Although the majority of them might still be in school, Generation Z already is wielding significant influence throughout the consumer marketplace. In a 2017 report released by UNiDAYS titled “Gen Z: What restaurants need to know,” the student affinity network details how these digital natives, which are projected to account for 40 percent of the U.S. population by 2020, engage with brands and how foodservice outlets can capitalize on that engagement.
In the report, UNiDAYS identifies Generation Z as those who were born in 1995 or later. In August 2017, the firm surveyed 1,800 verified student members in its U.S. network about their dining habits and preferences. Through this survey, UNiDAYS found that beyond tuition and bills, the majority (78 percent) of respondents’ money is spent on food. When this demographic dines out, nearly half of survey-takers indicated they spend between $10 and $20 on an order, while 15 percent said they spend $20 or more.