The Human X by IA Retail research team recently put together a report exploring how eating habits and preferences evolve during societal and economic upheaval. The team used consumer survey data to examine how retail design reacts to these shifts through design and digital-led interventions.
HumanX by IA Retail is a research initiative aimed at transforming retail design by understanding consumer needs and behaviors. IA is a global firm of architects, designers, strategists, and specialists.
In its report, "Culinary Crossroads: How Societal Shifts Are Defining Tomorrow’s Dining," HumanX by IA Retail surveyed over 500 U.S. consumers in April 2024. The report covered generational and regional differences and changes in food space preferences. The report also provided a look at ideas for future food spaces through design sketches and concepts.
Generational Effects on Food Spaces
HumanX by IA Retail's report covers the food habits and dining preferences of four generations: Gen Z, Millennial, Gen X, and Baby Boomers.
Here are some key takeaways for what each group is looking for from the restaurant industry:
Gen Z: This generation is explorative and looking for innovation and variety in food and spatial design. Affordability is still a major concern.
- 68% are bored by a lack of variety and innovation in both menu and design approach.
- 86% see lack of value for money as the main inhibitor to dining out, which is the highest out of all the age groups.
- 86% see comfortable and cozy seating as a key attractor to visiting food spaces.
Millennials: This group is looking for inclusivity from restaurants, like neurodiverse accommodations and family inclusivity. They also prioritize celebratory and special occasion dining.
- 71% plan to "save" eating out for special occasions only.
- 39% see lack of tech innovation as a key detractor from visiting food spaces.
Gen X: Privacy, comfort and relaxation are king with this generation. Rushing, cscapism, and prioritizing oneself take center stage for this age group looking to maximize joy and prolong health.
- 77% of Gen Xers plan to visit food spaces solely for private outings with friends or family.
- 69% plan to make healthier food choices when eating out.
Baby Boomers: The oldest generation is looking for senior-friendly layouts and human, not tech, services.
- 39% least likely out of all generations to want to explore different culinary options in the future.
- 41% of Baby Boomers view a lack of human-centric interaction as a key barrier to visiting food spaces.
Community Effects on Food Spaces
Access to food spaces varies by community, and the report takes a look at the differences and needs in urban, suburban, and rural settings.
Urban: Urban communities contain a lot of fine diners and thrill seekers, so the same old-same old doesn't appeal to this region.
- 27% are looking to eat out for the sole purpose of enjoying special events such as wine tastings, themed dinners, chef collaborations.
Suburban: Food spaces in this area must cater to multi-generational groups. Local eateries and value are also important in this region.
- 54% are planning to eat out more and invest their money at local food spaces in the future.
- This community contains the highest number of consumers over 60 years old at 24%.
Rural: This community is defined by consumers looking for access to a wider variety of eateries as well as more affordable options.
- 75% are concerned with limited menu options or lack of variety.
- 46% of consumers in this area earn less than $50,000 a year.
Designing Food Spaces Amidst Generational and Community Changes
HumanX by IA Retail's report found that across generations and communities, there are three core drivers of food space experiences: humanization, privacy, and experiences.
The report says, "Food spaces of all formats can respond to the need for evolution by considering the purpose of place, and in what shape it enhances the future truths of consumer food space needs - humanization, privacy and experiences. Stepping into the power of both human and digital can help facilitate the journey."
The report concludes by looking at some design tactics for an analog (human) and digital approach to food spaces, such as:
Analog: biophilic designs, tactile experiences, and local/seasonal menu offerings.
Digital: virtual dining rooms, personalized apps, and new display technology like transparent and holographic displays.
Click here to view the full report and all of IA's design suggestions.
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