New generations, new tastes winning over gen Z at the table

Digital, curious, and aware: these three adjectives perfectly capture the essence of Generation Z, born between 1997 and 2012, and reflect their approach to food.

In restaurants, digital natives are making their presence felt, along with their unique habits and expectations. This generation seamlessly navigates both offline and online realms, with the latter increasingly prioritising aesthetic appeal and presentation. As such, dishes must not only taste good but also look visually stunning.

From creatively shaped products to vibrant breakfasts served in glasses adorned with decorative red fruits or presented on contrasting plates - appealing visuals are crucial to capturing attention and are essential for sharing on social media. Food needs to be Instagrammable, but it should also be refined and meticulously crafted down to the smallest detail. 

Gen Z is interested in the stories behind their favourite desserts, where a sandwich is more than just its ingredients; it's about the sensations it evokes.

Establishing an emotional connection with what they eat is important to this generation. As a barista, you have the opportunity to offer more than just a product; you can create an experience. The narrative behind your culinary choices is crucial—engage with your young patrons by explaining the inspiration behind your offerings.

Gen Z is curious, open to new and unconventional flavours, and eager to explore diverse taste experiences with mindful indulgence. This offers you, as a barista, the chance to curate a selection that goes beyond the traditional. However, food should also be simple, authentic, and beneficial; Gen Z is conscious of their health and well-being. So green light to foods with low sugar content, rich in protein, gluten-free or vegan, to superfoods like chia seeds and turmeric and detox drinks.

For Gen Z, nourishing both body and spirit is paramount. Eating is an experience that should never feel artificial. This generation is acutely sensitive to social, political, and environmental issues, which they also bring to the dining table.

They prefer food that is sustainable, treated with respect, and not wasted.  As a barista, be ready to offer compostable doggy bags, vegan alternatives, and organic juices or smoothies with a high fruit content. Gen Z strives for a better future and looks beyond just aesthetic appeal and product innovation.

To delight these discerning palates, provide offerings that merge simplicity with innovation, well-being with sustainability, authenticity with quality, and beauty with social connection.

Are you prepared to transform every meal into a unique experience?