How Startup Restaurants Can Appeal to the Generation Z Market

One generation's ability to understand another has always been a challenge throughout history. Actor Paul Lynde sang in the classic 1963 musical comedy Bye Bye Birdie: "What's the matter with kids today, why can't they be like we were in every way?"

Generational marketing has also always been a challenge to independent restaurant operators who need a broad appeal to all or most of the segments of the population. Broad generational appeal isn't getting easier. People are living longer, healthier lives.

There are five major generational categories: the Traditionalist or Silent Generation who were born before 1945 (28.3 million). They were followed by the 75.5 million Baby Boomers born between 1946 and 1964. Then the 65.7 million Generation X born between 1965 and 1984, followed by the 75.9 million Millennials born between 1984 and 1996.

The children now love luxury. They have bad manners, contempt for authority; they show disrespect for elders and love chatter in place of exercise.
- Socrates (470-399 BCE)

Just when you think you've mastered your menus and marketing, brace yourself to include the newest generation of consumers on the block. That is, Generation Z or Gen Z. There are 73.6 million Gen Z's (those born after 1997) who already represent an important segment of both diners and workers for the restaurant industry.