Explore More Than Just This Free Article

This article is a glimpse of the exclusive insights we provide daily to industry leaders. Dive deeper into our industry-specific reports and uncover the strategic information you need.

Gen Z consumers made 5 billion restaurant visits in the US during the 12-month period ending in July, including 4.3 billion visits to quick service restaurants, says The NPD Group; overall quick service traffic flat compared to a year ago

CHICAGO , September 14, 2022 (press release) –

—Fast casual menus are more aligned with Gen Z’s food preferences and values

Older Gen Zs, ages 18-24, in the U.S. are discerning when choosing restaurants. Although price matters to this group, their taste preferences and definition of value dictate the type of restaurants they visit, reports The NPD Group. As a result, Gen Zs skew towards quick service restaurants, particularly fast casual, that balance value and focused menu.  

In the 12 months ending July 2022, Gen Zs made 5 billion restaurant visits, 4.3 billion visits were to quick service restaurants, and 736 million were to full service restaurants. Overall quick service traffic was flat compared to a year ago, while Gen Zs fast casual visits were up 4% in the period compared to a year ago. Gen Zs favor major fast casual chains that provide the menu items they want, value for the money, and messaging that reflects their interests, like organics and sustainability, according to NPD’s recently released Winning Gen Z Consumers study. 

When deciding to eat out, Gen Zs choose the food they want before the restaurant. Many are seeking more from their restaurant foods and beverages, including local, low-calorie, organic, sustainable, and plant-based options. Classic menu items, like burgers and chicken options that are unique, craveable, and can’t be replicated at home, appeal to this group. Snack-oriented foods, bottled water, and non-carbonated soft drinks are also popular with Gen Zs. Chicken sandwich offerings are essential to Gen Zs, particularly those with value price points or a spicy profile, says NPD, which recently merged with Information Resources, Inc. (IRI®) to create a leading global technology, analytics and data provider.                                                                   

“Now is the time to reach these young adults as they enter their peak restaurant usage stage,” says David Portalatin, NPD food industry advisor and author of Eating Patterns in America. “Restaurant operators can differentiate their brand with Gen Zs by focusing on creative spins on classic foods, engaging relevant messaging, and generating value beyond price.”

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.

See our dashboard in action - schedule an demo with Dan
Dan Rivard
Dan Rivard
- VP Market Development -

We offer built-to-order consumer packaged goods (cpg) coverage for our clients. Contact us for a free consultation.

About Us

We deliver market news & information relevant to your business.

We monitor all your market drivers.

We aggregate, curate, filter and map your specific needs.

We deliver the right information to the right person at the right time.

Our Contacts

1990 S Bundy Dr. Suite #380,
Los Angeles, CA 90025

+1 (310) 553 0008

About Cookies On This Site

This website stores cookies on your computer. These cookies are used to improve your website experience and provide more personalized services to you, both on this website and through other media. To find out more about the cookies we use, see our Privacy Policy. We won't track your information when you visit our site. But in order to comply with your preferences, we'll have to use just one tiny cookie so that you're not asked to make this choice again.