Operations

Report: Gen Zs favor QSRs, especially fast casual

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September 16, 2022

Older Gen Zs, ranging in age from 18 to 24, favor taste and the definition of value when dining out, preferring QSRs, particularly fast casual, according to a study by The NPD group.

Gen Z made 5 billion restaurants visits in the 12 months ending July 2022. Of those, 4.3 billion were to QSRs and 736 million were to full-service restaurants, the study found. Overall quick service traffic was flat compared to a year ago, while Gen Zs' fast casual visits were up 4% in the period compared to a year ago. Gen Zs favor major fast casual chains that provide the menu items they want, value for the money and messaging that reflects their interests, like organics and sustainability, according to NPD's recently released Winning Gen Z Consumers study.

When deciding to eat out, Gen Zs choose the food they want before the restaurant, seeking local, low-calorie, organic sustainable and plant-based options. Burger and chicken options on classic menus that can't be replicated at home appeal to this group, as do snack-oriented goods, bottled water and non-carbonated soft drinks.

"Now is the time to reach these young adults as they enter their peak restaurant usage stage," David Portalatin, NPD food industry advisor and author of Eating Patterns in America, said in the press release. "Restaurant operators can differentiate their brand with Gen Zs by focusing on creative spins on classic foods, engaging relevant messaging, and generating value beyond price."