the health spectrum—whether healthy or indulgent—and pairing it with an aesthetic that’s trendy, cool, and fun. For this audience, “healthy” isn’t strict; it’s a lifestyle that’s vibrant and appealing.

8. Maximum Vibes Please
Young diners crave immersive food and drink experiences that engage all the senses. From aural branding, to attention to delight (we’re talking wallpaper, cutlery, toilets), every touchpoint is an opportunity to ‘seed a breadcrumb of an interesting conversation’. How can you drive online (and offline) delight through sensorial storytelling?

9. We care and if you don’t we’re gone
This generation of young people are also very literate when it comes to issues and causes to care about. And they are aware that their wallets can impact for good and for bad. Caring doesn’t have to be boring - it can be fun too.

10. We live for community
Post-COVID, there’s a real desire among young people to connect and feel part of a community.A great example are Dublin’s cafés, The Fumbally that runs ‘Dinner with Strangers’—perfect for meeting new faces, and Joli coffee & wine bar that collaborates with Dublin’s ‘Pastry Pace’ running group. Think beyond yourself to drive demand.

AN INDUSTRY DIGITALLY TRANSFORMING - AN INDUSTRY IN GROWTH
While the industry is in growth globally and locally, growth will be more moderate than pre-COVID times. Inflation and rising staff costs continue to be challenging, but understanding customer’s needs is a good starter to the where next. As Maureen Gahan, Foodservice Specialist, Bord Bia highlighted. “Looking ahead, there will continue to be a relentless focus on cost control, functional innovation, cultivating loyalty, implementing sustainable solutions and preparing for new market dynamics.Technology can help to address a number of these challenges, but it’s also important not to lose sight of the critical human element within the hospitality sector."
And with any transformation, people and mindset are key as much as any technology investment. As Caroline Keeling, CEO of Keelings, highlighted, “Transformation needs a growth mindset leader. Businesses need to invest and build leaders, who work to ensure forward momentum and drive team belief. If the business needs to change, the business leaders can’t be tired.”

BRAND TAKEOUTS

For all those looking to engage young people in the food and drink sector, your three 3 BIG takeaways to feeding the social feed, and in turn your revenue feed are:

1. Deliver a product, service or experience that young people are excited by so they are sharing and reviewing online driving interest, hype and love for your offering
   
2. Deliver compelling digital content so you’re easily discoverable and part of food conversations online and offline. Support this with enhanced digital services to offer value to the individual - speeding up or facilitating personalisation/ customisation of their experience .
3. Deliver with and for the community - tap into the humanity of your offering - your people, and your culture to be part of culture.

Do all these things and you’ll certainly have captured the appetite of young people.

NEWS FROM THINKHOUSE
GOOD LIFE 2030 IRELAND: LEADERS ROUNDTABLE (HIGHLIGHTS):
As part of our ongoing work on the Good Life 2030 Ireland project, check out this short highlights film of advertising leaders from Ireland discussing the potential of the advertising industry to reimagine its role and help bring into being the good life citizens dream of.

MIDWEEK CLUBBING? ABSOLUT-LY
‘Absolut X’ is back for its fourth instalment, and this time it’s taking us from desk to dancefloor with a brand new midweek club event, championing an all female lineup. ‘Absolut X’ is taking place on Wednesday, December 4th at Centre Point, Button Factory and will be headlined by international DJ Eliza Rose going B2B with Sally C. Headliners will be supported by Irish DJs Dev and Puzzy Wrangler. ABSOLUT X aims to answer the demands for innovation and diversity across club culture in Ireland.

IAB EVENT WITH JANE MCDAID:
Join Jane McDaid at IAB Connect, IAB Ireland’s Digital Advertising Conference, on Tuesday, 19th November 2024, from 9 AM to 1 PM.
As a valued Thinkhouse client, we’re delighted to offer you an invitation to this exciting event. If you’re interested in attending, please contact us for complimentary tickets. Learn more about IAB Connect here.