Purpose of Report
The Old Spaghetti Factory searched to attract the loyalty of Generation Z through social media methods. Our team spent the semester exploring trends and tactics of social media to increase and keep the attention of young viewers. The following report dives into details of our findings from a local study, analysis of our research and how our recommendations could help The Old Spaghetti Factory in their search for a new audience.
Methodology
To develop actionable recommendations that will attract Gen Z to the Old Spaghetti Factory, we decided to evaluate the brand’s current marketing strategies, the industry standards for youth engagement, and find cost effective strategies that’s aligned with the scope and operational constraint of our client. Our methodology combined an audit of the Old Spaghetti Factory’s digital footprint, a review of academic and industry literature on Gen Z marketing and collaborative consultation with the client to prioritize feasible solutions.
Client Consultation and Scope Clarification
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The research began with a virtual meeting on February 28, 2025, with Kylien Jones, a representative for the Old Spaghetti Factory, who emphasized the goal of appealing to young adults while retaining the brands’ family-oriented identity. Key challenges included limited marketing funds, misconceptions about affordability and social media channels that are underutilized. Our meeting narrowed our focus to social media platforms that can maximize reach while showcasing the restaurants unique aesthetic, which is a critical factor in resonating with Gen Z’s preference for visually appealing and shareable content.
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Investigating the Digital Footprint
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We analyzed the Old Spaghetti Factory existing online presence on Google and other social media platforms. Results included an Instagram account with occasional posts, a Facebook page highlighting kid friendly promotion, and no verified TikTok profile, compared to their potential competitors who dominated the search results and TikTok with viral content, actively engaged with other users in comment sections and created content. The Old Spaghetti Factory website, while functional, lacked interactive features or content tailored to Gen Z’s interests.
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Reviewing Industry Standard and Academic Research
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Using databases like ProQuest, we reviewed over 30 sources with search terms like “psychology of marketing”, “small business”, “gen z” and “casual dining trends”. Academic studies emphasized Gen Z’s reliance on social media and their unique preference for TikTok can be a key factor for businesses to take advantage of. Industry case studies revealed successful campaigns by similar restaurants that have leveraged TikTok’s through trending sounds, challenges, and collaborations with small influencers and it’s all achievable with minimal financial investment.
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Aligning Recommendations with Feasibility
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Guided by the client’s budget and brand identity, we prioritized TikTok as the primary platform due to its cultural relevance, and low production cost, and capacity to highlight OSF’s nostalgic ambiance. Strategies like reposting other user generated content, creating localized hashtag campaigns were identified as scalable solutions. The tactics align with Gen Z’s demand for a great dining experience, and it aligns with OSF’s goal to mix historic charm with social media appeal. By cross- referencing research insights with the clients’ capabilities, we ensured recommendations were both Innovative and executable within strict financial parameters.
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Local Study
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The local study aimed to understand the dining habits and factors influencing restaurant choices and the perception of the Old Spaghetti Factory among residents. The goal was to gather actionable intel to back up recommendations for improving customer engagement and marketing strategies.
A mixed method study was designed using Google forms, combining multiple choice questions, Likert scales and open-ended prompts. The Likert scales (1-5) quantified motivation levels, while multiple-choice questions identified preferences.
The target audience were mainly residents aged 18–45, a demographic likely to dine out regularly and engage with social media. This group was selected due to their influence on trends and responsiveness.
The survey was distributed via social media platforms (Facebook, Instagram) and email lists over a 14-day period. The study garnered 25 responses per question, with minor variations due to optional open-ended prompts. While the sample size is small, it provides preliminary insights into local preferences.
