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

Borderless Cuisine: Ingredients to watch
Borderless Cuisine: Explore the trend

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.