Gen Z consumers range in age from 13 to 28 years old. It only makes sense, then, that these consumers continue to evolve as they approach adulthood. Restaurant consultant Betty Kaufman feels the young cohort must be marketed to in an extremely transparent manner.
“If Gen Z feels like you’re hiding something from them, or if you haven’t necessarily been transparent about your menu, your labor, or anything like that, they’re not loyalists. You need to be honest,” said Kaufman, the strategy director at food and beverage consultancy The Culinary Edge.
“Gen Z will drop a brand in a second.”
GenZers often view brands as an extension of their personal identity. These young consumers tend to deeply connect with brands that align with their values. Kaufman cited Dutch Bros Coffee as a chain that has benefited from values aligned with many Gen Zers, due in large part to its highly customizable menu.
For restaurants, staying relevant with Gen Zers means embracing their shifts in behavior. Below, Kaufman shares some of the noteworthy shifts she has observed in Gen Z diners recently.
Loyalty is Something Earned
Gen Xers were loyal to McDonald’s. Millennials have long been devoted to Taco Bell. Gen Z’s allegiances are rarely long-term.
“Gen Z, (they) have very high standards, and they require the brands they associate with to meet their value standards,” Kaufman noted. “They’re very willing to jump ship if a brand doesn’t continuously meet their value standards.”
That means that, in 2025, brands must be open to pivoting and must always seek to evolve.
Today’s teens and 20-somethings demand the restaurants they visit to display what Kaufman calls “human authenticity.”
“So, if a chef is multicultural, (Gen Zers) want the chef to show that on their menu,” said Kaufman, who happens to be a classically trained chef. And that fact, she noted, is redefining restaurant menus.
Experiences are Extremely Important
In Kaufman’s observation, Gen Z is a “very experiential” cohort. When they visit a restaurant, these high school and college-aged consumers expect to encounter things that pique their interest, like QR codes on menus, or even something as simple as a cheerful, knowledgeable server.
“Storytelling is the big thing for Gen Z,” Kaufman explained. “They want to know why. Why did you choose that ingredient? To resonate with and to excite Gen Z (diners) you need to tell them the story behind the food on the menu.
“Gen Z, they’re very cautious when they spend their money. So, if they go to your restaurant, they want it to be the full experience.”
The Key to Marketing to Gen Z: The Little Things
When advertising to today’s young consumers, the little things are everything. Micro influencers, specifically, have become especially important for restaurants.
Conversely, having celebrities endorse your restaurant chain doesn’t tend to resonate with Gen Z.
“Gen Z, they can sniff out an influencer in a second. And, if it’s someone that’s too well-known or isn’t necessarily associated with the brand and the brand’s values, red flags go up instantly,” Kaufman said. Gen Zers resonate with micro influencers “that are on TikTok, or Instagram, and that are in their community – they trust that voice.
“If (the micro influencer) is a Gen Zer themselves and is someone that’s part of the community,” Kaufman said, “I think that’s the best way to resonate with this generation.”
The Food Institute Podcast
This Episode is Sponsored by: City National Bank
How are macro-economic factors and changing consumer preferences impacting the natural grocery sector? City National Bank’s Justin D’Affronte steps in as guest host as he speaks with Mother’s Market CEO Dorothy Carlow about inflation, tariffs, consumer preferences, and more.
