Unilever Food Solutions’ Future Menus report reveals how chefs can attract Gen Z diners and maximise loyalty through personalisation and global flavours.
Unilever Food Solutions UK&I has released its third annual Future Menus report, revealing that Generation Z, one of the most influential dining demographics, can be “menu rejectors.” Credit: Unilever
Unilever Food Solutions UK&I has released its third annual Future Menus report, revealing that Generation Z, one of the most influential dining demographics, can be “menu rejectors.” The in-depth research highlights how restaurants can appeal to Gen Z’s evolving tastes, drive footfall and future-proof their menus.
According to the report, Gen Z demand personalisation, global flavours and immersive dining experiences. Their influence is reshaping the hospitality industry and restaurants that fail to adapt risk being left behind.
New research from social insights firm More in Common, commissioned for Future Menus Volume 3, confirms that Gen Z diners have distinct preferences that set them apart from other generations:
With such strong preferences, the report suggests that restaurants must embrace flexibility and innovation to secure Gen Z’s loyalty.
To help chefs and operators navigate these shifts, Future Menus Volume 3 outlines four major trends shaping the future of dining:
Colin Butler, Managing Director at Unilever Food Solutions, emphasised the importance of these trends in the current economic climate:
Mr Butler said:
We understand the many headwinds and challenges operators of all sizes are facing right now. Trade body UKHospitality has stated that the changes in the 2025 Budget will cost hospitality businesses £3.4bn, so our latest Future Menus report could not be more timely or relevant.”
One of the strongest insights from the report is Gen Z’s demand for control over their dining experience. With one in ten only visiting restaurants that allow customisation, and 62 percent stating they are more likely to return to establishments that encourage it, offering flexible menus is crucial.
Mr Butler added:
“Future Menus is Unilever Food Solutions’ annual deep dive into the key trends that are reshaping menus worldwide, featuring unrivalled in-depth global market research and culinary insights.
“It’s a critical tool for chefs and operators to help spark culinary creativity, drive innovation, and create relevant, memorable dining experiences for customers that unlock spend and drive loyalty.”
Source: newfoodmagazine.com