Generation Z has disrupted many industries and stumped advertisers with their unusual preferences. This group of young people born between 1996 and 2012 has diverse wants and needs which should not be ignored. With the oldest ones in this group are now turning 26, the buying power of their generation increases considerably each year. Their desires will likely shape the future of the restaurant industry.

Here are a few clues about how to better serve this generation in the restaurant industry.

They Love Takeout and Delivery

The National Restaurant Industry’s 2022 State of the Restaurant Industry confirms that 85 percent of Generation Z uses third-party apps like GrubHub, DoorDash, or UberEats for takeout and delivery. These apps are known to take a cut of the profits, but by deciding not to offer your food through these platforms, you might be cutting Gen Z out entirely. When a member of Gen Z discovers a new spot, they’re likely to tell their friends about it, and they are also likely to visit you in person one day. So while you might lose out on service fees initially, you could be creating more loyal in-person customers down the line.

 

Reach Them with Social Media Marketing

Restaurant owners need to find the right social media platform to reach potential Gen Z customers. 71 percent of Generation Z is active on Instagram, making it the most popular social media channel. The runners-up are Snapchat and TikTok. Since Facebook is not as popular with this generation as with others, restaurants may want to diversify their social media marketing. Owners might want to tap into video content like Instagram Reels or TikTok; however, it’s important to remember to get your message across as quickly as possible. Researchers have found that the average marketing attention span of Gen Z is 8 seconds–that’s 4 seconds shorter than Millennials.

 

They’re into Trying New Things

Most diverse generation thus far. 22 percent of Gen Z has at least one immigrant parent.

According to a recent report, 90 percent of Gen Z would be willing to try something new. While earlier generations like Baby Boomers value nostalgia, Gen Z has been said to value uniqueness. Consider adding menu items that are a marriage of the two, like a pizza with a Vietnamese twist.

 

They Want to Like and Subscribe

First made famous by a few fast-casual leaders like Panera and sweetgreen, Gen Z is more curious about restaurant subscription programs than their elders. 80 percent of them say they’re willing to try a program where they prepay a certain amount for a slight discount at a restaurant they frequent. Offering a program like this could convince more members of Gen Z to become regulars at an establishment.

 

 

They Aren’t Big Drinkers (of Alcohol)

Gen Z, along with Millennials, has been notoriously bringing down alcohol sales. These generations tread lightly into addictive lifestyles–and are wary of losing control and tarnishing their reputation with photos and videos that could be posted to social media. If your restaurant emphasizes alcohol, it might be a good idea to supplement this part of the menu with nonalcoholic beer and mocktails.

 

Although they aren’t into alcohol, this generation does make up for it in their desire to drink other types of beverages. Gen Z appreciates a “third space” like Starbucks, where they can drink a coffee or coffee alternative and sit down with a laptop, not feeling pressured to order a meal. Restaurant owners can set up a part of their restaurant conducive to this, like a small bar going along an exterior window.

 

While it’s important to honor traditions at your restaurant, it’s also essential to keep an eye on the future. By shifting your marketing plan to be more inclusive of Gen Z, you will help guarantee that your establishment is here to stay.

As we wave goodbye to the ‘10s, foodservice news is chock full of food and restaurant trend predictions for the coming decade. For our last newsletter of the year, we wanted to highlight some of the great dishes and concepts that inspired us during our Discovery tours across the country. Some of these locations just might surprise you:

Orlando

You might think of this Florida city as the home for Disney and Universal Studios, but “The City Beautiful” is also home to a number of distinctive dining and bar hot spots. At the top of our list is BarTaco, a rustic and beachy destination for amazing handhelds and a margarita brimming with fresh-squeezed lime juice. A small menu on both the food and beverage side makes it easy for the kitchen to pump out freshly prepared tacos, rice bowls, and sides. Guests order using a dim-sum-like menu and everything hits the table as soon as it’s ready.

