How to Adapt Your F&B Brand for Generational Audience Preferences

Dining is more than just eating, it also reflects who we are, how we live and what we care about. As culture and priorities evolve, so too do our dining habits. 

From the quiet comfort of a corner café booth to the viral pull of an Instagram-famous food truck, each generation interacts with food in its own way. And while no generation can be defined by a single set of preferences, certain patterns emerge over time shaped by cultural shifts, technological change and broader lifestyle trends. 

So whether you’re operating an F&B venue, building a concept, or simply trying to stay relevant in a competitive market, here's our crash course in understanding how each generation dines and how brands can meaningfully connect with generational audiences.

Baby Boomers (1946-1964) - Grounded in Familiarity

Baby Boomers, typically defined as those born between 1946 and 1964, represent a cohort whose continued influence on the food and beverage sector is both significant and enduring.  

Recognised for their substantial disposable income, established trust in their preferred brands and preference for genuine hospitality, Boomers remain a cornerstone of the restaurant industry. While much public attention is focused on younger demographics, Baby Boomers continue to underpin long-term value for operators and investors alike through their loyalty and steady patronage. 

Description of Key Trends and Behaviours 

The dining preferences of Boomers lean towards tradition. They consistently favour sit-down service, familiar and well-established menus and venues that offer serene, well-lit environments.  

Attentive and knowledgeable service remains central to their expectations, with hospitality valued as highly as the food itself. Yet, while they hold traditional experiences in high regard, Boomers are not inflexible. Recent data by Eater and Vox Media shows that 44% of Boomers are willing to try new cuisines and flavours, compared to the cross-generational average of 39%.

This openness to discovery, balanced with a sense of routine, creates opportunities for brands that introduce novel experiences whilst respecting established preferences. 

Health and wellbeing now play a greater role in Boomers’ decision-making, reflecting a focus on maintaining quality of life as they age. This mindset is often reflected in the preference for balanced meals featuring lower sodium, moderate portions and heart-healthy ingredients.

However, Boomers tend to prefer when these healthier items are woven subtly into menus, looking and tasting like the comforting dishes they have always enjoyed rather than standing out as overtly branded health foods. 

Trust and consistency are paramount. While Boomers may not dine out as frequently as younger consumers, they tend to spend more per visit.

Boomers’ dining outings increasingly tend to be purposeful—often tied to family gatherings or special occasions—which can correlate with higher spend and stronger brand affinity.

While some assumptions suggest this group is less digitally engaged, many are embracing technology that enhances convenience, such as intuitive booking systems or loyalty programmes, so long as these tools complement rather than replace the personal touch of service.

Takeaways for F&B Brands 

• Prioritise consistency, trust and attentive service -Maintain high service standards throughout the guest journey to meet Boomers’ expectations. Investing in staff training is essential to deliver the level of hospitality that drives repeat visits and higher spend.

• Innovate through evolution, not disruption - Introduce new and globally inspired flavours as complementary additions to established favourites, rather than complete replacements. Menu innovation should feel familiar yet refreshed.

• Integrate health-conscious options seamlessly - Incorporate nutritionally balanced dishes, such as those with lower sodium, controlled portions or heart-healthy ingredients, in a way that preserves comfort, taste and presentation. Avoid overtly “health-branded” offerings that stand out from the core menu.

• Adopt technology that enhances, not replaces, service - Focus on simple, user-friendly digital tools such as streamlined booking systems and clear loyalty programmes. Technology should reduce friction and add convenience without undermining the valued personal connection that defines traditional hospitality.

• Deepen relationships through reliability and relevance - Build on Boomers’ loyalty by ensuring every aspect of the experience, from service to menu and digital touch points, reinforces trust, comfort and the sense of being recognised as valued guests.

Gen X (1965 – 1980) - Balancing Convenience & Quality

Generation X, commonly defined as those born between 1965 and 1980, occupies a unique position in the food and beverage sector. Often dubbed the “middle child” of generations, Gen X is both influential and frequently overlooked, despite entering their peak years of household decision-making and earning power.  

With 43% dining out at least once a week, according to research by The Hartman Group, this group shares a substantial proportion of overall dining spend and influences both older and younger generational behaviours at the table.

