Creating a Dining Experience That Appeals to Generation Z

Who is Gen Z?

Of the generations present in our world today, Gen Z is in the top three largest, accounting for 20.7% of the U.S. population, according to Influencer Marketing Hub statistics. In addition, Gen Z’s spending power was estimated at $360 million in 2022. 

Also, take note of some of their most prominent characteristics: 

• They’re thrifty

• They’re savers 

• They’re tech-savvy 

• They’re financially-minded 

• They value personalization 

• Sustainability is important to them 

• They’re proud of their core values 

Aside from the characteristics above, Gen Z is heavily involved in social media. They rely on these platforms to socialize, shop, and learn about brands, businesses, news, and trends. As far as what they want in a dining experience, it starts with customization. 

What Does Generation Z Look For in a Dining Experience?

You won’t get away with a lack of flexibility when it comes to Gen Z. They want what they want when they want it. A range of customizable options on your menu is a must if you’re hoping to appeal to Gen Z patrons. 

A strong online presence and ordering system are also critical for Gen Z. They’re known to enjoy dining out. But they enjoy ordering out and spending a night in too. 

Ensuring they can order meals online seamlessly and either pick them up or get them delivered is best. It’s also critical for restaurants to market their dining experiences and brands creatively online and offline. 

Gen Z is looking for restaurants that share the same values as them. For example, many Gen Zers are shifting to plant-based food. Recent research revealed, "Currently, 79% of the Gen Z population choose to go meatless one day a week, and 65% say they want a more plant-forward diet. 

Highlighting your restaurant’s current plant-based items and commitments to growing this part of your menu in your marketing is a great way to attract Gen Z customers. 

Moreover, you must create captivating content for the marketing channels Gen Zers frequent, like social media. Ultimately, they’re looking for their dining experience to start before they ever step foot in your restaurant or on your online ordering website.

How to Revamp Your Restaurant to Attract Generation Z Patrons 

Ready to create a dining experience that your Gen Z patrons can’t help but love? Implement these five tips.  

Take your online presence to the next level 

Technology and the online world will remain rooted in almost everything Gen Z does. So, if they’re online and technologically rooted, your restaurant business or ghost kitchen must be too. 

Focus on these two things to take your online presence to the next level: 

1. Enabling online ordering with the option to customize 

2. Establishing a solid social media presence

When it comes to number one, Gen Zers want options. Not only do they want the option to dine in or take out, but they also want to customize their orders. Enabling online ordering with the option to customize will absolutely appeal to Gen Z. 

It will also help you diversify your revenue streams, something so important to controlling costs and avoiding rising prices in your business. Instead of relying solely on dine-in customers to generate income, you can expand to online ordering and increase your restaurant's revenue. 

If you want an easy way to transition to online ordering and delivery, you can start with third-party ordering apps like GrubHub or Uber Eats. Go to their websites and add your restaurant to these apps. 

You can set up online ordering on your restaurant’s website if you want more control over the process. Work with a representative from your website host and builder to see what it will take to set up an online ordering portal on your site. 

Social media is one of the best channels to market to Gen Z. These platforms play an integral role in Gen Zers’ lives, with many spending hours a day on them. Getting on social media and spreading the word about your restaurant is crucial. 

Youtube, Instagram, Tik Tok, and Snapchat are Gen Z’s most frequented social media platforms. Start building a presence on one of these platforms with various original content and consistent engagement with followers. 

Work up to using all of these platforms to ensure you’re reaching Gen Z everywhere they are on social media. 

Create a loyalty program 

Gen Z is looking to spend their money with businesses that make it worth their while. 

A loyalty program is one of the best ways to make visiting your restaurant worth their while. The first step is establishing what rewards your customers would want. Discounts on meals? Invitations to special events? Freebies? 

Once you’ve chosen how your customers will be rewarded, determine how they’ll get these rewards. For example, they could earn points with every visit, and once they reach a certain amount, they get rewarded. Ensure you have a system to keep track of each customer’s loyalty program relationship to maintain organization and accuracy. 

Emphasize your restaurant’s values 

As mentioned above, Gen Z is values-based. They stand on their core values and ethics and intend to support businesses that match them. Emphasizing your restaurant’s values and ethics in your marketing consistently is a great way to reach Gen Z.

Create marketing campaigns introducing your brand, its core values and ethics, and your restaurant experience. 

For example, if one of your core values is health and safety, you can assure customers of this by sharing behind-the-scenes footage of an online order being put together. You can also share your health and safety policies in promotional flyers and posts. 

Include sharable items on the menu 

Gen Z is keen on sharable culture. They appreciate restaurants that create atmospheres for meaningful group experiences. A huge part of this is the food that’s served. Make space on your menu for sharable plates. 

Research says that sushi, comfort foods like fried chicken, pizza, and plant-based dishes are among the most popular in this generation. Work with your chefs to design a sharable plate menu incorporating Gen Z’s favorite foods. 

Add a pickup area to your restaurant

Gen Z patrons prioritize speed. They want their meals quickly, whether they’re dining in or ordering takeout. Adding a pickup area to your restaurant will help accommodate Gen Z’s speed needs. 

When people come in to pick up their takeout orders, they’ll know exactly where to go. And dine-in patrons will stay away from this area and instead gravitate to the hostess desk. This facilitates a timely customer experience and keeps things organized and easy to manage for your staff. 

Gen Z has unique qualities, needs, and desires like all generations. Accounting for them will ensure you create a dining experience that appeals to this generation and keeps them coming back.