How to land Gen Z diners

Foodservice directors looking to win the dining occasions of so-called Gen Z should rely on menus studded with such descriptors as "unprocessed" or "high protein," suggests a new study from Technomic.

The report also validates the conventional wisdom that the way to reach that group is through digital media.

“Gen Z is the first generation to experience multi-channel and digital marketing on a daily basis, and almost since birth,” Jackie Rodriguez, senior manager at Technomic, said in a statement. “As older Gen Zers’ sphere of influence widens, they still look to outside sources of information rather than making independent decisions. Dining and food choices should be positioned as collaborative and coming from trusted sources.”

Key findings from the market researcher indicated the importance of certain foodservice offerings for the generation, including unprocessed (48 percent), high protein (38 percent), locally sourced (41 percent) and organic (35 percent) foods.

The study also found that Gen Z are “born foodies” because of their exposure to world cuisines, and preference for health and wellness, which are key factors for their preference of high-quality and flavorful foods.