26 May 2025

Connecting with Gen Z: A Recipe for Success

Connecting with Gen Z might seem like a puzzle at first, but the truth is they’re not as elusive as you might think. This generation, born between the late 1990s and early 2010s, has grown up in a world of rapid change, and their values, habits, and preferences reflect that. In the UK, Gen Z make up just 11% of the population - yet by 2030 will make up 39% of all retail spending – with other global markets likely to see the same trend. Keep reading to discover what you need to do to resonate with these modern consumers.

Flexibility in Dining

Forget the traditional three-meals-a-day concept. Gen Z thrives on flexibility, seeking out menus that offer bold flavours, global influences, and options that cater to dietary preferences like plant-based choices. They also value functional foods that deliver health benefits, balancing indulgence with mindful eating. Rather than focusing on the typical day parts, expand your snacking or late afternoon offering to appeal to Gen Z.

The Core Values

For Gen Z, values aren’t just talking points, they’re lifestyle choices. This generation champions diversity, inclusion and sustainability, and they expect the brands they support to do the same. They’re vocal about their beliefs and use social media to amplify their voices, influencing others in the process. To attract them, ensure your business aligns with these principles and don’t be afraid to showcase your efforts authentically.

The Role of Social Media

Social media isn’t just a platform for Gen Z; it’s their go-to search engine. They rely on TikTok and Instagram not only for entertainment but also for discovering new food trends, experiences, and locations. Viral sensations such as the Baked Feta Pasta show how these platforms can influence dining habits. A strong, visually appealing and authentic social media presence is essential to capture their attention.

Building Authentic Engagement

When it comes to connecting with Gen Z, meaningful engagement matters more than follower counts. They’re selective about their interactions, but when they engage, they expect personalised responses. Go beyond generic replies to demonstrate genuine interest in their feedback.

Behind-the-Scenes Content

Authenticity wins with Gen Z, and behind-the-scenes content offers a real, relatable connection. Employee-generated videos, kitchen takeovers, or “Day in the Life” clips resonate deeply. Bonus points if you add a voiceover to hold their attention while they multitask.

Global Palates and Bold Flavors

Gen Z’s adventurous nature extends to their taste in pizza. They seek vibrant, global flavours that excite all the senses. Think spicy street food-inspired ingredients and visually stunning pizzas. A memorable experience ensures they’ll keep coming back for more.

Investing in Experiences

New and unique experiences matter to 64% of Gen Z consumers – they value experiences and align their spending with brands that reflect their ideals. They’re willing to invest in experiences and brands that align with their values and offer something unique. Offering special dining moments and aligning with their values can turn them into loyal customers.

The Pizza Generation Guide

How to unlock Gen Z and grow your pizza business

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To engage Gen Z, pizza operators need to embrace authenticity, creativity, and adaptability. Show them you’re setting trends, not just following them, and you’ll earn the loyalty of a generation reshaping the future of food and dining.

Sources:

Office of National Statistics – ONS.gov.uk; WGSN; Clearpay
‘OPUS GB’, Sample 661, 674 – 2403, 2412