Millennials and Gen Z Are Rewriting the Rules of Food: Is Your Brand Keeping Up?

 

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

👉 Connect with us on social media: Facebook, LinkedIn, Twitter

Winning Requires 

Building A Larger

Share of Stomach 

U.S. Chain Restaurants Capitulate: Brand Protectionism is Not Working

 

For decades, brand protectionism was the cornerstone of chain restaurant growth. By guarding against menu change, resisting cross-channel innovation, and doubling down on rigid identity, many restaurant brands enjoyed an era of seemingly unstoppable expansion. In the 1970s, 1980s, and 1990s, those strategies attracted investors, fueled store counts, and created household names. But history has shown us that “protecting the brand” for too long often leads to stagnation, consumer irrelevance, and market share erosion according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Lessons From History: Three Times Brand Protectionism Failed

1.       Howard Johnson’s – Once the largest restaurant chain in America, Howard Johnson’s refused to adapt to shifting consumer tastes and clung too tightly to its limited menu. By the 1980s, as fast-food competitors embraced speed and new flavors, Howard Johnson’s stores looked and felt outdated. Its decline stands as one of the clearest examples of brand protectionism gone wrong.

2.       Steak and Ale – Known for introducing affordable steakhouse dining, Steak and Ale stuck with its dark interiors and dated “salad bar” format long after consumer preferences shifted toward fresher, lighter, and more open dining environments. Competitors innovated while Steak and Ale clung to its past, eventually forcing bankruptcy.

3.       Chi-Chi’s – Once a go-to casual Mexican chain, Chi-Chi’s resisted evolving its menu and décor even as more authentic and fresher Mexican concepts gained traction. Combined with operational missteps, its inability to pivot left it irrelevant to both younger diners and multicultural consumers, sealing its fate.

Each of these chains clung too long to “what worked yesterday.” They misread consumer dynamism as a passing trend. History suggests they weren’t exceptions — they were warnings.

Today’s Legacy Chains: Stuck in Yesterday

Fast forward to the 2020s, and some of America’s biggest names are repeating the same mistakes.

1.       Applebee’s – Still tethered to “neighborhood bar and grill” branding, Applebee’s struggles to engage younger generations who value food discovery, wellness, and convenience over oversized appetizers and cocktail promotions.

2.       Olive Garden – While still beloved for comfort dining, Olive Garden has resisted modernization in plant-forward menus, off-premise innovation, and digital loyalty compared to competitors like CAVA or Sweetgreen. Its “never-ending pasta” approach resonates less with a wellness-driven audience.

3.       TGI Fridays – Once synonymous with casual dining excitement, Fridays is now viewed as tired. Overreliance on legacy bar promotions and dated décor has left the brand struggling to differentiate in a crowded midscale market.

Meanwhile, grocery store prepared meals and convenience-store foodservice are growing at 6.5% annually, according to NielsenIQ. Black Box Intelligence™ reports that U.S. chain restaurant sales fell -0.7% in August with traffic down -3.9%, signaling that consumers are voting with their wallets — and increasingly choosing alternatives.

Why Consumers Are Moving On

Today’s food shoppers are explorers. Millennials and Gen Z spend more time researching, trying, and sharing new foods than any generation before them. A OnePoll/Sweet Earth Foods survey found that millennials try 46 new foods a year, with 57% subscribing to diets like plant-based, Keto, or vegan. The fact that 77% of consumers buying JUST Egg are still meat eaters proves this is not about niche diets — it’s about discovery, values, and flexibility.

Legacy chains that cling to old models miss these undercurrents. Consumers are dynamic; food brands must be dynamic as well.

Four Insights from the Grocerant Guru®

Steven Johnson, Grocerant Guru® of Foodservice Solutions®, offers four insights for restaurants seeking relevance:

1.       Consumer Relevance Beats Brand Consistency – Protecting yesterday’s brand image at the expense of tomorrow’s consumer needs is a losing formula. Adaptation must take priority.

2.       Embrace Food Discovery – Consumers are looking for new flavors, new formats, and new experiences. Integrate limited-time offers, plant-forward dishes, and global flavors that evolve with customer curiosity.

3.       Cross-Channel Is Critical – Competing with grocery prepared meals, convenience stores, and third-party delivery means being present across platforms. A “restaurant-only” mindset is outdated.

4.       Convenience Is Currency – Speed, portability, and personalization now define value. Restaurants that ignore consumer demand for frictionless meals risk irrelevance.

 

Bottom line: History has shown that clinging too tightly to brand protectionism leads to decline. Today, legacy restaurant chains risk repeating the mistakes of Howard Johnson’s, Steak and Ale, and Chi-Chi’s. Consumers are dynamic, and the only way forward is to evolve — quickly, consistently, and with the consumer, not the brand, at the center.