Description of Key Trends and Behaviours 

Many Gen X diners are guided by a desire for balance. Having matured during the era of rapid fast-food growth and the rise of dual-income families, they value convenience but will not accept it at the expense of quality.  

Their expectations are shaped by a need for efficiency alongside opportunities for connection and comfort in dining. This is reflected in their culinary choices, which tend to focus on familiar favourites such as pizza, burgers and tacos.

Gen X diners show growing openness to global flavours, with many drawn to Asian and Mexican cuisine, particularly when these are offered in approachable, familiar formats rather than highly experimental concepts. 

Customisation and substance matter more to Gen X than outright novelty.

Although mindful of budgets, they are not primarily motivated by discounts or loyalty schemes and are willing to pay a premium for quality and value. Economic caution remains, especially during times of market instability or inflation. Brands that articulate value clearly while retaining integrity are best positioned to build trust with this demographic. 

Technology use among Gen X diners tends to be pragmatic, driven by convenience and reliability. Many appreciate digital tools such as mobile ordering, easy online reservations and seamless payment options—particularly when these enhance efficiency without diminishing personal interaction. However, there remains a preference for technology that supports rather than replaces the human side of hospitality.

Gen X also demonstrates a notable interest in beverages, both alcoholic and non-alcoholic. This group often gravitates toward options like specialty coffee and regional wines or craft beers, viewing these as key elements of an enjoyable and complete dining experience.

Takeaways for F&B Brands 

• Prioritise consistent quality and authentic communication - Gen X expects reliability in both product and service. Ensure that every touchpoint reflects honesty, efficiency and professionalism, supported by staff training that balances speed with genuine hospitality.

• Offer familiar favourites with a global twist - Curate menus that feature trusted comfort dishes alongside approachable international flavours. Innovation should feel accessible and satisfying, avoiding overly experimental formats that risk alienating this audience.

• Communicate value through transparency and quality - Focus on visible substance — fresh ingredients, portion integrity and craftsmanship — rather than discounts or short-term promotions. Gen X rewards perceived quality and fairness over gimmicks.

• Incorporate health and customisation subtly - Provide balanced, health-conscious options and flexible menu choices that allow for personalisation without overt “healthy eating” labelling. These small touches enhance satisfaction and perceived care.

• Use technology to enhance efficiency, not replace interaction: Invest in seamless, intuitive tools such as mobile ordering, digital payment and simple online reservations that remove friction but maintain a sense of personal connection throughout the experience.

• Recognise the importance of beverages in the Gen X dining occasion: Highlight thoughtful beverage offerings  from craft coffee and smoothies to regional wines and beers, to strengthen the perception of a complete and high-quality dining experience.

Millennials (1981-1996) - Experience Led Diners

Millennials, generally defined as those born between 1981 and 1996, are a transformative generation within the food and beverage industry. Known for shaping major contemporary dining trends, they often prioritise experience and ethical values in their choices.  

Their influence extends beyond their own cohort, impacting both older and younger demographics, making them a critical audience for F&B brands aiming to stay relevant and competitive. 

Description of Key Trends and Behaviours 

Experience continues to play a central role in Millennial dining preferences. Many within this group are drawn to brands that combine quality cuisine with visually engaging presentation and distinctive concepts anchored in storytelling.

Dining often serves as a social activity, with lively food halls and competitive socialising venues proving especially popular. Interior spaces and dishes that photograph well or offer shareable moments tend to resonate strongly with this audience.

Convenience remains important, with Millennials favouring fast-casual formats, meal kits and delivery services that combine flavour with freshness.

Research from Food Industry Executive indicates that many Millennials place strong emphasis on the freshness and quality of ingredients, with a large proportion showing awareness of what goes into their food and factoring nutritional value into their dining choices.

Building on this focus on quality, ethical and environmental considerations also play a significant role in their decision-making. Millennials are often drawn to brands that demonstrate responsible sourcing, sustainability and fair labour practices—and may be willing to pay a premium for options that align with these principles. In this context, transparency and authenticity have become key drivers of trust and long-term loyalty.

Digital engagement also continues to define this cohort’s relationship with dining. Millennials frequently use online ordering platforms and loyalty programmes, expecting seamless, user-friendly experiences that enhance convenience while retaining a sense of personal connection.

