Today, Generation Z is redefining the norms of the restaurant industry, shaking up the habits and expectations of both customers and professionals. Ultra-connected, demanding, and fickle, this customer base is profoundly transforming consumer habits. You may have already noticed: less patience, higher expectations, and a strong focus on the overall experience.
So, how can you attract Gen Z to your restaurant without turning your entire operation upside down? Here are 7 practical strategies you can implement right away to win over these new customers for the long term.
Generation Z are your customers of tomorrow—and already make up a significant portion of your current customer base.
Born with a smartphone in their hands, they expect a seamless, fast, and intuitive experience. But here’s the thing: they’re not just looking to eat quickly. They also want to enjoy the experience, understand what they’re eating, and be able to share it.
Is your restaurant designed for someone who does everything on their phone?
Contrary to popular belief, Generation Z is not an “unprofitable” customer base.
Their reasoning is different:
A young professional may order several times a week—especially from fast-food restaurants or via Click&Collect—and it is this regularity that creates value.
Although it’s easy to confuse them, the difference is clear.
Generation Z:
While millennials have adapted to the digital world, Generation Z simply cannot tolerate being without it.
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Let’s be honest: these days, a customer journey without digital elements hinders the smooth flow of the experience.
QR code menus, online ordering, self-service kiosks—everything has to run smoothly.
Let’s look at a concrete example: a customer places an order in two minutes from their phone without having to wait in line. The result? Greater satisfaction—and often more orders.
This is also what many restaurant owners are seeing on the ground. As Anthony Lloret, an Ankka franchisee in Grenoble and Innovorder customer, puts it: “Thanks to digital technology, my restaurant runs much more smoothly, even during peak hours.”
Apple Pay, Google Pay, and contactless payments—for Gen Z, these are the norm.
A slow payment process can be enough to ruin the experience. Conversely, an instant payment process enhances the entire customer journey.
How many seconds are you still wasting during checkout, and how can you fix that?
Paper-based loyalty programs no longer work.
What really works:
3 orders this week = 1 free item. Here’s a simple, effective, and engaging strategy.
Restaurants that appeal to Gen Z don't necessarily rely on a complete overhaul of their menus, but rather on targeted adjustments.
They offer alternatives such as:
It’s often these little details that make the difference.
Gen Z wants to understand what they're consuming.
With this in mind, it is important to clearly state:
Something as simple as "locally sourced" or "homemade" can make all the difference.
Even before they arrive, your customers already have a strong opinion about your restaurant. Instagram, Google, TikTok—your digital image is your main storefront, which is why it’s so important not to neglect it.
In this context, the visual appeal of your dishes plays a key role. If your dishes don’t look appetizing in photos, you’ll miss out on a portion of that customer base.
And don’t forget one often-overlooked tool: review management. Taking the time to respond—even to negative comments—shows that you’re listening, which is particularly important to Gen Z.
Note: Gen Z no longer relies solely on Google to find a restaurant. They’re using a variety of sources: social media, online reviews, and visual searches on platforms like TikTok.
According to several recent analyses, these trends are evolving without, however, replacing Google, which remains a go-to choice for local and targeted searches. Rather, we are seeing search engines and social media platforms complementing one another in the discovery process.
Another distinctive trait of Generation Z is that they like to make their own choices.
Customization, speed, and independence: that’s the winning combination.
Let your customers create their own dishes, choose their ingredients, and customize the recipes. The more freedom you give them, the more you engage them.
👉 Learn more: Attracting More Customers with TikTok: A Complete Guide for Restaurant Owners
To attract Gen Z to the restaurant industry, certain tools are becoming essential:
Their goal? To simplify every step of the customer journey.
It all depends on your concept.
The right choice is the one that reduces friction, not the one that adds complexity.
Digital technology doesn't replace people; it redefines their role. Your teams are no longer just there to take orders, but to guide customers through their journey.
In practical terms, this means adapting to new expectations: moving quickly without rushing, being available without being intrusive, and, above all, mastering digital tools so that you can provide assistance when needed.
In the field, the difference often comes down to the little things. An employee who helps a customer use a QR code or a kiosk can turn a simple order into a smooth and reassuring experience.
You may have thought otherwise, but attracting Gen Z to restaurants can quickly pay off.
Why?
Even a small digital optimization can have an immediate impact.
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Attracting Gen Z to the restaurant industry is great. But measuring the impact of your efforts is essential. To do this, focus on a few key metrics that really tell the story.
The digital order rate is a good starting point: the higher it is, the more seamless your customer journey is and the better it aligns with their habits. The average order time is also telling, as this customer base expects speed at every step.
Finally, keep an eye on the frequency of visits and the customer return rate. These metrics will show whether your restaurant is becoming a regular stop or remains just an occasional choice.
To truly understand your restaurant’s performance, it is essential to segment your data by age group. This analysis allows you to compare behaviors and identify the unique characteristics of each customer segment.
If you focus on Gen Z, you’ll often notice a clear trend: they return more frequently, but with a lower average order value.
This unique aspect requires a different approach: the goal isn’t to increase the average spend per customer, but toboost the frequency of visits—for example, through targeted offers or a tailored loyalty program.
Your point-of-sale system already contains valuable information; now you just need to make the most of it. Start by identifying the most frequently ordered products, then analyze peak traffic times and your customers’ buying habits.
Once you have this information, you can make concrete adjustments to your offerings and operations. In short, you’re no longer relying on intuition, but on reliable, actionable data.
👉 Learn more: How can you use artificial intelligence to predict your sales?
Attracting Gen Z to the restaurant industry hinges on a simple idea: offering a seamless, fast experience that meets their expectations. Digitalization, transparency, and personalization are now essential standards in the restaurant industry.
The real question for you, as a restaurant owner, is this: Is your establishment already prepared to meet the expectations of this new generation, or is it at risk of falling behind?
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Wondering how to adapt your restaurant to meet the expectations of Gen Z? The experts at Innovorder can help you digitize your customer journey, optimize your performance, and attract this new customer base for the long term.
