The eating habits and preferences of Generation Z (16-29 year olds) have become a key focus for the hospitality industry. As the catering sector continues to evolve, it is increasingly essential for caterers to understand the needs and expectations of this generation, as they represent a growing and significant segment of the consumer market.
One of the most important aspects for Generation Z is convenience. Research shows that nearly half of young people (42%) prefer to order food from home on a Friday night rather than dine out. The impact of the Covid-19 pandemic has solidified this trend, making home delivery and takeaway options critical. This means that caterers must focus on developing online ordering systems and efficient delivery if they want to win over this generation.
Cost also plays a key role in Generation Z’s decisions. 42% of survey respondents indicated that cost influences whether they will return to a particular restaurant, compared to 44% for takeaway. This suggests that value for money plays a key role in dining decisions, meaning flavour alone is not enough – cost-effectiveness is also a requirement.
Health and sustainability are also important considerations for Generation Z. According to the survey, 33% of respondents also consider sustainability when making food choices. In addition, more and more young people are following a flexitarian diet, with an emphasis on plant-based and vegetarian options. To support their sustainability efforts, caterers should use environmentally friendly packaging and locally sourced ingredients.
Although Generation Z are often referred to as digital natives, interestingly they place a higher value on personal recommendations. Food recommendations from friends and family influence the decisions of 93% of respondents, while 48% use social media to discover new places. TikTok remains the most trusted platform for food recommendations (70%), followed by Instagram (65%) and YouTube (41%).
For caterers to successfully engage this generation, it is important that the dining experience is authentic. Generation Z values authentic experiences that reflect a coherent story. Restaurants need to create environments that offer cultural events, theme nights or interactive experiences to appeal to them.
In addition to sustainability, Generation Z also places great emphasis on flexible dining options. They are looking for customisable meals, such as concepts like build-your-own bowls or customisable pizzas that suit their individual tastes and dietary needs. This flexibility increases customer satisfaction and loyalty.
Finally, for Generation Z, it is essential that restaurants communicate transparently about their food preparation methods, sustainability practices and ingredient sourcing. Transparency builds trust and helps build the long-term loyalty that is essential to attracting customers back (Public Sector Catering).