How Chipotle is experimenting with BeReal, Gen Z’s new favorite social platform

That “storytelling” approach—focused on employees—is one that Truett Horne, managing director at Alvarez & Marsal’s consumer and retail group, believes is more likely to land on BeReal. So does Kearney’s Black.

“Your day-to-day employee is someone that most people can relate to, and we’ve seen that even on other platforms recently, where employees being the star of the show really grabs attention,” she said. “It does have a certain level of authenticity because it makes you feel like, ‘Okay, if I go into that store, those people like to work there. It’s going to be fun, it’s going to be an interesting experience.’”