Hey Hot Potatoes,

Welcome to the latest edition of the Hot Potato Newsletter! I just spent the past week diving deep into Gen Z dining data (yes, scrolling through TikTok food trends counts as research) and what I discovered will either excite or terrify you. I watched a 19-year-old choose a restaurant entirely based on a 15-second TikTok video, order delivery instead of dining in despite living two minutes away and pay £8 extra for plant-based options because "it aligns with my values."

While watching my fifth "What I Eat in a Day" video, I realised Gen Z isn't just another demographic to target. They're completely rewriting the hospitality playbook. For every restaurant successfully winning over Gen Z, there's another haemorrhaging money trying to chase trends they don't understand.

The numbers are absolutely mind-blowing: 70% of UK Gen Z use TikTok for food recommendations, they dine out 53% more frequently than other generations and their share of eating out spend is double the national average. They’re bucking trends with 42% preferring to order takeout over going out on Friday nights and they'll cancel you faster than a viral TikTok trend if you don't meet their values.

The burning question: Is Gen Z the golden generation that'll save hospitality's future or are they impossible-to-please digital natives who'll bankrupt you trying to keep up? We're decoding what actually drives their dining decisions, what makes them loyal and most importantly – whether your restaurant is ready for the generational shift that's already happening.

In today’s email: The Gen Z Dining Revolution: Are You Ready or Getting Left Behind?

Read Time: Approx 4-5 mins

Why Gen Z Are the Ultimate Hospitality Game-Changers

Source: SevenRooms UK / Fast Casual / TouchBistro

Gen Z are driving a UK dining resurgence but they're doing it entirely on their own terms with completely different expectations from previous generations.

Key Points:

• They're dining out more than anyone else: Over 53% of UK Gen Z dine out at least 3 times per month, with 15% hitting restaurants more than 5 times monthly. Their share of eating and drinking spend is 16% compared to just 8% for the general UK population.

• Convenience trumps everything: 42% of UK Gen Z prefer ordering takeout rather than going out on Friday nights, a pandemic habit that's here to stay. They're the generation most likely to agree that "food must be convenient and fast."

• Cost-conscious despite higher spend: While they spend more overall, 59% cite free menu items as their most important restaurant deciding factor. They want value, deals, and loyalty rewards but they'll pay premium for experiences that align with their values.

• Social media drives every decision: 70% use TikTok for food recommendations, spending 41 minutes daily on the app. UK overnight oats searches jumped 49% year-on-year purely from TikTok trends, while cucumber salad and tomato toast trends drove actual ingredient sales across the country.

The Gen Z Success Formula That's Actually Working

Source: AHDB / Barclays / Mintel UK / Seven Rooms

The restaurants winning Gen Z loyalty have cracked specific codes that traditional hospitality operators are still figuring out.

Key Points:

• Authentic relationship building: 21% of UK Gen Z want rapport with front-of-house staff and 34% value personalised surprises like birthday desserts. They crave genuine human connection despite being digital natives.

• Values-driven dining: Sustainability and ethical sourcing matter more to Gen Z than any previous generation. They'll research your supply chain, check your environmental policies and judge you on social responsibility – not just your food quality.

• Digital-first but not digital-only: While 41% prefer text marketing and they expect seamless app experiences, 90% still prefer physical menus over QR codes (up from 69% in 2023). They want technology that enhances, not replaces human interaction.

• Speed without compromise: They demand quick service but won't sacrifice quality. Fast-casual is their preferred format (36%), but they're seeking "build your own" customisation options and global flavours with authentic preparation.

The Brutal Reality Check Nobody's Talking About

Source: Mintel UK / Cardlytics

Gen Z's dining habits do create challenges that restaurants need to be aware of.

Key Points:

• The takeaway takeover is crushing dine-in margins: With 42% preferring delivery on prime dining nights, restaurants are losing high-margin table service revenue while paying delivery platform commissions, unless they do direct deliveries. The math doesn't always work.

• Social media is a double-edged sword: One bad TikTok review can destroy your reputation overnight. Gen Z are unforgiving on social media and their reviews reach wider audiences than traditional critics ever could.

• The values authenticity test: Gen Z can spot inauthentic "purpose washing" instantly. Slapping a sustainability label on your menu without genuine practices will backfire spectacularly in the age of social media fact-checking.

The Verdict: Future Goldmine or Operational Nightmare?

Source: Statista 

So what's the final verdict on the Gen Z dining revolution?

Key Points:

• Coffee shops and fast-casual are the big winners. The data is crystal clear – Gen Z gravitate toward quick, customisable, value-driven experiences. If you're running a traditional fine dining establishment expecting Gen Z to book weekend tables, you're fishing in the wrong pond.

• Values matter more than Michelin stars. This generation will choose a sustainable burger spot over a celebrity chef restaurant if it aligns with their beliefs. Your environmental practices, staff treatment and community involvement are now part of your menu.

• TikTok is your new food critic. Forget traditional marketing – 70% of Gen Z discover restaurants through social media. One viral moment can make your business; one bad review can break it. The platforms that seemed frivolous five years ago now drive serious revenue.

If I was opening a restaurant tomorrow targeting Gen Z, I'd focus on three things: Lightning-fast service with customisation options, genuine sustainability practices I can proudly share and creating "TikTok-worthy" moments that encourage organic social sharing.

Today we've decoded the Gen Z dining revolution sweeping UK hospitality – from their TikTok-driven discovery habits to their demand for values-aligned dining. Gen Z represents the future of hospitality revenue but only for operators willing to completely rethink traditional approaches to service, marketing and customer relationships.

I want to know: if you were redesigning your restaurant concept specifically for Gen Z tomorrow, what would you change first? The menu? The service model? The entire experience?

Now, speaking of brands that have mastered authentic scaling... have you seen what Honest Burgers are quietly building? They have grown from a pop up in Brighton to 39 locations by obsessing over fundamentals: local sourcing, community connection and genuine brand authenticity. Their "rosemary chips" have their own cult following, their beef comes from named British farms and somehow they've managed to scale without losing the indie credibility that made them special in the first place.

In our next edition, we're exploring the Honest Burgers playbook – deep diving into how they've built a brand that feels local even at scale, why their approach to expansion defies conventional franchise wisdom and most importantly, what lessons every hospitality operator can steal from their growth formula.

Ready to discover the secrets behind Britain's most beloved burger chain? Subscribe now to get our exclusive breakdown of how Honest Burgers built a scalable empire without selling their soul!

Bon appétit,

Max Shipman, Founder, Hot Potato

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