A practical guide for restaurant owners on what gen z wants from restaurants.
Gen Z (born 1997 to 2012) is now the most influential dining demographic in Canada. They are 18 to 29, they eat out frequently, and their preferences are reshaping the restaurant industry.
They are also different from every generation before them. If your restaurant is designed for boomers or even millennials, you may be missing what this group actually cares about.
This is the most important difference. Gen Z does not discover restaurants the way older customers do.
TikTok and Instagram come first. Gen Z finds restaurants through short-form video, food content on Reels and TikTok, and friend recommendations on social media. A single viral video of a cheese pull or a beautifully plated dessert can fill a restaurant for weeks. Google comes second. After seeing a restaurant on social media, Gen Z confirms it on Google: checking reviews, hours, location, and the menu. If your Google listing is bare or your menu is not visible, the social media interest dies before it converts to a visit. Yelp is largely irrelevant. Gen Z does not use Yelp the way millennials did. Google and Instagram are the decision-making platforms. 49% of diners in Canada have ordered a food item they saw on social media. For Gen Z, that number is significantly higher.Gen Z wants to know what is in their food and where it came from. Not as a marketing tagline, but as a genuine practice. Allergen labels, dietary tags (vegan, gluten-free, plant-based), and sourcing information on the menu are expected, not optional.
A menu that clearly marks dietary options signals that you care about the same things they care about.
The dominant food trend among Gen Z is global cuisine with real depth. Filipino silog, Korean street food, Ethiopian injera platters, Japanese curry, Mexican birria. They want the real thing, not a watered-down "fusion" version.
If your restaurant serves a specific cuisine, lean into authenticity. If you are a general concept, rotating global specials can capture this interest.
Gen Z drinks less alcohol than any previous generation at the same age. "Sober curious" is mainstream for this demographic. A restaurant with only "pop, juice, or water" as non-alcoholic options is leaving money on the table.
A craft mocktail menu, wellness beverages, and premium NA beer and wine options are what they are looking for.
See: Non-Alcoholic Drink Menus: Why They Matter
Dining for Gen Z is a social event. They want to photograph the food, the space, and the moment. Presentation matters, not in a fine-dining pretentious way, but in a "this looks amazing on my phone" way.
This does not mean you need to redesign your restaurant. It means plating with visual appeal, having good lighting at the tables (natural light is best; dim moody lighting does not photograph well), and having at least one element that is visually distinctive (a signature cocktail glass, a dramatic plating technique, a dessert that reveals something when cut open).
Gen Z cares more about sustainability than any previous generation. Compostable packaging, locally sourced ingredients, minimal food waste, and ethical treatment of animals are factors in their restaurant choices.
You do not need to overhaul your operation. Mentioning sustainable practices on your menu and in your marketing is enough. "Locally sourced from Ontario farms" on a menu item description signals values alignment.
You do not need to become a Gen Z restaurant. You need to make sure Gen Z customers can find you, read your menu, and feel welcome.
Update your digital presence. A mobile-friendly menu on Google, an active Instagram, and TikTok content (even simple phone-shot food videos) are table stakes for reaching this demographic. Add dietary transparency to your menu. Mark vegan, vegetarian, gluten-free, and common allergens. This takes an hour and signals that you care. Build a non-alcoholic drink section. Even 3 to 4 well-made options is enough. Price them at $10 to $14. Post on TikTok or Reels. One 15-second video per day of food being prepared or plated. No production quality needed. Authenticity is the point.See: How to Use TikTok and Reels for Restaurant Marketing
Before visiting, Gen Z checks your menu online. If your menu is a PDF they cannot read on their phone, or if it does not exist online at all, you have lost them. If your menu is clear, mobile-friendly, has photos, and shows dietary info, you have won their first impression before they walk in the door.
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