- Gen Z consumers are changing How Americans eat. They share entrees and order appetizers and children’s meals to reduce costs. The younger generation is also particular about where they want to go out to eat, and where they choose where they see them on social media.
When Mia Jones goes out to eat with her friends, she wants something just right. It’s not overly popular and has a cool aesthetic.
“If the restaurant is too viral, I don’t want to go, but if there’s no talk around, I’ll go,” says Jones, a 26-year-old brand consulting growth strategist at Jones, a 26-year-old brand consulting firm. Red SkateI said luck. “I need other foodies to lean on the review and sign off to the location before spending the dollar.”
Jones is like a lot of younger diners who want better bangs for their money when they go out to eat. Over 77% of Gen Zers find restaurants through social media, and 72% review reviews on these platforms. investigation by Eater and VOX Media It was released in late March.
“I don’t trust Boomer’s taste so I won’t eat at restaurants unless I’m in Tiktok,” Jones said. “I know my fellow Gensers wears FBI hats when reviewing restaurants.”
It’s not the only trend that drives Gen Z dining to rely on social media to find new restaurants. Many customers choose to share plates or order appetizers and children’s meals to offset the cost of meals during inflation and tariffs.
“We split the appetizers and appetizers so that everyone can try something,” Jones said. “It’s an opportunity, so we’d like to try it all out.”
As of late 2024, Americans I spent $166 a month on meals On average, according to the Auguste Escoffier School of Culinary Arts. Meanwhile, 16 popular chain restaurants increased by 42% between 2020 and 2025, according to financial topics. study.
But for the restaurant, it meant a small ticket from a young diner.
“This is a trend the industry sees a lot.” Barry McGowanCEO of Brazilian Steakhouse Chain Fogo de ChaoI said luck. Gen Zers “is compassionate when it comes to value. Alcohol consumption is also evolving. This generation is more likely to choose zero-proof cocktails or low-ABV drinks.” Fogo de Chão has over 70 locations worldwide and was acquired by Bain Capital Private Equity in August 2023 for $1.1 billion.
Also, more Gen Zers have chosen to be plain. Not only is it a way to save money, but it also prevents you from becoming an alcoholic and living a healthier lifestyle.
“Gen Z has less direct socialization and social norms may be changing.” Brook Arterberrya researcher at the University of Michigan Institute of Social Studies, previously said he studied the relationship between young people and alcohol. luckAlicia Adamchik. “Carriage changes can be a factor in the increased pressure young people feel to succeed, the amount of accessible information about the risks of drinking, and even economic instability.”
2024 National Restaurant Association Report They also showed that over 75% of customers want less money and less. But like the subway, some high-speed casual and fast food chains have stepped up to the challenge Introducing a snack-focused menu And Panera’s bread has leaned towards the popular “You Pick Two” deal with a cup of soup and half sandwiches or salads.
“Some chains have noticed a slight permeation of average ticket sizes as younger diners reduce alcohol.” Joe HannonGeneral Manager of Inventory and Sales at Restaurant Management Software Company Restaurant 365I said luck. “Some restaurants employ the tendency for adults to order from their children’s menus as a cost-effective, portion-controlled option. This helps to attract and retain young customers.”
One social media influencer, Ashley Garrettshe even made her mission to review children’s meals in as many restaurants as possible to help other adults be tasty and price-conscious. The 33-year-old eats his child’s meals five times a week and considers the restaurant portion to be too big and expensive.
“Give me a chicken bid and a basic pasta dish. I’m happy,” Garrett said. I said Wall Street Journal.
How other generations eat
It’s not a completely generational trend to worry about menu prices during this period of inflation, when consumer trust is plummeting.
In fact, 86% of consumers said they had changed their dietary behavior in some way to navigate inflation. Eater/VOX Media Survey. Over 60% of baby boomers said finding fair or reasonable prices is one of the biggest factors in choosing a new restaurant to try. McKinsey & Co. Report The publication in February also shows that there are fewer consumer plans to splurge on restaurants and groceries.
Still, Hannon said he actually noticed an increase in spending in one category for the baby boomer generation.
“Interestingly, baby boomers actually increase their alcohol spending and often treat dieting as a more luxurious experience,” he said.
Gen Zers usually find new restaurants through social media, but millennials still rely on Google and Yelp for reviews.
“Millennials rely heavily on online platforms, but they usually look at reviews and ratings rather than just aesthetics,” Hannon added.
This story was originally featured on Fortune.com.
