Down to Earth: What GenZennial Diners Want to See On Your Menu

Sustainability now factors into consumers’ purchasing decisions—including where they choose to eat.
 
GenZennials—Gen Z and Millennials—in particular value foodservice options that offer ingredient transparency, reduced waste initiatives and other environmentally friendly, socially responsible elements.

Approximately 28% say they’ve started or increased a relationship with businesses whose products and services benefit the environment, according to Deloitte’s 2021 global Millennial and Gen Z survey. Conversely, roughly the same amount have reduced or ended affiliations with companies offering items they feel are harming the planet.
 
GenZennial diners can potentially form a considerable portion of a restaurant’s customer base. As of 2021, Millennials are the largest population group, and Gen Zers are not far behind. 
 
The following considerations can help operators address the collective demographic’s ecological and ethical dining-related preferences—and possibly increase business and overall profitability in the process. 

What Matters to Under-40 Consumers

Most Americans believe they have a personal responsibility to be sustainable; 36% of Gen Z and 38% of Millennial consumers also feel restaurants should do more to reduce single-use plastic waste, according to Datassential.
 
The vendors that operators partner with can also contribute to their efforts. Mars, for instance, is developing packaging that will be 100% reusable, recyclable or compostable by 2025—and has also pledged to decrease its virgin plastic use by 25%.
 
While only 16% of operators have set specific climate-related targets, that could resonate with GenZennial consumers, who view climate change as one of the most pressing issues. Approximately 33% of Gen Z members and 28% of Millennials think food brands and restaurants should take a stance on climate change. Nearly the same amount of Gen X members and Boomers feel the same way.
 
GenZennials also place a strong emphasis on responsible ingredient sourcing and use. In a Technomic survey involving 1,400 college students—an age group that encompasses Gen Z—45% said they feel it’s important their school is transparent about how ingredients used in foodservice dishes are sourced. Outside of campus settings, approximately a quarter of Gen Z members and Millennials say they’re more likely to buy food items that are sustainably sourced, according to Datassential.

 

Sharing Sustainability Endeavors

Communicating information about your restaurant’s commitment to specific sustainability goals lets customers know your values are aligned. Including sustainability claims, such as third-party verifications and achievements, from manufacturers and other ingredient and product providers can also be an effective way of assuring customers their sustainability-related concerns are being addressed.
 
The age groups that are most concerned with sustainable practices—Gen Z and Millennials—are also the most likely to trust specific claims and the most willing to pay a higher price for products that involve sustainability, making it critical to share sustainability efforts.
 
To keep customers informed, consider incorporating content about ingredient production, disposable plate, cutlery and other material sourcing, and related topics in the following areas: 

• printed or digital menus
• point-of-sale signage and other materials
• website and social media pages

Platforms like Facebook, Instagram and TikTok serve as a way to reinforce the restaurant’s commitment to both sustainability and transparency to that customer group. Datassential reports that roughly 47% of operators, in fact, say social media has changed how foodservice operators need to think about values.
 
Employees, too, can share sustainability updates. Much like consumers, though, they may not automatically know all menu items’ attributes. A Syracuse University study found that although 61% of waitstaff employees felt very confident addressing customers’ questions about locally sourced food, only 29% were actually able to accurately identify where ingredients had come from.
 
Specialized training can help prepare front-of-house staff to successfully convey information about the ingredients’ origin and production—as well as any eco-friendly food preparation techniques, recycling processes and other notable menu and operational aspects that the restaurant is providing and its customers might be interested in.
 
Learn more about Mars’ sustainability pledge and ongoing efforts to operate in an environmentally and socially responsible way in our infographic.