Winning Over Today’s (and Tomorrow’s) Diners

Speculation about young consumers is everywhere, but real data tells a far more compelling story. A recent study by Mazinn and Ansón+Bonet, based on 600 surveys (ages 17-30) and executive interviews, provides a clear roadmap of Gen Z's habits.

If you're in the restaurant or food industry, the rules of the game have officially changed.

1. Video is the New Search Engine

The biggest disruptor? Discovery. Traditional search tools are losing ground to user-generated video content.

• TikTok is King: 56% of Gen Z find their next meal via TikTok.

• The Decline of Google Maps: Usage has dropped to just 28% as a primary discovery tool.

• Instagram Holds Steady: It remains a key player with 48% engagement.

The Takeaway: If your business isn't leveraging short-form video (Reels/TikTok) to show the "vibe" and the food, you're invisible to over half your target market.

2. High Frequency, Savvy Spending

Forget the myth that young people only dine out for special occasions. Gen Z is out and about, but they're price-conscious.

• Recurring Habits: 42% visit restaurants 2-3x a week.

• Average Spend: 66% spend between €8 and €19 per visit.

This points to a massive opportunity for Fast Casual models: high quality, quick service, and a price point that encourages repeat visits.

3. Real Food > Calorie Counting

"Healthy" has been redefined. Gen Z doesn't count calories; they count quality ingredients.

• Only 4% associate healthy eating with low calories.

• 46% define "healthy" as high-quality, real food.

• The new "Public Enemy No. 1" is ultra-processed food.

Bottom Line: Your audience craves honesty. Ditch the industrial stuff and highlight artisanal processes or local sourcing.

4. Digital Rep is the Ultimate Filter

For a 20-year-old, a bad review isn't just an opinion—it’s a dealbreaker. Transparency is now your most profitable brand value.

• The Filter Effect: 66% will instantly skip a venue with consistent negative feedback.

• Transparency = Honesty: Displaying menus and pricing online isn't optional. It’s the first step in building trust before they even step inside.

5. The Human Factor: Word of Mouth 2.0

Despite being digital natives, personal recommendations remain the second most powerful channel (55%). Technology helps them discover, but trust is still inherited from friends and family.

Strategic Roadmap:

1. Go Vertical: Show your food in motion.

2. Optimize your Check: Create high-value options around the €15 mark.

3. Ditch the Fillers: Make quality ingredients your core marketing message.

4. Manage Reviews like Gold: Respond, improve, and leverage positive feedback.