What Gets Young Eaters Excited About a New Restaurant?

A recent report documents a survey of young people – ages 16-24 – who were asked about their preferences in choosing dining destinations. Specifically, when asked how important it was that a restaurant be Instagrammable, 73% of respondents said that they were “more likely to visit the restaurant if they could take an Instagram-worthy photo.” 

What’s more, half of the respondents said that they would like to photograph and post a picture of their meal before eating it. I’ve written in the past about how important it is for restaurants to be Instagrammable and what they can do to boost their visual allure. This new study reveals that, while Instagram is not a new way to engage, it remains a powerful vehicle to connect, inspire, and influence young audiences. Plus, Gen Z wants to be in control of their tastes and messages. They would prefer to learn about a new restaurant from someone they follow on Instagram than from a digital ad. 

Restaurants can leverage this trend by offering deals or meal discounts for customers who post about their experience. They can also experiment with visually exciting details, from photo booths to colorful placemats, prominent branding, and of course, photo-worthy meals. The more unique and inspiring the experience, the more likely it will draw attention and, ultimately, curious, hungry customers.