Fn b chair booklet gen y

in collaboration with

generation y,social networks

& the f&b industrycase study : food service brands on facebook

HES-SO (University of Applied Sciences and Arts Western Switzerland) offers Bachelor and Master degrees as well as continuing education in several domains, including, economy and management. Its 28 schools, all located in Western Switzerland, welcome more than 19,000 students.

This booklet presents the fourth study conducted by the Food & Beverage Chair of École hôtelière de Lausanne (EHL, Switzerland).

The Food & Beverage Chair was founded in 2010 by EHL, under the impulsion of Danone Professional, Nestlé Professional and Unilever Food Solutions.

Its objectives are : > To contribute to the development of innovative trends in the food service industry.

> To enhance students’ and professors’ understanding of the food service industry.

The first two studies conducted by the F&B Chair focused on the future of the purchasing function in six European countries (France, Germany, the UK, Poland, Sweden and Spain) and in Shanghai. The Chair then studied the future of two jobs, the restaurant manager and the kitchen chef, in France and in Spain.

While preparing a new round of research, this time in partnership with Swiss company Saviva, the F&B Chair collaborated with HES-SO to study French and Swiss Millennials’ use of social networks in relation to the food service industry. The aim of the research was to assess how Millennials’ use of social networks impacts two activities related to restaurant visits : information search on food outlets and post-purchasing behaviour.

The results revealed that, while global generational trends can be identified, there are differences among Millennials, notably between older/working Millennials and younger Millennials/students. This prompted an examination of the influence of other variables on Millennials’ practices (e.g. reasons for visiting restaurants, level of activity on social networks, involvement in the decision to eat out…). It emerged that different groups of Millennials behave differently ; in other words, belonging to Gene-ration Y does not determine one’s behaviour.

The research also showed that there are strong links between information search practices and post-purchasing behaviour : variables that positively influence information search on social networks and those that favour opinion-sharing on these platforms are very similar.

These results were completed by a study on the Facebook practices of nearly 30 food service chains. Two of these, Courtepaille and McDonald’s, provide examples of best practices in the domain ; their Facebook feeds were therefore analysed in more detail.

This research led to the creation of a tool designed to help independent restaurateurs make their Facebook page more appeal-ing to Generation Y. However, it is important for restaurateurs to keep in mind that they should adapt their communication strategies to the different groups which compose Generation Y.

ContentsIntroduction ................................................................................................1

Context ...................................................................................................... 2

Millennials’ F&B consumption behaviour and social networks ................... 3

Case study : food service brands on Facebook ..........................................10

Recommendations for independent restaurateurs ....................................14

Methodology .............................................................................................15

1 ehl f&b chair Generation Y, Social networkS and the food Service induStrY

IntroductionIn collaboration with the HES-SO, the Food & Beverage Chair of École hôtelière de Lausanne (EHL) studied how French and Swiss Millennials (also known as Generation Y) use social networks in relation to the food service industry.

The goal of the study was two-fold : > To understand how social networks impact Millennials’ consumption behaviour in relation to the food

service industry, more specifically in terms of information search and post-purchasing behaviour,

> To analyse the practices of restaurant chains that are particularly active on Facebook and suggest ways to adapt these practices to independent businesses.

The term “Millennials” refers to people born between 1978 and 1994. They are also called Generation Y and Digital Natives. In 2011, Millennials amounted to 21.4 % of the French population and 16 % of the Swiss population.

Social networks are a type of social media. As such, they allow internet users to create and share content online. They differ from other types of social media (wikis, blogs, opinion-sharing websites, forums…) in that they generally involve creating a public or semi-public profile as well as a list of contacts. They include Facebook, Twitter and Instagram, for instance.

This research led to the creation of a comprehension framework for independent restaurateurs who wish to use Facebook for distribution and communication to Millennials. This tool is meant to help them not only target the Millennials demographic, but also adapt their social media strategy to their positioning.

2ehl f&b chair Generation Y, Social networkS and the food Service induStrY

ContextWith its 2013 revenue of chf 58 billion (€ 48.3 billion) in France and chf 11 billion (€ 9 billion) in Switzerland, the food ser-vice industry is a key player in both countries’ economic systems. It is also an important job provider and contributes to the creation of many businesses. However, due to the development of technology and the structural problems of the industry, a re-shaping of the economic model is necessary for the growth of the sector.

