It is often said that an age may be “just a number,” but there’s more to the equation when determining how to market your bar or restaurant to customers falling into four major generational categories—Boomers, Gen X, Millennials, and Gen Z—with differing food preferences, dining habits, and outlooks on how and where their money is best spent.
There are common generalizations associated with each generational group. The “Brand Love + Demand” conducted by the Zeno Group in Los Angeles, reveals Gen Z (born 1997-2012) and Millennials (born 1981-1996) are tech-savvy, open to more adventurous flavor profiles, and more cost conscious than their elders. The Boomers (born 1945-1964) and Gen Xers (born 1965-1980), in contrast, are thought to be more set in their culinary ways, prefer more hands-on service on-premise, and are open to spending more money for high-quality dining experiences.
The survey, which interviewed 3,000 U.S. consumers across the four key generations, had a few standout statistics extended across all age groups:
- 72% will stay loyal to loved brands even when it costs more
- 52% will rely on word-of-mouth for their buying decisions, more than any other information source
. - 38% will break up with a brand the moment they lose shared values, emotional connection, or reputation.
The results also confirmed that, regardless of age, loyalty, authenticity, reliability, and trust are the top traits that consumers associate with the brands they love. However, the Zeno Group’s study also reflected the younger generations’ embrace of technical influence in the industry.
- Nearly 45% of Gen Z and 36% of Millennials (vs. just 11% of Boomers) rely on social media to discover and validate brands, including restaurants.
- 20% of Gen Z trust influencers, five times more likely than Boomers.
- 24% of Gen Z also rely on online forums and reviews, four times more than Boomers.
While social media plays a big role in the younger generations’ decisions, picking the most popular platforms among the target demographic is key. YouTube leads (83%), followed by Facebook (78%), Instagram (57%), and TikTok (55%). Among their communications preferences, text messages (61%) is the favorite, closely followed by email (59%). Moble apps are used by only 48% of the audience.
However, savvy restaurateurs and managers should remember that within these groups, there will always be outliers, from the well-traveled Boomer craving specific flavors from around the globe to a Millennial who will spend whatever it takes to experience the best bourbon available in his area. This means that even with clear generational guidelines, promotions, and menu planning, outreach specific to each group may be a little more complicated than things seem on the surface.
Although no restaurant or bar can be all things to all people, some restaurants have something to offer different age groups based on the time of day, week, or season. If a restaurant offers private dining and special event services, from business luncheons to milestone family gatherings, this necessitates a multi-generational approach to outreach and marketing.
Alexander Schwartz, marketing director at point-of-sale technology solutions provider Signature Systems Inc., predicts more operators will make decisions to leave certain promotions and dishes in the past, thanks in part to ongoing cultural shifts. “If your restaurant is in an area where you are pretty much appealing exclusively to retirees, keep that early bird special on the menu,” he says. “But if you are in an area where you are going to be appealing to multi-generational diners, an early bird special may feel like a punishment for people who get out of work at 5:00 or those who want to dine later but want access to a more affordable meal.”
Whether an operator explores POS data or goes directly to the source—desired customers—for direction on customer outreach, they can also learn from studies conducted by hospitality and restaurant-focused marketing companies. A look at successful restauranteurs with multiple locations or a solid track record of keeping customers in different demographics happy and well-fed can also be helpful.
Universal Truths
Among those surveyed in December 2024 (12/6-12/24/24) by the Zeno Group, 87%, regardless of age, will support the brands they love with their wallets. However, according to Allison McClamroch, Zeno’s U.S. head of brand, earning the consumers’ continued trust varies by generation. Her colleague Sarah Rosanova, Zeno’s restaurant and retail brand expert, added that while generational values will dictate how those in different groups express their opinions, wants, and needs, restaurateurs and bar owners have to be careful of straying too far from their origins in the name of staying relevant. The necessity to be mindful of this underscores a constant: Know your strengths and elevate them; don’t replace them.
