Foodservice
is no longer about channels. It’s about customers — and today, those customers
are Millennials and Gen Z. Steven
Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, has said
for years: the food industry is dynamic, not static. Brands that win are
the ones that ‘look a customer ahead’.
When
Whole Foods partnered with Snap Kitchen to roll out fresh, Ready-2-Eat meals,
it wasn’t just a move for convenience. It was a signal: quality, health, and
values are no longer optional. They are table stakes — and Millennials and
Gen Z are leading the charge.
Millennials: Redefining “Value” Around Quality &
Wellness
The
Millennial customer isn’t just shopping for price — they’re shopping for
purpose.
·
Quality First:
Nearly 70% of Millennials will pay more for high-quality food (Whole
Foods/YouGov). Premium-positioned products are growing 2x faster than
mass-market SKUs (NielsenIQ).
·
Wellness-Driven:
67% say they try to eat healthier daily, and almost 1 in 2 tried a
new diet last year (IRI). But most say it’s hard to follow those diets
conveniently — opening space for fresh-prepared solutions.
·
Convenience Counts:
56% buy prepared meals from grocery stores weekly, and 44% buy food
from C-stores weekly (Technomic).
That means retailers and restaurants are competing for the same “what’s for
dinner” occasion.
·
Sustainability Matters:
65% say transparency in food sourcing drives decisions (Hartman Group),
while half actively seek brands reducing packaging and plastic.
Gen Z: The Accelerator Generation
If
Millennials built the playbook, Gen Z is speeding up the game. They’re digital
natives, hyper-informed, and willing to switch brands instantly if values don’t
align.
·
Climate at the Core:
73% of Gen Z say sustainability is more important than brand name when
purchasing food (First Insight).
·
Plant-Forward Preferences:
Gen Z consumes 57% more plant-based meals than older generations (NPD Group). They’re not just experimenting
— they’re making it routine.
·
Tech-First Foodies:
Over 60% use delivery apps weekly (Morning Consult), and TikTok has
become one of their top food discovery platforms. Viral recipes, functional
drinks, and “better-for-you” snacks dominate their attention.
·
Snacking as Meals:
Gen Z is more likely to graze — driving growth in portable, protein-rich, and
functional snacks. Mintel reports that 45% of Gen Z replaces at least one
meal a day with snacks.
Together,
Millennials and Gen Z represent the largest combined food-spending cohort in
history — and they are rewriting what foodservice means.
Channel by Channel: How They’re Changing the Game
·
Grocers:
The perimeter is the profit engine. Kroger’s Simple Truth line has grown
into a $3 billion brand because it delivers on clean eating,
transparency, and health. Gen Z and Millennials expect every grocer to compete
on the same turf.
·
C-Stores:
Wawa, Sheetz, and 7-Eleven are no longer “just gas stations.” 7-Eleven’s fresh
food business has posted double-digit growth in several markets, powered
by salads, wraps, and even plant-based menu items. Convenience + credibility is
a winning mix.
·
Restaurants:
Fast-casual leaders like Sweetgreen, CAVA, and Chipotle are outperforming
legacy chains by 3+ percentage points in traffic growth. Why? Because
they’re built on the exact pillars Millennials and Gen Z demand: transparency,
health, and customization.
The Grocerant Guru® Insights
Steven
Johnson, the Grocerant Guru®, explains:
1. Millennials
built the foundation, Gen Z is accelerating it.
Together, they demand solutions, not channels.
2. Convenience
has been redefined. It’s not just about speed — it’s
about speed with purpose: wellness, transparency, and sustainability.
3. Technology
is now the frontline of food. Discovery, ordering, and loyalty all
happen on digital platforms where younger consumers live.
4. Dynamic
brands win. If you’re static, you’re invisible.
The brands thriving today are those that evolve menu, format, and messaging
faster than yesterday’s playbook allows.
The Big Question
The
future of food belongs to Millennials and Gen Z. They are telling us — clearly
— that they want meals that fit their lives, reflect their values, and don’t
sacrifice taste or convenience. Whole Foods knows it. 7-Eleven knows it.
Sweetgreen knows it.
Do
you?
Because
here’s the truth: if your brand isn’t looking a customer ahead, you’re
already behind.
Success Leaves Clues—Are You Ready to Find Yours?
One
key insight that continues to drive success is this: "The consumer is
dynamic, not static." This principle is the foundation of our work at Foodservice
Solutions®, where Steven Johnson, the Grocerant Guru®, has been
helping brands stay relevant in an ever-evolving market.
Want
to strengthen your brand’s connection with today’s consumers? Let’s talk.
Call 253-759-7869 for more information.
Stay Ahead of the Competition with Fresh Ideas
Is
your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s
playbook? If you're ready for fresh ideations that set your brand apart, we’re
here to help.
At
Foodservice Solutions®, we specialize in consumer-driven retail food
strategies that enhance convenience, differentiation, and
individualization—key factors in driving growth.
👉
Email us at Steve@FoodserviceSolutions.us
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