Tight budgets aren’t the only reason Generation Z members are avoiding restaurants this holiday season.
“Menu anxiety” is also a primary reason for many — possibly leading to uncomfortable discussions around the dinner table or avoidance of going out altogether. Here’s what you need to know.
Who Is Generation Z, Exactly?
Generation Z is composed of those who are between 11 and 26 years old at the time of this article’s publication. They’re also commonly known as the iGen, or post-millennial generation.
Buzzwords and characteristics that define this generation include “pragmatic,” “highly collaborative,” and “self-reliant,” per recent trending data from Stanford University.
What’s Causing Menu Anxiety?
Anxiety and nervousness can be a personal experience and can be caused by virtually anything as a result.
Data cited from The Telegraph notes that common possible reasons that Gen Z experiences menu anxiety include the actual cost of the meal, regretting what they ordered, or not finding anything that sounds good while they’re out.
How Many Gen Z And Millennial Members Experience Menu Anxiety?
Data gathered by Italian restaurant Prezzo has found that 34% of Generation Z members likely experience menu anxiety, and that four in 10 of those people won’t dine unless they’ve had time to look over the menu first.
Additionally, about 32% of Millennials also experience menu anxiety, per the most recent data from Prezzo.
How Does This Compare to the General Customer Pool?
Generation Z and Millennials experience higher rates of menu anxiety compared to the general public, per recent data from Prezzo.
While 34% and 32% of Gen Z and Millennials experience menu anxiety, respectively, just 21% of the general population outside of these demographics do — making many believe that menu anxiety is a relatively new phenomenon.
Why Does Everyone Want to Review the Menu First?
Prezzo data showed that almost 40% of Gen Z clientele prefer to review the menu before going out. But why?
Many hypothesize that it could be to help abate the pre-existing fears around going out in an unknown situation — such as the fear of feeling embarrassed, or the fear of mispronouncing an item.
Could the Economy Have Something to Do with It?
Many locations across the United States saw record-setting inflation between 2021 and 2023. As a result, some had to shift their eating habits; going out once in a while is a luxury to afford the new cost of living.
Diners may fear the cost of the bill at the end of the meal, especially if they are going out in large groups.
Financial Concerns Differ Across the Generational Gap
Members of the Generation Z group are statistically more likely to be nervous about the final bill at the end of the night. This presents a strong contrast between members of older age groups.
Prezzo data notes that only 18% of those 55 and older worry about the cost of dining after a night out.
The Start of an Era: Menu And Price Anxiety Brings More Gen Z-ers to Their Kitchens
Recent data from Bank of America’s 2023 Better Money Habits report shows that 73% of Generation Z members are cutting down on luxury lifestyle outings, such as going out.
Additionally, almost half the Generation Z members surveyed are cooking at home more often than they go out to eat, and they plan to continue to do so into 2024.
Social Anxiety Disorder Could Be to Blame
The Anxiety and Depression Association of America has found that social anxiety disorder affects 15 million U.S. adults. Menu anxiety could be a related or comorbid issue; as diners generally may feel more anxious in public settings.
Prezzo’s data corroborates this, finding that about 34% of 18- to 24-year-olds ask someone else to converse with a server on their behalf about their meal.
Family Issues May Contribute to Menu Anxiety
Data found in a study by the Ketchum Group found that 61% of Generation Z members have been experiencing eating concerns since childhood.
Familial eating pressure was specifically noted as a source of anxiety and was attributed to general food anxiety for survey respondents in this age group.
Social Perception Could, Too
Many people feel pressured to fit in — and that pressure doesn’t stop when it comes to food choices. The previously cited Ketchum data found that 62% of Gen Z think that they eat “incorrectly.”
Incorrect here means that it doesn’t align with what they personally feel is healthy or socially accepted — possibly leading to internal conflict and anxiety.
