F&B brands adapt to Gen Z with authenticity and experiences
Influencers and communities should collaborate naturally.
Food and beverage (F&Bs) brands are changing how they engage consumers, focusing on authenticity, transparency, and experiences that appeal to Gen Zs.
During a panel session at the QSR Media Asia Conference & Awards 2026, F&B marketing executives noted that brands are increasingly shifting focus from traditional advertising to experiences and authenticity to engage younger consumers.
Alaric Sng, Director, Global Marketing, SSE Hong Kong Limited (Shake Shack), highlighted a major shift toward event-driven marketing, noting that Gen Z consumers want to participate in moments rather than passively consume content.
He pointed to the brand’s regional collaboration with Human Made in Japan, which adopted a “limited-edition drop” approach similar to sneaker culture. The campaign drove strong engagement, with customers lining up, sharing online, and treating the launch as a social experience.
Adora Chou, chief marketing officer of Guzman y Gomez Singapore, said brands are moving away from traditional advertising towards short-form storytelling. “The most important observation that we've seen is the shift from hype or a bit more old school kind of advertising, to really the storytelling,” she said.
Guzman y Gomez uses social videos and employee ambassadorship to convey authenticity and connect with younger audiences, allowing team members to share experiences directly on camera.
Adrien Desbaillets, CEO of SaladStop Group, said that Gen Z consumers are increasingly health-conscious and self-aware, especially in markets like the Philippines and Thailand.
He noted that brands must connect through transparency and relatability, positioning healthy food as accessible rather than extreme. At the same time, he observed that younger consumers are willing to spend on meaningful experiences, even if overall consumption habits shift.
Jayss Rajoo, director of marketing & FI at Pizza Hut Singapore, highlighted the challenge of capturing Gen Z attention in the first few seconds, citing collaborations, pop culture tie-ins, and cultural campaigns as effective strategies.
More than just marketing, she said Gen Z cares about the complete brand experience—everything from product quality to app performance reflects on the brand.
Rajoo said that campaigns today must go beyond messaging to create end-to-end experiences that resonate emotionally and socially.
On influencer marketing, executives said there is a growing overlap between influencers and community engagement.
Sng noted that brands are creating spaces where influencers and customers can interact through shared experiences.
Chou said GYG has incorporated employees into its content, allowing them to participate in campaigns and social media storytelling.
Additionally, Desbaillets said that SaladStop focuses on real customer experiences, including health journeys, to connect with its audience.
He also said that the brand has developed Gen AI solutions that allow customers to filter menu items by protein content, spice levels, or dietary restrictions.
Meanwhile, Rajoo said brands must balance giving creators freedom whilst maintaining clear guidelines, adding that less scripted content tends to perform better.
On long-term strategy, panelists said brands are focusing on improving the overall customer journey.