“As restaurants evolve to appeal to new generations, our research shows a clear risk: When a brand strays too far from what originally made it lovable, whether it is the menu, service, or restaurant design,” says Rosanova. “Even the most modern upgrade can backfire if it undermines the core identity of the brand.”
Shannon O’Shields, VP of marketing at Rubix Foods (helping restaurant brands translate cultural shifts into consistent or growing sales), says the economic backdrop also shapes behavior across all age groups. “With 46% of consumers fearing a recession, there’s a strong desire for affordable indulgences,” she says. “Smart restaurant marketers are adapting by delivering bold flavor and perceived value. ‘Comfort food’ is well-received among people of all ages because of its emotional and nostalgic appeal. They seek flavors that soothe, excite, and transport. However, it needs to be redefined across generations.”
“The atmosphere can easily appeal across generations without the appearance of management pandering,” says Brooks Kirchheimer, co-founder of Hill Top Hospitality. “An example of this is having a modern and inviting space across our restaurants and at the same time having subtle differences in different parts of the layout that allows those areas to be more inviting for certain guests. At our ‘Urban Hill’ restaurant, we have the main part of the dining room where more of the action is and the open kitchen, which could be more welcoming for those looking for a lively experience, and then we have smaller rooms that can be quieter and more wanted by others.”
Despite headlines focusing on generational divides, Shikatani LaCroix Design’s analysis of nearly 2,000 restaurant ratings reveals four drivers of customer loyalty that transcend age: delivering the outcome customers seek, empowering employees to resolve problems, serving fantastic food, and providing excellent value.
“Smart operators are learning to communicate value differently to different generations while maintaining consistent delivery,” details Founder/President Jean-Pierre Lacroix. “A Baby Boomer might appreciate a phone call about a delayed order, while Gen Z prefers a text update. Yet both want proactive communication about issues affecting their experience. Meeting their needs suggests that while delivery methods may vary by generation, the fundamental desires remain remarkably consistent. Every generation wants their food to taste great, their problems solved quickly, and to feel they received fair value for their money. In addition, patrons put a greater importance on operators who create memorable, shareable dining experiences.”
There’s a caveat in North America’s hospitality industry, however: How do you create dining experiences that resonate across four distinct generations, each with vastly different expectations, communication preferences, and definitions of value? LaCroix theorizes that the most complex challenge lies in defining “value’ across generations. While his Gen Z data shows strong price sensitivity, the broader industry study reveals that “value” encompasses far more than price. It includes service quality, ambiance, portion sizes, and overall experience.
“The smart money is on running layered, micro-targeted campaigns rather than banking on one age group,” says Mike Bausch, owner of Andolini’s Pizzeria in Tulsa and a nationally recognized voice on restaurant operations, branding, and multi-generational marketing. “Gen Z might follow you on TikTok because of your menu hacks and vibe, while Boomers are coming in because your bartender remembered their drink order and you offer a calm, classy spot for conversation. The best operators play chess, not checkers, customizing experiences without alienating anyone. It’s about having different on-ramps to the same great product.”
Looking at the whole generational picture, LaCroix says the most successful restaurants in the future won't choose between generational targeting and broad appeal – they'll master both. They'll build experiences rooted in universal human desires for quality, value, and respect, while creating multiple pathways for customers to engage based on their preferences.
“At Lotus of Siam, we believe that creating a meaningful dining experience means being inclusive while also recognizing how different generations connect in unique ways,” says Managing Partner Penny Chutima, who believes the cross-generational success of the Las Vegas restaurant specializing in Northern Thai fare comes from doing the fundamentals—food, hospitality, and thoughtful design—exceptionally well. “It’s not about choosing one audience over another, but about building a strong foundation rooted in authenticity, then layering in thoughtful touchpoints that resonate across age groups. We embrace opportunities to engage guests where they are. Younger diners may discover us through content on social media, while longtime regulars often connect through wine pairing dinners or personal recommendations. Both experiences are valid and intentional.”
