The City Grill Group, which stands as the biggest player owned by Romanians within the country’s foodservice sector, has closely examined shifts in the industry along with evolving customer tastes over recent times. According to their most current research*, several key tendencies are defining the landscape of the hotel, restaurant, and catering business: Younger demographics like millennials and Gen Z are particularly inclined towards tailored encounters, engagement opportunities, and genuine interactions—all pivotal factors 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 when choosing where to dine, favoring places centrally located with unique decor and comfortable settings—especially those catering to ages 18 to 40. Key aspects include an attractive layout, laid-back ambiance, and succinct but noteworthy menus. Both Millennials and Gen Z seek venues offering full experiences beyond merely tasty food.
"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 Chief Marketing Officer. .
Teenagers and Young Adults Favor Concise Menus Featuring Select Signature Items
When selecting a restaurant, important considerations include closeness, atmosphere, a concise yet carefully selected menu, and endorsements on social media platforms like TikTok and Instagram. The setting is vital; eateries located in bustling or trendy spots often have an advantage over others.
At the same time, the overall atmosphere influences dining decisions, with young people preferring modern, open spaces with minimalist designs and natural elements that create a relaxing and Instagrammable setting. Although more limited in selection, the menu must be carefully curated, featuring signature dishes, healthy options, and high-quality ingredients.
Primarily, young individuals find out about new eateries via social media platforms like TikTok and Instagram, which play crucial roles. The innovative presentation of dishes, aesthetically pleasing visuals, and endorsements from influencers can swiftly make an eatery a hotspot for visitors. Additionally, today’s youth place greater importance on the overall social atmosphere offered by restaurants, looking for places that host thematic activities or offer 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 culinary delights. Additionally, employing locally-sourced, fresh produce along with meticulous plating techniques remains crucial. In today’s era, younger diners place greater emphasis on environmental responsibility and visually pleasing presentations. A notable development in contemporary dining is the increasing demand for adaptable menus. Individuals following vegetarian, vegan diets, or having particular nutritional requirements seek naturally inclusive choices within the menu itself rather than supplementary additions,” concludes Ramona Popescu .
Generation Z Versus Millennials: Their Frequency of Eating Out and Spending Habits
The analysis indicates that eating habits and customer preferences differ considerably among various age groups, thereby influencing the landscape of the hospitality industry.
Individuals between the ages of 18 and 24 often venture out, showing a preference for cafes, brunch locations, and gatherings with friends. On average, they dine at restaurants approximately once weekly. Their primary focus when eating out revolves around social interaction rather than gourmet experiences. These young adults gravitate towards vibrant communal areas offering an eclectic yet selective global cuisine, typically spending somewhere from 150 to 300 Romanian Leu per visit.
People between the ages of 25 and 30 visit bars and lounges two to three times each week. They appreciate having good relationships with the employees, favoring servers who are approachable but still "chic" and well-informed. Additionally, these individuals lean towards eateries located in serene environments so they can go for a stroll after eating, spending anywhere from 200 RON solely on beverages up to 400 RON when enjoying an entire meal away from home.
In the 31-to-40-year-old demographic, individuals place significant emphasis on food and service excellence. They dine out every day during their lunch break and visit restaurants two to three evenings each week. This cohort values an upscale dining experience enhanced by factors such as ambiance, musical selections, and the narrative behind the eatery—all of which foster long-term patronage. The amount they allocate for these outings ranges from 300 to 500 Romanian Leu, contingent upon how much time they spend enjoying themselves at 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 offerings, embracing technological advancements, and revamping dining environments are crucial for synchronizing business practices and guest experiences with contemporary consumer preferences.
About City Grill
The City Grill Group stands as the foremost entity in Romania's dining scene. Established in 2004, this company manages eateries and coffee shops under various labels including Caru' cu Bere, Hanu' lui Manuc, Pescăruș, Hanu' Berarilor, Buongiorno.Italian, City Grill, and La Boheme, alongside their initial hotel venture and newer initiatives such as Aubergine, Marty Restaurants, and the multifunctional venue called Zooma located in Corbeanca. Right from inception, the primary vision of City Grill Group has been to offer patrons an ideal spot for corporate lunches, leisurely breaks with loved ones, or socializing among friends.
City Grill Group serves urban clientele who often enjoy free time within the city and use this setting for professional or social gatherings. Their menu features budget-friendly options with a mix of local Romanian dishes alongside an array of international fare.
When discussing both their hallmark dishes or any item listed on the City Grill Group’s menu, one can be assured that only premium-quality components are utilized. The key to City Grill’s cuisine lies in using fresh produce meticulously selected and rigorously inspected, without resorting to synthetic enhancements. This includes everything from individually sliced, just-peeled French fries to free-range eggs and greens cultivated in their very own greenhouse close to Târgoviște; the culinary team adheres to a principle of amplifying inherent tastes through straightforward seasonings such as salt and pepper.
Throughout all City Grill Group eateries, which cater to nearly 15,000 diners each day, sustainability remains a top priority. The company endeavors to recycle materials such as oil, glass, cardboard, and plastics. Additionally, they combat food wastage via continuous initiatives.
• This is a press statement.
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