MTR, a renowned brand in the food industry, has successfully navigated the challenges of a rapidly changing world for over a century. From its humble beginnings as a small eatery serving coffee and idlis, MTR has grown into a chain of 12 restaurants in India and six more abroad.
In adapting to the preferences and needs of Generation Z, referring to individuals born between the late 1990s and early 2000s and who have grown up in a digital age, MTR has implemented various strategies to ensure its relevance in today’s dynamic landscape. One crucial aspect of MTR’s adaptation involves embracing technology to align with Gen Z’s digital inclinations. Incorporating online ordering platforms, mobile apps, and active social media engagement, MTR enhances customer experience and convenience, catering to the tech-savvy preferences of this generation.
Moreover, MTR has prioritised sustainability to resonate with Gen Z’s environmental concerns. By adopting eco-friendly packaging, sourcing local ingredients, and promoting waste reduction initiatives, the brand aligns with the values of sustainability that are significant to this demographic. Additionally, MTR’s menu innovation reflects its understanding of Gen Z’s adventurous palate, offering a diverse range of vegetarian and vegan options to cater to the growing demand for plant-based alternatives among this generation.
RTM Watch’s Take
As MTR celebrates its 100th anniversary, it is evident that the brand’s ability to adapt and evolve has been crucial to its longevity. By embracing technology, sustainability, menu innovation, and staying true to its heritage, MTR has successfully captured the attention and loyalty of Gen Z consumers. As the food industry continues to evolve, MTR’s century-long journey serves as an inspiration for other brands to navigate the challenges of a Gen Z world while staying true to their roots.
