According to the latest report from The NPD Group (a market research company in the United States), individuals in the age group of 18-24 (classified as Gen Z) dine out less frequently, with a decrease of over 20% compared to those belonging to the Gen X generation in the early 2000s.
The reason for this is not because the Gen Z generation has lost interest in dining, as we can easily come across hundreds of thousands of videos shared by Gen Z about food trends or creative meal tips on social platforms. The actual reason stems from the impact of the COVID pandemic in recent times, but this is not all. Another part comes from the fact that the Gen Z customer group has more dining options and is more cautious in their dining decisions. This forces restaurants to strive for further improvements in the quality of the dining experience
Portalatin states, 'This customer group is exposed to a variety of different cuisines, countless flavors from around the world, as well as many specialties from various regions globally.' Therefore, 'Restaurant owners, as well as their supply chain partners, must quickly find ways to adapt in both thinking and perception to the Gen Z customer group.' In particular, 'Details of the dishes on the menu need to be emphasized with information that Gen Z customers are seeking. Additionally, innovating the menu and enhancing marketing on current popular platforms will help you gain the favor of this generation.
According to a previous study by The NPD Group, three main factors influencing the dining decisions of today's Gen Z customer group are: Organic menu options, sustainably sourced ingredients, and plant-based dishes. Additionally, FSR magazine notes that because Gen Z has grown up in the midst of the development of various new experiences and has been exposed to diverse technologies, including restaurant technology, continuing with traditional methods will be challenging to attract Gen Z.
Interactions on social media, providing digital menus, diverse payment options, as well as menu choices in terms of both dishes and prices, are the best ways for restaurants to retain more Gen Z customers. In general, Gen Z is a generation with a distinct voice and actively engages online. Those aged 18-24 are not hesitant to express exactly what they want, need, and are interested in to the world. To turn Gen Z into your customers, all we need to do is listen and respond.
Source: F&B Việt Nam
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