Insight of the Day: How Rubix Foods is Learning from Gen Z to Create Better Menus

Findings

• Rubix Foods has launched the NEXT Flavor Network to tap into Gen Z’s preferences by collaborating with social media influencers.

• Gen Z's diverse palate and purchasing power are shaping menu innovation, particularly through real-time social media feedback.

• The program focuses on creating unique sauces as a starting point for larger menu concepts.

Key Takeaway

• Collaborating with influencers who resonate with Gen Z provides authentic insights, enabling restaurants to develop innovative menu items that cater to the generation's evolving tastes.

Trend

• Leveraging social media influencers to directly shape culinary trends, blending authenticity with innovation.

Consumer Motivation

• Experiences: Gen Z values food experiences that feel personalized, novel, and shareable.

• Exploration: This generation craves bold, diverse flavors that reflect their exposure to global cuisines.

• Authenticity: Gen Z trusts unfiltered, influencer-driven insights over traditional advertising.

What is Driving the Trend

• The "sea of sameness" in restaurant menus has created demand for differentiation.

• Gen Z’s access to global food culture via social media drives interest in new and unique flavors.

• The rise of influencer marketing as a trusted source for product recommendations.

People the Article Refers To

• Rubix Foods: A food innovation company supporting restaurants in developing differentiated menu items.

• Gen Z Consumers: A tech-savvy, diverse generation (aged 11–26) shaping flavor trends.

• Influencers: Foodie creators (Matt James, Alexis Frost, Nate Llorin) who act as culinary taste-makers for their predominantly Gen Z audiences.

Description of Consumers

• Age: Primarily Gen Z (11–26 years old), with growing influence from Generation Alpha.

• Preferences: Open to exploring bold and global flavors, influenced heavily by social media.

• Behavior: Trusts influencers for recommendations, avoids traditional surveys or marketing channels.

Conclusions

• Collaboration with influencers provides brands with real-time insights into Gen Z preferences, making product development more efficient and effective.

• Successful innovation requires embracing diversity and authenticity in flavors.

Implications for Brands

• Influencer collaborations should be integral to product innovation, especially for targeting younger audiences.

• Brands must focus on creating differentiated, memorable food experiences.

Implications for Society

• Increased cultural diversity in food offerings as a result of Gen Z’s global exposure.

• Social media accelerates the adoption of new culinary trends.

Implications for Consumers

• Enhanced dining experiences with menus that reflect their preferences for authenticity and bold flavors.

• Greater engagement and participation in shaping food culture through digital platforms.

Implications for Future

• Gen Z’s influence will continue shaping the restaurant industry, with brands adapting faster to evolving tastes and preferences.

• As Generation Alpha matures, the demand for interactive and digital-first culinary experiences will grow.

Consumer Trend

• Flavor Exploration: A growing appetite for diverse, global, and innovative flavors.

Consumer Sub-Trend

• Influencer-Driven Product Development: Trusting influencer recommendations to shape products and menus.

Big Social Trend

• Authenticity in Marketing: Consumers seek real, unfiltered insights over traditional marketing.

Local Trend

• Regional collaborations with influencers to create locally-inspired flavors.

Worldwide Social Trend

• Globalization of flavor preferences through digital platforms like TikTok.

Name of the Big Trend Implied by Article

• "Collaborative Culinary Innovation"

Name of Big Social Trend Implied by Article

• "Influencer-Led Consumer Insights"

Social Drive

• Gen Z’s reliance on authentic voices and diverse flavor experiences.

Learnings for Companies to Use in 2025

• Use influencer partnerships to gain real-time, authentic consumer insights.

• Focus on creating diverse, global-inspired products that resonate with younger audiences.

• Invest in social media-driven R&D as a faster, cost-effective way to innovate.

Strategy Recommendations for Companies to Follow in 2025

1. Collaborate with Influencers: Bring influencers into product development early to create authentic, resonant products.

2. Embrace Flavor Diversity: Use Gen Z’s global palate to design bold, unique menu items.

3. Leverage Social Media Feedback: Monitor comments and trends on platforms like TikTok for real-time insights.

4. Engage in Friendly Competitions: Create interactive and competitive experiences (e.g., flavor contests) to drive engagement.

5. Future-Proof Innovation: Adapt strategies for the upcoming Generation Alpha, ensuring continuity in flavor exploration.

Final Sentence

• The main trend is that "influencer-driven innovation is reshaping the culinary landscape by creating authentic, diverse menu experiences tailored to Gen Z's exploratory and experiential food preferences."

What Brands Should Do in 2025

• To Benefit: Collaborate with influencers and use social media feedback to align products with consumer tastes.

• How to Do It: Develop campaigns and innovations that integrate influencer recommendations, flavor diversity, and interactive experiences to capture younger audiences’ loyalty and excitement.

Source: https://www.qsrmagazine.com/story/how-rubix-foods-is-learning-from-gen-z-to-create-better-menus/