Gen Z and Millennials Redefine “What’s for Dinner”

 

Millennials are growing up and raising families of their own. Without question, they’ve adopted many of their parents’ habits—especially when it comes to answering that timeless question: “What’s for dinner?”

Only now, the answers are faster, fresher, and far more digital.

Today’s Millennials and Gen Z consumers are turning to Grocerant-niche Ready-2-Eat (R2E) and Heat-N-Eat (HNE) fresh prepared foods—because it’s what they grew up with, and it’s what fits their modern lives. According to Steven Johnson, Grocerant Guru® at Tacoma, WA–based Foodservice Solutions®,

“Memory is the bridge that builds trust in food. When consumers see a meal that connects to comfort or nostalgia, they’re far more likely to try, repurchase, and recommend it—especially when it’s convenient and fresh.”

 

The Data Behind the Dining Shift

The lines between restaurant, grocery, and convenience are blurring faster than ever. Fresh-prepared meals, deli service, and delivery-enabled grocery programs are no longer side categories—they’re the growth engines of modern food retail.

Here’s what the numbers show:

·       $1.52 trillion: U.S. food away from home sales in 2024—the highest share ever, at 58.9% of total food spending.
(USDA ERS, 2025)

·       31,795: Average number of SKUs in a supermarket—each competing for visibility against freshly prepared grab-and-go options.
(FMI, 2024)

·       60 %: Share of Millennial and Gen Z dinner transactions now occurring through drive-thru or delivery.
(Grocerants Blog, 2025)

·       70 %: Millennials who say they’re willing to pay more for high-quality or premium food.
(Grocerants Blog / YouGov, 2025)

·       50 %+: Consumers now open to AI-assisted or AI-suggested ordering experiences.
(DoorDash 2025 Delivery Trends Report)

·       67 %: Millennials and Gen Z consumers actively trying to eat healthier every day.
(IRI, 2024)

This is not a passing phase—it’s a structural realignment of how America eats.

 

Digital Menus, Hybrid Meals, and “At-Home” Dining 2.0

Hudson Riehle of the National Restaurant Association once reported that 69% of adults viewed a restaurant menu online and 44% ordered delivery in a year. Today, those figures are baseline. Menu browsing is a digital default, and delivery is a habit, not a luxury.

At the same time, the “hybrid meal” trend—mixing restaurant or grocerant items with homemade sides—is accelerating. According to NPD, nearly half of Millennial-family foodservice meals are eaten at home. It’s the new “family dinner,” built from multiple sources, blending convenience and control.

That’s precisely where the grocerant niche thrives.

Why Grocerant Wins: Familiarity Meets Flexibility

Johnson explains that grocerant success comes from striking the emotional and functional balance:

“Consumers want what feels familiar but fits their life now—fresh, fast, and flexible. Grocerant isn’t about competing with restaurants; it’s about owning the space where restaurants and retail meet.”

For grocers, convenience stores, and dollar stores, this means:

·       Offering restaurant-quality food with grocery-store accessibility

·       Providing AI-enhanced digital menus and online ordering

·       Designing meals that are modular and customizable (protein + sides + sauce)

·       Featuring limited-time or trending flavors that keep menus relevant

·       Building an omnichannel path—browse online, pick up in-store, or get delivery

 

Four Grocerant Guru® Insights for 2025 and Beyond

1. Memory Drives Trust

Food is emotional. Millennials and Gen Z consumers connect with meals that remind them of home. That emotional connection accelerates adoption—especially when brands pair comfort cues with a modern twist.

2. “Fresh, Convenient, and Upgradeable” Wins

Don’t just claim “restaurant quality.” Frame offerings as fresh, convenient, and customizable. A grilled salmon base that can be paired with rotating seasonal sides feels empowering, not pre-packaged.

3. Digital Discovery Equals Physical Purchase

From Google to TikTok, every meal decision begins online. QR menus, mobile ordering, and personalized suggestions now determine what ends up in a shopping basket—or on a dinner plate.

4. Gen Z Sets the Flavor Agenda

Gen Z diners crave novelty and social validation. Viral foods, global fusion, and visual plating trends move fast—and grocerants that can rotate flavors monthly will capture these taste-makers first.

 

The Future Belongs to the Grocerant

Consumers are redefining convenience through a hybrid lens: part home cooking, part professional preparation, all digitally connected. The “grocerant” is no longer a niche—it’s the new mainstream of mealtime.

Foodservice Solutions® has been helping retailers, restaurants, and convenience operators capture this growth since 1991. Whether through a Grocerant Program Assessment, Grocerant ScoreCard, or Product Positioning Strategy, the path forward begins with understanding today’s consumer—and the memories that still drive their meals.

Foodservice Solutions® – The Global Leader in the Grocerant Niche
📍 Tacoma, Washington
📞 253-759-7869
📧 Steve@FoodserviceSolutions.us
🌐 www.FoodserviceSolutions.us