USA | Rubix Foods have launched an influencer network to inspire QSR concept development.
Rubix Foods, a premier culinary and food science-focused provider of flavour and functional ingredients to restaurants, has announced its new insights generator: the NEXT Flavour Network.
This exclusive group of taste-making social influencers will collaborate with the Rubix team by channelling their Gen Z audiences' ideas, wants and cravings, supplying this insight directly to the company's roster of quick-serve restaurant (QSR) customers. This newly established Network will serve as an extension to Rubix's already robust market research and consumer insights department.
"Restaurant operators are focused on winning with Gen Z. We have to grow beyond traditional data-mining methods to gain insight about what Gen Z wants and meet these consumers where they're having authentic conversations – and that's social media," explained Shannon O'Shields, vice president of marketing at Rubix Foods.
"Through this network of influential creators, we'll gain access to unmet needs, interests and preferences of their massive Gen Z followings and use that data to bring pre-approved, highly anticipated concepts to our customers."
The Network will launch with three members and plans to grow in the year ahead. Beyond concept inspiration, the Network will also provide Rubix with feedback on formulas, and menu builds that they develop and present to their customers, including more than half of the top QSR chains in the United States. The three founding members are Alexis Frost, Matt James, and Nate Llorin. All three have prominent social media profiles across different platforms.
"There is a cultural magnetism to food influencers like Alexis, Matt and Nate; their content is changing the way Gen Z discovers, craves and chooses their food experiences," said O'Shields.
"We believe the next evolution of food influencers will be much more than a credible voice for restaurant recommendations. There is huge potential in leveraging these trusted advisors earlier in the process, partnering with them and their communities to inform and develop concepts before they make it to menus.
