How to capture Gen Z Diners

How to capture

Gen Z diners

Gen Z is a very intentional dining generation. With the cost-of-living rapidly inflating and markets getting saturated, this generation harks for a special experience with each meal.

Research shows that while 30 percent of Australians are eating out less, older Gen Z diners continue to visit cafés and restaurants several times a week (significantly higher than the population average), treating a meal out as a non-negotiable despite squeezing budgets. Similarly, New Zealand data shows younger urban diners continue to drive out-of-home dining, with Gen Z significantly more likely than older generations to eat
out multiple times per week, even as tighter household budgets reshape overall food spending.

In the world of restaurants and food, diners are perhaps our most fickle customer base. Sometimes this is driven by trends; at other times, it is shaped by society, economics or the conditions in which we live. As new generations become our guests, it’s vital to understand what inspires them, not just through their palate, but also through their minds and hearts.

According to new global research, nearly two-thirds of Gen Z diners view going out for food as a special occasion, even in casual and QSR environments. These diners crave fresh experiences, like trying new cuisines, dishes and flavours.

In Australia, 70 percent of Gen Z finds food recommendations on TikTok, and 52 percent have tried a new restaurant based solely on positive social media content. That means when they do choose to dine out, it’s often somewhere new, and getting them to return takes more than just good food. Digitally native Kiwi diners increasingly discover venues online, but trust, familiarity and strong guest experience remain the strongest drivers of repeat visitation.

The good news here is that loyalty is paramount, with global research finding that two-thirds of Gen Z diners would drive further to eat somewhere they like rather than settle for something local. So, the question is: how do you earn that loyalty?

UFS Thailand Executive Chef, Jiraroj Navanukroh, says the answer lies in the experience. “They take photos of their food,” he explains. “So, presentation is vital. Maybe reimagine how a dish looks: highlight beautiful, satisfying ingredients.” In other words, Gen Z diners eat with their eyes first. But that doesn’t mean you can skip the story. “A picture paints a thousand words,” says UFS Philippines Executive Chef, Kenneth Cacho. “But those words still need meaning.” He expands: “That means honouring traditional techniques, even if ingredients evolve.”

For Gen Z, overloaded with options, emotional and cultural connections matter. “Education plays a vital role. We must show the history of a dish, what it should be, and how our version responds to that history. That’s where the connection forms.”

This also speaks to purpose. Today’s diners want to feel that you stand for something. Whether you’re a brand or a chef, your identity matters. Gen Z diners can eat anything, anywhere; they need a reason to believe you do it best. That’s why your menu should reflect a clear philosophy. You don’t need to over-
explain it—but the concept must be felt.

Kenneth also raises an important point about ethics, especially in the age of borderless cuisine. Gen Z grew up with global flavours, but telling those stories requires care and responsibility.

“Sinigang is a great example I like to reference” he says. “It’s a soup soured by a fruit—like tamarind. If I don’t have tamarind, using vinegar isn’t authentic. To make it responsibly, I’d need to use another fruit.” In this case, the story of sinigang is that it’s fruit soured. The fruit may change with the seasons but cutting corners risks losing the very tradition Gen Z wants to connect with.

From trend to table

More ways to put this trend into practice

Gen Z is highly intentional about dining out, prioritising memorable food experiences despite cost-of-living pressures and dining out more frequently than older generations.