Generation X was introduced to the mantra of reduce, reuse, recycle, and thus they have created a wave of social and environmental contentiousness through their children. Millennials help to continue this legacy, and have been raised to be eco-conscious, preferring that their restaurants choose to employ sustainable alternatives for energy and food, though it is not likely to sway their dining choices. For Gen Z, this is most certainly not the case, as it determines when, how, and why they make purchases.
Gen Z needs to ‘feel good’ about what they are supporting - it is intrinsically woven into their experience, expectations and moral fabric. They will select a brand purely because it supports an environmental or social cause they believe in, which is why it is so imperative that operators must take every measure to convey their sustainability or cause-related efforts to their patrons. Generation Z will go out of their way to avoid supporting a restaurant that does not view social and environmental awareness as a business imperative. As a result of Gen X’s environmentally conscious parenting, and in certain cases, even the parenting of some Millennials, Gen Z is a generation of people committed to changing the world for the better, who extend their moral and ethical standards into the food service industry.
Operators should offer things like fair trade coffee, locally grown produce, and sustainably sourced seafood in order to capture the purchasing power of this up and coming generation.
Entegra Procurement Services regularly publishes blog posts on food trends and innovations in food services. Entegra is more than a group purchasing organization (GPO): Our team of procurement specialists implement strategic sourcing to bring the most value to your business. We help our clients, in many segments ranging from the healthcare supply chain to restaurant supply, to cut costs and consolidate their portfolios.