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The Gen Z trends every dining brand needs to know

January 29, 2020

Gen Z Dining

Targeting Millennials? That’s so 2019. In 2020, restaurant brands with an eye towards the future have their sights set squarely on Generation Z. We are talking about roughly 1/3 of the world’s population, after all. And while they may not currently have the buying power of other generations, what they do have they spend on dining out: 78% spending most of their discretionary income on food alone. And with their hands firmly on the pulse of social media, they outpunch just about any other generation in terms of cultural influence. In other words, as Gen Z goes, so go Millennials and beyond.

One of the biggest factors setting Gen Z apart from their older counterparts is, ironically, a more open approach to food. That said, there are commonalities among all generations that give dining brands some foundational building blocks. They all seek good value, freshness, quality, accuracy, and prompt, attentive service. Bad food and bad customer experiences will turn off diners of any age, a reality that can’t be negated with digital bells and whistles for the younger folks.

Here are five rules of the road for tailoring a great dining experience to Generation Z:

1. Bring on the vegetables.

It’s a mistake to think of this the plant-based food movement as an all-or-nothing trend. With Gen Z, it isn’t either/or. While only a fraction identify as either vegan or vegetarian, in a recent LiveKindly survey, 60% said they readily look for ways to reduce their meat intake, while not necessarily eliminating it. And almost 80% like to go totally meatless at least 1-2 times a week. And signs continue to point to a bigger plant-based future for this still emerging generation.

2. Go global.

Gen Z is the most ethnically diverse generation in American history, with diverse tastes to show for it. Global foods are a macro trend across the dining industry, and it could be Gen Z’s influence that’s fueling it.

The difference between what they seek versus other generations is food that evokes a true sense of place. They don’t just want Chinese food, they want authentic Shanghai dumplings. Instead of a broad concept like Southern, think South Carolina low country or Nashville hot. The more specific the concept, the more it becomes something that transports them to a whole other part of the world.

Soup_Dumplings

Shanghai soup dumplings are hip and getting hipper.

3. Take it to the street.

Of course, going global doesn’t mean going fancy. When Gen Zers seek a taste of another culture, it’s often street food that fits the bill. In fact, 42% say they want to see more unique street foods in the menu. This is seen in the surge of food programming being offered up by established providers like Netflix and the Food Network, as well as streaming up and comers like Tastemade. Their hosts are constantly combing the back alleys of out of the way destinations from Kathmandu to Mumbai. And guess who is watching, growing hungrier with each episode? Gen Z.

4. Keep it quick and easy.

While their tastes have grown more sophisticated, today’s young people still seek the ease and convenience their predecessors did. According to a recent report by Food Dive, Gen Zers are about 30% more likely than not to opt for microwaveable dinners, and 26% more likely to go for frozen breakfasts. They also gravitate in large numbers towards frozen, pre-packaged dinners and, to a lesser degree, meal kits. IHOP's new concept Flip'd is a direct response to this, a recognition that brands who marry this love of convenience for Gen Z’s desire for fresh, authentic flavors are the ones that will win the day.

5. Put technology in its place.

This desire for convenience translates to Gen Z’s expectations around technology. And more than anything, they expect technology that enhances an authentic dining experience, while not attempting to replace or distract from it. Apps that let them get in line for a table before they arrive. Kiosks for building their own udon noodle bowl. A frictionless digital delivery experience. Easy, one-touch payment. And opt-in push notifications for special deals. This is the sort of technology they want and expect from dining brands—anything that let’s them focus on relaxing, socializing, and enjoying the meal.

Topics:Dining trendsGeneration Z

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