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Now Serving Elder Z: What Restaurant Marketers Need to Know Now
Hiebing
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For most of the decade, millennials guided restaurant trends, with avocado toast and artisanal coffee becoming staples of their generational diet. But as Gen Z ages and their appetites evolve, brands need to be looking ahead at what influences these future mealtime champions.
To learn more about Gen Z and their appetites, our agency recently conducted primary research on the upper half of this cohort, which we call Elder Z (more here). Elder Z (ages 16-22) is currently in the workforce or about to enter it, which means their purchasing power is on the rise – and they are rising priorities for restaurant marketers.
Our research found that this mobile-oriented cohort prefers convenience and affordability when it comes to choosing a restaurant. As the main mealtime decider of their social circle, an Elder Z is seeking out establishments that offer quality and taste-oriented food vs. health-conscious options. Below, we share more details about Elder Z’s restaurant habits and preferences along with implications of connecting with and better serving Elder Z.
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12639ELDER Z’S MAIN SLICELET’S TALK LUNCH Majority of these meals are enjoyed with parentsPlaces Elder Z is most likely to munch:DINE-IN DINNER PREFERRED: PRIME PIZZA TIME: Crust is a must, but Elder Z has other demands:This group bases pizza place preferences on5 TO 9 P.M.CARRYOUTVS. DINE-INCLOSE BYNOT TOOEXPENSIVEFASTSERVICEBURGER& FRIESCHICKEN& FRIESTACOS &BURRITOSITALIANSTEAKHOUSEBAR & GRILLEOne-third prefer a burgerPARENTSFRIENDSLATE-NIGHT BITES: 123CRUSTSIDESAFFORDABLEWho’s digging in with Elder Z the most?35%21%6%7%23%16-2286%81%MENUMENUELDER Z’S RESTAURANT HABITS OVERVIEW:WHAT DRIVESELDER Z’S DECISIONS:WHAT’S TRENDING THROUGHOUT THE DAY FOR ELDER Z: Born 1998-2004, Elder Z is a product of a fast-paced world and places a high value on transparency and authenticityAmong the 613 participants, this is what is inspiring Elder Z’s mealtime decisions…Elder Z women are purchasing food from restaurants more than their male counterparts When choosing what to eat with their families, Elder Z wields more influenceOur participants prefer breakfast spots with:DIVERSE DISHES BREAKFAST BEHAVIORBREAKFAST BEHAVIORParticipants prioritized taste over healthELDER Z IS NOT AN AUDIENCE WOOED BY HEALTH CLAIMS:More than half choose a place that serves a quality cup of coffeeELDER Z LOVES THEIR COFFEE: We surveyed:FEMALEMALECONVENIENCESPEED OFSERVICE54%43%NON-BINARY3%54%TASTYOPTIONSHEALTHYOPTIONSSATISFYINGA CRAVING AFFORDABILITY GOOD FOODPANCAKESVARIETY/SELECTION AFFORDABLESPECIFICMENU ITEM ELDER Z DECIDESPARENT OR GUARDIAN43%32%31%24%10%55%55%27%1263922%SEEK OUT RESTAURANTS WITH A VARIETY OF MENU CHOICES126391263912639Interested in how research can strengthen your brand’s connection with customers? Or simply want to get a leg up on Elder Z with an agency that knows a thing or two about their habits and preferences?Email Ted at tjun@hiebing.com to set up a call.*(N=613) Fielded October 24 – November 17, 201958%30%27%26%
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