How Gen Z Is Reshaping the Franchise Landscape

3 Min Read By MRM Staff

Restaurant franchising is undergoing a generational transformation powered by Gen Z’s estimated $360 billion in disposable income and their preferences for customization, digital convenience, and brand connection.

“Gen Z is driving real change in franchising,” said Prachi Keshap, who, alongside her father Ajay serves as Master Franchisee for Gong cha in the Pacific Northwest. “They’re not only customers but also trendsetters, and their choices are influencing the direction of entire categories. The brands winning with younger consumers are the ones that offer personalization, strong digital platforms, and an authentic social media presence.”

She added that authenticity and transparency are huge with Gen Z whether that’s in ingredients, sourcing, or brand values.

"They can tell right away if something feels off or forced. Where past generations may have focused more on convenience or price, Gen Z is looking for a real connection."

Ajay, a 20-year industry veteran who…