How To Spice Up Service For All Generations

How different generations experience dining

A top restaurant is all about the atmosphere for millennials. Boomers look for food classics. Gen X just wants an excuse to socialize. Gen is as unconventional in food choices as in life. So, what to offer to whom and how? Discover the 4 generations of customers of the gastronomy industry. Today's restaurant scene is influenced by four distinct generations, each shaped by unique upbringings and experiences. Their preferences vary widely. Who's into superfoods? Who's all about snacks? Discover strategies for attracting and retaining guests from different age groups.

Baby Boomers: embracing the familiar

Boomers, the eldest generation on our list, were born between 1946 and 1964. Coming of age in the post-war era, they experienced limited access to goods but cherished family mealtimes. Renowned for their generous tipping, Boomers are inclined to dine out for lunch, as indicated by a Fairway study. Accessibility is key for them, so restaurants should ensure convenient access. With less reliance on social media, their in-person experience matters most. Offering coupons or promotions can enhance their dining experience.

Traditional recipes

For baby boomers, tradition embodies authenticity and culinary excellence. They gravitate towards restaurants offering dishes crafted from time-tested recipes and classic culinary traditions. These establishments evoke nostalgia, stirring memories of childhood comforts. Boomers feel most at ease in cozy inns or traditional eateries, where menus feature familiar ingredients and traditional flavour combinations. Their hearts do not beat faster at the sight or smell of trendy or innovative culinary experiments.

Local produce

Boomers are drawn to regional cuisine and locally sourced ingredients, seeking authenticity in their dining experiences. For instance, Arizona-based Chompie’s Restaurant has found success with its baked bagels. These are used to craft sandwiches featuring tuna, roast chicken, or beef. With a history dating back to 1979, Chompie's loyal clientele, including many older customers, keep returning for more of their beloved offerings.

Shared meals

Baby boomers also value restaurants that foster leisurely conversations and unhurried service. They favour cosy interiors with a touch of history over modern minimalism. They do expect exceptional service. Vincent Guerithault, owner of the American restaurant Vincent on Camelback, enhances the Saturday experience for his patrons with an outdoor market. It features champagne, freshly baked goods, and local delicacies. Similarly, the American chain Cracker Barrel has won over boomers with its charming décor, complete with a front porch, rocking chairs, and a selection of local souvenirs, adding to the nostalgic ambiance.

Generation X: exploring the new frontier

The generation born between 1965 and 1980 straddles the analogue and digital divide, respecting tradition while also embracing new experiences. They value convenience and are open to trying new things, often relying on word-of-mouth recommendations. Interestingly, they don't shy away from chain cafes. They actively engage with Facebook yet tend to share less about their activities. Restaurants and cafes can leverage targeted advertising and content to reach this demographic effectively. They typically tip less generously than boomers.

Openness

They are the first generation to witness the world opening up before them. Known as "Gen X" they spearheaded the trend of embracing diverse ethnic cuisines. Seeking authenticity in their dining experiences, they gravitate towards establishments cherished by locals for its genuine fare. {You can add here a restaurant example from your country} In Buenos Aires, Corte Comedor restaurant reigns supreme, focusing on transparency in its offerings. Here, meat isn't just a dish—it has an identity and a story. Sourced directly from producers, guests can learn about its breeding, feeding, and farming conditions. A trio of unique sausages, featuring jalapeno peppers, green curry paste, and chili mirasol, has become a particular favourite among patrons.

Health and environmental awareness

This generation was the pioneer in prioritizing healthy eating habits, sparking a trend toward introducing alcohol-free drinks in more and more establishments. The rising popularity of mocktails is exemplified by London's Club Soda, boasting a selection of nearly four hundred 0% liquors. They appreciate organic, unprocessed, and sustainably grown products. This ethos drew them to Rustik Fork restaurant in Riverside, California, where an open kitchen, a bar featuring locally sourced craft beer, and a dining room adorned with rustic décor create an inviting atmosphere aligned with their values.

Culture and society

For Gen X representatives, a meal is just an excuse to socialize. The interior of the establishment and its atmosphere is as important as the menu. They appreciate places that offer something more than a meal, such as theme nights or workshops. They are eager for alcohol free drinks, but also appreciate wine offerings, such as at the Australian restaurant BridgeWater Inn. The Ming Pavilion restaurant in Hong Kong also has a good reputation, with Gen X praising it for recipes passed down from generation to generation.

Millennials: is it ethical?

Millennials, or Generation Y, are bringing a whole new dynamic to gastronomy. For those born between 1981 and 1996, food is a way to explore the world, but also a form of expression of personal values and active participation in the community. 

Britain's Fairway found that they regularly eat out and enjoy testing new places. They use Instagram intensively and often search Google for establishments in their immediate area. 

This age group is more likely to eat out with their partner and children. They care about a healthier diet, so such menu items will catch their attention. They like to look at a restaurant's website before visiting, so the interface must be intuitive. They are avid Facebook users, so expect them to read and leave reviews. They take a similar approach to tipping as Gen X.

