One of the traits of Generation Z (those born between 1995-2012) is their desire to customize almost everything. The book Gen Z @ Work labels it as Hyper-Custom and it has become an expectation for those in the younger generation to want to have a choice in places where none was offered before.
I thought about Gen Z when I was at O’Hare Airport and saw the Garrett’s popcorn stand. Garrett’s has been a Chicago staple since 1949. At first, they offered plain, caramel corn and cheese corn. Then they combined caramel and cheese and became famous for their mix. Later versions with nuts were added, but it still meant about six choices on the menu.
But six isn’t enough for today’s consumers. Wisely, Garrett’s has taken the mix concept further and is trying to respond to demand. The company now features “Which Mix is Your Fix?” and encourages customized combinations in any format that you desire. Combine caramel and butter for the Buttery Goodness Mix or cheese and butter for the Gold Standard Mix. Or any flavors you wish shook together in the bag for a delicious snack.
It is no longer enough to offer just your famous mix that has been popular for half a century. Gen Z wants to create its own mix. Just like they want to create their drink from one of the thousands of combinations in the new Coke fountain machines or read only from a media feed of sources they chose.
Burger King has been saying “have it your way” for years. It’s time that your organization began embracing their slogan as your own. Gen Z wants to mix it up — in more ways than one.
Gen Z @ Work by David Stillman and Jonah Stillman, 2017.