Shannon Sano
March 18, 2025
To really connect with customers, you must meet them where they are. This means understanding who they are and what they want.
It’s not a one-and-done analysis. Each customer is very different, and preferences are constantly evolving. However, while our preferences may shift over time, our generational background tends to remain a static influence on our consumer behavior. By understanding these generational differences, Quick Service Restaurants (QSRs) can better serve their diverse range customers.
Let’s take a look at some defining elements of recent generations:
Absolutely. Generations Y and Z, known as Millennials and Gen-Z respectively, have a deep-rooted affinity for technology, and it shows in their restaurant purchasing behavior. They’re comfortable using digital platforms to order food, with a staggering 72% of Millennials considering takeout and delivery essential. Gen Z takes this even further, with nearly 70% embracing voice-enabled platforms like Alexa or Siri for their food orders. Generation X, following closely behind, is a practical and budget-conscious group that values honesty, transparency, and efficiency. They are open to new ordering methods so long as the learning curve is not too steep. Baby Boomers tend to be less tech savvy. They prefer the human interactions that were more prevalent in pre-digital times. They are also a demographic known for their loyalty and disposable income and continue to be a driving force in the QSR industry. 1, 4, 5
Baby Boomers: 1946-1964
Generation X: 1965-1980
Generation Y (Millennials): 1981-1996
Generation Z: 1997-2012
How does this translate within brick-and-mortar spaces?
As Gen-Z inches toward becoming the dominant segment, with approximately 4.3 billion annual QSR visits, it’s essential that restaurants adapt to keep up. This means providing experiences that resonate with them while not forgetting about older generations.8 It’s a balancing act that requires a mix of traditional elements and modern conveniences, appealing to both the tech-reluctant and the tech-savvy.
It’s a tall order. With AI woven into many of the latest QSR industry trends, restaurants are working hard to meet these evolving needs.
The Drive-Thru Experience:
Chick-fil-A is paving the way when it comes to drive-thru experiences. Their new “elevated drive-thru” design, recently opened in Georgia, offers next-level convenience and speedy mobile order pickup, appealing to younger generations. Even without a traditional dine-in option, the covered ordering and pickup area checks the box for those who place exceptional service at the top of their list. 6
Buy Online Pickup In-Store (BOPIS):
Popeyes is embracing the preferences of younger generations with a designated mobile order pickup area. The pickup area features a pass-thru design with shelves that are open to both the back-of-house staff and customers. It’s a frictionless experience for both parties. Staff easily place to-go orders on the shelves once it’s prepared, and customers take it away without having to wait in line. Strategically locating it next to the checkout counter offers easy visibility for guests and a better defense against theft for the restaurant.
Autonomous Delivery:
Those who prefer delivery know that speed is a deciding factor. When scrolling through a third-party delivery app, if one restaurant can deliver food in 40 minutes and the next in just 20, I’ll choose the latter 9 times out of 10. Jersey Mike’s is investing in drone delivery (in select locations) for this very reason.7 This innovative approach allows customers to receive their favorite subs in record time, boosting conversion rates on third-party delivery apps. This approach increases volume without adding to the number of cars on the road, a subtle nod to rising environmental concerns.
In-Store Digital Kiosks:
Burger King’s release of the “Sizzle” prototype in 2023 is a prime example of how restaurants can modernize without sacrificing tradition. The use of in-store kiosks offers customers a convenient way to order, customize, and pay for their food without having to wait in line. This blend of old and new appeals to both longtime loyalist and younger generations who value the convenience of digital ordering.
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