Generation Z Food Trends in America: How They're Revolutionizing the Restaurant Industry in 2024

In the ever-changing landscape of the restaurant industry, one generation is emerging as a driving force of change: Generation Z. Born between the mid-1990s and the early 2010s, Gen Z members are redefining consumer expectations and challenging traditional industry norms. In this article, we will explore the main food trends of Gen Z in the United States and offer valuable advice to restaurateurs on how to adapt to this new generation of customers.

The Frequency of Eating Out: A New Standard

One of the most surprising findings from our research is that 64% of Gen Z eats out weekly or more often, surpassing all other generations, showing that for Gen Z, the dining-out experience has become a priority in their lifestyle.

This phenomenon offers great opportunities for restaurateurs, but also presents significant challenges. The constant demand requires a consistently fresh and innovative offering, but also the ability to maintain high standards of quality and service despite the high volume of customers.

The Rise of Delivery and Takeout

The pandemic accelerated an already existing trend: the preference for takeout and home delivery. 46% of Gen Z now prefers delivery for their takeout orders, a significant increase from 27% the previous year. This generation greatly values the convenience and speed offered by delivery services.

For restaurateurs, this means that investing in an efficient delivery infrastructure is no longer optional but essential. The challenge lies in ensuring that the quality of the food and the overall experience meet expectations even when the meal is consumed outside the restaurant.

Price Sensitivity

Despite their inclination to eat out, Gen Z is particularly price-sensitive. 40% say that menu price increases significantly affect their interest in a restaurant. This presents restaurateurs with a dilemma: how to balance rising operational costs with the need to keep prices affordable for this value-conscious generation?
The solution may lie in offering diversified menu options, targeted promotions, and emphasizing value-for-money rather than focusing solely on the lowest price.

The Power of Loyalty Programs

Loyalty programs are proving to be a powerful tool for attracting and retaining Gen Z customers. 42% participate in these programs, with more than half using them weekly. However, Gen Z is not interested in simple discounts: they seek personalized experiences and exclusive perks, such as early access to new dishes.

For restaurateurs, this means rethinking traditional loyalty programs. Using technology to offer personalized recommendations, tailored rewards, and unique experiences can make the difference in winning the loyalty of this generation.

Dining Preferences: Speed, Casualness, and Adventure

Gen Z shows a clear preference for fast-casual restaurants, appreciating the combination of quick service and a relaxed atmosphere. Additionally, they are more likely to try new restaurants, with 27% visiting new places several times a week.
This trend suggests that restaurateurs should focus on dining concepts that balance efficiency and a welcoming atmosphere. At the same time, continuous innovation in the menu and overall experience can help capture the interest of this adventurous generation.

The Delicate Balance Between Technology and Human Touch

Gen Z has grown up with technology and is comfortable using it even during the dining experience. The use of QR codes for menus or tablets for ordering is well-received. However, surprisingly, this digital generation still appreciates the human touch: many prefer interacting with waitstaff and consulting physical menus.
For restaurateurs, the challenge lies in finding the right balance. Technology should be used to enhance efficiency and personalize the experience, but not at the expense of the human interaction that remains crucial for creating authentic connections with customers.

The Influence of Social Media on Food Choices

Social media plays a crucial role in Gen Z's culinary decisions. 32% choose new restaurants based on influencer recommendations, with Instagram ranking as the most influential platform.
This trend highlights the importance for restaurateurs to have a strong social media presence. Creating visually appealing content, collaborating with food industry influencers, and encouraging customers to share their experiences can significantly impact a restaurant's attractiveness to Gen Z.

Recommendations

To thrive in this new dining landscape, restaurateurs must quickly adapt to Gen Z's preferences. Here are some key recommendations:

1. Invest in an efficient delivery and take-out infrastructure without compromising quality.
2. Develop innovative loyalty programs that offer personalized experiences beyond mere discounts.
3. Balance the use of technology with personalized and human service.
4. Maintain a strong online presence, especially on social media, collaborating with influencers and encouraging customer reviews.
5. Continuously innovate in the menu and overall experience to meet Gen Z's desire for novelty.
6. Offer diversified menu options to cater to price sensitivity without compromising quality.

Generation Z is redefining the future of dining. Restaurateurs who listen, adapt, and innovate in line with these new trends will be the ones who thrive in this exciting new culinary landscape.

Article from 09/12/2023

Generation Z and Food Market Trends in the USA

New American consumers are rewriting the rules of traditional cuisine, introducing eating habits far removed from those of previous generations

Generation Z is the quintessential "foodie" generation. Driven by the desire to discover new flavors and express their identity, young American consumers are starting to take a holistic approach to food, not just considering the number of calories in a dish but focusing on other factors such as innovation, well-being, and the opportunity to experiment.

What are the main trends that will transform the American food market?

• Renewed interest in home-cooked meals: with the pandemic and lockdown, 35% of Gen Z in the USA have started experimenting in the kitchen, preparing meals from scratch or incorporating some pre-packaged ingredients into their dishes. TikTok tutorials make a difference, showing the entire process in a simple and fun way
• Predominance of snacks: more than 80% of young Americans are abandoning the traditional idea of three meals a day and prefer to indulge in various types of snacks, following their cravings and selecting products that allow them to explore flavors from new cultures. The focus is always on the pursuit of well-being 
• Sensory stimulation: eager to explore the world through new sensations, Generation Z is looking for bold flavors and rewards culinary offerings that focus on texture, visual appearance, and unexpected combinations  
• Explosion of digital communities: as digital natives, Gen Z members are constantly exposed to trends and information conveyed by social platforms, but they don't just passively observe what appears in their feed; rather, they actively participate in the creation of new products and content by companies and influencers

What strategies can Italian companies implement to succeed in the United States?

Understanding the interests and new eating habits of American consumers becomes essential to capturing a significant market share, and the strategy must adapt to emerging trends. Consequently, it is possible to:

• Create solutions that satisfy Generation Z's desire to experiment in the kitchen by offering products that make the process simple and fun, such as providing a series of pre-measured and ready-to-use ingredients in recipes aligned with the most popular TikTok and Instagram trends
• Offer a range of healthier snacks, with plant-based ingredients that allow American consumers to discover another culture. In this case, storytelling becomes essential to communicate the story behind the product
• Innovate the product by focusing on unexpected ingredients that can surprise the senses. American consumers are attracted to bold flavors and contrasting textures, so offering condiments and sauces that can enhance the main dish is possible. Additionally, creating eye-catching packaging is crucial to capture public attention and stand out from the competition 
• Build an active social community to identify long-term product opportunities. Identifying the right channel for your brand is crucial to engaging users and leveraging co-creation to fully meet American consumers' needs

Generation Z consumers are redefining the American food industry, breaking traditional molds and seeking increasingly innovative products. Brands now have the opportunity to build loyalty among customers who reward producers capable of responding to their needs and understanding their values.