CarlsbergBritvic-SDR-Foodservice-v15 - Flipbook - Page 50
Welcome
Sustainability
Category overview
EXPERIENCE
IS EVERYTHING
The Hydration Generation grew up in an era of ubiquitous
high-speed internet, widespread smartphone use, greater
racial and sexual equality, economic austerity, prohibitive
house prices and growing environmental concerns. All these
factors have shaped their behaviour when they’re eating and
drinking out, and the choices they make as consumers.
of mouth recommendations from friends and family are
the number one way the new generation likes to get
recommendations about places to eat and drink out,
online reviews, branded social media profiles and content
from social media influencers are the second, third and
fourth most valued sources, respectively.22
The new generation craves new experiences that meet
their personal preferences. We’re helping our partners
provide their guests with what they want with our
expanding range and technology to make serving
sensational drinks with a personal touch easier. For
example, the Aqua Libra Flavour Tap allows our partners
to personalise how they serve pure filtered still and
sparkling waters, infused with electrolytes, zinc and
magnesium, as well as a choice of refreshing flavours.
Indeed, for one in two young people, Instagram is the
preferred way to stay in touch with brands.22 This means
that it’s crucial to serve attractive ‘grammable’ drinks
such as Pepsi cola floats and London Essence Company
crafted sodas and that they can share online. We work
closely with our foodservice operators to help them do
just that. Whether it’s through our London Essence trade
ambassadors who share their passion and expertise with
restaurants and hotels so that they can bring to life their
drinks offering and showcase this on their social channels,
or collaborating with our partners to create engaging
campaigns, such as our Pepsi branded ’Bestie Charms’ that
we developed with KFC.
And when an experience meets or beats expectations,
younger people are more likely to share their experiences
with their peers online. Research shows that, while word
22 KAM – Generation Z: All Grown Up Oct 2023
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FOODSERVICE DEEP DIVE
