The shopping and dining habits of millennials have become fairly clear. But as the global population starts to age, the world has now shifted its attention towards the consumers behind them: Generation Z. Even though their exact birth years can be a bit fuzzy, several analysts define Gen Z as the people born between 1995 and 2010. This means that the oldest people are either finishing their schooling or finding jobs. 

These people are curious, willing to try new experiences, and don’t like staying stagnant. The individuals who belong to this generation are now applying their values to their meal choices, too. They’re conscious about the environment, and the proof of their concern can be seen in what they put on their plate, too. 

However, deciphering the food preferences of Gen Z isn’t as simple as it may seem. 

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Notable Beverage and Food Trends of Gen Z

They’re Self-Sufficient and Independent

People from Gen Z usually belong to busy households with working parents and heavy after-school happenings in their lifestyle. They are autonomous and usually more confident than their millennial counterparts in the kitchen. They think that food preparation is an easily accessible skill that anyone can learn as long as they have an internet connection. Isn’t every recipe one YouTube video away?

Even Though they’re Busy, They Want to Cook More Frequently

Not intimidated by food prep, Gen Z, for the most part, welcomes cooking with open arms. More than half of them (53%) enjoy cooking, 26% make most of their food themselves, while 71% want to cook more. Their favorites are French toast, eggs, waffles, pasta, pancakes, rice, brownies, vegetables, and cookies. But because of their busy schedule, they’re often watching people cook more often than actually cooking. 

They Aren’t Too Concerned with Healthy Eating Options

Unlike millennials, Gen Z isn’t worried about eating healthy or fitness. Even though they come from a richer education background in wellness and health, healthy eating isn’t a big priority (at least for now). This is also why they are more likely to look for ravishing food experiences and exuberant flavors. 

There Are No Meal Times

A combination of internet exposure and their busy lifestyle has created a sporadic and diverse food universe for them in which they approach food choices and food, in general, a little differently. In their world, there are no meal times. Flexibility prevails, and they can eat whatever whenever they want to. 

This phenomenon changes the nature of their meals, too. Ready-to-eat meals that can be made quickly have taken precedence, and snacks have become everyday. Research suggests that Gen Z is 53 times more likely to consume snacks as meals annually. 

They’re Adventurous

Even though they often eat while on the run, Gen Z still hasn’t lost a taste for trying new flavors. The infamous foodie movement has made them more experimental, which is why you may see them opting for unfamiliar food options and enjoying cuisines from around the world. It’s their nod to diversity.

More importantly, they’re also more willing to pay for higher quality food as long as it gives them their money’s worth. Research suggests that Gen Z will spend $10 to $20 on a meal, and approximately 15% of them will spend $20 or more. For them, eating cheap food is a social stigma.  

The New Restaurant Model

They’re the first generation that grew up while being completely connected to the internet. This has made them more tech-savvy, and they’re a lot more interested in trying out new technology. They also want to have almost instant access to anything they want. This reason has made them one of the major users of online ordering services. One research showed that 24% of Gen Z orders food 3 to 4 times a week, and since COVID has kept them at home, these numbers have gone up. 

They lead the online ordering market since 34% of people between 18 and 24 said they have an online ordering service at least once a month. This means that restaurants that aren’t offering an online delivery model could be missing out on an incredibly wide income stream (which will only grow with time). Several restaurants have started expanding their operations to ghost kitchens. 

This a kitchen off-premise commercial kitchen that only works on delivery orders. Moreover, some explorative restaurateurs have started delivery only eateries, too. This allows them to offer menus with low prices and several cuisines. Since convenience is such a major driver in their purchase decisions, if you’re a restaurant owner, you need to prioritize the online experience while simultaneously providing a stellar dine-in experience, too. This means that you’ll have to tweak your restaurant’s menu to ensure it provides food they like. 

How Can a Restaurant Owner Get Gen Z to Eat at their Restaurant?

It’s essential to remember that a wide majority of Gen Z is searching for food options that fit their values. They’re attracted to restaurants that use sustainable, locally sourced, and organic ingredients in their menu. On top of this, they also want restaurants to be more transparent with what they use, so they know exactly what they’re consuming. Vegetarianism is picking up the pace, and plant-based diets have become an essential part of mainstream conversations. 

As Gen Z begins to grow up and experience different cultures and food items, their choices will become more profound. Moreover, since plant-based meat is slowly taking over, you must ensure your restaurant is prepared for the change. So what can you do to ensure they like your food and don’t post a negative review about you on their five different social media profiles? 

The answer is simple: be authentic. Keep your menu sustainable, eco-friendly and above all delicious. They love experimenting with their food, so throwing in a few unique choices won’t hurt either. Don’t forget to enter the online ordering scene and, of course, jump on to the social media bandwagon. Whether you like it or not, that’s where we’re headed, and if you’re not ready for the ride, you may get canceled. 

Good luck!  

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