Gen Z is the cool new kid on the block when it comes to buying habits, dining preferences and other consumer behaviors. Articles on how to market to them and what they care about are everywhere. And that got us thinking: when it comes to food, are Z-ers really that different from the generations that came before them? We set out to answer this question in hopes of identifying which Gen Z traits and habits could have the most impact on your operation. Here’s what we found:
They Love To Eat Out
Unlike their generational counterparts, Gen Z does not see restaurant dining as a luxury that’s easy to cut.1 Eating out and ordering in are top spending priorities (outside of rent and household bills).1 And while Millennials were teased for how much they spent on avocado toast, Gen Z has taken it a step further by designating a significant amount of their income to food experiences.1
That’s not to say price doesn’t influence where they choose to eat. It does. The difference is in the way Gen Z defines value. For instance, they don’t want to sacrifice the quality of what they eat to save a few dollars. It’s about finding the right balance between flavor and price. Yes, this generation expects great-tasting food to be attainable, and they’ll revisit and reorder from restaurants that can hit that sweet spot.1
For you, that means now’s the time to win Z-ers over with flavorful LTOs that satiate their love for good deals and great food.
They Turn to Tech
From TikTok to tablets and phones, Gen Z-ers are looking to technology to guide their purchasing decisions. In fact, younger diners are more likely to return to restaurants that use automation technologies.2 Whether that’s a table tablet ordering system or ordering takeout via their voice-enabled smart home device, younger audiences are more likely to adapt and appreciate the convenience that automation brings.3
And it’s no surprise they’re turning to their phone for restaurant recommendations. When searching for new eats, TikTok comes ahead of Instagram and YouTube as the most valuable and popular social media platform for inspiration.1
While this doesn’t mean your staff will have to learn the latest TikTok dance, you might want to consider reaching out to local influencers or creating an account of your own to highlight new and exciting menu items.
They Love a Personal Touch
“Brand loyalty among Gen Z is built on more than just great food—it’s about creating a memorable experience with every order,” said Purnima Bihari, head of product at Deliverect.
Consider adding a thank you note or coupon or giving away a free add-on as perks to returning customers. Another lever is loyalty and messaging, such as welcome-back deals or exclusive intros to new products, which is a great way to make any customer, especially the Z-ers, feel appreciated and really connected to your brand.
And be sure not to forget your delivery and take-out audience. 66% of Gen Z calls delivery and/or takeout an “essential” to their lifestyle.3
“From bespoke menus and optimized choices to personalized packaging and speedy delivery, we have a unique opportunity to turn every delivery into a brand-defining moment,” explains Bihari. “By enhancing these touchpoints, we not only capture demand but also foster a deep, lasting connection with guests.”
So Gen Z enjoys going out to eat, appreciates the ease of automation and loves feeling like a valued customer––what does this mean for your operation? This means that the future of food service looks bright. The younger generation is still excited to be dining and ordering out and appreciates the changes and adaptations operations have had to make in a time of changing workforce, and we’re excited to see what this generation does next.
Want to ensure your operation stays on top of the latest trends? Partner with us, and we can help make it a little easier. All MegaMex Foods ingredients are authentically and thoughtfully crafted to save you time and labor without sacrificing quality.
1 Deliverect, 2024 “Insights on the future of dining: The age of Gen Z”
2 Deloitte, 2023 “The Future of Restaurants: The New Normal and Beyond”
3 NRA, 2022 “Generational divide may reveal emerging restaurant trends”