“I challenge our teams to think a little bit more outside the box,” says Karl McElligott, director of Food & Beverage at Olympia Hotel Management, who explains how some restaurants in the properties apply modern twists to dishes that may have been on the menus for years to keep things interesting for people of all ages. “We encourage our culinary teams to think about how they can offer a shared experience. When they think about menus, they consider how they can cover most generational gaps and what each one is looking for. We've definitely seen progression towards shared elements, where pairs or groups of customers in different age groups will choose a few appetizers or share a bit of their entrees with one another.”
Across the board, service, consistency, cleanliness, and value never go out of style, and people in all generations notice when they feel cared for by someone who believes what they say. “You don’t need to chase trends to stay relevant,” Bausch says. “A warm welcome, a solid playlist that’s audible but not annoying, and a menu that nails execution...those are ageless. It's only when restaurants try to be everything to everyone that it feels like they're trying too hard and not being themselves.”
Consider Music
“Music, when used intentionally, is a form of behavioral science that helps shape how guests feel, how long they stay, and how much they’re willing to spend,” says Barry McPhillips, Head of Creative International at Mood Media. “Music is one of the most powerful ways to bridge the generational gap, and it’s often an overlooked lever when addressing value perception. Done right, music becomes part of the menu experience itself, quietly reinforcing the idea that what guests are paying for is worth every penny. In a time where rising prices are top of mind for consumers, every sensory cue in your space needs to work harder.“
According to McPhillips, Boomers may respond to classic tracks that evoke nostalgia and familiarity. Millennials and Gen Z tend to gravitate toward genre-blending, mood-driven playlists that reflect their identity and values. For Gen X and Boomers, that might mean warm, recognizable melodies that feel like comfort food for the ears. For younger generations, it’s more about curating soundtracks that feel aspirational and aligned with social trends.
“Each song or piece should play with a certain intention in mind,” he says. “Slow, lush tempos encourage longer stays and deeper spending. Upbeat music energizes guests and drives faster decisions. Curating music that resonates emotionally with your core audience increases dwell time, boosts perceived value and helps justify a higher price point without saying a word.”
Generational dialects within the “Brand Love Language”
Group Zeno’s research, according to Rosanova, shows where the “love languages” of diners of different generations diverge. Knowing these differences can guide management to adopt or refine what constitutes “good service” for each group. Her assessment breaks down like this:
- Gen Z: Wants to feel heard. They expect fast, responsive, personalized interactions, especially online.
- Millennials: Great dining isn’t just about the food, it’s about feeling valued. Brands win through acts of service like remembering their go-to order or greeting them by name through smart reservation systems.
- Gen X: Want efficiency. Clear, competent, no-friction service.
- Boomers+: Value consistency over time and being treated like a long-time guest.
“Today’s most effective restaurant marketers aren’t choosing one or the other,” affirms Nicole van Zanten, co-president and chief growth officer at ICUC, a global social media and online community management agency. “We often guide clients toward micro-campaigning, using social listening and demographic targeting to tailor content for different audience segments, such as Gen Z brunch seekers vs. Boomers looking for a quiet dinner spot. Appealing to a specific age group can drive short-term engagement, but inclusive multi-tiered messaging ensures long-term brand relevance across generations.”
Bausch recalls that Millennial customers prompted management in his restaurants to build dining experiences around food integrity and storytelling. Gen Z wanted to see what the sausage—and the rest of the pizza—was made of through 15-second video clips. Gen X pushed the envelope on tech before it went mainstream, and Boomers were interested in seeing how his restaurants were refining comfort, hospitality, and efficiency.
“Generational influence is about [having] many different selling points at once,” he says. “We curate menus with shareability and provenance in mind, design spaces that feel lived-in rather than showroom-y, and lead with transparency. A brunch campaign that hits 20-somethings hard on Instagram doesn’t mean your Friday night jazz-and-wine pairing can’t bring in the 50+ crowd. We design experiences and promotions like we design a menu—with intentional sections, each with a purpose.”
