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

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Winning Requires 

Building A Larger

Share of Stomach 

Gen Z & Millennials’ Eating Habits in 2025

 

In 2025, Gen Z (born 1997-2012) and Millennials (born 1981-1996) continue to reshape the food industry, setting new standards for convenience, transparency, and personalization in dining driving food channel migration and ongoing churn according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. With a growing preference for snacking over structured meals, an affinity for fast and frictionless food experiences, and a penchant for digital engagement with brands, their behaviors are influencing menu innovation, marketing strategies, and restaurant operations across all segments, from fast food to fine dining.

Food Consumption Trends by Daypart

Breakfast: Gen Z and Millennials prioritize speed and portability in the morning. Breakfast on-the-go is the norm, with 72% of younger consumers saying they prefer handheld options such as breakfast sandwiches, protein-packed smoothies, or overnight oats. Coffee and energy drinks remain dominant, with cold brew and functional beverages (e.g., adaptogen-infused lattes) growing in popularity. Restaurants catering to this demographic are implementing AI-driven order customization and app-based preordering to streamline service.

Lunch: The traditional lunch hour is fading as younger consumers opt for mini-meals throughout the day. Meal bundling, mix-and-match offerings, and build-your-own bowl concepts have become increasingly popular at fast-casual chains like Chipotle and CAVA. Salad kits, protein snack boxes, and global flavors (such as Korean BBQ tacos and Mediterranean grain bowls) drive sales in both foodservice and retail grab-and-go sections.

Dinner: Convenience is king. The demand for ready-to-eat and heat-and-eat options has skyrocketed, with restaurant-branded meal kits and family bundles gaining traction. Delivery and drive-thru orders now account for nearly 60% of Gen Z and Millennial dinner transactions. QR code-enabled menus, TikTok-inspired LTOs (Limited Time Offers), and digital loyalty programs keep these consumers engaged with restaurant brands.

Late Night & Snacking: The rise of ‘fourth meal’ culture, driven by flexible work schedules and entertainment consumption, has led to increased spending on snacks and late-night food options. 45% of Gen Zer’s say they eat a snack in place of a traditional meal at least three times per week. Fast food and ghost kitchen brands leverage gamified app experiences, subscription-based rewards, and influencer collaborations to drive sales in this space.

Top Restaurant Brands for Gen Z & Millennials in 2025

Fast Food:

1.       Chick-fil-A – Known for mobile app efficiency and high-quality chicken offerings

2.       McDonald’s – Winning with nostalgia-driven menu innovation and $5 value bundles

3.       Taco Bell – Customizable late-night options and immersive digital ordering

4.       Raising Cane’s – Minimalist menu focusing on premium quality and fast service

5.       Wendy’s – Leveraging fresh, never-frozen beef and digital convenience

Fast Casual:

1.       Chipotle – AI-driven personalization and clean-label ingredients

2.       CAVA – Mediterranean flavors and innovative bowl combinations

3.       Sweetgreen – Data-driven menu curation and seasonal sourcing

4.       Panera Bread – Subscription-based coffee and digital rewards

5.       Shake Shack – Premium, ethically sourced ingredients and social media buzz

Casual Dining:

1.       Texas Roadhouse – High-value meal portions and dine-in experience

2.       Olive Garden – Affordable family-style dining with unlimited offerings

3.       The Cheesecake Factory – Expansive menu variety catering to all preferences

4.       Buffalo Wild Wings – Social, sports-driven food experiences

5.       Chili’s – Leveraging digital loyalty programs and bar-centric promotions

Special Occasion & Experiential Dining:

1.       Nobu – Upscale fusion cuisine and influencer appeal

2.       Ruth’s Chris Steak House – Fine dining with modernized digital engagement

3.       STK – High-energy steakhouse with social media-worthy presentations

4.       Eataly – multi-concept dining and retail hybrid appeal

5.       Sugar Factory – Over-the-top desserts designed for Instagram and TikTok virality

How Restaurants Can Win Gen Z & Millennials

1.       Speed & Convenience: Mobile-first strategies, AI-powered drive-thru’s, and loyalty-driven rewards programs are key. McDonald’s, for example, continues to invest in dynamic menu boards and geofenced curbside pickup to enhance convenience.