Social media remains a strong influence, with peer reviews, creator content and visual storytelling shaping where and how they choose to dine.

Takeaways for F&B Brands 

• Lead with innovation, authenticity and ethical practice - Millennials value creativity and transparency. Develop distinctive dining experiences through inventive menus, engaging presentation and storytelling that feels genuine and values-driven.

• Offer convenience without compromising quality - Provide flexible dining formats such as fast casual options, meal kits and efficient delivery services that prioritise freshness, health and flavour. Convenience should enhance, not diminish, overall quality.

• Communicate sustainability and responsible sourcing clearly - Highlight sustainable practices and ethical ingredient sourcing openly and consistently to build trust and align with Millennial values around environmental and social responsibility.

• Integrate technology that elevates the guest experience - Invest in intuitive digital solutions, including seamless ordering platforms, user-friendly loyalty programmes and meaningful social media engagement that streamline convenience while maintaining human connection.

• Foster long-term loyalty through purpose and relevance - Position the brand as a lifestyle ally rather than a mere dining option. By combining innovation with authenticity, F&B operators can secure Millennial loyalty and extend their cultural influence across generations.

Gen Z (1997 – 2012) - Digital Native Explorers 

Generation Z, generally defined as those born between 1997 and 2012, is a fast-emerging and influential group within the dining landscape. As the first generation fully immersed in the digital era, their preferences are often shaped by technology, diversity and a strong awareness of social and environmental issues.  

Although their purchasing power is still growing, Gen Z’s impact on brand strategies and food trends is already substantial, making them an essential focus for foodservice operators. 

Description of Key Trends and Behaviours 

Digital engagement is central to Gen Z’s dining habits. They frequently discover new restaurants, food concepts and formats via visual-first social media platforms such as Instagram and TikTok, with 67% using Instagram and 62% using TikTok as search tools (Marketing Dive).  

The aesthetic appeal of food, viral content and influencer endorsements heavily influence their dining decisions. Gen Z expects brands to maintain an active and authentic online presence that reflects both personality and purpose. 

Taste preferences within this group tend towards bold and experimental offerings. Gen Z is highly receptive to global flavours, inclusive menus and fusion cuisines.

Food for them is not only about flavour but also about novelty and storytelling. Dishes that introduce new culinary experiences through unexpected flavour combinations, spiciness or reinvented classics are particularly appealing. They also favour flexible meal formats over traditional three-course structures, preferring informal and spontaneous dining. 

Social and environmental considerations are core to Gen Z’s values. They actively support brands that align with their ethics around inclusivity, wellbeing, sustainability and transparency. Authenticity has also emerged as a key expectation, with 90% of Gen Z prioritising being true to oneself (EY Gen Z Segmentation Study). This generation is also more likely to scrutinise sourcing, carbon footprint, labour practices and nutritional content before making dining choices. Food represents an expression of identity, values and community connection for them.

Technological integration plays a defining role in how Gen Z interacts with foodservice. They expect seamless digital experiences from ordering through to payment, loyalty schemes and menu browsing. Technologies such as app-based ordering, AI-driven recommendations, gamification and self-service kiosks appeal strongly. Interactive features including augmented reality menus and user-generated content are particularly engaging when combined with authenticity and creativity. 

Takeaways for F&B Brands 

• Prioritise cultural relevance, technology and ethics: To engage Gen Z, brands must reflect contemporary culture, embrace innovation and demonstrate clear ethical values. Authenticity and purpose are non-negotiable foundations for loyalty.

• Deliver seamless, tech-driven experiences - Ensure every digital interaction is intuitive and engaging. Investments in mobile ordering, AI-powered personalisation and interactive content can create frictionless experiences that resonate with this highly connected audience.

• Champion innovation through bold and globally inspired menus - Offer adventurous flavours, cross-cultural influences and flexible dining formats that support spontaneity. Gen Z gravitates towards menus that feel exploratory, inclusive and customisable.

• Embed inclusion and sustainability at every level - Integrate responsible sourcing, transparent operations and values-led storytelling across all brand communications. Demonstrating genuine care for people and planet builds trust and long-term affinity.

• Leverage digital communities for amplification - Gen Z consumers are powerful brand advocates. Engaging them through authentic social media interactions and user-generated content can drive organic reach and peer-to-peer endorsement.

