Generation Z and the restaurant business: 4 things you need to know about your future customers
13 October 2025
Generation Z are young people born between the late 1990s and early 2010s. They have grown up with a phone always at hand, social networks as a cultural reference and an uncertain economic context as a backdrop.
They already represent a significant proportion of the working population and, above all, of daily consumers. In restoration, this means you can no longer consider them a secondary target: they're already your regular customers and will be your majority customers tomorrow.
Gen Z's purchasing power is still limited compared to older generations, but their impact goes far beyond the individual wallet.
Because they impose their own codes: digitalization, sustainability and transparency. They research before they buy, compare options and easily share their opinion publicly about a product or service.
Gen Z is already setting tomorrow's standards.
Price: accessible pleasure and constant trade-offs
A generation marked by inflation and the search for good deals
Gen Z grew up with the 2008 crisis, then with post-Covid inflation. They are much more careful about their meal budgets than previous generations: fast foodaffordable menus and student formulas.
But beware: if they're looking for low prices, they're not willing to sacrifice perceived quality. They know good value for money and will not forgive a seemingly exaggerated bill.
In fact, price is the main criterion for choosing a restaurant, ahead of the type of cuisine on offer: 54% for 18-24 year-olds and 48% for 25-34 year-olds say this is their main criterion.
Subscriptions, discounts, loyalty programs: what really appeals?
While meal subscriptions still have little appeal, the logic of monthly memberships like Netflix, Amazon Prime or Basic-Fit is influencing their relationship to price.
For them, regular expenditure is legitimate if it brings a visible and constant benefit.
In foodservice, this translates into an expectation of recurring benefits: high-performance loyalty programs, personalized discountsexclusive offers easily accessible.
What they like is the feeling of obtaining an advantage reserved for "those who are in".
How to adjust your pricing and communications without losing their trust
This generation doesn't like opaque pricing. If you raise your prices, explain why.
Demonstrate added value: local produce, seasonality, kitchen work... Transparent communication creates more trust than an artificial discount.
And above all, take care of your messages : a clear, personalized and consistent offer is worth more than a vague discount.
Want to find out more? See our resource ➜ Catering: write an irresistible e-mail marketing campaign in 5 steps
The relationship with waiting: zero tolerance for wasted time
Click & collect, fast ordering, one-step payment: the essentials
Gen Z has been shaped by the "everything, right away" of platforms like Uber, Amazon or Deliveroo. In the foodservice sector, this translates into a strong demand for fast solutions: Click & Collect, Self ordering kioskQR Code for order and pay directly. Waiting standing at the counter or queuing to pay no longer makes sense to them.
Why a fluid, instantaneous experience is becoming a criterion of choice
Waiting is seen as a waste of time, rather than a normal step. Smooth, unobstructed service is often more decisive than price in their choice of establishment. A queue that's too long or an overworked waiter can be enough to make them leave. Speed thus becomes a sales argument in its own right.
When speed also means customization
Speed does not exclude attention. Generation Z expects efficient processes, but also a service that reflects their image: the possibility of modifying a dish easily, receiving suggestions based on their habits, or paying with their preferred means of payment. For them, the ideal experience combines time savings and freedom of choice.
The relationship with consumption patterns: flexibility first and foremost
On the spot, takeaway, delivered: a generation that wants it all
Gen Z is not defined by a single consumption mode. They eat in when the experience is worthwhile, order takeaway between two courses or two appointments, and are delivered to their homes when comfort comes first. For a restaurateur, this means being present everywhere, while ensuring consistent quality, whatever the channel.
Food shorts, hybrids and nomadic formats: the answer to new uses
Hybrid venues are particularly appealing to this generation. Food courtsmodernized covered markets, coworking spaces with integrated catering... Being able to choose from several kitchens, share a variety of dishes and move around freely satisfies their desire for diversity and spontaneity.
How to adapt your offer to changing habits
To meet this demand for flexibility, your card must adapt to several uses: dishes adapted to deliveryThe range includes a wide variety of products, such as: a wide range of products, adjustable portions for snacking, and quick menus for lunch breaks. Behind the scenes, logistics management and digital technology ensure that each channel runs smoothly and profitably, without weighing down day-to-day operations.
The relationship with food: sustainable, authentic and experimental
Plant-based and local as pillars of trust
Gen Z associates its food with social choices. They look at the origin of the products, respect for the environment and the proportion of plants in the offer. Not necessarily to be 100% vegan, but because they want to have the option and feel involved in their consumption. By the way 25% of 18-24 year olds declare themselves vegetarians, compared to just 4% of those over 35.
Want to find out more? See our complete guide ➜ Allergens, special diets, ethics: how can you make the most of your commitments in the customer journey?
Authenticity versus "too perfect": what they expect from your recipes
This is a generation wary of "smooth marketing". They prefer sincere communication and raw, imperfect recipes to overly formatted discourse. Showing what goes on behind the scenes, talking about real constraints or assuming a simple but honest dish works better than artificial storytelling.
Breaking mealtime codes: permanent snacking and Rule Rebellion
Gen Z doesn't limit itself to the three traditional meals. Cereals for dinner, desserts for breakfast, hybrid dishes that mix street food and traditional cuisine: breaking codes is a way of expressing themselves. They like to experiment, try out unexpected flavors and play with formats. For restaurateurs, this opens the door to more creative, flexible menus that are less rigidly tied to traditional schedules.
How can you prepare your restaurant for Generation Z?
Gen Z is shaking things up: they compare prices, refuse to wait, choose between delivery, takeaway and on the spot, while demanding greater transparency and creativity on the plate.
If you want to capture these customers today (and keep them tomorrow), focus on :
✔ digital to speed up ordering and payment, while lightening your teams' workloads
✔ transparency to explain your choices, promote your products and build trust
✔ experience to make every meal a memorable moment, whether in the dining room or at the takeaway
Need a hand? At Obypay, we support restaurateurs who want to anticipate these changes and become more efficient.
Want to find out more about what we can do together? Contact our team today.