Are you ready for some fresh ideations? Do your food marketing ideas look more like yesterday than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

Robeks: A Grocerant Success Story in the Making

 

The grocerant niche according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, is the space where restaurant-quality meals meet grocery-style convenience — continues to redefine consumer dining patterns. According to Technomic, 63% of consumers purchase prepared meals from non-traditional outlets like grocery and c-stores at least once per week, a number that has doubled over the past decade. Robeks is squarely positioned in this space, offering functional, flavorful, and portable foods that align with evolving consumer expectations.

With 109 locations and 40 more in development, Robeks isn’t simply competing in the smoothie category — it’s building a platform brand that blends health, flavor, and convenience.

 

Five Reasons Consumers Are Migrating to Robeks

1.       Functional Foods Are Mainstream – Datassential reports that 71% of Gen Z and Millennials actively seek out functional ingredients like protein, antioxidants, or probiotics. Robeks’ smoothies, açaí bowls, and plant-forward handhelds fit this demand.

2.       Snacking Replaces Meals – NPD Group data shows 49% of consumers replace one meal a day with snacks. Robeks’ Harmonious Bites hit this sweet spot, delivering warm, satisfying, yet “snackable” foods.

3.       Plant-Based Power – Plant-based menu penetration in restaurants has grown over 300% in the past 10 years (Datassential, 2024). The Impossible® Breakfast Sandwich positions Robeks as a credible player in this surging space.

4.       Convenience Rules – IRI reports that 68% of younger consumers say convenience is more important than brand loyalty when choosing food. With app ordering, loyalty rewards, and third-party delivery, Robeks removes friction.

5.       Better-for-You Over Fast Food – Mintel found that 42% of Millennials are actively replacing traditional fast food with healthier fast-casual alternatives. Robeks is capturing those “trade-up” dollars.

 

Five Reasons the Grocerant Guru® Believes Robeks Has ‘Legs’

1.       The Grocerant Shift is Accelerating – Leading brands in this niche (Wawa, Sheetz, 7-Eleven’s Evolution Stores) have proven consumers will pay for fresh, portable, better-for-you meals that straddle restaurant and retail. Robeks is riding the same wave.

2.       Menu Diversification Protects Against Trends – Just as Panera grew from soups and salads into coffee and flatbread pizzas, Robeks is widening its platform beyond smoothies, future-proofing against single-category fatigue.

3.       Growth Through Portability – Packaged Facts research shows portable meals and snacks represent $30 billion in U.S. food sales annually. Robeks’ new menu directly targets this lucrative market.

4.       Scalability Like Chipotle’s Early Days – When Chipotle expanded from a single format (burritos) to lifestyle bowls, it unlocked exponential growth. Robeks’ pivot into handheld foods shows similar scalability potential.

5.       Experience + Convenience = Loyalty – Starbucks proved that app-enabled convenience, loyalty points, and food innovation can anchor growth for decades. Robeks is building the same “ecosystem” with Robeks Rewards and delivery partnerships.

 

Five Ways Robeks Innovation Garners Attention from Gen Z & Millennials

1.       Instagram-Worthy Menu – Colorful açaí bowls and layered smoothies mirror the success of brands like Pressed Juicery, which saw social media engagement boost in-store sales by 25%.

2.       Plant-Forward Commitment – Much like Sweetgreen’s “Food That Fits Your Values” campaign, Robeks builds credibility with younger consumers by offering transparent, sustainable, and plant-based items.

3.       Value + Premium Quality – With menu prices under $7, Robeks mirrors the success of Taco Bell’s “value-meets-experience” strategy, which keeps younger consumers loyal despite inflation.

4.       Mobile-First Access – Starbucks’ loyalty app accounts for over 30% of U.S. transactions. Robeks Rewards is modeled to capture the same mobile-first generation.

5.       Lifestyle Integration – Harmonious Bites align with “athleisure dining,” a trend where fitness and food overlap. Think Barry’s Bootcamp + Erewhon partnerships — Robeks has the menu and convenience to serve this crowd.

 

Grocerant Guru® Takeaway

Robeks has gone beyond being a smoothie concept; it is carving out a leadership position in the grocerant niche by layering portable, premium, and plant-forward options onto a foundation of functional beverages. With food-away-from-home spending at over 55% of total U.S. food dollars (USDA, 2024) and snacking replacing traditional meals, Robeks is tapping into macro-consumer shifts that have long legs.

Just as Chipotle, Starbucks, and Sweetgreen leveraged menu innovation + digital convenience to scale, Robeks is on track to become the next breakout brand for health-conscious, time-starved consumers.

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
👉 Connect with us on social media: Facebook, LinkedIn, Twitter