“Platforms like Instagram and TikTok help us connect with younger audiences through vibrant visuals and behind-the-scenes moments, while we maintain thoughtful storytelling across all channels to preserve the integrity of our brand,” says Lotus of Siam’s Chutima, articulating similar goals. “Menu curation is a careful balance of authenticity and flexibility, honoring our traditional Northern Thai roots for longtime guests while also accommodating younger diners’ dietary preferences and culinary curiosity. Our interior design reflects that same balance, creating a space that’s both visually engaging and deeply comfortable, appealing to those who value both cultural richness and shareable experiences.”
“The restaurants thriving across generational lines understand a fundamental truth: different generations may speak other languages, but often ask for the same things,” points out LaCroix. “The challenge isn't choosing between generations – it's becoming fluent in multiple generational dialects while never forgetting the universal human needs that bring people to restaurants in the first place.”
Generation Z and Millennials: Leading the Charge
Want to attract younger audiences? Start with social media. This is a consensus among the Zeno Group, LaCroix, and the operators of restaurants with multigenerational appeal we chatted with.
According to McClamroch, the Zeno Group’s studies, Gen Z behaviors reveal fascinating contradictions that challenge conventional wisdom. While 77% have multiple food service apps and 82% participate in rewards programs, payment preferences skew surprisingly traditional. Debit cards dominate at 71% usage, followed by cash at 36%. Their service expectations align closely with universal principles, prioritizing friendliness (62%), accuracy (40%), and knowledge (37%) in staff interactions.
“What sets them apart, however, is that their communication preferences are distinctly digital-first, with text messages (61%) and email (59%) far outpacing traditional advertising channels (12%),” she says. “Most intriguingly, Gen Z shows wide tolerance for delivery fees, with acceptable ranges spanning $30-50 for a $30 order. This suggests dynamic pricing opportunities that could appeal to their value-consciousness while maintaining profit margins.”
With 85% of Gen Z making purchases influenced by creators, platforms like TikTok and Instagram are driving flavor trends and setting consumer expectations, according to O’Shields. Restaurants are moving beyond brand awareness campaigns and using influencer content to vet ideas, validate menu concepts, and speed up innovation cycles. This is helping operators launch limited-time offers (LTOs) that align with what consumers actually want, without waiting 12–18 months for traditional R&D.
“Gen Z seeks bold, global, share-worthy flavors,” O’Shields continues. “They are driven by novelty and cultural relevance, favoring mashups like Asian-inspired BBQ or pickle-based sauces. Rubix’s NEXT Flavor Report found 87% of 45,000 Gen Z surveyed want more global flavors on menus. Millennials prioritize experience and authenticity, gravitating toward nostalgic foods with an elevated twist. They want the ‘I’ve had this before, but not like this’ moment. Restaurants are meeting that moment through culinary storytelling, upgraded comfort foods, and limited-time offers tapping into emotional appeal.”
“I think the study stands pretty true to form in our restaurants,” says Kirchheimer. “We are seeing a healthier trend from the younger generations when it comes to drinking and alcohol. They will tend more towards cocktails over wine, and may just have one course of alcohol versus having a cocktail to start with and then share a bottle of wine. We also believe the younger generation is looking for a faster paced experience from a menu standpoint, with less in-person interactions and more unique menu items that could be strong social media posts. If you're trying to win over Gen Z and Millennials, prioritize social as your brand is what you post combined with what others say about you.”
Van Zanten differentiates between the ways Gen Z and Millennials have dramatically shaped social media marketing strategies for restaurants. Gen Z wants short-form video (TikTok, Reels), unfiltered authenticity, and values-driven brands. They are drawn to behind-the-scenes content, memes, and menu hacks. Millennials, meanwhile, remain key Instagram users who value aesthetics, storytelling, and peer reviews. They’re likely to share photos if the experience and branding resonate.
