Brands are increasingly concerned about marketing to Generation Z — and for good reason. This group of young people born after 1997 will soon represent 40% of buyers, and food brands have a particularly great opportunity to reach them. In fact, food and drink represents one of Gen Z’s top five interests.

As always, new generations have new preferences — and Gen Z is no exception. When brands think about marketing to Gen Zers, then, they should consider what differentiates them most from Millennials. Gen Z is the first generation to grow up entirely in the digital age. And though Millennials might remember childhoods without cell phones or constant internet access, Gen Z knows no such world.

Perhaps this is why digital orders from restaurants have increased 23% since 2013 and we’re seeing an upward trend in food delivery. Although many Gen Zers aren’t yet old enough to use these delivery apps, those who can have submitted 552 million orders. This is only 1 million fewer than their Millennial counterparts, who are all old enough to do the ordering themselves.

Given the likely future of consumer behavior, food brands should know this about marketing to Gen Z: Even food should be digital these days.

What’s the Best Food Brand Marketing Strategy to Reach Gen Z?

Because Gen Zers are so tuned in digitally, it only makes sense that the best place to reach them would be on social media. Sixty-five percent of Gen Zers surveyed by Business Insider reported checking Instagram daily, 62% reported checking YouTube, and 51% reported checking Snapchat. (Facebook comes in fourth at 34%.)

Social media is also a great avenue for brands to connect with Gen Z using community PR strategies, and this niche approach is incredibly effective for a few reasons. First, most social platforms allow for easy two-way dialogue and community building, which is increasingly important to today’s young consumers. Gen Z also craves authenticity and brand inclusiveness, and large, nationally focused campaigns just don’t garner the engagement that geographically inclined campaigns do. A community PR marketing strategy is the best way to form connections with younger generations that want to feel included.

One brand doing this well is restaurant chain Johnny Rockets. It has locations in 32 countries around the world, meaning it faces the unique challenge of appealing to dispersed local groups while still maintaining a unified brand message and image. To strike that balance, it creates locally focused images for some locations’ digital ad campaigns rather than just relying on generic branded images.

For food brands wondering how to best market to Gen Z, the path forward is clear. First, they should take Johnny Rockets’ cue and figure out how to tap into local markets with campaigns that foster genuine connections. They can then deploy those campaigns where Gen Z spends the most time — on social media — to better capitalize on this new generation’s buying power. After all, personalization is key — even in our connected digital world.

Holly Gilbert is chief brand officer at Mitchell, a leading integrated PR firm that creates real connections between businesses, brands, and people through strategic insights, customized conversations, and consumer engagement.