The French and Swiss food service industries have similar structures : in both cases, the market is dominated by independent full-service restaurants, while its evolution favours chains, especially fast food chains. Fast food is a booming sector in both countries : in 10 years, it grew by 40 % in Switzerland and 55 % in France. The success of fast food chains is due to their grea-ter ability to respond to consumers’ expectations and lifestyle. They are indeed more flexible and have greater resources and economic strength. They are therefore transforming the landscape of commercial catering.

There are differences between the two countries, however. For instance, chains are more present in Switzerland, and both the outlet density and the prices are higher there. In 2013, their chf 2.8 billion (€ 2.3 billion) revenue amounted to 24 % of the Swiss food service industry revenue.

Millennials are considered a promising segment for the food service industry because they are perceived as rather big spen-ders. It should be noted that age has an influence on out-of-home food consumption : young people spend less than their older peers. According to GastroSuisse, in 2012, the share of young (15–29 yo) Swiss people who purchased meals in food outlets when eating out of home was 25 %. Their spending increased by 5 % between 2012 and 2013.

The development of Web 2.0 and portable electronic devices has brought about numerous social media websites and applica-tions which allow consumers not only to gather information, but also to describe their experiences and express their opinions on products, services and brands. Social networks are crucial means of expression for Millennials : they use these platforms to stay close to their families and friends and to share their experiences. Millennials also appreciate how easily accessible and immediate information is on the internet.

The food service industry is as affected by electronic word of mouth (eWOM) as other sectors. It is therefore important for restaurateurs to understand how social media, notably social networks, function and are used by consumers. However, there is a certain reluctance to use technology in the food service industry ; only fast food chains have really seized the opportu-nity to use social networks. Through these platforms, they promote their products, recruit employees, and communicate with actual and potential customers. Their practices are very heterogeneous, though, both in terms of the networks used and of the activities performed.

It is in this context that we decided to get a better understanding of how social networks impact the consumption behaviour of French and Swiss Millennials in relation to the food service industry.


for older Mill

ennials

total CHf

52.40

**************

************

tanks

Millennials’ f&b consumption behaviour and social networksBehaviour in relation to the food service industry

Visits to restaurants

Frequency of visitsOther19%

1–6times/month81%

On average, the respondents visit a food outlet twice per month.

Average ticketAverage ticket per person per meal :

> between chf 20.00 and 40.00 (€ 16.60 and 33.15) for 50 % of the respondents

> chf 38.70 (€ 32.10) for younger Millennials

> chf 52.40 (€ 43.45) for older Millennials

for younger Millennialstotal CHf

38.70

**************************

tHanks

for 50% of tHe respond

ents

total CHf 20.00 - 40.oo

**********************

****

tHanks


Reasons for visits22% 33% 24% 15% 6%

20%57%19%

6% 15% 44% 26% 8%

62% 22% 12% 3%

Daily meal

Socialisation

Special occasion

Buisness meal

> The respondents mostly go to restaurants to socialise and for special occasions (e.g. birthdays). Business meals were barely mentioned due to the important proportion of students in our sample.

> Furthermore, for Millennials, restaurants are not considered the only or best option for daily meals anymore.

Behaviour on social networks

Information search

Information sources on restaurants32% 27% 21% 14% 6%

4%13%21%31%31%

11% 19% 26% 26% 18%

29%17% 52%

13%

24%

25%19%19% 24%

44%20%11%

Social networks

Professional publications

Opinion-sharing websites

Word of mouth

Specialised blogs and websites

Restaurant websites

> Overall, social networks are far from being Millennials’ primary sources of information.

> More importantly, there are differences among Millennials : working and older members of Generation Y are more likely than students and younger Millennials to look for information and reviews on social networks.


Actions performed on social networks48% 24% 21% 5%

8%18%32%21%21%

52% 24% 15% 7%

5%27%27%30% 11%

5%

15%26%51% 6%

10%30%24%31%

Clicking on adverts / promotions

Going on restaurants’ profiles

Looking at strangers’ photos

Looking at contacts’ photos

Clicking on strangers’ links

Clicking on contacts’ links

5%

17%23%49% 8%

15%28%27%25%

Reading strangers’ comments

Reading contacts’ comments

3%

> 57% of the respondents look for information on restaurants’ official profiles. They are also more likely to consult the information posted by their contacts than by strangers.

