Every generation has preferences in the foodservice industry, but Gen Z is completely redefining the rules. Born between the late 1990s and early 2010s, this tech-savvy, values-driven group isn’t just looking for a good meal—they’re seeking something more: an experience.

Experience Over Price: A New Era of Loyalty

A recent article by Steven Gillhouse notes that 73% of customers prioritize experience over price when choosing where to spend their money (Gillhouse, Medium). This is especially true for Gen Z, who came of age during economic uncertainty and have developed a sharp eye for value beyond the dollar. For them, an engaging, emotionally resonant, or aesthetically memorable experience can outweigh even a cheaper alternative.

This means restaurants must think beyond the plate. Sure, flavor still matters — but how the food is presented, how easy it is to order, what the ambiance feels like, and how aligned the brand is with Gen Z’s  values all play a significant role in whether they’ll return… or post about it.

This means restaurants must think beyond the plate. Sure, flavor still matters — but how the food is presented, how easy it is to order, what the ambiance feels like, and how aligned the brand is with Gen Z’s  values all play a significant role in whether they’ll return… or post about it.

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What Gen Z Wants: Tech, Transparency, and TikTok-Worthy Moments

According to Toast's article on Gen Z food trends, this generation is highly influenced by social media, especially platforms like TikTok. Food is not just sustenance — it’s content. Visually striking, colorful, or novelty menu items (like unique drinks or “loaded” dishes) are top hits among Gen Z diners (Toast, On the Line).

They’re also digitally fluent. Self-ordering kiosks, QR code menus, and loyalty apps aren’t just conveniences — they’re expected. Seamless integration of technology enhances the experience and signals to Gen Z that your brand is keeping up with the times (Toast, 2023 Gen Z Trends).

At the same time, Gen Z is incredibly attuned of sustainability, ethics, and inclusivity. According to Toast, 62% of Gen Z customers say they are more likely to visit a restaurant that communicates its environmental and social values. Transparent sourcing, plant-based options, and support for local farmers or social causes earn credibility.

Gen Z notices if your brand lives its values authentically — not just as marketing fluff.

Personalization Is the New Hospitality

This generation is raised on algorithms that curate everything from playlists to shopping carts. They expect the same tailored touch when they dine. Whether it’s the ability to customize orders down to the ingredient, receive personalized loyalty offers, or interact with brands that “get” their vibe, Gen Z expects restaurants to meet them where they are.

This doesn’t mean you have to know every diner’s life story, but investing in tech that gathers smart data and enables customization can go a long way toward creating loyalty.

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How Foodservice Brands Can Adapt

So, how can restaurant operators lean into this shift?

• Design with Instagram (and TikTok) in mind. Consider lighting, presentation, and ambiance that encourage customers to snap and share.

• Invest in tech that makes things smoother. Mobile ordering, payment options, and loyalty programs should feel seamless, not clunky.

• Highlight your story. Whether it’s your sustainability efforts, local partnerships, or employee culture, Gen Z wants to support businesses with a soul.

• Create interactive or immersive moments. Limited-time pop-ups, make-your-own menu items, or curated events help customers feel part of something special.

• Ask for feedback and use it. This generation values being heard — and will notice if you make changes based on their input.

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Final Thought: It’s Not Just About the Food Anymore

For Gen Z, dining out is a multi-sensory, values-aligned experience. Restaurants that focus only on quality or pricing miss the bigger picture. In a world where this generation can get a burrito, burger, or boba delivered in minutes, the places they choose to go to—and share with their friends—are the ones that feel different.

If foodservice operators want to win Gen Z’s loyalty, it’s time to serve more than just a meal. It’s time to serve a memory.

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