Understanding Gen Z Eating Habits: Authenticity and Tech-Savvy Preferences

Gen Z isn’t just eating out; they’re building relationships with brands that reflect who they are. Trend-driven yet deeply value-conscious, they want personalized nutrition, ethical sourcing, and innovative packaging. Gen Z is redefining dining, seeing your restaurant as an extension of their identity.

Michael Parlapiano, Managing Director of The Culinary Edge, shares with Modern Restaurant Management (MRM) magazine  how restaurants and food brands can adapt to these generations’ evolving preferences. He breaks down the three key pillars for success: transparency, exploration, and inclusivity.

In what ways are Gen Z eating preferences different than previous generations and what factors caused it?

Gen Z's eating habits are a fascinating blend of health consciousness, global curiosity, and a demand for authenticity. Unlike previous generations, they seek out the following:

• Global Influence: Growing up in a digitally connected world, Gen Z has a palate that's as diverse as their Instagram feeds. They love exploring ethnic flavors and street food, making every meal an adventure.

• Transparency and Authenticity: This generation has a keen eye for authenticity. They want to know where their food comes from and how it's made. Brands that are transparent about their practices win their trust.

• Health and Sustainability: Gen Z is all about making mindful choices. They bias toward foods that are sustainable and locally sourced. Many are embracing flexitarian diets, focusing on plant-based options (made from actual plants) that are both good for them and the planet.

• Technological Integration: Gen Z's tech-savvy nature means they often discover new foods through social media. They appreciate brands that engage with them online and offer seamless digital experiences – both online and in-store.

Are there specific menu items or categories that are proving to be popular and others that have fallen out of favor? What can restaurants learn from this?

• Sweet and Spicy: The "swicy" trend has shown it has enduring appeal with products like hot honey having moved from niche appeal in the pizza segment to broad applications in breakfast, crispy chicken and beyond.

• Ultra-Processed Foods: On the flip side, traditional sodas, plant-based proteins (think Impossible Foods), and other heavily processed options are losing their appeal for more natural options that deliver the same satisfaction and built-in functional benefits.   

Why are transparency, exploration, and inclusivity crucial to reaching this audience?

Transparency, exploration, and inclusivity are the keys to Gen Z's heart:

• Trust and Loyalty: Gen Z values honesty. Brands that openly share their sourcing and ingredient information build trust and loyalty.

• Desire for New Experiences: This generation is adventurous and loves exploring new foods and flavors. Restaurants that offer diverse and innovative menu options can attract this group.

• Representation and Inclusivity: Gen Z is the most diverse generation yet. They expect brands to reflect this diversity in their practices and offerings. Inclusive menus and corporate practices resonate deeply with them.

What should restaurants be doing now to better engage with a Gen Z customer base online and in person? Are there marketing efforts that prove most beneficial?

• Fully Leverage Social Media: Platforms like TikTok and Instagram are where Gen Z lives. Share engaging content, collaborate with influencers, and encourage user-generated content to further connect with them.

• Offer Customization: Gen Z loves personalization. Provide customizable menu options that allow them to tailor their meals to their preferences.

• Focus on Experience: Create memorable dining experiences that are shareable on social media. Think visually appealing dishes and unique dining setups that make every visit Instagram-worthy.

• Transparency in Marketing: Be upfront about your practices, highlighting sustainable sourcing and ingredient transparency. Authenticity in marketing efforts builds trust.

Why does Gen Z want to feel connected to brands it frequents? If possible, can you give examples of brands that are reaching this audience?

• Authenticity: They value genuine interactions and can spot insincerity and gimmick a mile away. Brands that engage authentically build stronger relationships.

• Community and Belonging: Gen Z seeks a sense of community and belonging. Brands that foster this through inclusive practices and community engagement resonate well. 

Examples of brands successfully reaching Gen Z include:

• Chili’s: Everyone’s favorite 90’s casual dining chain is back and better than ever, thanks to smart, targeted marketing efforts, menu streamlining, and a renewed focus on executing the fundamentals of hospitality. Chili’s recent success underscores the value in getting back to basics and focusing on the brand’s authentic roots.