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Taco Generation

“Taco” evokes cactus, Mexican hats and orange-labelled beers. This image is both true and short-sighted, knowing that tacos are becoming Generation Z’s emblematic dish. Thanks to the social networks. TacoShake – a taco restaurant imagined by the rapper Mokobe – recently opened in a shopping centre in Claye-Souilly, 20 miles East of Paris. 3,000 people went to the official opening. French tacos are coming in! Born in Vaulx-en-Velin, one of Lyon’s suburbs and much loved in Southern France, they seem to be quite absent in the rest of the country, more specifically in Paris. Few people know Tacos Avenue, although they have fifteen restaurants. O’Tacos is the only chain that made it in the capital, with restaurants now selling a KFC’s limited edition of double tacos.

The principles of French tacos are simple: meat, cheesy sauce, French fries, more meat and more sauce, wrapped in a square and grilled burrito. Far from the “good and healthy” food trend. Is it surprising? For this generation, what matters is to feel full. Incidentally, French tacos are halal, in order to exclude nobody… Facebook and burgers for Generation Y. Instagram and kebabs for Millennials. Tacos and Snapchat for Generation Z.

Each teens’ generation wants its own communication means and food, as a way to assert its identity and difference with parents. Their first quest is to belong. Without vegetables, without clear conscience, but based on known and loved industrial products that play the role of generational brands&markers. Tacos’ cheese sauces are made with Boursin or La Vache qui Rit, and pancakes with Nutella. Like Nike and Lacoste in the fashion world…

The success of tacos wouldn’t have been the same without the social networks. Some YouTubers have become their voice and rappers are performing in taco restaurants or mention them in their songs when they’re not invited to the openings… For Gen Zers, music, fashion and food have become inseparable.

So What ?

For brands, getting to invade the social networks to seduce Gen Zers means taking part in their preferred worlds: music, fashion, beauty...

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