Gen Z restaurant trends: how to stay on top

Gen Z is expected to wield $12 trillion in spending power by 2030 (1), and they're already visiting restaurants more frequently than any other generation. For restaurant operators, understanding this demographic shift could be the key to thriving in late 2025 and beyond.

Born between 1997 and 2012, Generation Z represents the first generation to grow up entirely in the digital age. They use technology for almost everything – and that includes each stage of the dining experience, from discovering restaurants on TikTok to paying with mobile wallets. Their decisions are shaped by social media, online reviews, and values that extend far beyond the plate – essentially rewriting the rulebook on restaurant marketing.

Gen Z consumer preferences are already influencing menu items, service models, and the way restaurant brands connect with customers. It’s up to today’s restaurant operators to understand these shifts and adapt accordingly.

In this guide, we'll break down the key food trends driving Gen dining habits, the challenges restaurants face in meeting their expectations, and practical strategies you can implement to stay competitive. Whether you're refining your tech stack or rethinking your restaurant marketing approach, this is your roadmap to winning over the most influential age group in today’s dining world.

Why gen Z matters to restaurants 

Gen Zers are roughly 13 to 28 years old. In the United States, they represent approximately 20% of the population (2)—around 70 million people (3). While they may be smaller than the Millennial generation in numbers, their impact on the restaurant industry is already outsized.

This generation is visiting restaurants more frequently than any other age group. Research shows that 71% of Gen Z plan to dine out more in 2025 than they did in 2024 (4), the highest percentage of any generation. They're also highly engaged with food delivery and takeout, with about two-thirds of Gen Z saying that ordering takeout is an essential part of their lifestyle (5).

What makes Gen Z particularly valuable as customers goes beyond frequency. They're trendsetters. When a dish goes viral on TikTok or a restaurant concept takes off on Instagram, it often starts with Gen Z. Their digital influence means that winning over one Gen Z customer can translate into hundreds or thousands of impressions through social sharing—essentially free marketing that carries more weight than traditional advertising. Look at how Gen Z favorite restaurants like Chipotle, Chick-fil-A, and Sweetgreen have thrived by understanding what this generation values: customization, quality, and digital convenience.

The bottom line: restaurants that ignore Gen Z do so at their own risk. As this generation continues to age into their peak earning years, their spending power will only grow. The habits they're forming now—where they eat, what they order, how they discover restaurants—will shape the industry for decades to come. Restaurants that adapt to their expectations today will be the ones positioned to capture their loyalty tomorrow.

Key Gen Z dining behaviors

Understanding Gen Z starts with recognizing how they actually behave when it comes to food. 

Digital-first ordering and discovery

For Gen Z, the restaurant experience often begins on a screen. They discover new spots through TikTok and Instagram, read reviews before committing, and expect seamless digital ordering options. QR code menus, mobile payments, and app-based loyalty programs are this generation’s baseline. When a restaurant lacks these features, it signals that the business might be out of touch.

Sustainability and transparency

Gen Z cares about where their food comes from and how it's made. They're drawn to restaurants that source locally, reduce waste, and offer plant-based options. But here's the catch: they can spot greenwashing a mile away. General claims about being "eco-friendly" won't cut it. They want specifics—farm names, sourcing practices, and real commitments to sustainability displayed on menus and social media.

Experience over everything

Dining out for Gen Z is about more than just eating. It's about the atmosphere, the aesthetic, and whether the moment is worth sharing on social media. Restaurants with visually appealing dishes, unique interiors, and photo-worthy presentations have a distinct advantage. Think colorful acai bowls, signature plating, or design elements that make great Instagram content. If it looks good, it gets shared, and that right there is marketing gold.

Inclusivity and customization

The ideal gen z restaurant menu accommodates different dietary needs without making it feel like an inconvenience. Vegan options, gluten-free choices, and clear allergen information should be easy to find and genuinely good. Gen Z also values customization in the form of build-your-own bowls, mix-and-match combo meals, or the ability to swap ingredients. Flexibility signals that a restaurant respects their individuality and understands that one-size-fits-all doesn't work anymore.

The common thread? Gen Z wants restaurants that align with their values, make their lives easier through technology, and create experiences worth remembering and sharing.

Top Gen Z restaurant trends to watch

These five trends are defining how Gen Z interacts with restaurants. Understanding them gives operators a clear roadmap for meeting this generation's expectations.

Tech-driven ordering

Gen Z grew up with smartphones in their hands, and they expect restaurants to keep pace with the digital world they navigate daily. Mobile ordering apps, QR code menus, self-service kiosks, and contactless payment options have become foundational expectations. When these tools are missing or poorly executed, Gen Z often chooses to dine elsewhere.

Why it matters: Convenience and speed influence where Gen Z decides to eat. Technology that simplifies the ordering process wins their business.

Quick tip: Start with the basics by ensuring your online ordering system works smoothly on mobile devices. Consider adding QR codes for in-house menus. Tools like Otter's order management system can help streamline orders from multiple channels into one simple interface.