> Advertisements are among the elements which interest our respondents the least. It seems that, due to the omnipresence of advertisements, Generation Y is less receptive to traditional communication and more attracted to marketing buzz and unusual communication strategies.

Information searched on social networks31%7% 21% 40%

18%54%18%7%

5% 12% 35% 39% 9%

14%27%8% 48%

37%

15%35%14% 30% 6%

46%13%3%

Practical information

General atmosphere

Customers’ opinion on the service

Customers’ opinion on the food

Promotions

Prices

39%

14%7% 40%

52%6%

Menu

Type of cuisine

38%

3%

3%

> Millennials search for factual and practical information, which explains why they focus their searches primarily on restaurants’ profiles and, to a lesser extent, on their contacts’ posts and comments.

> As already suggested by the previous graph, offering promotions on social networks is not very effective. More direct means, such as newsletters, are better suited to this purpose.


Post-consumption behaviour

Our study shows that opinion-sharing is not a common practice among Millennials. Workers are more likely than students to comment on their experience after eating out.

Opinion-sharing methods52% 23% 11% 8% 6%

64% 20% 5%9%

66% 20% 11% 3%

5% 13% 40% 40%

Social networks

Opinion-sharing websites

Restaurants’ websites

Word of mouth

> When Millennials do share their experience, it is generally through word of mouth. Only 15 % frequently use social networks.

> According to our results, the happier Millennials are about their experience, the more likely they are to share it. They are also more prone to review a negative experience. This confirms the findings of previous studies.

ewom activities on social networks60% 21% 9% 7% 3%

4%10%29%22%35%

65% 19% 12%

3%16%18%56% 7%

7%21%69%

Posting comments on restaurants’ pages

Liking/ following restaurants

Sharing restaurants’ websites

Sharing photos and videos

Updating one’s status

> The action our respondents perform most frequently is liking / following restaurants’ profile pages.This confirms results from previous studies and from our qualitative research : Millennials are more likely to express their opinion on restaurants if it does not require much effort.

> Sharing videos and images is a growing trend, as it prompts emulation from friends. However, pictures are shared only if they are deemed truly interesting ; for example, for Millennials to share the picture of a product, it needs to have something special.


Behaviour on social networks in relation to the food service industry and millennials’ characteristicsDifferences between younger (19–25 yo) and older (26–35 yo) Millennials appeared frequently in our results. For example, our results suggest that older Millennials go to the restaurant more often than younger Millennials (6.21 vs 4.32 times / month). Working Millennials and students often appeared to behave differently as well. This prompted an analysis of other characteristics.

The following factors have a notable positive impact on the use of social networks for information search :

Dimension Variable Analysis

Socio-demographic factors Age :

19–25 yo, over 25 yo

Older Millennials are more likely to look up restaurants on social networks.

Activity : Students, workers

Working Millennials are more likely than students to use social networks as sources of information on restaurants.

Behaviour in relation to the food service industry

Spending The more respondents spend on restaurant meals, the more likely they are to use social networks for information search.

Types of restaurants : fast food, pizzeria, lounge, fine dining…

Respondents are more likely to look up lounge and fine dining restaurants on social networks.

Reasons for visits : daily meal, business meal, socialisation, special occasion

Respondents are more likely to use social networks to search information on restaurants for business meals or special occasions.

Behaviour on social networks Number of networks used Using multiple social networks increases

the likelihood of using them as sources of information on restaurants.

Level of activity Being active on social networks increases the likelihood of using them as sources of information on restaurants. This is the variable that has the biggest impact on our respondents’ tendency to look for information about restaurants on social networks.

Individual characteristics Experience in relation to the food service

industryThe more experience respondents have, the more likely they are to use social networks as sources of information on restaurants.

Knowledge of the food service industry The more knowledgeable respondents are, the more likely they are to use social networks as sources of information on restaurants.

Involvement in the decision to eat out The greater the respondent’s involvement, the more likely they are to look up restaurants on social networks.


The following factors have a notable positive impact on restaurant-related post-purchasing behaviour on social networks :

Dimension Variable Analysis

Socio-demographic factors Age :

19–25 yo, over 25 yoOlder members of Generation Y are more likely to share their food service experiences on social networks.

