Drive-Thru Is Down; Gen Z Is a Big Factor
2 Min Read By Jana Zschieschang
Talk about a dichotomy. At nearly $100 billion, Generation Z has enormous spending power — and yet, among all generations, they are reacting with the most intention to rising costs borne from inflation.
At Revenue Management Solutions, we see evidence of this shift across multiple channels and frequencies. Our analysts examined how dining habits differ across Gen Zers, millennials, Gen Xers and baby boomers in our consumer study. Among the more than 800 US diners surveyed, responses revealed that while older generations have not strayed from habits developed during the pandemic, the youngest generation feels the pinch.
Gen Z's penny-pinching is most dramatic in the drive-thru, the pandemic darling of off-premise dining. With gas prices over $4 a gallon, a drop in drive-thru traffic is not surprising, and our historical data shows a positive correlation.
But the drop in Gen Z's frequency is notable. In Q4 of last year, 91 percent of those under 25 reported at…
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