Gen Z Chooses Its Food Before Its Brand
Younger, value-conscious generation wants “classics” that can’t be replicated at home.
Forget about a balanced meal, older Gen Zs, ages 18-24, want a balance between value and a focused menu, according to a report from NPD Group released this week.
Speed counts for something, too. As does, “finding messaging that reflects their interests, like organics and sustainability,” NPD found. Also, Gen Z diners decide what food they want before choosing a brand.
More specifically, “classic” menu items, like burgers and chicken options that are unique, crave-able, and can’t be replicated at home, appeal to this group.
Snack-oriented foods, bottled water, and non-carbonated soft drinks are also popular with Gen Zs. Chicken sandwich options, particularly those with value price points or a spicy profile, are preferred, according to NPD.
‘Now Is the Time’ to Reach These Young Adults
In the 12 months ending July 2022, Gen Zs made 5 billion restaurant visits, 4.3 billion visits were to a quick-service restaurants, and 736 million were to full-service restaurants, NPD reported.
Gen Zs fast-casual visits were up 4% in the period compared to a year ago while quick-service traffic was comparatively flat.
“Now is the time to reach these young adults as they enter their peak restaurant usage stage,” David Portalatin, NPD food industry advisor and author of Eating Patterns in America, said in prepared remarks.