Gen Z dining habits: prioritising trust, deals, & takeaways

Deliverect, a company specialising in simplifying online ordering, has released results from a study revealing the dining habits of Generation Z in the UK and US. Conducted by research firm Censuswide, the survey included responses from over 3,000 consumers aged 18-27, offering insights into how and why this demographic prioritises food from restaurants as part of their budgets.

The study found that a significant majority of Generation Z, 73%, consider themselves food enthusiasts. However, only 50% of respondents would return to a restaurant or takeaway solely based on the taste of the food. More importantly, 93% of respondents value food recommendations from friends and family over social media influencers.

Deliverect's research highlights a trend of preferring home delivery over dining out, with 42% of all respondents indicating they would rather order takeaway on a Friday night than go out to eat. Moreover, financial considerations play a crucial role, with 30% actively seeking out deals and offers given the current economic climate.

Commenting on the findings, Deliverect Co-Founder and CEO Zhong Xu said, "Gen Z presents a unique, yet vital, opportunity for restaurants; and as the summer season quickly approaches, restaurant owners need to do what they can to win over Gen Z’s share of wallet. Building trust and offering delicious food at a fair price is the recipe for success with this generation."

Xu emphasised the importance of establishing trust with Generation Z, saying, “Understanding Gen Z's dining habits allows restaurateurs to tailor their offerings and marketing strategies to attract and retain this important customer base. Embracing value for money, leveraging the power of user-generated content, and catering to their desire for convenience, especially on weeknights, are core principles that will help restaurants remain a top spending priority for Gen Z and beyond.”

The survey revealed that despite being digital natives, Generation Z trusts recommendations from friends and family more than those from social media influencers. TikTok, however, stands out as the most valuable platform for food recommendations (cited by 70%), followed by Instagram (65%) and YouTube (41%).

On the matter of cost, 42% of respondents stated that price is a critical factor in their dining choices, a sentiment that increases slightly when considering takeaway options. This indicates that while taste remains a primary reason for returning to an establishment, cost continues to be a significant consideration. This financial consciousness is reflective of the broader trend among Generation Z to prioritise budgeting, a behaviour also influenced by TikTok’s 'loud budgeting' trend.

Further insights from the study showed that dining out or ordering food is a major spending priority for 21% of Generation Z, placing it on par with other key expenditures such as groceries and car payments. This underscores the importance of food-related activities in the lifestyle of this generation.

Interestingly, even with various personal circumstances, many within Generation Z display a preference for convenience and comfort. For instance, the study reported that 42% of respondents would rather stay in and order takeaway on a Friday night, a behaviour possibly cultivated during the pandemic.

The research from Deliverect aims to assist the restaurant industry in better understanding consumer preferences and habits, ensuring that businesses can adapt and thrive in a rapidly changing market. The company remains committed to continually providing insights to help identify opportunities within the restaurant sector.