Amid wavering loyalty, QSRs whip up treats for GenZ

Quick-service restaurant (QSR) chains are busy whipping up treats for the GenZ as they fight for a share of this emerging consumer cohort.

- AKSHARA SRIVASTAVA

These, sector watchers say, are the most upcoming spenders with strong wallets and consumption drivers but little or no loyalty to brands.

KFC, operated by Sapphire Foods and Devyani International in India, on Friday announced collaboration with Youtuber Carry Minati to co-create a product—a limited-edition saucy popcorn starting at ₹199—a first for the American fast-food brand.

"Today's consumers want bold, scroll-stopping experiences—whether on their feed or on their plate. And that's exactly what KFC is delivering with our first ever co-created product," said Aparna Bhawal, chief marketing officer (CMO), KFC India and partner countries.

"For brands, and especially QSR chains, the GenZ is a very important consumer base because they are the ones coming back. They are also the ones who will still continue to spend on items like fried chicken and pizzas," said a senior industry executive.