Whether as employees or as customers, the hospitality industry needs to find ways to capture the attention of the young generation of digital natives known as Gen Z. This demographic, which roughly spans people aged 14 to 29, will be the future of our industry, so it’s in our best interest to learn what they want from restaurants, cafes, bars, and other food & beverage concepts.
To get some answers on this subject, we went straight to the source: restaurant managers, lead servers, and owners who are also members of Gen Z.
Gen Z employees look for workplaces that want to see them grow and succeed.
“Gen Z hospitality employees increasingly prioritize having their work recognized and appreciated,” Ben Bloss, assistant general manager of food & beverage at Super Nintendo World in the Universal Orlando Resort, tells us. He explains that Gen Z workers want to feel “valued in the workplace” and don’t want to feel “stagnant or stuck in the same role indefinitely. They seek assurance that their employer offers avenues for professional development and advancement within the company.”
When it comes to keeping Gen Z employees motivated to stay with a company for longer than a season or two, Nadia Schaaphok, lead cocktail server at Ned's Club Washington, DC, says, “For Gen Z, retention isn’t simply about compensation. It’s about momentum, support, and feeling seen as someone with long-term potential. When businesses cultivate that environment, we don’t just stay — we grow with them.”
The Gen Zers we interviewed explained that their generation defines professional growth in concrete terms rather than abstract. “For many Gen Z professionals, growth has to feel tangible, earned, and visible. This generation is motivated when there’s a clear path laid out: when they can see the steps, build the skills, and know exactly what they’re working toward,” says Catalina Trejos, manager at Chicheria Mexican Kitchen in Atlanta. Trejos goes on to say that Gen Z “values respectful, direct feedback because it shows investment and provides the clarity needed to improve.”
Schaaphok agrees, adding that “growth needs to be structural, not symbolic.” At Ned’s Club Washington DC, she says, “it’s embedded into the culture: certifications, manager mentorship, and the ability to work across departments or transfer to other Ned’s locations [domestically] or even globally (we have locations in New York, Doha, London, and DC).” She finds “that kind of openness builds confidence and gives you room to discover where you’re strongest.”
Employers can also keep Gen Z workers inspired and driven by providing clear examples of good work properly rewarded. “Celebrate internal promotions. Talk openly about mobility. Gen Z is ambitious — but we’re also pragmatic. If there’s a clear path and we feel supported, we’ll commit. If it feels stagnant, we’ll move,” Schaaphok says.
Hands-on training is strongly preferred by Gen Z.
While videos and software may be efficient training tools in some industries, Gen Zers who gravitate toward hospitality want to learn through hands-on experience. “At Roots, if someone's interested in learning the kitchen side or business operations, we'll teach them. Gen Z learns by doing, not sitting through corporate training modules,” says Anmoldeep Khinda, owner/manager of Roots Indian Bistro in Los Angeles.
Khinda tells us that he builds his employees’ confidence by “giving people real responsibilities and trusting them to handle it. [We] let them experiment, even if they might mess up sometimes.”
Bloss also views on-the-job training as a better way to “commit to the long-term development of our workforce.” He recommends “providing real-world tasks or assignments that align with future roles, as well as structured chances to shadow other departments. Such experiences help employees build a more comprehensive understanding of the organization and develop a broader skill set.”
According to Khinda, this style of training and development may clue employees into new interests and skills that can benefit both themselves and the business. If you as a manager notice that a young employee has an aptitude for a particular task, point it out. “[Say,] ‘Hey, I see you're good at this, want to learn more?’ Make it conversational. [Gen Z] grew up with feedback loops on everything, so we're used to knowing where we stand and what's next,” Khinda explains.
"The 'one-size-fits-all' approach to managing a staff dies with this generation," said Ava Vitale, bar manager at Crave: Kitchen & Cocktails. Some Gen Z staff members need more attention from their employers, and most aren’t afraid to ask. Gen Z is a mixed bag—that’s why open and frequent communication is so important. As a manager, if you want to see something from your staff, ask for it! The conversation should be fairly easy if you’ve taken the time to connect with and understand the people you’re in charge of."
Gen Z wants to understand and connect with the business’s mission.
Gen Z hospitality employees aren’t passive about their work environments. Instead, they want to actively understand the restaurant’s concept and mission, and they want to use that knowledge to forge real connections with colleagues and customers. “Gen Z wants to work somewhere that feels real. We can spot performativeness from a mile away,” says Khinda.