Activity : Students, workers

Working Millennials share their experiences more often than students.

Behaviour in relation to food service

Spending Respondents who spend more tend to share their experiences more.

Types of restaurants : fast food, pizzeria, lounge, fine dining…

Experiences in fine dining and lounge restaurants are shared more frequently than those in other types of restaurants.

Reasons for visits : daily meal, business meal, socialisation, special occasion

Respondents are more likely to share information on social networks after business meals.

Behaviour on social networks Number of networks used Respondents who use multiple networks are

more likely to share their opinions via these platforms.

Level of activity Respondents who are more active on social networks are more likely to share their opinions via these platforms.

Individual characteristics Experience in relation to the food service

industryThe more experience respondents have, the more likely they are to comment on restaurants on social networks.

Knowledge of the food service industry The more knowledgeable respondents are, the more likely they are to comment on their experiences on social networks.

Involvement in the decision to eat out The greater the respondent’s involvement, the more likely they are to comment on their experiences on social networks.

The variables that positively influence information search on social media are extremely similar to those favouring opi-nion-sharing on these platforms. This suggests a link between information search and opinion-sharing. And indeed, the correlations between the variables measuring information search on social networks and those measuring post-purchasing behaviour on social networks are all positive, significant and, in some cases, strong.


Case study : food service brands on facebookThis case study focuses on Facebook, as it is the most popular social network among Swiss and French consumers. The feeds of 28 national and international food service companies were analysed :

> Au Bureau

> Buffalo Grill

> Casino Cafétéria

> Class’croute

> Courtepaille

> Domino’s Pizza, France

> Domino’s Pizza, Suisse

> Flunch

> Häagen Dazs

> Hippopotamus

> La Boîte à Pizza

> La Brioche Dorée

> La Mie Caline

> La Pataterie

> Léon de Bruxelles

> McDonald’s France

> McDonald’s Suisse

> Mezzo di Pasta

> Mövenpick

> Paul

> Pizza Hut

> Pizza Paï

> Quick

> Sushi Shop

> Planet Sushi

> Starbucks France

> Starbucks Suisse

> Subway

The time frame for this study was one year of Facebook activity, from January 1 to December 31, 2013.

With the French and Swiss Facebook pages combined, the companies that have the highest number of fans are McDonald’s (1.3 million), Häagen Dazs (670,000), Quick (560,000) and Starbucks (550,000). McDonald’s and Quick are also the companies with the highest turnover.

Häagen Dazs and Starbucks are much less present in France than their Facebook following suggests. There are three reasons for this disparity : their fame attracts fans ; their communication strategy focuses on social networks ; and their strategy is to foster a feeling of closeness and build a sense of community.

Fast food and pizzeria restaurant chains have younger fans than full-service restaurants. This reflects each seg-ment’s consumption habits.

18%

25%

57%

less than 40,000 50,000 to 115,000 more than 320,000


Analysis of the brands’ facebook feeds

Types of Facebook posts

3% 84% 13%0%

20%

40%

60%

100%

80%

The brands studied undoubtedly post images more frequently than text posts and videos. The biggest brands focus on com-munication through images and videos, which are more visually appealing and quicker to apprehend than text posts. Chains which presumably do not master Facebook communication as well, such as La Pataterie and Pizza Paï, publish a lot of text posts. These companies are smaller and generally local or national.

Fan interactionIn terms of types of interaction, likes amounted to 81 % of the fans’ reactions, comments to 11 %, and shares to 8 %.

In order to measure the interaction between the brands and their fans, the following indicator was created :

level of engagement =likes + comments + shares

number of fansx 100

However, because it is based on the number of fans, this formula skewed the results. Indeed, brands with a higher number of fans appeared to have a lower engagement level than brands with a smaller following, even though their posts actually prompted more reactions.

Since the data obtained using the above indicator would have been inaccurate, the average interaction level per post type was calculated instead. This allowed us to identify the most engaging types of posts, both in general and for each brand.

