Julia Poole, a social media manager at Tabletop Media Group—a Raleigh, N.C.-based marketing agency that specializes in food and beverage, hospitality and entertainment, and service-based businesses—believes that the Gen Z demographic is critical for bars and restaurants.
“Gen Z customers are a key audience for bars and restaurants,” said Poole. “Speaking as a Gen Z myself, food and drinks are my go-to for connecting with friends and family…it’s usually the first thing I suggest for meet-ups. And, they often look to me for the latest trendy spots because I'm always searching on social media. Plus, Gen Z loves spots with fun cocktails, unique craft beers, and creative menus. This group is also a big component of promotion and awareness to the brands they’re dining with!”
Why is Gen Z so critical to many bars, restaurants, and hospitality businesses? It’s because they have a lot of influence, set trends, and have strong buying power.
NielsenIQ (NIQ)—who recently worked with World Data Lab on a generational spending report about Gen Z—notes that Gen Z makes up 25 percent (or two billion) of the world’s population, and their global spending power is projected to grow to $12 trillion by 2030. The report, titled “Spend Z”, says this may make Gen Z the wealthiest generation in every region of the world.
Gen Z includes anyone who was born between 1997 and 2012, and by 2034, Gen Z will add more than $9 trillion dollars in spending globally more than any other generation, per NIQ.
“Gen Z is here, they’re ready to spend, and companies need to know how to pivot to serve them,” said Tracey Massey, NIQ’s chief operating officer, in an announcement about the “Spend Z” report. “Understanding what makes this generation different is key to unlocking the greater than $12T growth opportunity they represent. Companies are trying to understand the opportunities for growth with Gen Z, and how they are influencing others.”
Gen Z Is a New Generation of Customers
Kara Graves, senior partner and director of marketing with Uptown Hospitality Group, said Gen Z customers are extremely important to bars, restaurants, and the hospitality industry because they make up a significant portion of customers, especially for their group’s portfolio.
Uptown Hospitality Group – based in Charleston, S.C. – offers culinary and entertainment experiences with three restaurant venues, including Bodega, Share House, and Uptown Social, along with a new concept, By The Way, launching soon.
“The bars and restaurants that should be marketing to potential Gen Z customers are places that offer a unique experience, whether it’s new and trending dishes, cocktails or mocktails, places that have a specific theme or vibe, higher end yet approachable establishments with live music or DJs that play music that’s popular among the Gen Z demographic, and places that offer up an Instagram or TikTok worthy aesthetic.”
To connect with Gen Z, Uptown Hospitality Group ties everything they do into marketing, advertising, and PR. “We have daily specials, signature trending menu items like the ‘Girl Dinner,’ which is an Instagram trend that’s an espresso martini and a half Caesar salad and truffle fries in the same bowl,” shared Graves. “We do many different events within all our establishments, whether it’s ‘Brat Trivia’ or a Taylor Swift night where our DJ plays Taylor Swift songs to music videos and an impersonator entertaining the crowd. Plus, we have weekly entertainment – live bands and DJs. We’re always coming up with creative ways to build business, target Gen Z and promote accordingly.”
Tess Posthumus – a board member of Tales of the Cocktail and owner of three Dutch bars in Amsterdam, including Flying Dutchmen Cocktails, Dutch Courage, and Belly of the Beast – said that if bar and restaurant owners and operators want to invest in the longevity of their establishment, they should attract Gen Z.
“They are important,” said Posthumus. “They are the next generation and the generation that is partly allowed to drink. They are the youth.”
At Posthumus’ Belly of the Beast, they have a student night on Wednesday and focus on 19- to 25-year-olds with specials like buffalo chicken wings and discounted cocktails. “We have special Jello shots, a bit of fancy riffs on Jello shots,” she said. “And we have Mario Kart in the back of the bar. It’s a bit more playful in regards of having Jello shots instead of fancy cocktails, but also more interactive and not just a sit-down cocktail bar. We post this information on social media and offline with posters and advertisements at the universities. In general, we post on Instagram and do paid on Google.”
Posthumus noted that she primarily focuses on Millennials (those who are around 28 to 43 years old) and then tries to attract Gen Z on the slower nights at her establishments.
“We do try to attract Gen Z on slower nights and as the new generation of guests, we do want them to eventually find us and enjoy their time with us,” shared Posthumus.
