Here's a fresh take on the City Grill Group's analysis of the HoReCa market and the preferences shaping the dining scene, particularly among Millennials and Generation Z:
The Next Generation's Dining Rules: A City Grill Group Study
Youth-Centric Dining: The Preference of Modern Eateries Among Young Diners and Their Average Spending on a Night Out (City Grill Group)
The City Grill Group, a heavyweight in the Romanian restaurant scene, has taken a deeper look at the ever-evolving hospitality market and the essential factors driving the dining preferences of younger generations. Their latest findings* shed light on the trends transforming the HoReCa world: Millennials and Gen Z are all about authentic, personalized experiences, interaction, and originality when selecting a restaurant.
According to their research, almost 54% of young people dine out at least once a week, opting for lunch as their preferred meal time. Location matters big-time; restaurants in central or happening spots, featuring standout designs and cozy atmospheres, are the top choices among 18 to 40-year-olds. A catchy design, a relaxed vibe, and a concise yet striking menu are non-negotiable deal-makers for these generations. For Millennials and Gen Z, a venue becomes their regular haunt only if it delivers more than just good food-it's got to offer an unforgettable experience.
"The new guard of diners is shaping the restaurant landscape, and eateries need to meet the sophisticated demands of this evolving market. It used to be all about extended menus and classic decor, but the new generations are yearning for authentic experiences, interaction, and venues that provide more than just a meal. Millennials and Gen Z have redefined expectations, and the pandemic has reinforced the trend of prioritizing atmosphere, adaptability, and elements that elevate a restaurant visit to a memorable occasion. Today, young people aren't just searching for a place to eat; they're seeking spaces to live and share meaningful moments," says Ramona Popescu, Head of Marketing at City Grill Group.
Brevity vs. Quality: The Shortlisted Menus
Key deciding factors in choosing a restaurant are proximity, vibe, a short but expertly curated menu, and social media recommendations-particularly from TikTok and Instagram. Location plays a crucial role, with restaurants in central or trendy locations holding a competitive edge.
Beyond the overall atmosphere, the menu must be well-thought-out, featuring signature dishes, wholesome options, and high-quality ingredients. And let's not forget about presentation-creative plating, visually stimulating dishes, and influencer endorsements can quickly turn a restaurant into a popular destination.
"Every restaurant should have at least one iconic dish-something unique that you can't find anywhere else. Appealing cocktails with a captivating look are equally vital as the food. And naturally, fresh, local ingredients and careful presentation. Younger generations are far more mindful of sustainability and presentation aesthetics. Another growing trend in recent years is menu flexibility. Vegans, vegetarians, and those with specific dietary requirements expect diverse, natural, and inclusive offerings in the menu-not as an afterthought," adds Ramona Popescu.
Gen Z vs. Millennials: Frequency & Budget Breakdown
City Grill Group's analysis reveals that dining habits and preferences vary widely across the generational divide, shaping the dynamics of the HoReCa industry.
The 18-24 age group frequents cafes, brunch spots, and social outings about once a week. For them, dining is more about the experience than the cuisine. They gravitate towards more casual spaces and a globally-inspired, moderately extensive menu, splurging between 150-300 RON per outing.
Aged 25-30, this group flocks to pubs and lounges 2-3 times per week. They prize their relationship with the staff, favoring hospitable yet engaging and knowledgeable waiters. They also lean toward restaurants nestled in verdant settings where they can take a leisurely stroll afterward, spending anywhere from 200 (just for drinks) to 400 RON when dining out.
The 31-40 age group prioritizes food and service quality, dining daily for lunch and 2-3 times per week in the evening. For this demographic, a refined dining experience is complemented by location, atmosphere, music, and the restaurant's origin story-factors that foster customer loyalty. Their budget for a dining event ranges between 300 and 500 RON depending on the duration of their stay.
City Grill Group's Vision 2025
In this dynamic context, by 2025, City Grill Group is set to fortify its leadership position in the Romanian restaurant market by adapting to industry standards and embracing innovation in its development strategy. To align operations and customer experience with current consumer expectations, personalizing services, adopting technology, and redefining restaurant ambiance are key priorities.
About City Grill
City Grill Group, the reigning Romanian champion in the restaurant business, was founded in 2004. A powerhouse of restaurants and cafes under the Caru' cu Bere, Hanu' lui Manuc, Pescăruș, Hanu' Berarilor, Buongiorno.Italian, City Grill, La Boheme, and its newly established projects Aubergine, Marty Restaurants, and the Zooma events complex in Corbeanca, City Grill Group caters to the urban crowd who often spend their leisure time in the city and engage in business or personal meetings over coffee.
Through their locations, City Grill Group targets the busy urbanites, serving up a mix of signature dishes and an array of international offerings at reasonable prices. Whether it's a favorite recipe or any dish on their menus, City Grill Group prides itself on using fresh, premium ingredients with no artificial additives, from hand-cut, freshly peeled French fries to cage-free eggs and veggies grown on their own greenhouse near Târgoviște.
Across all City Grill Group establishments, serving nearly 15,000 customers daily, sustainability is a top focus. The group tackles waste reduction and recycling efforts through oil, glass, cardboard, and plastic recycling campaigns and actively works to combat food waste.
*This is a Press release.
- By 2025, City Grill Group aims to maintain its leadership in the Romanian restaurant market, adapting to industry trends and innovation through personalized services, technology adoption, and reimagined restaurant ambiance.
- In the fashion-and-beauty and entertainment industries, trends among younger generations exhibit a focus on meaningful, authentic, and original experiences, similar to the dining preferences they display.
- The research suggests that Millennials and Gen Z are not just interested in food and drink but also seek venues that deliver a memorable lifestyle experience, integrating food, shopping, travel, and social media into their dining choices.
- As Millennials and Gen Z influence pop-culture, the food-and-drink industry could see an increased emphasis on local ingredients, sustainability, and creative presentation in both food and decor.
- In the travel sector, destinations that offer unique, interactive, and authentic experiences are more likely to attract the attention of these young generations, taking the dining scene beyond simply good food and drink.
- In line with the evolving dining preferences of Millennials and Gen Z, the HoReCa market may witness a shift towards venues that provide a holistic lifestyle experience, integrating fashion-and-beauty, entertainment, travel, shopping, and social media into their offerings.
