How to Attract Gen Zers To Your Bar Business

As someone running a bar, there’s no feeling quite like getting a new customer. And when that new customer is not just one, but an entire generation that’s turning 21, that feeling gets multiplied. By the millions. Gen Zers are getting older now, and even though some of them are still teens, many of them are entering their twenties and becoming active participants in every market. They’re tech-savvy and making money on Instagram, the app they grew up knowing better than anyone. They’re diverse, the most diverse generation so far in the US, and they care about social issues like LGBTQ rights. They’re kind of like millennials, but not exactly the same.

And they’re a challenging market. Because they’ve grown up in a world full of technology, ads popping up at them constantly, they have an immediate mistrust of any brand that tries too hard to get their attention. So how do you get their attention, and get them to come to your bar? Here’s how.

Have the right values

Generation Z, even more than the millennials who came before them, are passionate about causes. Whether they’re committing to a green lifestyle by going vegan and upcycling every possession they have, or they’re fighting for trans restrooms at the university they’re attending, there’s something every member of this generation is passionate about. And they’re posting about it on Facebook and Instagram and starting real conversations about issues. Unlike younger people who came before them, they want to make a difference in the world--and do it now.

Considering that almost two-thirds of Gen Zers prefer a fun, positive work environment over a higher salary, it just goes to show how strong their values can be.

So if you want to attract this generation, it needs to show. Recycle all the cans of beer people throw out, and use biodegradable or recyclable plastic. Make sure your alcohol is vegan (or at least have vegan options), and if you serve food, serve food that’s organic and locally-sourced. And when you’ve done all this, write about it. Include the reasons why you’re committed in your blog and social media posts, and ask your Gen Z audience how you can do better. This will make them feel included.

Engage as much as you can--and make it personal

You need to talk to your Gen Z customers and make them feel like you take them seriously. The best way to do this is by approaching them on social media and making your posts about them. They’ve grown up with screens in their faces, and everyone’s asking for their attention, especially now as they start making purchasing decisions on their own. So you need to get on Facebook, Twitter, Instagram, and Snapchat, and all that content needs to be directed to their needs.

Instagram stories and Snapchat, especially, can be a great way to show off what’s going on at your venue. Don’t forget to show off on Youtube, too, since 50 percent of Gen Zers say they “can’t live without” it. By showing how fun just one night at your bar is, they’ll keep coming back for more.

Additionally, connect with influencers to get Gen Z’s attention. If you get someone popular to support your product, you’ll suddenly have way more people interested in your bar. And as a business leader running regular events, this shouldn’t be too hard: find a popular DJ or musician to perform. Again, asking Gen Zers who they’d like to see perform--for example, a survey where they can vote for five different artists they’ve nominated--is a great way to engage with them.

Be mobile-friendly

Another huge value for Gen Zers is being able to access everything on their phones. After all, this generation was only online on their laptops 14 percent of the time in 2017 (unless they were using these devices for class or work). This shows that their preferred way of receiving media, whether it’s a blog post or video, is on a phone. Update your website so that it’s mobile-friendly--or even better, make it mobile-first, which will improve your SEO in the coming years as Google algorithms start to promote mobile-based sites over desktop-based ones.

According to Inc., “A few ideas to keep your site mobile-friendly include breaking up your long paragraphs into shorter sentences and using subheads or bullet points. Adding a lot of white space would also contribute to making your page easier to read and navigate. Getting rid of popups would be a great idea as well, especially since being too salesy is a huge turnoff for Gen Zers.”

These are some of the best ways to attract Gen Zers to your bar business. What other strategies--old school and new--do you think would work?

-- ZylaCourtney - 02 Jul 2018