Average number of reactions per video

McDonald’s Fr Quick Flunch Courtepaille BriocheDorée

Starbucks Fr Subway Fr Pizza Hut Häagen Dazs

0

50

100

150

250

300

200

The brands whose videos sparked the most reactions are Pizza Hut, Brioche Dorée and McDonald’s France. This is not due to them posting more videos than the other brands or having more fans, but to the content of their videos. In 2013, the strategy of Pizza Hut and Brioche Dorée was to post only funny videos, which their followers appreciated a lot and gladly shared or com-mented on. McDonald’s videos generated many reactions because they involved French celebrities (Joyce Jonathan, Taïg Khris…).


Average number of reactions per image



0

500

1000

1500

2000

The brands whose images prompted the most reactions are Häagen Dazs, McDonald’s France and Starbucks France, with Häagen Dazs being far ahead of its competitors. These three companies have professional photographers and regularly posted pictures of celebrities endorsing their products, which explains why their images were so successful. They also elicited reactions by asking their fans questions on the products pictured.

Average number of reactions per text post



0

500

1000

1500

2000

The three brands whose text posts prompted the most reactions are McDonald’s France, Quick and Häagen Dazs, although McDonald’s France clearly outdistances the other two. Interestingly, text posts proportionately got more comments than videos and images did. The text posts that generated the most reactions were those asking fans a direct question on their consumption preferences (e.g. “Do you prefer going to McDonald’s during the week or the week-end ?”).

Examples of best practicesThe case study was completed by a more in-depth analysis of the content of the sample brands’ Facebook pages : Courtepaille and McDonald’s France.

Courtepaille is an interesting company for its Facebook page is the one on which fans participated the most : it had a 70 % level of engagement. Moreover, Courtepaille is a full-service restaurant ; as such, it has a similar customer base to 57 % of French restaurants and 67 % of Swiss restaurants.

McDonald’s France was chosen for two reasons. First, McDonald’s is the biggest food service company in the world. Secondly, out of our whole sample population, it had the Facebook profile with the highest number of fans.

ehl f&b chair Generation Y, Social networkS and the food Service induStrY13

CourtepailleCourtepaille published more images and less text posts than our sample average : the posts published on its Facebook page in 2013 included 2 % videos, 94 % images and 4 % text posts.

Videos

One of the videos posted by the brand was the advertisement created for the brand’s 50th anniversary. It showcased the company’s values : respect of tradition, products that are “made in France”, fresh ingredients, generous serving sizes, and kitchens open non-stop. The two other videos were related to a dance contest between Courtepaille outlets and highlighted the employees’ good spirit. Moreover, the contest was linked to an important partner of the company, the Tour de France.

Images

Among the images, 26 % showcased either the products available on the menu, the restaurants, or the atmosphere during meals (for example a happy family sharing a meal). The products were not presented the way they are served in restaurants, but as “star products” (e.g. beef laid directly on a wooden table, paintings of desserts). These images were often accompanied by questions.

20 % of the images showed the Courtepaille food truck during the Tour de France. With these images, the company fostered a sense of conviviality and of closeness to its fans by reminding them where the truck would stop.

Finally, 10 % of the images were linked to contests. For one of these, fans had to take pictures of the Courtepaille mascot, thus reinforcing their involvement and their attachment to the brand.

Text posts

39 % of the text posts were job advertisements for permanent positions, internships or summer jobs. Other text posts (22 %) were questions asked directly to the fans to create interaction. These questions focused on the brand and its products (e.g. “In what year do you think Courtepaille offered its first fish dish ?”).

McDonald’s franceIn 2013, the posts on the McDonald’s France Facebook page included more videos (15 %) and fewer images (70 %) than the sample average. They did, on the other hand, feature an average amount of text posts (15 %).

Videos

65 % of the videos focused on celebrities. They were either interviews (e.g. of Joyce Jonathan), a personality taking control of the Facebook page for a few days (for instance Taïg Khris), or an artist’s new music video.

Images

The images posted by McDonald’s France mainly featured products : 73 % advertised new, limited edition or flagship products.Others (13 %) focused on the installation of terminals for online orders.

Text posts

The company’s text posts focused on online orders (40 %) and asked fans questions on products and services.


Recommendations for independent restaurateursThe above observations on Millennials’ behaviour and on best practices in the industry served as a basis for a tool designed to help independent restaurateurs make their Facebook page more appealing to Generation Y. The table below indicates which posts they should make to generate reactions from fans, taking into account both their positioning and their target population.

