Adapting Your Menu for the Younger Generation of Influencers
Technology, Industry Trends, Serving Solutions, Culinary
2024.05.07
In the fast-paced realm of foodservice and modern dining, today's younger generations are not just consumers, but catalysts of change guided by their discerning tastes, diverse interests, and digital fluency. From the tech-savvy Gen Z to the digital natives of Gen Alpha, younger diners are challenging restaurateurs to reimagine their menus to cater to their unique tastes and behaviors.
Both generations are influencing not just what we eat, but where we dine and why. It’s imperative for operators to understand their mindsets, learn what’s driving their dining preferences, and discover ways for optimizing menus that resonate with these influential tastemakers.
Understanding Generations Z and Alpha
According to Mintel, Gen Z includes individuals born between 1997 and 2010, 1 representing a generation raised in a digitally driven era, where the internet is omnipresent. As they intersect the line between childhood and adulthood, Gen Z places a priority on mental well-being, slightly edging out traditional values like 'eating healthy' and 'self-care.' Their culinary influence is multifaceted, characterized by “adventurous tastes, reliance on social media for food discovery,” and a fondness for both “familiar comforts and novel flavors.” 2
On the horizon, Gen Alpha emerges as the youngest and potentially our largest generation, spanning births from 2010 to 2025. As the inaugural digital natives of the AI era, Gen Alpha's upbringing is intertwined with technology. Anticipated to be the most culturally diverse generation yet, they are already shaping consumer food trends and navigating a digital landscape where authenticity, mental health, and global awareness prevail.
Reaching Them Where They Live, Learn, and Play
Not surprisingly, technology has a large impact on younger generations, including how they shop, dine, communicate, and connect. Simultaneously, both age groups tap into social media for new food discoveries, food hacks and tips, recipes, entertainment, and educational purposes.
Fast Facts: Gen Z
- More likely to trust, use, and be interested in the future use of technology particularly in virtual innovation, including artificial intelligence (AI), augmented reality (AR), and the metaverse 3
- 52% have made the decision to try a new restaurant based entirely on positive feedback on social media 4
- 48% say Instagram influences their restaurant decisions 5
- Nearly three-quarters of this group uses TikTok for food discovery and to gather information 6
Fast Facts: Gen Alpha
- 66% of Gen Alpha started using tablets before age 5ꝉ while 43% own a smartphone7
- Almost half of Gen Alpha kids between 7 and 12 have an active social media account 8
- YouTube is the platform that dominates attention and influences decisions including the brands they buy and where they dine
- 75% of Alpha parents say they’ve bought their kid something they asked for after seeing it online 9
Influencing Dining Decisions
Gen Z prioritizes convenience and affordability while showing a strong preference for restaurants that cater to their dietary requirements. Notably,
- A substantial 40% of this group indicates that any increase in prices would significantly impact their decision to dine in, with a similar sentiment echoed by 37% when it comes to ordering takeout 10
- When it comes to dining out, 74% of Gen Z diners express a high likelihood of visiting a restaurant known for its gluten-free options, while 65% say the same about vegetarian offerings11
Simultaneously, as "sixty-eight percent of Gen Alpha parents take their kids out to eat at restaurants (sit-down, drive-thru, or carry-out) one to two times per week," 12 the persuasion of these emerging culinary influencers on dining choices should not be underestimated. For instance:
- 77% of Gen Alpha parents prioritize foods that appeal to both children and adults during grocery shopping, while over half (52%) allow their kids to select their own meals when dining out 13
- Alphas exhibit a preference for a well-rounded approach to dining, encompassing fresh produce, international flavors, innovative sauces, and occasional indulgences like fast food
Key Takeaways
Operators who adapt to the evolving trends and tastes of Gen Z and Alpha and embrace the digital platforms where they thrive, will have a competitive advantage and be able to forge lasting connections as these younger consumers grow and age. Making simple adjustments in ingredients and menu offerings to accommodate their dining behaviors and specific dietary preferences ensures menus remain relevant and appealing. Round out offerings to include a mix of unique flavors, global cuisines, healthy choices with some familiar comfort foods to bring a diverse range to menus. Finally, when analyzing your menu, keep in mind Gen Z’s vulnerability to economic shifts by offering specials, menu pairings, and discounts.
Your Partner For Success
As a food and beverage technology partner, Server is committed to engineering equipment that solves operator pain points and inefficiencies while making it easy to prep and serve the flavors and foods Gen Z and Alpha crave today. The innovative IxD Series ™ allows foodservice operators to serve faster, simpler, and more consistently and efficiently. In addition, you’ll find that the Essentials ™ line of pumps, dry dispensers, warmers, and serving stations last longer, work harder, and provide more value than others on the market. For 75 years, Server has stood as a foundation of support for our customers in their journey toward innovation and growth. Connect with us today to discover how our progressive products and innovative efforts can transform your business.
1,3 4 Facts About Gen Z Consumers and the Opportunities They Present for Brands, Mintel Group Ltd., 2023
2, 6 Keys to food, beverage product success for Gen Z, Food & Beverage Insider, January 24, 2024
12, 13FoodBytes – Issue DATASSENTIAL TRENDSPOTTING // VOL. 116
7, 8, 11, 4, 52024 U.S. Diner Trends Report, Touch Bistro
10 Generation Alpha: Initial insights into a new generation, OneHope, 2023
9 ALMANAC_GenerationAlpha_V7.pdf