• Stay agile and responsive to emerging trends - Rapidly adapting to cultural and behavioural shifts enables brands to stay relevant in a dynamic marketplace and secure sustained competitive advantage.

Gen Alpha (2013-2024) - Next Gen Diners Shaping Future Trends 

Generation Alpha, generally defined as those born from the early 2010s onwards, represents the youngest and most technologically immersed generation to date. Although still in their formative years, Gen Alpha is already shaping the future of the dining landscape.  

Raised with the most exposure and access to smart devices and digital content from infancy, their evolving expectations around food, brand interactions and values present early opportunities for foodservice operators to build lasting emotional loyalty. 

Description of Key Trends and Behaviours 

Gen Alpha’s dining habits are heavily influenced by their early exposure to digital media. Sensory engagement and interactive experiences are paramount, with 84% engaging with content on YouTube and 51% active on TikTok, platforms that significantly impact their preferences and awareness of food trends.  

According to Datassential, parents, primarily Millennials, play a key role, with 56% reporting they buy new foods for their children based on online exposure, and 31% of Gen Alpha already consuming on-trend ingredients.

Culinary curiosity is a defining trait of this generation. Exposed from a young age to diverse flavours, cuisines and dietary lifestyles, Gen Alpha demonstrates openness to global ingredients, varied dietary preferences and unique food textures. Vibrant colours, layered textures and build-your-own meal formats cater to their desire for creativity and autonomy, even at a young age. 

Values strongly influence Gen Alpha’s food choices, shaped largely by their Millennial parents who emphasise sustainability, health and ethics. This foundation of food-related values is expected to deepen over time. Brands that align with these principles and communicate them in relatable, age-appropriate ways stand to build trust and affinity early. 

Digital storytelling is essential in engaging Gen Alpha. Characters, mascots, interactive platforms and narratives that go beyond the food help brands forge memorable connections.

Incorporating digital content, educational elements and playful brand features can capture attention and foster positive associations that may influence lifelong consumer loyalty. 

Takeaways for F&B Brands 

• Create multisensory and interactive experiences: Engage Generation Alpha through immersive, playful and digitally enhanced dining experiences that stimulate curiosity and imagination while remaining accessible and age-appropriate.

• Appeal to both children and their Millennial parents - Recognise that dining decisions are family-led. Experiences and messaging should resonate with parents’ values around health, sustainability and education, while remaining fun and engaging for children.

• Invest in digital storytelling and brand engagement - Use technology and narrative-driven content to build early emotional connections. Interactive campaigns, gamified loyalty schemes and creative digital touchpoints can enhance engagement and brand recall.

• Prioritise creativity and choice in menu development -  Design menus with vibrant presentation, diverse textures and flexible “build-your-own” options that encourage autonomy, exploration and joy in the dining experience.

• Acknowledge Gen Alpha’s influence on family dining - Understand that this generation increasingly shapes household dining decisions. Meeting their expectations strengthens family-wide satisfaction and builds a foundation for long-term brand loyalty.

• Invest early to secure future relevance - Brands that nurture meaningful connections with Gen Alpha today will benefit from sustained engagement and loyalty as this digitally native generation matures into future consumers.

The Future of Cross-Generational Dining 

In today’s competitive food landscape, understanding and responding to generational dining habits is becoming a strategic necessity. Each generation brings its own set of expectations to the table, shaped by distinctive values, behaviours and lived experiences.

While there is naturally a significant degree of variation within each generational group, recognising these broader themes and patterns can be highly valuable for those operating across the F&B and hospitality space. This understanding can support more informed decisions around brand positioning, identity and marketing strategy.

Equally, we are seeing clear cross-generational trends emerging that extend beyond age segments and influence multiple sectors. From the growing demand for community-led and social dining experiences to the continued pursuit of authenticity and lifestyle-aligned brands, these shifts reflect a broader movement towards experiences that create genuine connection and relevance.

The most forward-thinking food businesses will be those that combine data, empathy and innovation to design experiences that resonate across generations, all while staying true to their brand identity.

To learn more about how to adapt your F&B brand for evolving generational preferences, whether you’re developing a new concept or refining an existing strategy, connect with us to explore how we can help your brand engage meaningfully with your target audiences.

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