In a digital age, it can be easy to blame cultural shifts on the fact that the upcoming generations are always looking at screens. But the restaurant industry has found a way to meet young people there, incorporating new technologies and social media into the restaurant experience—and still, there seems to be a gap between, particularly, Gen Z and restaurants.
In a recent article for Nation’s Restaurant News (NRN), Lisa W. Miller shares her research into Gen Z’s interactions with the restaurant industry, both as diners and as employees. Her findings suggest that the disconnect between the industry and Gen Z entails much deeper than just a screen.
She writes, “my research shows something more fundamental. Gen Z has arrived without the shared experiences that shaped Millennials, Gen X, and Boomers.” Firstly, as pandemic-era children, Miller argues that dining out wasn’t a formative experience for Gen Z; that even at-home dining experiences were disrupted.
“When we asked Gen Z about mealtime…43% want a vibe or ritual that makes meals feel special; 28% want more meals with friends, not just family; 20% admitted they’ve never really had a meaningful mealtime but would like to (+10 pts).” For Miller, this is disturbing, but also presents an important opportunity—one that gets at the heart of the hospitality industry. “Life’s meaningful moments happened around the table. Restaurants facilitate genuine connection between family and friends over a meal and a drink,” she says, and adds that restaurants can reach these disconnected potential customers by making restaurant experiences more affordable, more accessible, and free from judgment.
In turn, Gen Z also was later to the workforce, with only 15% of the generation acquiring their first employment before the age of 16. “For decades, restaurants, retail, and neighborhood gigs, like mowing lawns and babysitting, were the training ground where young people learned punctuality, teamwork, and resilience. Today, many of those jobs have disappeared, replaced by wage laws, liability restrictions, or apps that assign tasks without human mentorship,” Miller explains.
This disconnects from working environments impacts Gen Z as employees and as guests. They have no experience of customer service from either side, and it skews their empathy and expectations. Gen Z hires, therefore, may require more training, but the upside is that they have fewer preconceived ideas and might be more teachable.
Richard Weil owner and principal for National Restaurant Consultants (NRC) has worked with generationally-diverse guests and operators. “Marketing 101 still applies, and perhaps with greater opportunities for attracting and retaining Gen Z guests. An overwhelming percentage of Gen Z consumers are craving the experience that they don’t believe they have ever experienced. The old adage of meeting and exceeding guest experiences presents the opportunity. This starts from the parking lot in, even if it is a drive thru.” Weil further believes that the basic services start with every staff member utilizing the basics that all guests are seeking: Look At Me, Smile At Me, Talk To Me, and Thanks Me. By applying these basic principles is a great starting point to attract, retain and deliver that memorable guest experience that Gen Z, and for that matter all generations are seeking.
Part of reaching your community is leaning into the changes that come with each generation. Gen Z and other upcoming generations might present the opportunity for learning moments and simple restaurant experiences that are accessible to all.