Next-Gen Dining: Young patrons' preferences and expenditures at City Grill Group eateries revealed
Revamped Analysis:
City Grill Group, the Leading Romanian Restaurant Empire, Decodes the Evolving Dining Landscape
The restaurant landscape continues to morph as consumer preferences change, and City Grill Group, the foremost Romanian player in the hospitality industry, has taken a deep dive into the trends shaping the sector. The HoReCa market, particularly catering to Millennials and Gen Z, is all about immersive experiences, genuine interactions, and authenticity.
The findings from the latest study by City Grill Group reveal that youngsters dine out at least once a week, with lunch being their preferred mealtime for dining out. And it's no surprise that location reigns supreme in their decision-making process—central hubs with eye-catchy designs and comfy vibes are a favorite amongst the 18 to 40 age group.
But it's not just about good food—an alluring design, cozy atmosphere, and a succinct yet standout menu are cornerstone factors in choosing a winning spot. For Millennials and Gen Z, a venue earns the "go-to" status only if it offers a complete dining experience—not just a yummy meal.
"These young folks are steering the industry's direction, and restaurants need to live up to the expectations of an increasingly discerning marketplace," explains Ramona Popescu, City Grill Group's Head of Marketing. "Back in the day, restaurants focused on extended menus and classic charm. But today's generations seek genuine encounters, interaction, and spaces that go beyond just eating."
Short and Sweet Menus with Signature Dishes are the Name of the Game
Location, the ambiance, a compact yet carefully curated menu, and digital (TikTok and Instagram) recommendations are crucial when luring in the younger population. And it's not just about location—the overall atmosphere plants a significant role in influencing dining decisions. Young people are all about sleek, open spaces featuring minimalistic designs and natural elements that evoke a soothing, Instagram-worthy setup.
The menu should be concise but choosy—signature dishes, health-conscious choices, high-quality ingredients—all make the cut. And let's not forget the power of Social Media—creative plating, visually stunning presentations, and influencer recommendations can quickly make a restaurant a hotspot. Beyond looks, young people increasingly value the social experience a restaurant provides—themed events, friendly, personalized service, that's the key to their hearts.
"Every restaurant should showcase its claim-to-fame dish—something you can't find anywhere else. Creative cocktails that dazzle the eyes are equally important as the food. And of course, fresh, local ingredients served with an artistic touch. The younger generations are eco-conscious and mindful of the aesthetics on their plate," adds Ramona Popescu.
Generational Divides Shaping the HoReCa Market
From frequent cafe hangouts and brunch spots for Gen Z to pub and lounge visits for the 25-30 age group, dining frequency and preferences vary significantly across generations, shaping the HoReCa market dynamics.
The young ones aged 18-24 prioritize the social aspect of dining over food quality, visiting restaurants approximately once a week. They dig social spaces and a curated global menu, not too overpowering on their palate, spending between 150-300 RON per outing.
The 25-30 age cohort frequents pubs and lounges 2-3 times a week. They place a premium on the chemistry between patrons and the staff, especially friendly yet cool and knowledgeable waiters, and appreciate restaurants nestled in natural surroundings where they can take a walk afterwards. Their budget falls between 200 RON, for drinks only, and 400 RON when they sit down for an evening meal.
The 31-40 age group emphasizes top-notch dining and service, frequenting restaurants for daily lunches and 2-3 times a week in the evening. These connoisseurs look for a fine dining experience complemented by location, ambiance, music, and the restaurant's narrative—elements that foster customer loyalty. Their budget for a dining experience ranges between 300-500 RON depending on the length of their visit.
City Grill Group's 2025 Vision
In this changing landscape, City Grill Group intends to consolidate its leadership position by staying attuned to new market demands and incorporating innovation into its development strategy. Customizing services, integrating technology, and reinventing the dining experience align with consumer expectations.
About City Grill
Since its inception in 2004, City Grill Group has ruled the Romanian restaurant scene, operating restaurants and cafes under brands like Caru' cu Bere, Hanu' lui Manuc, Pescăruș, Hanu' Berarilor, Buongiorno.Italian, City Grill, La Boheme, its first hotel, and Aubergine, Marty Restaurants, and Zooma events complex in Corbeanca. City Grill's mission is to provide its customers with a perfect hideaway for a business lunch, an afternoon break with family, or a gathering with friends.
Through its locations, the group caters to urban dwellers who regularly spend their leisure time in the city and conduct business or personal engagements over coffee. The restaurant menus are pocket-friendly and diverse, offering both traditional Romanian and international cuisine.
City Grill excels in offering signature dishes, and every dish on its menu is made with top-quality ingredients—from hand-cut fries imported from France, to fresh eggs, to veggies grown in their own greenhouse near Târgoviște. The kitchen team's philosophy is to highlight natural flavors with minimal seasonings like salt and pepper.
Sustainability is a top priority across all City Grill Group restaurants, serving almost 15,000 customers daily. Waste reduction, recycling, and eco-friendly practices are ingrained in their operational strategy.
*This is a revamped version of a Press release.
Enrichment Insights:
- Dining trends: The ever-changing landscape of the HoReCa market revolves around catering to Millennials and Gen Z's growing demand for personalized experiences, sustainability, and transparency in sourcing and menu construction.
- Experiential dining: Younger generations value immersive and meaningful experiences over just good food, demanding venues that offer more than a meal.
- Social media influence: Social media platforms like TikTok and Instagram play an essential role in driving dining decisions by promoting creative presentations, themed events, and restaurant discovery for the younger demographic.
- The findings in City Grill Group's latest study reveal that fashion-and-beauty, food-and-drink, and social-media platforms significantly influence Millennials and Gen Z's dining decisions due to the importance of location, a sleek atmosphere, a concise yet choosy menu, and creative plating.
- In the HoReCa market, lifestyle preferences vary across generations, such as Gen Z prioritizing social spaces over food quality, Millennials favoring establishments with a genuine encounter and interaction, and the 31-40 age group seeking a fine dining experience complemented by location, ambiance, and service.
- City Grill Group aims to maintain its leadership position by embracing technology, customizing services, and reinventing the dining experience to meet the expectations of the evolving market, following a mission that extends beyond just offering good food by also focusing on sustainability and integrating transparency in its operations.
