WHY THE SMALL HOSPITALITY DETAILS
MATTER MORE THAN EVER TO GEN Z CUSTOMERS

A viral Tiktok recently sparked debate after Aperol Spritzes were served in the wrong wine glasses during the Bank Holiday Weekend. Instead of the large balloon glasses customers are accustomed to, they received their cocktails in short, chunky wine glasses.  

You might be thinking “So, what? It’s just a glass, the drink tastes the same.”  

But the reaction highlights something that hospitality operators can’t afford to ignore. The small, seemingly insignificant details are a huge part of the consumer experience, which in turn, becomes part of a brand’s organic marketing strategy.  

EVERY DETAIL IS CONTENT

For previous generations, a slightly disappointing glass, plastic coated menu or plastic straw might have been forgotten about by the end of the night.  

Today, every customer carries a camera, has a social media account and an audience.  

A small detail that feels outdated, inconvenient or aesthetically off-brand can quickly become a piece of user-generated content. For drinks brands, this can lead to becoming the butt of the next online joke.  

 We’ve all experienced them – the sticky tables with tired interiors, poorly presented garnishes and glassware, laminated menus and thin paper straws that go gummy before the drink is finished.  

Individually, they don’t seem like business-critical issues to operators but overtime they affect how people perceive the brand and erode brand loyalty.  

GEN Z DON’T JUST BUY FOOD & DRINK

Gen Z consumers care about aesthetics, but it’s more than that – they want experiences that are intentional. That’s why brands need to understand how they live, socialise and share experiences.  

When a venue gets the details right, it’s a clear indicator they understand their audience. If those details are overlooked, it creates friction that affects repeat visits, word of mouth recommendations and social media shoutouts.  

All of this results in a lack of sales and makes it harder for a business to drive growth in a highly competitive hospitality market.  

THE DIFFERENCE BETWEEN MARKETING & MARKET AWARENESS

TikTok Influencer and Marketing Strategist, Farron Clark, recently discussed how brands can spend too much time focusing on marketing and not enough time understanding their market.  

The same principle applies to hospitality.  

Many operators invest time and resource into huge brand activations, promos and social media content whilst not listening to the conversations customers are already having online.  

Those conversations often reveal insight around consumer expectations, and when brands pay attention then they gain advantage in a competitive space.  

ATTENTION TO DETAIL CREATES BIG BRAND SIGNALS

Customers rarely separate operations from branding. To them, it’s all one experience.  

The glassware chosen, condition of the venue furniture, design of the menu and presentation of the drink all contribute to the perception of the business.  

These details communicate whether a venue feels premium, modern and considered or outdated.  

WHAT VENUES AND OPERATORS SHOULD DO NEXT

To successfully speak to today’s consumers, operators need to focus on the recurring themes appearing in consumer conversations.  

Topics like:  

• What complaints repeatedly crop up in reviews? 
• What details are photographed most often?  
• What frustrations are emerging across social media?  

Those answers often reveal opportunities that are cheaper to execute and more effective than a major marketing campaign.  

As a drinks branding agency, we believe the strongest brands aren't built through advertising alone. They're built through every customer touchpoint, from the first impression to the final sip. Understanding the details that matter to consumers is what turns good hospitality experiences into great brands. 

Because we understand that sometimes the biggest threat to your brand isn’t a competitor.  It’s serving an Aperol Spritz in a chunky wine glass and a sticky table.  

Explore the full report

Our new Spritz & Aperitivo Visual Audit takes you deeper into the visual worlds shaping the category and highlights the design shifts every drinks brand should be watching.