The City Grill Group, which stands as the biggest player among Romanian-owned restaurants in the hospitality sector, has conducted an analysis of shifts within the industry along with evolving consumer tastes over recent times. According to their most current research*, several trends are currently influencing the HoReCa landscape; notably, millennials and Gen Z are progressively favoring customized experiences, engagement opportunities, and genuine offerings when selecting dining venues.
According to City Grill's analysis, 54% of younger individuals eat out at least weekly, often preferring lunches over dinners. Moreover, 63% prioritize convenient locations, favoring eateries located centrally with distinct styles and comfortable settings, particularly those frequented by youth between ages 18 and 40. A captivating decor, laid-back ambiance, and succinct but noteworthy menus play crucial roles when choosing a dining spot. For both Millennials and Gen Z, an establishment must offer more than merely quality food—it needs to provide a full-fledged experience to become a regular haunt.
"Young people are shaping the direction of the industry, and restaurants must meet the expectations of an increasingly sophisticated market. In the past, restaurants focused on extensive menus and classic decor, but the new generations now seek authentic experiences, interaction, and spaces that offer more than just a meal. Millennials and Gen Z have redefined expectations, and the impact of the pandemic has reinforced the trend of prioritizing atmosphere, flexibility, and elements that turn a restaurant visit into a memorable experience. Today, young people are not just looking for a place to eat—they want a space where they can live and share meaningful moments," says Ramona Popesco, who leads marketing efforts for the City Grill Group, holds the position of Marketing Director. .
Teenagers Favor Brief Yet Selectively Picked Menus Featuring Distinctive Plates
When selecting a restaurant, important considerations include closeness, atmosphere, a concise yet carefully selected menu, and endorsements from social media platforms like TikTok and Instagram. The location is also vital; eateries situated in bustling or trendy zones tend to have an advantage over others.
Simultaneously, the general ambiance plays a crucial role in shaping diners' choices, particularly among younger patrons who favor contemporary, airy venues adorned with minimalistic decor and organic features that foster a serene and photogenic environment. Despite having fewer items available, the menu should be thoughtfully selected, highlighting distinctive offerings, nutritious selections, and premium components.
Primarily, young individuals find new dining spots via social media platforms like TikTok and Instagram, which play crucial roles. The allure of innovative dish presentation, aesthetically pleasing visuals, and endorsements from influencers can swiftly transform an eatery into a trending hotspot. Additionally, today’s youth place significant importance on the overall social atmosphere offered by restaurants; they gravitate towards places hosting themed gatherings or offering warm, customized customer experiences.
Each eatery ought to boast at least one signature item—a unique offering not available elsewhere. Innovative drinks with appealing appearances hold equal importance alongside cuisine. Fresh, locally sourced components coupled with meticulous plating are essential too. The younger demographic pays closer attention to environmental responsibility and visually pleasing dishes. An emerging pattern over the past few years involves adaptable menus. Individuals following vegetarian, vegan diets, or having particular nutritional needs anticipate finding organic, accommodating choices within the offerings—not merely as an addition,” concludes. Ramona Popescu .
Generation Z vs. Millennials: Their Frequency of Dining Out and Spending Habits
The analysis indicates that eating habits and customer preferences differ greatly among various age groups, influencing the dynamics within the hospitality industry.
Individuals between the ages of 18 and 24 often venture out, showing a preference for cafes, breakfast locations, and gatherings with friends. On average, they dine at restaurants approximately once weekly. Their focus leans towards enjoying food as part of a social activity rather than purely for taste exploration. These young adults gravitate toward vibrant communal areas offering an eclectic selection from an internationally inspired yet concise menu. Each excursion typically costs them somewhere in the range of 150 to 300 Romanian Leu.
Individuals between 25 and 30 years old visit bars and lounges two to three times each week. These patrons appreciate having good rapport with the employees, favoring affable but "chill" and well-informed servers. Additionally, they have a preference for eateries located in scenic areas so they can go for a stroll after eating, typically spending anywhere from 200 RON just for beverages up to 400 RON for full meals outside home.
In the 31-40 age bracket, individuals value food and service excellence so much that they dine out every day during their lunch break and visit restaurants two to three evenings each week. This demographic appreciates an upscale dining environment enhanced by factors such as ambiance, musical selections, and the narrative behind the eatery—all of which foster long-term patronage. When splurging on these experiences, members of this group typically allocate budgets ranging from 300 to 500 Romanian Leu, contingent upon how extensively they engage with the establishment.
City Grill Group’s Strategic Plan for 2025
By 2025, the City Grill Group aims to solidify its leadership role by conforming to updated market norms and infusing innovation into its growth plan. Customizing services, embracing technological advancements, and revamping dining atmospheres are crucial for synchronizing business practices and guest experiences with contemporary consumer preferences.
About City Grill
The City Grill Group stands as the premier entity within Romania’s dining sector. Established in 2004, this company manages eateries and coffee shops across various well-known labels such as Caru’ cu Bere, Hanu’ lui Manuc, Pescăruș, Hanu’ Berarilor, Buongiorno.Italian, City Grill, and La Boheme—its inaugural hospitality venture—as well as newer enterprises like Aubergine, Marty Restaurants, and the multifunctional venue called Zooma located in Corbeanca. Right from their initial establishment, the central concept of the City Grill Group has been centered around offering patrons an ideal spot for professional midday meals, leisurely interludes with loved ones, or convivial reunions among acquaintances.
City Grill Group serves urban clientele who often enjoy free time within the city and conduct business or social gatherings over coffee. Their menu is reasonably priced and varied, featuring dishes from Romania as well as international fare.
When discussing either distinctive recipes or any other item featured on City Grill Group’s menu, the components utilized consistently meet high-quality standards. The key to City Grill’s cuisine lies in using fresh ingredients meticulously selected and verified without resorting to synthetic enhancements. Whether it involves specially cut, just-peeled French fries or free-range eggs alongside veggies cultivated in their very own greenhouse close to Târgoviște, the culinary team adheres to an approach focused on accentuating inherent tastes through straightforward seasonings such as salt and pepper.
Throughout all City Grill Group establishments, which cater to nearly 15,000 diners each day, sustainability remains a top priority. The company is committed to recycling materials such as oil, glass, cardboard, and plastics, and it also combats food waste via continuous initiatives.
• This is a press statement.
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