Unilever’s Future Menus report uncovers the secret to attracting Gen Z diners

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.

Gen Z’s influence on dining habits

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:

• Gen Z are the only generation where a majority say they eat out at least once a week, with over 25 percent eating out multiple times a week
• One in ten only go to restaurants where they can customise dishes
• Customisation fosters loyalty – 62 percent of Gen Z are more likely to return to a restaurant that encourages customisation
• 77 percent of Gen Z are more attracted to restaurants with adventurous, global cuisine
• Gen Z are more likely to use TikTok or Instagram than Google search when looking for new places to eat, with 56 percent using TikTok and 32 percent Instagram.
• 62 percent say they are likely to return to a restaurant that features modern takes on food from around the world
• 60 percent of Gen Z would be more likely to return to a restaurant where the chefs blend food from different cultures
• 26 percent would be less likely to return to a restaurant that only serves British cuisine
• 26 percent of Gen Z are often overwhelmed by long menus, compared to 15 percent of the nation

With such strong preferences, the report suggests that restaurants must embrace flexibility and innovation to secure Gen Z’s loyalty.

The four key trends shaping future menus

To help chefs and operators navigate these shifts, Future Menus Volume 3 outlines four major trends shaping the future of dining:

1. Borderless cuisine – A fusion of global flavours, inspired by migration and multicultural influences.
2. Street food couture – Elevating street food staples into premium, chef-driven experiences.
3. Diner designed – Increased demand for interactive, personalised dining experiences.
4. Modernised comfort food – A fresh take on nostalgic and heritage-based dishes, blending tradition with contemporary tastes.

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.”

Customisation is key

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.”