However, Gen Z are in a unique position as perhaps the generation most widely exposed to global food flavours, able to order from (almost) any cuisine without even leaving their living rooms. Local high streets can offer a gateway to a culture or country for an hour or two. In this world of near-endless options, Gen Z are balancing their desire for new flavours with familiar favourites.

On the other hand, despite this growing culture of exploration, some communities remain chronically underserved by mainstream restaurant brands. For example, over half of British Muslims are under the age of thirty, bringing with them this generation’s digital-native, culturally-dynamic, and experience-driven desires. They present an ever-growing opportunity for brands to build long-term loyalty.

Today is Eid al-Fitr, the feast marking the end of the month of Ramadan and the spiritual fast Muslims across the country and the world participate in. Despite over three million people observing Ramadan in the UK, brands have demonstrated a hesitancy to engage with the holiday. In this article, we explore how occasions like Ramadan and Eid al-Fitr offer brands an avenue to authentically engage with two communities; both those that don’t feel seen and those that are open to exploring experiences.

Gen Zs as Global Taste Makers

As Gen Zs come of age, they make up the most diverse British adult generation ever. In addition, their use of social media to share, inspire, and digitally ‘feed’ each other means that food trends and cultures are more accessible than ever before. Global conversations are being held online en masse—consider the ongoing debate between American and British TikTok regarding British Chinese takeaways.

Gen Z’s preferences and choices reflect this exposure to global food – we found that 51% of Gen Z are very or extremely interested in trying new or experimental cuisines. The impact of social trends can also be seen; 20% of Gen Z agree they choose their dishes at casual dining restaurants depending on ‘how exciting, ‘on-trend’ or ‘interesting’ the dish is, compared to only 9% of Gen X or Baby Boomers. Beyond taste, Gen Z sees dining as a gateway to new cultures; 47% of Gen Z prefer dining at restaurants that allow them to experience new cuisines and cultures. Simultaneously, Gen Z are searching for restaurants that also reflect their own identities and experiences authentically – nearly 60% of consumers value authenticity in food more now than ever before, and that’s particularly true with Generation Z consumers.

The Occasions Opportunity

Restaurants have long understood the opportunity presented by occasions and celebrations to fill up reservations and generate buzz. However, these activations have traditionally been limited to lower funnel deals and discounts. Instead, at Red Brick Road, we see occasions as an opportunity for brand building and community curation. Cultural occasions allow brands to reach two consumers: firstly, those who celebrate the occasion can build strong emotional bonds with brands that reflect their experiences. Secondly, those who are curious about a culture to be invited in, to learn more and respectfully engage. As Eid al-Fitr draws closer, we’ve chosen to look at this occasion opportunity through the rich lens of Ramadan:

The Ramadan Gap

It has been widely recognised that the Muslim community in Britain remains underserved and underrepresented in and by the marketing industry – 58% of British Muslims feel misrepresented by brands, and 97% of young British Muslims don’t see themselves accurately reflected in media. Brands are missing out on the growing business case to engage with the UK Muslim population – annual Ramadan spending in the UK is worth £200m and Muslims account for £20.5bn of the country’s spending power.

“So why aren’t we looking at Ramadan the way we look at Halloween, Easter, or, yes, even Christmas? Why is our industry still ignoring this demographic? Shouldn’t we see this as an opportunity for growth from both a marketing, creative, and talent point of view?”– Siham Zerkak, Senior Account Director, JVM in Campaign

The Ramadan Opportunity 

Ramadan presents a perfect opportunity for hospitality brands to engage with Muslim communities. With the month centred around fasting during sunlight hours, observers participate in the daily rhythm of suhoor, the pre-dawn meal, and iftar, the post-sunset meal. Food and community meals take on new meaning during the holy month, with restaurant brands having a potential role to play in offering spaces for iftar celebrations and beyond, for example, supporting fasting and offering space for reflection. The month ends with Eid al-Fitr, the festival of breaking the fast, bringing the month of charity, fasting, and reflection to a close with a day characterised by praying Eid prayers, spending time with loved ones, and enjoying good food. Ramadan offers an opportunity for brands to begin a dialogue with Muslim consumers that can stretch beyond the month:

“Ramadan doesn’t mark an isolated moment of engagement, but a starting point for ongoing, meaningful connections.” – Jameel Amini, Group Strategy Director, Essencemediacom in Creative Brief.

Authentically Engaging Gen Z Through Hospitality

Many brands are offering special product developments– for example, Lola’s Eid Cupcakes, which include chocolate and pistachio Kunafa, almond, honey, and date flavours. Other brands are offering deals like Comptoir Libanais’ Iftar Feast and Bone Daddies’ free soft serve ice cream. Whilst these activations are welcome, the brands making a lasting impression on consumers are those that dig deeper, resting their strategy on authentic insights or working to build communities with their customers.

Dishoom has always placed community at the heart of their offer, investing in lifting South Asian talent across the country and bringing them together for events – Ramadan is no different. Beyond their Iftar feast menu, they have elevated their offer; for Eid. Beyond events, they have used their ‘Dishoom Love’ platforms to honour Ramadan’s traditions through art, food, and film, educating and inspiring observers and non-observers alike. They have put together resources such as colouring pages and fasting timetables to support those observing from home. On their socials, a new series ‘Rooted in Ritual’ begins with an interview with author and activist Sabah Choudrey to discuss ‘their connection to Ramadan… moments of self-reflection, mischief and magic’. This investment in authentic community pays dividends:

“All brands that have loyalty build community”– Lucy Milne, CMO, Dishoom

At Red Brick Road, we have just released a CRM program for our clients at Hilton. Working with the agency Monks MEA, the campaign focused on reviving Fawazeer Ramadan, a nostalgic TV tradition in the Arab world, focusing on riddles and trivia by showing a couple enjoying timeless and meaningful Ramadan moments at Hilton properties and ending with a riddle. Each CRM touchpoint combines functional and emotional benefits by inviting the reader to engage with the content, solve the riddle, and claim special Ramadan offers throughout the month.

“Local relevance is paramount in effective marketing, and Ramadan offers a unique opportunity to connect deeply with regional audiences.” – Mirvat Wehbe, Senior Manager, Destination Marketing MEA, Hilton.

Make an Occasion of It

Gen Z diners are more diverse and more adventurous than ever, expecting brands to keep up with their evolving tastes whilst reflecting their own food cultures and traditions. Brand investment and community building gives restaurateurs the credibility to connect with their consumers.

We’re a strategy and creative marketing agency, who have helped food brands including Just Eat, West Cornwall Pasty Co. and Amazon Fresh. Please get in touch with zeph.brown@redbrickroad.com for advice about building and scaling your brand using PR, social media, marketing and advertising.