Gen Z consumers are significantly influencing the dining habits in America, opting to share entrées or order smaller portions such as appetizers or kids’ meals to minimize expenses. This generation is selective about dining locations, often choosing based on social media visibility.
Mia Jones, a 26-year-old growth strategist with Redscout, represents this trend. She prefers dining spots that achieve a balance between popularity and unique aesthetics. Jones relies on social media reviews before deciding where to dine, aligning with a wider trend among Gen Z, where over 77% discover restaurants via social media, and 72% trust online reviews, according to an Eater and Vox Media survey released in March.
Jones mentions she refrains from dining at a restaurant unless it has received attention on TikTok, expressing distrust for older generations’ culinary preferences. Further cost-conscious behaviors include sharing dishes to savor a variety of offerings, particularly amid inflation and rising tariffs.
An Auguste Escoffier School of Culinary Arts report noted that Americans spent an average of $166 monthly on dining out by late 2024. Simultaneously, prices at popular chain restaurants rose by an average of 42% from 2020 to 2025, a Finance Buzz report highlighted.
Barry McGowan, CEO of Fogo de Chão, which was acquired by Bain Capital Private Equity for $1.1 billion in 2023, observes that Gen Z diners prioritize value, opting for zero-proof cocktails or low-ABV beverages. The trend to reduce alcohol consumption is not only focused on cost-saving but also maintaining a healthier lifestyle, a sentiment echoed by researcher Brooke Arterberry from the University of Michigan’s Institute for Social Research.
The National Restaurant Association reported that more than 75% of consumers seek smaller portion sizes at reduced costs. In response, chains like Subway and Panera Bread have adapted by offering snack-focused menus and deals.
Joe Hannon, from Restaurant365, notes that the reduction in alcohol consumption correlates with a slight decrease in average ticket sizes. Some restaurants have embraced adult customers ordering from kid’s menus as a cost-effective, portion-controlled option.
Social media influencer Ashley Garrett reviews kids’ meals, finding them more economical and better portioned. She frequents kid’s menus, preferring simpler dishes such as chicken tenders or pasta.
All generations are adapting dining habits due to inflation. Approximately 86% have altered their dining behaviors, with some opting for less expensive items or planning meals around budgets, the Eater/Vox Media survey shows. Notably, over 60% of baby boomers prioritize fair pricing when trying new restaurants, according to a McKinsey report from February.
Interestingly, Hannon notes that baby boomers have increased spending on alcohol, treating dining out as indulgence. Millennials continue to use platforms like Google and Yelp for reviews, focusing on evaluations rather than aesthetics.
This analysis was originally featured on Fortune.com.