Plant-based and health-conscious menus

Gen Z wants food that tastes good and makes them feel good. They're drawn to plant-based options, functional ingredients like probiotics and adaptogens, and menu items that support their overall wellness. The catch? They won't sacrifice flavor for health. Dishes that blend indulgence with nutrition—think protein-packed smoothie bowls or creative veggie burgers—resonate with this generation. Popular gen z restaurant names like Sweetgreen, Cava, and Dig have built their entire brands around this principle.

Why it matters: Health is holistic for Gen Z. They think about gut health, mental clarity, and sustained energy when choosing what to eat.

Quick tip: Add a few standout plant-based or health-forward options to your menu, and make sure they're clearly labeled. Highlight fresh, organic, or locally sourced ingredients to show you're committed to quality.

Transparency and sustainability

Gen Z wants to know where their food comes from. They're skeptical of vague sustainability claims and will call out greenwashing when they see it. Real transparency means naming your suppliers, explaining your sourcing practices, and showing measurable commitments to reducing waste or lowering your carbon footprint.

Why it matters: For Gen Z, sustainability ties directly to their values and identity. Supporting a restaurant that aligns with their beliefs makes them feel like they're contributing to positive change.

Quick tip: Share your sourcing story on your menu or website. If you work with local farms, say their names. If you've reduced single-use plastics, explain how. Specificity builds trust.

Personalization

One-size-fits-all menus don't appeal to Gen Z. They expect the ability to customize their meals—swapping ingredients, building their own bowls, or adjusting spice levels. Personalization extends beyond food, too. Loyalty programs that remember preferences, birthday perks, and tailored recommendations all create a sense of connection.

Why it matters: Gen Z values individuality. Personalization shows you see them as unique customers rather than anonymous diners.

Quick tip: Offer build-your-own options for popular menu items, and use your POS system to track customer preferences for repeat visits. Otter's loyalty tools can help you deliver personalized rewards that keep Gen Z coming back.

Community and inclusivity

Gen Z gravitates toward restaurants that feel welcoming to everyone. This means accommodating dietary restrictions without making it feel like a hassle, creating spaces where diverse groups feel comfortable, and supporting causes that matter to the community. Restaurants that actively participate in local events or give back to their neighborhoods earn loyalty from this generation.

Why it matters: Gen Z sees dining out as a social and communal experience. They want to support businesses that reflect their values of inclusivity and connection.

Quick tip: Make allergen information easy to find, train staff to handle dietary requests gracefully, and get involved in your local community through partnerships or events. When Gen Z sees your restaurant actively participating in the community, they're more likely to become loyal customers.

Challenges restaurants face with Gen Z customers

Winning over Gen Z comes with real operational hurdles. These challenges require thoughtful solutions, not quick fixes.

Balancing affordability with quality expectations

Gen Z is price-sensitive, but they still expect high-quality food and service. They want sustainable ingredients, customizable options, and elevated experiences—all while being budget-conscious. Restaurant prices have increased significantly in recent years, and Gen Z notices. They're more likely to order smaller portions, skip alcohol, or share entrees to manage costs. This creates a tension: how do you deliver what they want without pricing them out?

The solution starts with smart menu engineering. Offer smaller portion sizes at lower price points, create shareable plates, and highlight value-driven combo meals. Transparency about what goes into your pricing also helps—when Gen Z understands why something costs more, they're more willing to pay for it.

Keeping up with fast-changing social media trends

What's viral on TikTok today might be forgotten next week. Gen Z discovers restaurants through social media, and their tastes shift quickly. A dish that takes off online can drive a surge of customers, but it also creates pressure to stay relevant and constantly innovate. For smaller operations without dedicated marketing teams, keeping up can feel overwhelming.

The key is consistency over virality. You don't need to chase everything that’s trending at that moment. Focus on creating a few signature items that photograph well and align with your brand. Encourage user-generated content by making the vibes in your space Instagram-worthy, and engage authentically on the platforms where your customers spend time. Small, regular efforts matter more than trying to go viral.

Training staff for digital-first service

Gen Z expects technology to work seamlessly, but they also value genuine human connection. Staff need to be comfortable with digital ordering systems, mobile payments, and app-based loyalty programs while still delivering warm, personalized service. This dual expectation can be challenging, especially in high-turnover environments where training time is limited.

Invest in straightforward, user-friendly technology that reduces the learning curve for staff. Pair this with training that emphasizes how tech enhances service rather than replaces it. When your team understands that QR codes and mobile ordering free them up to focus on hospitality, they're more likely to embrace the tools.

Meeting sustainability expectations on tight margins

Gen Z cares deeply about sustainability, but eco-friendly practices often come with higher costs. Sourcing locally, reducing waste, and using compostable packaging all require investment. For restaurants operating on thin margins, these changes can feel financially out of reach.

Start small and communicate what you're doing. Even incremental changes—like eliminating plastic straws, partnering with one local supplier, or reducing food waste—show Gen Z you're making an effort. They appreciate progress over perfection. The next section will explore how restaurants can address these challenges with practical, scalable strategies.

How restaurants can adapt

Meeting Gen Z's expectations doesn't require a complete overhaul. The right strategies, implemented thoughtfully, can make your restaurant more appealing to this generation while improving operations for everyone.

