4 things seafood restaurateurs need to know about Generation Z

4. It’s well worth the extra effort to gain Gen Z loyalty and understand their purchase drivers because this group is the future of food service, notes Grebitus. “Forty-seven percent of Generation Zs share in the decision on where to eat out with their family. They currently hold veto-vote power within the family and are entering their formative years where the palates mature and become more varied.” Orr agrees: What’s more, they influence the dining choices of their families profoundly, says Orr. “Even at 18 they have sway over entire families coming into their restaurants. Today we’re less apt to see parents dictating where a family will eat. Instead we’re seeing a growing trend of families trying to find experiences that everyone enjoys, so it behooves seafood restaurateurs to make sure they’re understanding this group."