The Gen Z Effect on the Restaurant Industry

Born between the mid-90s and early 2010s, Gen Z has grown up with smartphones, social media, and instant everything. Now that they’re entering adulthood and spending more money on food and experiences, restaurants are starting to notice a shift. This generation doesn’t just want a good meal—they want convenience, control, and connection. Understanding Gen Z’s values can help restaurants attract a loyal, digital-savvy audience.

1. Frictionless Technology Is Non-Negotiable

QR menu, splitting the bill digitally, or closing a tab without waiting on staff, they prefer experiences that are smooth and self-directed. Tools like OpenTab align perfectly with this expectation, allowing Gen Z diners to manage their night on their own terms—no app download required.

2. Brand Values Influence Where They Spend

This generation is more socially conscious than any before it. They want to support businesses that reflect their values—whether it’s sustainability, inclusivity, or fair treatment of staff. Restaurants that share their story, source responsibly, and treat employees well are more likely to earn repeat business from Gen Z.

3. Personalization Wins Over Price Alone

Gen Z is willing to spend more on experiences that feel tailored to them. Whether it’s remembering their favorite drink, offering birthday rewards, or adjusting lighting and music based on crowd feedback, personalization—powered by tech or great hospitality—goes a long way in building loyalty.

4. Digital Word-of-Mouth Is Everything

For Gen Z, a restaurant doesn’t exist unless it shows up in their feed. Reviews on TikTok, Instagram-worthy interiors, and user-generated content play a massive role in discovery and decision-making. Restaurants should make it easy (and fun) for guests to share their experience online—think aesthetic plating, clever signage, and branded hashtags.

5. Time Is Their Currency

More than anything, Gen Z hates wasting time. Long waits, slow checkouts, and unclear processes are major turnoffs. Streamlining the journey—from seating to payment—is one of the most effective ways to keep Gen Z diners coming back. Solutions like OpenTab help by giving them control over the parts of the night they care about most—leaving more time for the experience itself.