Younger Millennials (19–25 yo) / students Older (> 25 yo) / working Millennials

Posts (type and content)

(Expected) reactions

Posts (type and content)

(Expected) reactions

Fine diningAverage ticket > chf 120 / € 100

Atmosphere Special occasions Celebrities Products Expertise

Atmosphere Celebrities Products Expertise

Customers Celebrities Expertise

LoungeExperience Atmosphere

Celebrities Customers

Full serviceAverage ticket = chf 80 – 120 / € 60 – 100

ProductsCustomers Products

Full serviceAverage ticket = chf 50 – 80 / € 35 – 60

Promotions Contests Outlet openings

Products

New products Ask for product suggestions

Full serviceAverage ticket < chf 50 / € 35

Funny ContestsContests

Outlet openings

Fast foodAverage ticket = chf 10 – 12 / € 8 – 9

Funny Celebrities

Promotions New products

Promotions Questions on products

Independent restaurateurs should adapt their communication strategy to the different groups which compose Generation Y ; being a Millennial should not be the only segmentation variable taken into account. Restaurateurs seeking to optimise their use of social networks should target the Millennials who are most susceptible to use these platforms when seeking and sharing information.

Restaurant’s page

Kitchen chef’s page

ehl f&b chair Generation Y, Social networkS and the food Service induStrY

Switzerland68%

France32%

’

OlderMillennials71%

YoungerMillennials29%

Female63%

Male37%

Students62%

Working38%

MethodologyA two-step analysis

Millennials’ behaviour Case study: food service brands on Facebook

>> Qualitative study through interviews of Millennials, restaurant owners and web 2.0 companies

>> Quantitative study among 236 Millennials

>> 28 national and international companies

>> Present in France and Switzerland

>> With 700 to 1 million fans

Quantitative study sample

active on 1-5 networks89%

active onmore than 5 networks11%

use social networks for> 30 minutes/day50%

use social networks for< 30 minutes/day50%

15


Christine Demen Meier, phdholder of the f&b chair

Associate Professor of entrepre-neurship at École hôtelière de Lausanne (EHL), Christine is also head of the Innovation and En-trepreneurship Department and, since September 2010, holder of the F&B Chair. Before joining EHL, Christine managed and owned several businesses in the hospi-tality industry. She is currently president of the board of the Bon Rivage Hotel (Vaud, Switzerland).

Samad Laaroussi, phdassistant Professor

Samad is Assistant Professor of marketing and the founder of the Chair of Hospitality Luxury at EHL. His other area of expertise is related to marketing intelli-gence and CRM implementation within companies. Previously, he co-founded the Observatory of Sales and Marketing Strategies (OVSM), a research, training and consulting network in the field of sales and marketing.

Stéphanie Buricoordinator of the f&b chair

Stéphanie, MSc in entrepre-neurship, is a scientific collabora-tor at the F&B Chair. She is specia-lised in quantitative analysis and innovation in the F&B industry. Additionally, she is in charge of marketing research for the Chair. Before joining EHL, she worked in purchasing and operations in a Malagasy restaurant.

Stéphanie Pougnet, phdassistant Professor

Back from a one-year visiting professorship at Hong Kong Po-lytechnic University, Stéphanie is Assistant Professor of talent management and organisational behaviour at EHL. Her research and publication foci include human capital education, selec-tion and performance. Having worked in energy and restaurant businesses, she gained an inte-rest in entrepreneurship and co-founded www.sportmania.ch, a Swiss online shop.

Clémence Cornuzscientific collaborator at the f&b chair

Clémence, MA in English litera-ture, is a scientific collaborator at the F&B Chair. In addition to participating in literature research and fieldwork, she is in charge of academic communication and edits the Chair’s publications.

Virginie Courtauxehl alumnus

An EHL alumnus, Virginie has ex-perience in faculty development and marketing intelligence. She has conducted several qualitative and quantitative studies regar-ding e-reputation and students’ behaviour.

Agathe Ferriassistant restaurant manager, quatar

Having received her BSc in Inter-national Hospitality Management from EHL, Agathe is now assistant restaurant manager in Qatar. She has a strong experience in F&B management in hotels, air-ports and restaurants all over the world. She took part in this study through her Bachelor’s thesis.

The team affiliated to hes-so

The research team

The f&b chair team

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