“A Deeper Connection” – Gen Z Cares About More Than Food and Drink
Poole, of Tabletop Media Group, believes that it’s not just about the food and drinks for Gen Z; it’s about the atmosphere and how the vibe resonates or relates to each person.
“They’re drawn to places that feel authentic, with trendy menus offering photo-worthy dishes, and fun, thoughtfully crafted cocktails,” said Poole. “What matters most to Gen Z is finding a place that goes beyond just a meal, it’s about creating memories and connecting with others. If you asked me which places I’d go back to time and again, it would be those that offer this kind of complete experience.”
Tori Pfaff, a social media and marketing intern at Union Station Deli & Catering in Raleigh, N.C. – a Gen Z-er herself – said Gen Z wants “a deeper connection.”
“Gen Z values authenticity, sustainability, and personalized experiences,” said Pfaff. “They tend to look for unique flavors and visual appeal/aesthetic – often to share on social media. Also, they appreciate seeing or knowing the story behind the business or a menu item, which gives them a deeper connection to the brand.”
Simone Lawson, marketing director and co-owner of Sassool Café in Cary and Raleigh, N.C., said Gen Z customers want more transparency, especially about ingredients and allergens, and simpler, more wholesome ingredients.
“Gen Z customers are extremely important to restaurants,” said Lawson, whose restaurants offer a fresh variety of Lebanese Mediterranean cuisine. “Many of them are entering their careers and have a good deal of financial freedom to spend doing leisure activities and dining out. They are also the up-and-coming group of customers that will gain loyalty to certain restaurants or food brands. This loyalty helps regular, predictable business for restaurants, i.e. establishing those ‘regulars’ is crucial!”
Graves, of Uptown Hospitality Group, said Gen Z customers are looking for specific offerings that end up driving new trends. For example, Gen Z is “sober curious,” which has led to a massive uptick in spiritless offerings and alcohol substitute, according to Graves. “They're also looking for sustainable and organic offerings, plus establishments that align with their core values,” she explained. “They're also looking for higher end yet approachable experiences, great music, and places they can enjoy with friends or meet new people.”
Posthumus, of the Flying Dutchmen Cocktails, Dutch Courage, and Belly of the Beast – said the big difference between Gen Z and Millennials is that Gen Z wants it instantly with more customization, and Millennials are looking for service.
“So, for Gen Z customers, what they want from bars and restaurants is more a quick service than a fancy service,” said Posthumus. “They taste first with their eyes, more than the previous generation. That needs to be fancy for Instagram or TikTok or for pictures they’re taking. It needs to be within a theme, think about the freak milkshakes or the fancy cookies you see passing by. Or, on the other hand, it could be super clean like the clarifieds or cocktails without garnish. It’s one or the other. But I think they’re driven by visual first and what the aesthetic is, dependent on the Gen Z-er.”
How to Market Your Bar or Restaurant to Gen Z Customers
Pfaff, of Union Station Deli & Catering, said marketing to Gen Z-ers requires a digital-first strategy and a focus on being visually appealing. “They respond well to video content that grabs your attention, behind-the-scenes looks, and content that feels like a natural part of their social feeds,” she said.
Pfaff suggested that bars and restaurants use interactive features like polls or “choose your favorite,” and feature stories that encourage engagement and make Gen Z feel like they’re a part of the brand’s journey. She said short, engaging videos work well. For example, showcasing the creation of one of your most popular dishes to help humanize the brand.
“At Union Station Deli and Catering, we have tapped into collaboration Reels with local creators to engage Gen Z customers on Instagram,” shared Plaff, who said this allows the restaurant to reach Gen Z authentically, in a relatable way, while expanding their visibility through trusted, local voices they already follow.
“Each creator brings a fresh perspective, whether they’re doing a taste test of our House Smoked Pastrami or showing what a visit at their favorite lunch spot looks like,” explained Pfaff. “This approach has not only boosted engagement with both our followers, but also builds trust with Gen Z. This collaboration strategy amplifies our reach by combining our audience with the creators, and it ensures that the content feels authentic and real, which is something Gen Z values.”
Pfaff pointed out that Gen Z also values quick responses and personalized interactions, so replying to comments or sharing user-generated content helps reinforce the connection.
Graves, of Uptown Hospitality Group, agrees that social media is key and that using both micro and macro influencers across social, or those customers who have an engaged following, is valuable.