Therefore, managers shouldn’t hesitate to give their Gen Z workers a real glimpse “behind the curtain” and encourage them to learn about the business on a broader scale. “Unfortunately, younger employees are often left without insight into the ‘bigger picture’ of how a business operates,” says Bloss. "This lack of perspective can hinder their ability to advance beyond entry-level management roles, preventing them from becoming true leaders within the company. By giving Gen Z employees practical, cross-departmental experiences and meaningful feedback, employers can set them up for long-term success and foster a new generation of effective hospitality leaders.”
Khinda adds that “what works is giving people ownership over their role. Gen Z doesn't just want to clock in and out – we want to understand the why behind what we're doing. When our team knows the story behind a dish, they're part of the narrative, not just memorizing orders.”
When they rise to management positions, Gen Zers emphasize collaboration and team building.
As a Gen Z manager, Trejos tells us that “it can absolutely be challenging to be in a position of authority, especially in this industry where you’re often leading servers and bartenders who may be older and have more years of experience. That dynamic can feel intimidating at times, but what I’ve learned is that authority comes from clarity, consistency, and example.”
Some specific management techniques that have worked for Trejos include, “Being clear about expectations and confident in decisions when it’s time to lead. At the same time, I don’t believe in being the kind of manager who just stands back and tells people what to do; I’m hands-on. This means that she “jumps in when we’re busy, supports the team on the floor, and makes sure they see that I’m willing to do the same work I’m asking of them. That balance, being approachable and supportive while still setting standards, is how respect is built.”
That “we’re a team” perspective is a common thread among the Gen Z managers we consulted. “When your team knows you’re reliable, fair, and willing to work alongside them, they’re much more receptive when you need to step into the authority role. Respect grows from trust, and trust is built through consistency and shared effort,” Trejos says.
Social media is a huge element of attracting both Gen Z workers and Gen Z customers.
The importance of social media to Gen Z life can’t be overstated; this generation truly grew up online, and “social media is a prevailing force in Gen Z’s daily life,” says Bloss.
In order to truly connect with Gen Zers using digital platforms, Bloss urges businesses to think beyond the obvious tactic of “turning to whatever is trending online." He says, "Young people are generally aware of the same viral TikToks and jokes circulating on platforms like Instagram. This digital awareness allows companies to stand out through timely marketing, but it also means that trends can shift quickly and unpredictably.”
Rather than just jumping onto a passing fad that has no clear connection with your business, really think about how social media trends relate to your products and message, and choose your social media marketing tactics carefully.
Unique environments and authentic vibes play well with Gen Z customers.
Gen Z guests are discerning about how they spend their time and money. For them, restaurant visits aren’t just about a meal; they’re about an atmosphere and an experience. “While quality food and strong customer service are still just as important as they were to past generations, what initially draws Gen Z in is the concept, the uniqueness, and what makes the place different,” says Trejos.
Trejos tells us that Gen Zers are willing to spend extra money “if the atmosphere and identity is compelling." She says, "This generation values authenticity, creativity, and intention; we want to feel distinct, not generic.”
But how does a restaurant communicate its uniqueness and authenticity to Gen Z customers? “Marketing plays a huge role in that first impression; an engaging social media presence, visually appealing spaces, and a clear brand voice are what capture attention," says Trejos. "Once we’re in the door, great service, inclusivity, transparency, and a memorable overall experience are what keep us coming back."
Schaaphok emphasizes that “Gen Z is seeking connection, not just service. We grew up in a hyper-digital world, so when we go out, we’re looking for something tangible and human.” Simply put, Gen Z guests “want to be hosted. That means remembering names, reading the energy of a table, creating introductions when it feels natural, and shaping moments that feel effortless but considered.”
Flashy decor and bold social media content might attract Gen Zers in the short term, but to retain these guests, you need to invest in staff who knows the menu, cares about warm hospitality, and knows how to communicate in a genuine way. “We can sense immediately when something feels scripted or transactional. What brings us back is energy — staff with personality, a room that feels alive, and an environment where there’s a genuine sense of belonging,” says Schaaphok.
Schaaphok’s final thoughts sum up the relationship that Gen Z wants to have with the venues they patronize: “A restaurant or club isn’t just a destination; it’s an extension of lifestyle and community. The emphasis [shouldn’t be] only on exceptional food and beverage but on cultivating connection. I believe that’s where hospitality is headed — beyond product and toward intentional emotional experience.”
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