Dining Trends Among Youth: Exploring Preferences and Average Expenditure for Nightlife Centers, Focusing on City Grill Group's Innovative Menus
In a significant analysis of the Hunger and Hospitality (HoReCa) market trends, City Grill Group, the foremost Romanian-owned restaurant group, has unveiled the influencing factors shaping the industry. The study highlights that millennials and Generation Z are increasingly drawn to experiential dining, personalization, and authenticity in their restaurant choices.
The analysis underscores that 54% of young individuals dine out at least once a week, with lunch being their preferred time for a restaurant visit. Additionally, location assumes pivotal importance, with central or distinctive restaurants boasting cozy atmospheres being preferred by those aged 18 to 40. An appealing design, a relaxed atmosphere, a concise yet memorable menu, and a unique impression are key factors in their decision-making process.
Ramona Popescu, Head of Marketing at City Grill Group, underscored the changing landscape of the dining scene, stating, "The new generations seek authentic encounters, interaction, and spaces that offer more than just a meal. Today, they're looking for spaces where they can live and share meaningful moments."
The report also reveals a preference for short but well-curated menus featuring signature dishes. Moreover, proximity, ambiance, social media recommendations, particularly from TikTok and Instagram, play a decisive role in selecting a restaurant.
Young customers are increasingly valuing the social experience a restaurant provides, favoring themed events or friendly, personalized service. Ramona Popescu further added, "Younger generations are more mindful of sustainability and plate aesthetics. Another growing trend in recent years is menu flexibility. Vegetarians, vegans, and those with specific dietary preferences expect to see natural, inclusive options in the menu-not as an afterthought."
The analysis also reveals significant differences in dining frequency and preferences across generations, shaping the HoReCa market dynamics. The 18-24 age group goes out frequently, favoring cafés, brunch spots, and social outings, spending between 150-300 RON per outing. The 25-30 group prefers pubs and lounges, with budgets ranging from 200 RON (for drinks only) to 400 RON when dining out. The 31-40 age group seeks a fine dining experience, complemented by location, atmosphere, music, and the restaurant's story factors contributing to customer loyalty.
In 2025, City Grill Group plans to strengthen its leadership position by adapting to new market standards and integrating innovation into its development strategy, focusing on personalizing services, adopting technology, and redefining restaurant ambiance to align operations with customers' evolving expectations.
Founded in 2004, City Grill Group is the leading Romanian player in the restaurant industry, catering to urban customers through its diverse and affordable menu offerings, from signature recipes to a mix of Romanian and international cuisine. The group consistently emphasizes using top-quality, fresh ingredients, sourced and tested with no artificial additives. Across its establishments, City Grill Group focuses on sustainability, actively fighting food waste and recycling oil, glass, cardboard, and plastic.
- As millennials and Generation Z gravitate towards experiential dining and personalization, City Grill Group aims to strengthen its position in 2025 by integrating technology into its development strategy, offering personalized services that cater to their evolving expectations.
- In shifting focus to lifestyle experiences, the younger generations value sustainable food-and-drink options alongside the aesthetics of their home-and-garden environment, making menu flexibility, natural ingredients, and inclusion of various dietary preferences key considerations for City Grill Group.