On the bar side, Mather’s Social Gathering delivers quality cocktails and an over-the-top experience. A quick trip up the nondescript Mather Building elevator drops you off in a reimagined 1800s-style speakeasy with soaring ceilings and an impressive collection of antiques. Mixologists behind the onyx bar share and stir a collection of classic libations with twists from today. Notable drinks include The Phoenix with a hit of fresh jalapeño that will keep your lips buzzing, and The Grand Frozé with a float of Grand Marnier. Order your favorite spirit with a square ice cube that’s as clear as the summer sky.

Orange County, CA

We thought we’d seen it all in the California county that serves as our home base, but there’s always something new happening in the OC. One of our new favorites is CDM Restaurant and Bar, an elegant establishment in Corona Del Mar that’s thankfully close to our offices. CDM combines the upscale comfort of a plush living room with an industrial central bar and edgy speakeasy downstairs, along with a focused men that celebrates seasonal ingredients. A menu standout is the BBQ Heirloom Carrots with pecan butter and an herb dressing, both unexpected and incredibly savory. We sampled this dish in July and can’t stop thinking about it.

We can’t mention Orange County without mentioning one of most respected restaurant companies, the Hillstone Group. No, their locations aren’t new on the scene but any of their Orange County locations serves as a mini-bootcamp on how to operate a great establishment. From the closely curated menu to ingredient prep to order to their teamwork approach to customer service, Hillstone is the platinum standard for food quality and guest experience. Check out our in-depth article on Hillstone in last month’s newsletter.

Austin

The capital city of Texas has long been known as a center for culinary creativity. Our Discovery tour there this fall revealed a commitment to modern food trends alongside traditional food standards. Odd Duck lets their trend flag fly with their playful combinations of down-home, Chinese, Middle Eastern, Mexican, and Indian flavors. A few standouts we sampled included the Green Chile Crab Pimento with everything-bagel-seeded crackers, and the Chicken Fried Fish

Heads coated in a fish bone caramel sauce. Odd Duck cuts loose with their take on mashups, much to the diner’s benefit.

Riding the traditional train is Terry Black’s Barbecue, one our favorite spots on our Austin tour. You can’t swing a stick in Austin without hitting yet another barbecue joint, but Terry Black’s stands at the top of the wood heap. They focus on the classics – brisket, beef ribs, chopped beef, and sausage – and put their energy into crafting some of the best smoked meats in town. A few sides and sandwiches round out their offering. You won’t find trendy food here, just amazing ‘cue.

Miami

Florida’s sultry city to the south lays claim to tons of nightlife and beautiful beaches, but the city’s downtown core is becoming known for its vibrant food scene. Our Discovery tour in Miami revealed some of our favorite dishes of the year.

You wouldn’t expect a restaurant with a Russian name to offer some of the best sushi in town, but Novikov more than delivers. This glamourous hotspot features new style sashimi and premium sushi along with maki, rice and noodles, and wok-fired dishes. One of our many favorites included a grilled king crab leg with a creamy truffle sauce, where the meat was removed from the shell, cut into bite-size pieces, and arranged back in the shell for easy eating.

Another wonder was braised pork belly pressed for 48 hours, cut into cubes, and kissed on the plancha with a sweet soy sauce.

We also marveled at Zuma Miami, a monolithic space in which a cluster of cooks prepare sophisticated twists on Japanese izakaya cuisine. We enjoyed watching the bartenders craft a few whimsical drinks like the Zombie Cocktail, a tequila concoction served in a Day of the Dead mug adored with a tiny straw hat and mint sprig.

In looking back at the restaurants that caught our eye, a few patterns emerge. One, a focused menu of top-notch dishes and drinks. Two, a commitment to quality and culinary craft. Three, a fully realized concept that provides a memorable dining experience. Solid and timeless lessons for all restaurants to heed instead of chasing the latest food fads.

We are looking forward to our Discovery tours in the new year and to unveiling a new set of favorites. Let the Roaring ‘20s begin!