According to a study by Prezzo Italian Restaurant, Gen Z suffers from “menu anxiety,” with some young people afraid to order their own food at a restaurant.
The idea of numbing menu anxiety may be a little misguided.As a recent story business insider They noted that menu anxiety may have been primarily driven by the cost of the meal. Food inflation has receded from a year ago, but not by much.
Rather, the performative aspects of today's high-tech, instant-gratification consumer lifestyle may be more to blame, as a study of 2,000 Britons shows. Over 400 years ago, Shakespeare wrote: as you likeAnd for a generation that grew up with a cell phone ringing in their pocket and the specter of social media haunting them during the most formative years of their lives, these words are a powerful reminder that every influencer, follower, and follower who benefits or benefits from It has new meaning for business. Under their collective watch (and likes, shares, and upvotes).
“External pressures have a big impact on how Gen Zers interact with food, with them indicating they are healthier (60%) and more environmentally conscious (51%) than other generations. Jimmy Szczepanek, Managing Director, Ketchum Foods . Food Research Institute.
Provided by: Ketchum
Szczepanek added that as many as 25% of Gen Z feel pressured about their food choices on social media by people they have never met or done business with in real life. Ta. More than 66% feel their eating patterns are incorrect and[Gen Z] They are more likely than any other generation to attribute negative emotions to food, and less likely to attribute positive emotions to food. ”
Gen Z's relationship with food: It's complicated
“The first thing to remember is that Gen Z is the first fully digital generation,” says Cedar Roach, Gen Z communications expert at Arvo PR & Executive Communications, who is also a Gen Z member. member) said.
“Gen Z is constantly being fed new information, so they are dealing with constant information overload,” she added. “As a result, Gen Z suffers from a condition also known as 'decision fatigue,' with approximately 48% feeling anxious most of the time as a result.” It's just a manifestation of decision fatigue. ”
Provided by: Ketchum
To combat this, Roach recommends restaurants limit menu choices, use concise menu descriptions, and provide visual appeal. “Gen Z, the digital generation, is notorious for having short attention spans, so it's important to have a visually appealing menu.” [them] Get involved and limit “menu anxiety.” ”
To further flesh out this concept, Riley Newman, brand strategist and founder of Motif Brands, said in a comment that In-N-Out Burger, a well-known player in the American food industry, mentioned. Food Research Institute.
“Compared to complex French restaurants where decision-makers may have a hard time pronouncing the names of the dishes, In where options are simply numbered #1, #2, or #3 -Think N-Out menu,” he said. “Even if an enhanced experience is desired, it can create a fairly frustrating experience for the consumer.”
Clear communication is key
Chris Schneider has over 20 years of hospitality experience and is the founder of The Bar Business Coach, a restaurant consultancy. Schneider says that while much of the perceived menu anxiety today is actually outside of operators' control, training and industry cues can help operators guide lost customers through menus and create a more enjoyable experience. He said it could be helpful in providing.
“While it is impossible for bars and restaurants to control the psychological state of their customers, they can provide an experience that minimizes friction points that can make customers nervous,” he said. F.I.. “The two main areas where we can improve the guest experience are menu design and service standards.
“By keeping menus small and simple, one or two pages, guests can easily see all the available options at once,” he adds, adding that menus should be clear and concise. I pointed out that it needs to be properly organized into categories. He also recommended not giving dishes or drinks too cute names that don't convey what they are, but for example, naming a menu after another part of the neighborhood or While it may be fun to have menus named after local musicians, authors and celebrities, “names like that do nothing to communicate the cuisine to guests.”
“We need to have a conversation with our guests, ask them if they have any questions about the menu, and give them time to decide. In order to turn tables in minutes, we don't rush to make quick choices that detract from the overall experience.” He concluded that bar and restaurant staff need to encourage conversation through intentional training to guide patrons through the menu.
Despite the modern thrill of being served something you know you'll enjoy, Newman also points to an often-neglected aspect of restaurant and retail technology: spontaneity.
“If all the loyalty programs and data are focused on providing a customized experience based on my past interactions, then the predictive error of my future choices will be random.” he explained.
“Humans are irrational creatures, and past performance does not guarantee future results. By allowing individuals to browse and explore, we encourage more curious experiences that add value.” Browsing and discovering creates a sense of pride in one's choices. Allowing this freedom allows consumers to discover new favorites, or the simple joy of autonomy allows them to That might be enough to tempt someone to come back.”
Gen Z could certainly be forgiven for simply enduring the technological and social conditions of the world they inherited. Every generation before and after has endured the same. “What is past is prologue,” Shakespeare warned in his book Tempest, And with the rate at which technology and the food/beer industry continue to evolve, menu anxiety is once again a blip on today's cultural and formidable food world map – until Generation Alpha comes of age. It may be an event.
After all, the head that wears the crown is insecure, especially in today's economy.
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