Invest in technology that simplifies operations

Technology should make life easier for your staff and customers. Start with the fundamentals: a mobile-friendly online ordering system, a POS that integrates with delivery platforms, and payment options that include digital wallets. These tools reduce friction in the ordering process and give Gen Z the convenience they expect.

Order management becomes especially important when you're juggling multiple channels—dine-in, takeout, delivery apps, and your own website. Otter's order management system consolidates all these orders into one dashboard, eliminating the chaos of switching between tablets and preventing missed orders. When your kitchen staff can see everything in one place, service speeds up and mistakes decrease.

Don't stop at ordering. Your POS should do more than ring up sales. Modern systems like Otter's POS track inventory in real time, provide sales analytics, and help you understand which menu items perform best. This data becomes invaluable when you're trying to figure out what Gen Z customers actually want versus what you think they want.

Build loyalty programs that feel personal

Generic punch cards don't work anymore. Gen Z wants loyalty programs that remember their preferences, reward them in ways they actually care about, and make them feel recognized as individuals. The best programs go beyond "buy 10, get 1 free" to offer tiered rewards, birthday perks, and exclusive access to new menu items.

Otter's loyalty tools let you create programs that adapt to customer behavior. You can track what people order, send personalized offers based on their preferences, and reward frequent visitors with perks that matter to them. When a regular customer gets a notification about their favorite dish being available as a special, that level of personalization builds genuine connection.

Mobile accessibility is non-negotiable. Your loyalty program needs to live on a smartphone app where Gen Z can easily check their points, redeem rewards, and see what's available. Make sign-up simple, because requiring too much information upfront will cause people to abandon the process.

Grow your social media presence strategically

You don't need to be on every platform or post constantly. What matters is showing up authentically where your customers already spend time. For Gen Z, that's primarily TikTok and Instagram. Focus your energy there rather than spreading yourself thin across a dozen channels.

Share content that gives people a reason to follow you. Behind-the-scenes kitchen videos, staff spotlights, new menu reveals, and customer features all perform well. User-generated content—when customers post about your restaurant—is gold. Encourage it by creating shareable moments: visually striking dishes, unique plating, or photo-worthy interiors.

Managing your online reputation matters just as much as your content. Otter's Ratings & Reviews product centralizes feedback from delivery apps and social sites, helping you monitor what Gen Z customers are saying in real time. If a negative review pops up, you can respond quickly with a personalized incentive, winning guests back. This proactive approach shows Gen Z you're listening and you care—which builds the credibility this generation demands.

The goal with all these strategies is progress, not perfection. Pick one or two areas where you can make meaningful improvements, implement them well, and build from there. Gen Z responds to restaurants that show they're listening and evolving, even if the changes happen gradually.

The future of Gen Z in the restaurant industry

Gen Z will continue shaping the restaurant landscape for decades to come. As they enter their thirties—historically the peak dining-out years—their influence will only grow stronger. By 2030, they'll have reached their prime earning potential, with families and careers that leave little time for cooking at home. The habits they're forming now will define how they dine then.

Technology will become even more embedded

Expect artificial intelligence to play a bigger role in personalization. Restaurants will use AI to predict what customers want before they order, suggest menu items based on past preferences, and optimize everything from pricing to inventory. Voice ordering, automated recommendations, and seamless integration across all platforms will become standard. The restaurants that invest in these technologies now will have a significant advantage.

Sustainability will shift from preference to requirement

What Gen Z values today, they'll demand tomorrow. Sustainability will be crucial. Restaurants will need transparent supply chains, measurable carbon footprints, and genuine commitments to reducing waste. Greenwashing will cost you customers. Gen Z will expect proof, not promises.

Personalization will reach new levels

Future dining experiences will be tailored to individual preferences in ways we're only beginning to explore. Loyalty programs will know your dietary restrictions, favorite flavors, and dining patterns. Menus will adapt based on who's ordering. This level of customization will feel natural to Gen Z who, unlike Gen X or baby boomers, grew up with algorithms curating everything from their music to their shopping recommendations.

Enter Gen Alpha

Behind Gen Z comes Generation Alpha—kids born between 2010 and 2024. They're growing up in an even more digital world, with tablets and smartphones from early childhood. By 2030, the oldest members of Gen Alpha will be in their twenties, and they'll bring their own expectations to restaurants, whether they’re quick service, fast casual, or fine dining. Early signs suggest they'll care even more about experiences, technology, and sustainability than Gen Z does. They're also more diverse and globally connected, which will influence everything from menu development to restaurant concepts.

The restaurant operators who succeed long-term will be those who stay curious about these emerging generations. Pay attention to what younger customers want, experiment with new approaches, and remain flexible as preferences evolve. The trends driving Gen Z today are signals of where the entire industry is heading.

Adaptation doesn't mean abandoning what makes your restaurant unique. It means finding ways to honor your brand while meeting customers where they are. Younger generations like Gen Z respects authenticity, values quality, and rewards restaurants that make the effort to understand them. The future belongs to operators who see these changes as opportunities rather than obstacles.