Culinary experience

Generation Y seeks out original and distinctive dining adventures, eager to share them on social media platforms. Millennials are captivated by restaurants that not only tantalize their taste buds but also weave a narrative. A prime example catering to this demographic is Different restaurant, where meals are served in complete darkness by blind waitstaff, offering a unique sensory experience. Similarly, California's AOC restaurant has garnered praise from millennials for its fusion of California and French cuisine, presented in a cosy and welcoming environment, making it a favourite among this generation.

Ethics and awareness

Ethical considerations play a significant role in the decision-making process for millennials, influencing their consumer choices. They prioritize establishments that align with their values, such as coffee shops sourcing from fair trade plantations. Moreover, millennials are inclined towards vegetarian or vegan options, or dishes crafted to minimize environmental impact. 

Tech-savvy

Millennials epitomize the digital age, with modern technology seamlessly integrated into their daily lives. They expect restaurants to maintain a strong social media presence, as it's their primary source of information. Sharing culinary adventures online is second nature to them, serving as a platform to explore and recommend gastronomic finds. They are drawn to establishments like London's bakery and patisserie Jolene, where TikTok buzzes with tantalizing videos showcasing delectable baked goods and chic industrial-style interiors.

Gen Z: originality in the digital realm

Generation Z, born between 1997 and 2012, navigate the blurred lines between the real and virtual realms seamlessly, and this extends to their approach to food and dining. They anticipate convenient access to online menus, reflecting their digital-native mindset. According to Fairway, this demographic is more inclined to visit new establishments when promotions are offered, demonstrating their penchant for deals and discounts. They are the least likely to tip.

Flavour-curious

For Gen Z, variety is key to a fulfilling culinary experience. They are particularly open to unconventional flavour combinations, often embracing food trends and fads. A notable example is the viral TikTok sensation of pasta with feta baked in the oven, which has gained popularity among this demographic. Recently, caviar has also been making waves in their culinary preferences.

At upscale establishments like the Hopdoddy Burger Bar in the US, customization is the name of the game. Kids can choose from a range of milkshakes, while adults can indulge in craft beer selections. Mediterranean-inspired dishes are a hit among Gen Z, featuring options like red bell pepper hummus, quinoa salad, Greek chicken pita, and steak skewers.

According to U.S. portals, Generation Z often frequents casual eateries and chain restaurants, especially those offering unique and interesting beverage options. Examples include Dutch Bros Coffee and Tropical Smoothie Café, where wraps are highly regarded among this demographic.

Integrating Technology into the Dining Experience

As digital natives, Gen Z demands that restaurants stay abreast of the latest trends. A fascinating case in point is the Copenhagen restaurant Alchemist, which garnered notable recognition in the "World's 50 Best Restaurants" ranking. Dining there is akin to a multimedia extravaganza, where guests are immersed in a sensory journey under a dome adorned with animated visuals corresponding to each dish. 

Sustainable Development and Social Awareness

Gen Z is following in the footsteps of their predecessors in embracing social awareness and activism. They eagerly seek out venues like the Paris Climate Academy Bar, which not only offers local-only products but also serves as a gathering spot for socially conscious individuals. Guests there have the opportunity to contribute to social causes by paying for a "suspended meal," which is then provided to those in need. 

How to win them over? We've got some clues. 

Now you know the traits of each generation. So, what do you need to do to draw them to your establishment?

Boomers

• language and communication: use straightforward language without slang on your menus. Ensure clarity by using contrasting fonts to make items stand out.
• interior and ambience: opt for comfortable seating away from loudspeakers. Use pleasant fragrances and ensure cosy restroom facilities. Provide attentive and courteous service, avoiding impatience or pettiness.
• loyalty programs: implement loyalty programs as 71% of boomers are keen to participate, offering them incentives to return.
• promotions: showcase professional service through videos to entice customers.
• secret weapon: offer smaller portions of main course side dishes to cater for their preferences

Gen X

• language and communication: instead of offering "low-fat" dishes, highlight the positives and emphasize delicious, health-promoting ingredients.
• interior and atmosphere: create a cool and comfortable atmosphere where groups can relax. Avoid loud music to ensure a pleasant dining experience.
• loyalty programs: implement loyalty programs, as Generation X appreciates them just as much as boomers do (with as many as 88% considering them a good way to save money).
• promotion: use email marketing and Facebook ads to effectively reach this demographic.
• secret weapon: offer dishes featuring superfoods or superfruits, such as salads, smoothies, and cereal bowls, to appeal to their health-conscious preferences.

Millennials

• language and communication: avoid marketing slogans, communicate with authenticity and sincerity.
• interior and ambience: embrace limited interaction by offering self-service options.
• loyalty programs: enhance loyalty programs by emphasizing additional attractions, such as wine tasting events or live music performances.
• promotion: use authentic imagery and customer referrals rather than stock photos to build trust and credibility.
• secret weapon: allow customers to mix and match their own sets, providing them with a sense of control and personalization.

Gen Z

• language and communication: use apps and touch screens for ordering
• interior and ambience: offer a casual dining experience with limited service, as they are not necessarily seeking an expensive culinary experience but value efficiency.
• loyalty programs: rather than long-term loyalty benefits, focus on specific pricing offers that prioritize immediate benefits.
• promotion: share real stories about ingredients and production processes to capture their interest and authenticity.
• secret weapon: provide a variety of snacks that they can enjoy between smaller main courses, catering to their preference for grazing and snacking.