How Quick-Service Restaurants Can Captivate Gen Z Guests

Gen Z Consumers: Defining Characteristics

Born between 1996 and 2010, Gen Z is reshaping the global economy with its unique blend of digital fluency and values-driven consumerism. As the first true digital natives, they're redefining how businesses must operate to earn their loyalty. 

Gen Z is one of the most diverse generations worldwide. Most grew up in a pandemic and a cost-of-living crisis, so they’re practical and financially savvy. At the same time, they push idealistic aspirations for social and environmental change by demanding green practices from the brands they choose.

For Quick-Service Restaurants (QSRs), understanding and adapting to Gen Z's preferences is no longer optional—it's essential for survival. Gen Z's spending power is projected to reach .

Gen Z in Numbers

To help navigate these shifting preferences,  we’ve recently launched a new study called The Age of Gen Z, offering valuable insights to help restaurants better understand and succeed in the future. Here are some key findings:

• 25% of Gen Z spend $25-36 on delivery orders via apps or online.

• 21% of Gen Z’s budget is spent on dining out, ranking third in their spending habits.

• 42% prefer ordering in rather than dining out on a Friday night.

• Globally, Gen Z’s favorite foods are burgers, pizzas, and tacos, but in the US, sandwiches are the top choice, and in the UK, it’s curry.

This article explores key strategies for QSRs to serve and truly captivate tech-savvy, sustainable practices and experience-hungry Gen Z guests.

Key Strategies for QSRs

Embrace Technology

No marketing strategy is complete without considering the multi-faceted digital lives of Gen Z. They use their mobile phones and the Internet for daily tasks, including shopping and payments, and social media platforms are their primary means of communication, where they get their news, learn about products, and connect with others. 

40% of Gen Z consumers use In-App Payments, and 34% use mobile wallets when shopping. Quick Service Restaurants must offer mobile ordering and payment options, including contactless payments. Contactless payments are convenient, enhance the digital in-person shopping experience, and are safer than other payment methods providing an extra layer of security against fraud and data breaches.

Just as important is engaging with Gen Z through authentic and interactive content. Social media platforms, which are this generation's entertainment hubs, . Visual platforms like Instagram, TikTok, and Pinterest are great for discovering new products and finding inspiration, while YouTube appeals to Gen Z’s diverse interests and preferences.

Quick Service Restaurants can use quizzes, polls, challenges, and other interactive tools to engage with Gen Z, but encouraging followers to share their stories and experiences through user-generated content can also increase engagement. Since 70% of Gen Z discover dining ideas and recommendations on TikTok, this channel can significantly boost your visibility and appeal.

Prioritize Sustainability

A recent study by First Insight found that when making purchase decisions. However, for Gen Z consumers, it’s not enough for companies to claim sustainability; they need to back it up with action. For example, has set a target of net zero by 2050, while has committed to sustainably sourcing 100% of their customer-facing packaging by 2026.

Therefore, using sustainable practices, plastic-free and biodegradable packaging, and eco-friendly disposal options has become a key strategy for fast food restaurants. QSRs that pair sustainable packaging with food waste reduction will make a big statement to their eco-conscious Gen Z guests and be on the path to a more sustainable business.

Transparency is another key to winning the trust of Gen Z, which values and clear information on ingredient origins. QSRs can build loyalty by providing ingredient labeling, promoting fair trade supporting local communities, and getting third-party certifications. 

Offer Healthy Options

Gen Z wants fast, delicious, and affordable food, and looking for healthy menu options and unique dining experiences that fit their overall lifestyle. To tap into Gen Z’s growing health and wellness obsession, QSRs should offer convenient and healthier food options by adopting organic, vegan, and low-calorie dishes to cater to different dietary needs and preferences.

Likewise, customization is key to catering to Gen Z’s healthy mindset. That means options to modify ingredients, portion sizes, and cooking methods. By allowing customers to customize their orders, they can make choices that fit their individual health goals and dietary restrictions. Brands can also build loyalty and repeat business by consistently meeting their tastes and needs through tailored meals.

QSRs that promote these options across different channels, including social media and in-store promotions, will attract and retain health-conscious Gen Z consumers and build a loyal customer base that values wellness and convenience.

Remember that Gen Z is not just about a seamless ordering platform. This generation wants customized menu items, recommendations, interactive dining experiences, and targeted offers. In fact, our study found that 42% of Gen Z agree that special offers play a significant role in their restaurant choices when ordering takeaway or takeout.

Create Experiences

In a similar fashion, going beyond food is another possibility to engage with Gen Z by creating unique and cool experiences. One way to do that is to invest in trendy and Instagrammable interiors that reflect current design trends and create an atmosphere. After all, many influencers share their dining experiences on social media through videos and photos, and . Modern, Instagrammable decor will encourage them to share their dining experience on social media, attract more visitors, and boost the restaurant’s brand.

Memorable experiences can also take place digitally and involve the audience. As mentioned earlier, QSRs can also use social media, especially TikTok, to create their own content and challenges to engage with Gen Z. In 2019, Chipotle launched the #GuacDance Challenge, which asked followers to show their love for avocados with guacamole-inspired dance moves. Such initiatives can increase online visibility and create community among followers.

Quick Service Restaurants can host themed events, live music nights, or cooking workshops that can be live-streamed to a wider audience while creating an amazing experience on location.

Offering exclusive promotions is also key to appealing to Gen Z’s desire for unique experiences. Gen Z values personalized experiences and rewards over traditional incentives, so it’s no surprise they're more likely to be drawn in by exclusive access or limited-time offerings than conventional cashback or discount programs. While promotional deals can boost short-term sales, creating memorable experiences is key to building lasting connections with this generation.

Closing Thoughts

As Gen Z’s buying power grows, Quick Service Restaurants must adapt and up their game to win this powerful audience. By embracing tech, sustainability, healthy options, and unique experiences, QSRs can hook these digital natives who are redefining the global economy. From mobile ordering and contactless payments to sustainable packaging and customizable menus, the above strategies will guide you to win Gen Z, not just serve them.

Remember, Gen Z is not just a tech generation; they’re conscious consumers who value authenticity, sustainability, and experiences. QSRs can build relationships with Gen Z customers beyond transactions by being true to these values. As the fast food industry evolves to meet this new generation, those who adapt will survive and thrive in this new world. The future of Quick Service Restaurants is understanding and embracing Gen Z’s way—are you in?