Shaping the future of the food delivery industry, Gen Z is characterized by its deep connection to technology, unique cultural identity, and distinct buying behaviors. A demographic group born between 1997 and 2012, 67 million Gen Zers account for 20% of the US population.
Gen Z is significantly influenced by preferences for convenience, speed, and customization. Restaurants and delivery platforms that understand, adapt, and cater to these unique needs will be best-positioned to capture the loyalty of this influential generation in the year ahead.
A key factor in determining whether a restaurant will succeed in 2025 will be the number of Gen Zers it attracts. That’s because these young customers are the driving force behind trends in the food industry.
Expected to make up 40% of consumers within the next decade, this crucial group of 11 to 27 year old school-aged kids, college students, and young professionals have enormous influence and purchasing power.
Generational Characteristics
Tech-Dependent
The first generation to have grown up with smartphones and iPads in their hands, Gen Z’s familiarity with technology profoundly impacts their consumer habits, particularly in the way they interact with food delivery services.
Stats to Consider
Digitally-Savvy
A generation that spends an average of two to five hours every day on social media, a marketing strategy that digitally engages with Gen Z is essential for restaurants.
But an online menu is not enough to reach this digitally-savvy audience. Having an app-based presence, creating shareable content, and engaging with influencers are essential elements for restaurants looking to reach Gen Zers.
Stats to Consider
55% of Gen Zers use social media to discover new restaurants.
71% refer to food delivery apps for finding places to eat.
64% trust social media influencers.
71% are influenced by online reviews and user-generated content (USG).
Value-Driven
This is a group that values authenticity, sustainability, and inclusivity when making food purchasing decisions.
However, a new trend is emerging, with younger consumers actively seeking more bang for their buck. Demanding and expecting both sustainability and affordability, savvy restaurant brands and food delivery platforms will need to offer both to stay competitive with this group in 2025. .
Stats to Consider
Service Oriented
A generation that values personal customer service, Gen Zers are more likely to patronize brands that offer personalization, convenience, and customization.
Stats to Consider
75% of Gen Z prefers to customize their orders.
Gen Zers are more likely than the general population to try a new menu items in a given month, with 22% trying new menu items "very often”.
11% of Gen Z is more likely to sample new packaged foods.
70% cite convenience as their primary reason for using certain food delivery services.
60% are willing to switch brands for better loyalty rewards.
TikTok-Reliant
When it comes to marketing to the Gen Z audience, perhaps no platform speaks as loudly to this demographic as TikTok. Quickly becoming the go-to platform for Gen Zers, creating a marketing strategy that incorporates this trending channel can lead to a broader customer base, new audiences, and boosted sales.
Stats to Consider
62% of Gen Z use TikTok and spend the most time on this platform.
The average user spends 89 minutes per day on the app.
36% of Gen Z consumers want to learn about products through short-form videos.
One quarter of U.S. adults under 30 regularly get their news on TikTok.
Take Away
Gen Z is set to continue reshaping the food delivery industry in 2025 with their unique preferences, values, and expectations driving innovation, marketing, and adaptation among restaurants and food delivery platforms.
Prioritizing convenience, sustainability, digital experiences, and affordability, this generation values the ease of ordering, eco-friendly packaging, and a seamless, interactive user interface. More likely to experiment with new cuisines, Gen Z tends to support businesses with strong online presences and customizable options.
As digital natives, this generation embraces social media trends more than any other demographic and actively shares dining experiences online, helping brands boost their visibility. To stay competitive in 2025, those in the food delivery industry must evolve in order to capture the attention of this highly influential group.
By Eileen Strauss
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