2.       Social Media & Digital Marketing: Gen Z and Millennials consume food with their eyes first. Limited-time collaborations, nostalgia-driven reboots, and TikTok-viral menu hacks create buzz and drive traffic. Starbucks, for example, uses TikTok trends to introduce new customizable drinks, leading to increased engagement and sales.

3.       Customizable & Health-Conscious Offerings: Personalization is a must. Chipotle’s ‘Lifestyle Bowls’ cater to keto, Whole30, and vegan consumers, while Sweetgreen’s data-driven menu recommendations optimize customer satisfaction.

4.       Experience-Driven Dining: Dining out is more than just a meal—it’s an event. Immersive dining concepts, such as interactive chef experiences and tableside presentations, attract Millennials who seek memorable outings.

5.       Subscription & Membership Models: Panera’s Unlimited Sip Club and Taco Bell’s Taco Lover’s Pass exemplify how brands are turning occasional diners into repeat customers by offering value-driven subscriptions.

Do You Want a Larger

Share of Stomach

Where & How They Eat

·         Solo Dining: 62% of Gen Zer’s eat alone at least three times per week, favoring quick-service and convenience-driven options like meal kits and delivery apps.

·         Group Dining: Family meal deals, bundled snacks, and restaurant loyalty perks drive social dining occasions. Gen Zer’s are more likely to share meals at home, particularly for game nights and binge-watching sessions.

·         At-Home Eating Habits: Only 22% of Gen Z and Millennials eat at a traditional dining table regularly. Instead, they prefer eating in front of a TV, gaming console, or laptop. Brands are catering to this behavior with packaging innovations, such as one-handed snack wraps and resealable meal containers.

Key Takeaways for Food Marketers

·         Leverage digital engagement to create interactive and influencer-driven promotions.

·         Prioritize speed and customization in menu offerings and service models.

·         Offer experience-driven dining for social occasions while maintaining convenience for everyday eating.

·         Capitalize on snack culture by introducing hybrid meal-snack options.

·         Innovate packaging solutions for on-the-go and at-home consumption.

As Gen Z and Millennials continue to drive food trends in 2025, successful restaurant brands will be those that prioritize digital convenience, social engagement, and flexible meal formats. The future of foodservice lies in catering to their evolving expectations, ensuring relevance in a dynamic marketplace.

Drive Sales. Boost Profits. Stay a Step Ahead.

The Foodservice Solutions® team is dedicated to helping you grow your top-line sales and bottom-line profits.

Are you looking a customer ahead? We have the strategies to get you there.

🌎 Visit GrocerantGuru.com
📩 Contact us: Steve@FoodserviceSolutions.us

Let’s create the next big opportunity for your brand! 🚀

Terrible's Is Not So Bad Adding Relevance with Digital Technology

 

At the intersection of customer relevance, Gen Z and Millennial consumers, and technology; Terrible Herbst Oil Co is adding digital technology to expand its brand invitation with relevance to both digital native cohorts Gen Z and Millennials according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  

That’s right, Terrible's Convenience Stores is teaming up with Upside to add 84 gas stations to Upside's digital marketplace. The move will enhance customer value and boost brand loyalty, according to the companies.

The partnership's goal is to help Terrible's access a broader audience while incentivizing both new and occasional customers to choose the company's gas stations over competing options due to personalized promotions within the Upside platform.

Sam Zanini, vice president of revenue management, data analytics and FP&A at Terrible's, stated, "At Terrible's, we continually seek out innovative avenues to introduce our brand to new consumers and enhance brand loyalty among our current customers," ... "We're excited to collaborate with Upside to offer cash back incentives that serve the interests of our prospective and existing customers and measurably contribute to our business."

The Upside platform connects millions of drivers with nearby gas stations and convenience stores. The company analyzes historical customer data to create personalized offers for customers that profitably increase cross-shop transactions, from pump to c-store, delivering them through the Upside mobile app and its network of partner apps.

David Poulnot, vice president of sales, fuel and convenience at Upside, stated "A defining feature that sets Upside apart is that we deliver proven incremental sales to gas stations and c-stores by filling their excess capacity with new, profitable transactions," …. "We're excited to help Terrible's boost their brand loyalty and drive more consumers to their fuel sites in a way that's measurable and proven."

Founded in 2016, Upside now works with more than 100,000 gas stations, c-stores, grocery stores and restaurants.

Are you trapped doing what you have always done and doing the same way?  Interested in learning how Foodservice Solutions Five P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us