Gen Z’s lack of brand loyalty presents a challenge for restaurants
💰 Gen Z (12-27 years old) is projected to have $12 trillion in spending power by 2030, becoming potentially the wealthiest generation. Yet, their brand loyalty wanes, with a 4% and 1% drop in affinity for top restaurant brands Chick-fil-A and McDonald's, respectively, while Starbucks experienced a 6% decrease since the previous survey six months prior. Despite the declines, Gen Z's spending increased by 6% year-over-year and 2% since spring. Their intent to return to quick-service restaurants is 33% and to recommend is 29%, which is the lowest across generations. Historically high prices and third-party delivery services like DoorDash are contributing to diluted brand loyalty. Fast food is now seen as a "luxury" by 80% of consumers. However, opportunities remain as Gen Z prefers dining out, with chicken tenders and customizable meals, and values seamless digital experiences with variety and value deals.
Share