Gen Z Food Trends for Restaurants

Millennials were all about avocado toast. But there’s a new generation stepping in with an increasing amount of spending power and an appetite for dining out—Gen Z. From TikTok viral trends like whipped coffee and salmon bowls, the food landscape is evolving faster than ever. So let’s talk about how to set your restaurant up for success with this shift in consumer preferences. 

Who is Generation Z? 

First and foremost, who is Generation Z? Generation Z (also known as Gen Z) loosely consists of those born between 1997 and 2012. The generation comes after Millennials and before Gen Alpha.    

What are some characteristics of Gen Z?

As the first generation to grow up with widespread digital access, one key characteristic of Gen Z is their reliance on technology. Popular social media platforms for Gen Z include TikTok, Instagram, YouTube, and Snapchat, while limited attention spans among the group often lead to a preference for short-form, engaging content. 

Other key characteristics of Gen Z include their social consciousness and inclination toward authenticity. Gen Z is highly aware of social, environmental, and political issues and tends to gravitate toward brands that align with their values. At the same time, the generation is quick to spot inauthentic communication. They typically prefer hearing about genuine, relatable experiences (such as by influencers) over traditional messaging from businesses themselves. 

Why should restaurants target Gen Z customers?

According to TouchBistro’s 2024 Gen Z Diner Trends Report, 64% of Gen Z diners in the US eat out at least once a week, while 35% do so several times a week. The average dine-in spend of a Gen Z customer is $51, which is also the highest among all the other generations: Millennials ($50), Gen X ($49), and Boomers ($45). 

The report also found that 69% of Gen Zs order takeout or delivery at least once a week, while 30% do so several times. And again, the average Gen Z spend on takeout and delivery orders surpasses all other generations at $36 (Millennials at $34, Gen X at $31, and Boomers at $26). 

That said, it’s no surprise that Gen Z is becoming an increasingly important customer base for restaurants. As the generation continues to grow older and gain spending power, restaurants will need to adapt to their preferences—not just the food they like, but also through their operations and dining experiences. 

Gen Z food trends for restaurants

Gen Z influencers have changed how this group discovers food trends, as everyday dishes and dining experiences are showcased online. This new wave has reshaped the food landscape, creating opportunities for restaurants to tap in. With that in mind, let’s explore a few Gen Z food trends that restaurants can incorporate into their menus to appeal to all the evolving preferences.

Sustainable foods

As climate change discussions loom, it’s no surprise that Gen Z tends to practice conscious consumption with their shopping habits, including food shopping. A 2022 survey from Food Insight found that sustainability impacts 33% of Gen Z’s food and beverage purchases. 

Sourcing food seasonally and locally is one way to adopt sustainable food practices in a restaurant. Partnering with local farmers and suppliers to source fresh ingredients reduces the carbon footprint of long transports and supports smaller businesses. Farm-to-table dining is on the rise—with popular examples like SingleThread in California and Blackberry Farm in Tennessee. Additionally, getting creative with zero-waste (or minimal-waste) dishes, such as using scraps in smoothies or soup, can help promote sustainability.

Additionally, going green with food doesn’t need to be limited to the food itself—packaging can make a big difference. While the widespread impact of paper straws is debatable, Gen Z’s preference for eco-friendly, recyclable, or compostable packaging for takeout orders is not up for debate.

Plant-based foods

Gen Z, Along with the sustainability factor, is a major driver of plant-based consumption (such as a vegetarian or vegan diet) compared to its predecessors. According to a 2023 report from GlobeScan, 27% of Gen Z and 27% of Millennials claim to eat plant-based food most or all of the time, while only 23% of Gen X and 16% of Baby Boomers and older generations do the same. Notably, Gen Z’s adoption of plant-based diets has increased by 5% since 2021.

To adapt to the growing demand, restaurants can do more than expand their menu with plant-based options. Offering customizable meal choices—such as substituting with a plant-based burger patty, offering dairy-free cheese options, or allowing customers to choose proteins like tempeh or tofu—can also help cater to vegetarian and vegan diets. Plus, highlighting all plant-based options on the menu (either with labels or a dedicated section) can be extremely helpful.

Fusion foods

When it comes to food, Gen Z also likes to be adventurous with their choices while finding a balance with familiar favorites. One study from The Hartman Group found that 50% of Gen Zs want to have more meals with unique flavors and different cuisines, while 32% love to try new foods. At the same time, however, 39% prefer to stick with meals they’re used to.

To adapt to these preferences, fusion foods are innovative creations that blend different cultural techniques, traditions, and ingredients in one dish—appealing to those who like trying new dishes and prefer familiar favorites. They typically combine elements of at least two cuisines while incorporating unique flavors and presentation styles. Some popular examples include sushi tacos, ramen burgers, and curry pizza. 

Other Gen Z trends for restaurant operations

Aside from food trends, here are some ways restaurants can change their operations to cater to Gen Z behaviors.

Digital processes

Did you know that 90% of Gen Zs get anxious about phone calls? Coined as internet natives, it’s no surprise that the group prefers alternative forms of communication, such as texting and using messaging apps. And businesses that fail to adapt to these preferences may lose out on customers who seek more low-pressure, asynchronous interactions. 

Restaurants can appeal to Gen Z clients by implementing options to make online orders and online reservations. Plus, while these don’t necessarily eliminate person-to-person interactions, restaurants can also adopt other digital processes, such as QR code menus, online loyalty programs, and mobile payment methods––not only do these cater to Gen Z’s preferences, but they can also help streamline restaurant operations.

Quick and convenient services 

TouchBistro reports the most popular type of restaurant among Gen Z to be fast casual—with 36% citing this as their preference. Other popular picks include family style (26%), bar and grill (15%), and fast food (10%). Additionally, a report by Toast found that faster dine-in service would encourage more Gen Zs to eat out, with 23% of 18 to 24-year-olds naming this as a key factor (a higher percentage than any other age group). With short attention spans, it’s clear that the generation values efficiency and convenience. 

Improving restaurant operations is key to creating a quick dining experience for Gen Z customers. While adopting digital processes for customers is one way to do so, investing in technology for employees is just as important. For instance, the right scheduling software can help ensure the business isn’t understaffed during peak hours. Investing in proper employee training and management can significantly improve operational efficiency.

Social media marketing

According to TouchBistro, 52% of Gen Z diners have tried a new restaurant solely because of positive social media feedback. So consider investing in social media marketing, particularly on platforms on which this generation spends most of their time. Attest asked Gen Zs about their food-buying habits, and when asked which platforms they used to seek out food-related in the last month, TikTok, Instagram, and YouTube came out on top. 

Social media platform	Gen Zs looking at food content
TikTok	50.5%
Instagram	43.1%
YouTube	42.7%
Facebook	27.6%
Pinterest	13.8%
X (Twitter)	13.2%
Snapchat	10.1%
Reddit	6.1%

Influencer marketing or user-generated content (social posts created by everyday customers) can also help attract Gen Z clients due to the group’s strong connection to authenticity. Restaurants can encourage existing customers to post on their own social media platforms by primarily creating aesthetic food and beverages, but also with a few other strategies—such as implementing custom hashtags, online challenges, photo-worthy spaces, and incentives like discounts or vouchers. 

Catering your restaurant to Gen Z trends

Overall, Gen Z makes up a large number of restaurants’ customer bases, with a high frequency of dine-in and takeout orders and large spending power. Businesses can cater to this group by adopting different generational food trends, including sustainable, plant-based, and fusion dishes. Plus, implementing different processes in your restaurant—including digital operations, quick services, and social media marketing—can help bring more Gen Z customers in.