According to LaCroix, only 12% of the younger generation groups respond to traditional advertising (paper fliers and mailers, emailed newsletters, television and radio ads). Once “time-tested” forms of promotion will now be perceived as outdated (such as “Ladies’ Night”) by younger generations. Ironically, the kind of heavily curated content which felt fresh to Millennials, now registers as inauthentic to Gen Z. Boomers and Gen X may still appreciate loyalty cards or email-only offers, but Gen Z may expect in-app engagement or social-first perks.
Generation X and Boomers: Craving a human touch
Zeno’s study results reflect Gen X and Boomers are more likely to prioritize trust, consistency, and service, with loyalty driven by reliability, clear value, and direct customer service. Rubix Foods’ O’Shields says Boomers and Gen X to be more value-conscious yet open to flavor exploration, particularly when it aligns with health or nostalgia. They also define “good service” differently, preferring human interaction over tech. Brooks Kirchheimer says that “more experienced generations” look for a more paced out experience, with standard and familiar menu items and more social interactions and not worried about posting on social media.
Schwartz finds that direct mail or menu drop-offs from neighborhood restaurants is a time-honored tradition and an absolutely viable strategy, since these generations are not as big on social media. However, search engine optimization for a restaurant and being easy to find on something like Google Maps can make a difference.
Decor is also a language that “speaks” to the audience a restaurant is targeting, according to Schwartz. For example, restaurants that have used neon scripts signs with cure sayings sends a, “pretty clear signal to Millennial and Gen Z that it is catering to them,” according to Schwartz. “Gen X and Boomers lean more into an old money look, with design elements of Art Deco or Mid-Century Modern.”
Tiffany Morgan, founder of hospitality marketing company Lumière, has found through her work that Gen X and Boomers don’t want to be overwhelmed with too many “build-your-own” options and lean more toward familiar formats, balanced and minimalistic menus, and clear indications some dishes can be modified. She also compares and contrasts how older and younger generations use information they receive through social media.
“Gen X and Boomers are more likely to use Google, Yelp, email newsletters, and direct search to evaluate options,” she continues. “While they rely on reviews, Millennials and Gen Z expect and seek out social proof in the form of food images, the vibe, and the people behind it. Furthermore, tactics that might backfire for Gen Z, such as polished content and overly promotional language, often resonates with Gen X and Boomers. They are likely to enjoy physical old-school loyalty punch cards, while Millennials and Gen Z specifically want tech-based loyalty programs.”
“Certain elements create universal appeal when approached authentically,” says van Zanten. “Sustainability or local sourcing appeals to both Gen Z and Boomers, though often for different reasons. Ambience and design that respects comfort and vibe, including acoustics, lighting, and space to move, can also appeal broadly. Digital accessibility, such as clear online menus, seamless reservations, and an active social presence, is another cross-generational draw.
While these generalities provide helpful guidelines, Morgan reminds restaurateurs that the rules can blur based on geography and cultural differences in various regions.
“Each generation has distinct preferences, but you’ll notice overlap in health, discovery, nostalgia, flexibility, and so forth,” she says. “The key is understanding how these values show up differently for each group, and how they change over time. Boomers enjoy comfort food with a twist but also lighter foods as they focus more on health. They are open to global flavors that are not unusually spicy or can be modified Lunch and early dinners reign supreme. Gen X loves balance. Think a hearty burger with an interesting side salad, craft beer and classic cocktails, and takeout. They're still parents and have to time meals around the kids' schedules.”
Based on his experience, Bausch says Gen X and Boomers prefer Facebook and Google listings that allow engaging with reviews, events, loyalty programs, and community ties. Here, simpler user experience and consistent postings matter more than trends. He refers to the practice as “channel-native storytelling,” tailoring platform strategy and content format to different generations. “Know your tools, but more importantly, know your audience and what YOU stand for,” he advises.
“In today’s market, the smart money is on running layered, micro-targeted campaigns rather than banking on one age group," says Bausch. "Use trends as guideposts, not gospel. Your data, who’s actually walking through your doors and what they’re buying, should always be the loudest voice in the room.”
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