You might create a viral TikTok video and see Gen Zers rushing to your venue for that one hyped-up product. They come in, buy the item, maybe take a few pictures for their socials, and then leave - never to return.

You don’t need to be a business genius to recognise that that’s not a sustainable model for growth.

While viral moments can fill your venue in the short-term, the real challenge lies in making sure people stay longer and, more importantly, come back again and again. 

To truly succeed in generating loyalty, you have to do more than just focus on hot trends; you need to create experiences that keep them engaged and make your venue a place they want to return to.

So, how do you go beyond that initial buzz to build lasting loyalty?

1. Meet Their Frugality

Gen Z has grown up during challenging financial times. From the 2008 recession to the COVID-19 pandemic, they’ve been shaped by an environment of uncertainty, making them more financially cautious than previous generations. As a result, they’re constantly on the lookout for value and bargains.

In fact, according to a 2023 survey by Deloitte, 57% of Gen Z consider themselves “savers” rather than “spenders” and are highly selective about how and where they allocate their money. Interestingly, Gen Z is also investing earlier in life, with a report by Charles Schwab noting that 60% of Gen Z adults started investing before the age of 21.

So, to keep them coming back, you need to offer either one of two things:

• Wow them with great pricing. This doesn’t necessarily mean deep discounts but offering value for money: loyalty programs, exclusive offers, or special pricing events like happy hours that genuinely appeal to their budgets.
  
  

• Make your products or experiences worth creating content around and therefore spending more on. Gen Z is known for spending on experiences or products that have a viral or social media-friendly element to them. An example of this is Erewhon’s viral smoothie collaborations, which, despite their premium pricing, have Gen Z flocking for the chance to showcase them on social platforms.

Takeaway: It’s not just about creating an Insta-worthy moment at the bar. It’s about designing products that go beyond the initial draw, so good that Gen Z can’t help but stay for another round, or indulge in that dessert they didn’t plan on ordering. The key is offering a menu where everything feels worth the investment—not just that hyped-up product that brought them in.

If your products all look great and deliver value across the board, that in itself becomes a reason for Gen Z to stay longer and spend more. 

If they end up sharing their experience on social media, that’s an added bonus for brand growth, but not the sole goal. Instead, the focus is on crafting an overall experience that speaks to them, whether or not it’s shared online.

2. Personalisation: Go Beyond Customisation

Customisation isn’t new, and it no longer wows anyone—buffets and salad bars did that in yesteryear. To truly capture Gen Z’s attention, you need to take it a step further. Personalisation is what really makes a difference, and the key to that is using data to tailor the experience uniquely to each individual.

Take Marriott Bonvoy as an example. They use data from previous stays to offer personalised touches, like suggesting room upgrades that match past preferences or providing restaurant recommendations that align with a guest’s dining history. This level of personalisation isn’t just about choice—it’s about making guests feel understood and valued.

Similarly, Panera Bread’s loyalty program leverages data to offer tailored menu suggestions and personalised offers based on customers' past orders. This proactive approach doesn’t just cater to their tastes - it encourages them to keep coming back because they feel like the brand truly knows them.

Takeaway: When Gen Z feels like their experience is personalised, it elevates their relationship with your brand. Making your audience feel seen and known fosters deeper loyalty, ensuring they stay in your venue for longer and come back for more.

Imagine your guest’s favourite drink ready for them as they arrive, or their preferred seat in the restaurant or at the bar already pre-chosen. Picture your team welcoming them back by name, remembering their preferences from previous visits. These seemingly small gestures, powered by data, can make customers feel like VIPs every time they walk through your doors.

3. Encourage Multi-Stage Experiences to Keep Them Engaged

One way to keep Gen Z in your venue for extended periods is by offering multi-stage experiences: activities or options that encourage them to explore different parts of the venue or participate in a range of activities over the course of a single visit.

By creating an environment with varied 'stages' of engagement, you turn a simple visit into an experience they’ll want to prolong.

A strong example of this approach is The Ned in London, a members’ club and hotel that combines dining, live music, lounging and socialising in a single space.

Spread across multiple rooms and areas, The Ned offers different atmospheres within the same venue, from intimate dining settings to lively bar areas with live music.

Guests often stay for hours, moving from one setting to another, without feeling the need to leave. It’s the diversity of experiences within a single space that encourages guests to linger and experience multiple aspects of the venue in one go.

How can this apply to your venue?

• Create distinct zones within your space: Design different areas with unique atmospheres—perhaps a quieter, cozy lounge area, a livelier bar, and an interactive space like a gaming zone or photobooth corner. Gen Z will naturally spend more time in the venue as they explore each zone.

• Offer layered experiences: Develop a flow of activities or events that evolve through the evening. For example, start with relaxed music early on, then build up to a DJ set or live performance as the night progresses. This creates a reason for guests to stay and experience the different phases of your venue’s vibe.

• Introduce “progressive” dining or tasting options: Create experiences like a tasting menu or multi-course service that encourages guests to stay for the full experience. You could also host events like wine flights or DIY food and drink stations where guests can sample different items over time.

Takeaway: To keep Gen Z in your venue for longer, offer a variety of experiences within one location, giving them multiple reasons to stay and engage. By creating zones and multi-stage activities, you can transform a quick visit into an immersive experience that keeps them in your venue for hours rather than minutes.

Final Thoughts

Creating hype can draw Gen Z into your venue, but the true challenge (and opportunity) lies in keeping them there, ensuring each visit is a memorable, immersive experience they’ll want to extend. Today’s Gen Z audience isn’t just looking for a quick transaction; they’re drawn to spaces that offer depth, variety, and personal resonance, encouraging them to linger and explore.

Whether through value-driven pricing, highly personalised touches, or multi-stage experiences that unfold throughout their visit, the key is to design an environment that captivates them and gives them multiple reasons to stay longer. By curating a space where they feel valued, engaged, and inspired, you’re turning a simple visit into an extended experience that holds their attention.

If you’re ready to dive deeper into what it takes to create these kinds of meaningful experiences, download our Gen Z Design Blueprint. This report explores insights and strategies to help you design spaces that capture Gen Z’s attention and keep them engaged for longer periods.

With thoughtful design and strategy, your venue can become a place where Gen Z wants to spend their time, making each visit a truly worthwhile experience.