“More and more, the consumer or guest can use their own platform as a promotional opportunity,” said Graves, who noted that every bar and restaurant needs to have one Instagram-able moment at the bare minimum. “If you're falling short in the social media department, it will do a massive disservice to your establishment. It's important to have employees that also understand how to navigate these platforms and will be willing to help in promoting.”
Lawson, of Sassool Café, said TikTok is hugely popular with Gen Z and that it’s important that bars and restaurants create a presence there. She said use “attention grabbers,” convey value, offer a loyalty program, show why the establishment is special, and be clear and concise with the content.
“The generation spends an average of four hours or more [per day] on social media,” said Lawson. “Targeting this age group on social media, highlighting the vibe of the restaurant and the special parts of the menu are a great way to capture their attention and bring them in to try the food. It's also really important that online ordering is available and easy to use, as this age group wants ease of use and is more willing to try places with aesthetically pleasing branding and website image.”
Anna McKenzie, a social media manager at Tabletop Media Group, said TikTok and Instagram aren’t just for scrolling – they’re Gen Z’s go-to search engines for finding inspiration on where to eat or which spots to add to their list.
“Creating engaging content doesn’t have to be a big production,” advised McKenzie. “Try a quick kitchen timelapse, a clip of a bartender making their favorite drink, or let your personality hire share their top menu picks. While trends help with visibility, a strong, consistent brand personality matters even more. Find your niche and own it.”
Mistakes to Avoid When Targeting Gen Z
McKenzie said bar and restaurant owners and operators need to be authentic when communicating with Gen Z.
“Gen Z customers are savvier than you might think,” said McKenzie. “Avoid coming across as inauthentic, overly polished, or too sales-focused – they can spot a hard sell from a mile away. Instead of telling them why they should love you, show them. Highlight what makes your business unique by keeping things authentic, personal, and laid-back. They’re looking for a spot where they can chat with their favorite bartender, introduce friends to their go-to order, and leave feeling like they got real value for their time and money.”
According to Graves, the old adage “Less is more” is a good mantra when communicating with Gen Z, especially if you’re not social media savvy (you don’t want to fake it).
“Always take advice from Gen Z, as that’s who you’re trying to target,” encouraged Graves. “It’s okay to not understand all the new technology, but so long as you have a team in place and you continue to learn and grow, that authenticity will not go unnoticed. That is something that Gen Z really pays attention to – being authentic.
Posthumus remined bar and restaurant owners to be more inclusive when communicating and marketing to Gen Z.
“It is important to be aware, to be diverse, and inclusive for a large Queer community, but also for different cultures and ideas, to be socially aware, and also sustainability and social justice,” said Posthumus. “I think to not do that, to be very old-school, toxic masculine, it won’t be the place where you find a lot of Gen Z customers. Or maybe a niche group.”
Posthumus added: “In Amsterdam at least, Gen Z likes to be in a more modern, progressive setting. With that in mind, how the flow of work works, such as very stiff, suit and tie outfits don’t attract GenZ customers. They prefer a more relaxed atmosphere, a little less etiquette, less rules, and less social behavior rules.”
Don’t Wait for Gen Z, Find Them and Engage
From McKenzie’s perspective, to connect with Gen Z, you don’t wait for them to find you, you go find them.
“Partner with local groups like apartment complexes, influencers, run clubs, and nonprofits that share your brand’s values,” recommended McKenzie. “Keep these relationships active by engaging with them on social media, supporting neighborhood initiatives, and showcasing your staff — people connect with people! When you invest in your community, they’ll invest in you.”
Aaron Kiel is an award-winning journalist and public relations professional in Raleigh, N.C. He’s worked in the beverage, tea, and coffee industries for two decades, as well as hospitality and technology. He’s a journalist at heart, but he also wears a PR and communications hat through his consultancy, ak PR Group. Aaron is a contributing writer/reporter for Questex’s Bar & Restaurant News and he’s a past editor of Questex’s World Tea News. In 2023, he was a finalist and honorable mention in the “Folio: Eddie & Ozzie Awards” for “Range of Work by a Single Author – B2B” for Questex’s World Tea News. In 2024, Aaron won two awards for his work with Questex’s Bar & Restaurant News, including a Gold Northeast Region Award in the American Society of Business Publication Editors’ (ASBPE) Azbee Awards under the “Diversity, Equity & Inclusion” category, and a “Folio: Eddie & Ozzie Award” in the B2B article category for “Culture & Community.” He also received a 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram: @adventurer_explorer or visit akprgroup.com.
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