3 ways Playa Bowls attracts Gen Z franchisees

Research shows that almost two-thirds of Gen Z Americans have started or intend to start their own business. When we began serving acai from a cart on the side of the road on the Jersey Shore in 2014, we didn't realize it would become a rapidly expanding franchise with over 170 locations across the U.S. With a concept reflecting a beach aesthetic at every shop and a fun culture to match, Playa Bowls has quickly become the nation's leading superfruit bowl shop, capturing the audience who wants to feel that "out-of-office" atmosphere.

Abby Taylor, Playa Bowls CMO and co-founder. Provided

As Millennial and Gen Zers are primed to bring a new wave of innovative and technological expertise to franchising, and the overall workforce, their youthful passion and open-minded ideas make for a powerful combination as they join existing brands, guiding them in their next stage of growth. As the co-founders of Playa Bowls, we know a thing or two about building a lifestyle brand. Over the years we have learned that offering a business model that adapts to sustainable and simple business practices, matched by a fun and authentic culture, is a wave that everyone wants to ride, including a younger demographic of Gen Z operators and future entrepreneurs.

Because these younger age groups operate differently, franchisors must understand their motivation and how to best reach them. As these generations take over the workforce and the franchising industry, a brand's ability to adapt to needs and desires may determine its future success. Here is some guidance that franchisors can put into practice to grab the attention of this group of future franchise operators:

Develop a fun culture
We have found that in retrospect, the concept of Playa Bowls developed from our life experiences and travels. That authentic connection to our mission and vision has proven to resonate with younger generations who want to be a part of something that is genuine and have the desire to live a healthy and active lifestyle.

Rob Giuliani, Playa Bowls, CEO co-founder. Provided

Growing up surfing, every exotic town we stopped in offered acai. We then realized that after returning home to New Jersey, there weren't healthy and convenient meal options after long days of surfing on the shore. What began as creating our own unique version of acai and pitaya bowls, grew into a mission to bring superfruit bowls to the masses using only the freshest, highest quality ingredients while providing an amazing brand experience. We spent a lot of time educating customers on the benefits of acai and realized we were tapping into something unique that no one else was doing. Creating a concept that aligns with Gen Zer's desire to invest in brands that advocate for healthier lifestyles, along with a laid-back culture and team of open-minded executives that have a less traditional corporate approach, has proven to entice aspirational business owners from younger generations.

Company culture resonates differently with many, but younger generations are looking for a brand they can truly evolve and connect with digitally, emotionally and financially. You must be personally invested in and engaged with the mission, vision and online presence of the brand. At Playa Bowls, our fun culture is genuinely developed from the people who work with us to the environment we create within our shops. Each location features beautifully curated colorful murals. Regardless of what location you are stepping into, there is an undeniable vibe you want to be a part of, whether it is the staff dancing and singing to the music while working to the pride employees take in serving a high-quality, superior product.

Prioritize wellness & sustainability
Sustainability continues to be top of mind for Gen Zers, and brands that continue to adapt and look for ways to make a positive impact on the environment are meeting the younger generation's demand, both on the consumer and entrepreneurial side. Research shows that more than half of Gen Zers demand to work for and purchase from companies that focus attention on green practices. As millennial co-founders, we recognize this.

We have built Playa Bowls' entire business with sustainability in mind and remain committed to going green no matter the cost. For example, we use plant-based eco-friendly, compostable products for lids and spoons derived from renewable resources such as sugar cane and or corn starch; our bowls are 100% recyclable; our straws are marine biodegradable and more. We build each shop smart with reclaimed materials and only utilize locals to help to construct our locations. Prioritizing sustainability practices and committing to it has proved to be a huge selling point for prospective Gen Z entrepreneurs.

Spotlighting these practices across social platforms, media and traditional recruitment activities on a consistent basis can help with attracting up and coming prospects.

Build a digital & social presence
Any brand that lacks an online platform with an engaged audience will struggle to capture the attention of younger age groups. Gen Zers are the most tech-savvy of generations, who expect information at their fingertips on a constant basis. Franchisors need to make sure their online presence is strong and renders across multiple platforms. Creating modern marketing that is user-friendly and easily accessible is critical for hooking in young prospects, which can include a smart app, a customer loyalty program and ongoing incentives. Developing compelling content on Instagram, Twitter, Facebook and TikTok will do wonders for pulling in future owners. One way Playa Bowls has tapped into that Gen Z market is with simple grassroots marketing. Last year we introduced the "sticker of the month" program, which drops on the first of each month. The limited run of monthly decals has become a fun and artistic way to take a piece of Playa Bowls home, as well as increases engagement on social media.

A brand's acquisition and loyalty marketing must be backed up with regular social content so that customers build that brand trust and can keep up with you in real-time. Creating an Instagram-worthy shop, with colorful acai bowls has been a recipe for some rad social content that Gen Z business owners and customers have come to require.
Authentic messaging, eco-conscious business practices and fun branding initiatives certainly create continued confidence in a brand and interest among prospective Gen Z franchisees who are looking to connect with an exciting business opportunity.