The City Grill Group, which stands as the biggest player among Romanian-owned restaurants in the hospitality sector, has conducted an analysis of shifts within the industry along with evolving customer tastes over recent times. According to their most current research*, several trends are currently influencing the HoReCa domain: Younger demographics such as millennials and Gen Z are particularly inclined towards tailored experiences, engagement opportunities, and genuine interactions when selecting dining spots. These elements serve as crucial deciding factors for them.

According to City Grill’s analysis, 54% of younger individuals eat out at least weekly, often favoring lunches over dinners. Moreover, 63% prioritize convenience when choosing where they dine, preferring centrally located eateries known for their distinct decor and comfortable ambiance—especially those catering to patrons between ages 18 and 40. A captivating interior, laid-back environment, and succinct but noteworthy menus play crucial roles in attracting these groups. To become a top choice among Millennials and Gen Z, an establishment must offer more than merely tasty food—it needs to provide a comprehensive dining experience.

“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 Popescu, who leads the marketing efforts for the City Grill Group, holds the position of Chief Marketing Officer.

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Young Individuals Favor Brief Yet Selectively Curated Menus Featuring Distinctive Specialties

When selecting a restaurant, important considerations include its closeness, atmosphere, a concise yet carefully selected menu, and endorsements on social media platforms like TikTok and Instagram. The setting is also vital; eateries situated in downtown or trendy spots tend to have an advantage.

Simultaneously, the general ambiance plays a crucial role in shaping diners’ choices, as younger patrons gravitate towards contemporary, airy environments characterized by sleek minimalism and organic features that foster a serene and photogenic backdrop. Despite having fewer items available, the menu should be thoughtfully selected, highlighting distinctive offerings, nutritious selections, and top-notch components.

Primarily, young individuals find new dining spots via social media platforms like TikTok and Instagram, which play crucial roles. The allure of creative dish presentation, aesthetically pleasing visuals, and endorsements from influencers can rapidly elevate an eatery’s status as a must-visit spot. Additionally, today’s youth place significant importance on the overall social atmosphere offered by restaurants; they look for places that offer interactive experiences such as themed gatherings or warm, customized customer interactions.

Each eatery ought to feature at least one signature dish—one-of-a-kind offerings not available elsewhere. Innovative beverages with appealing appearances hold equal importance alongside culinary creations. Fresh, locally sourced components coupled with meticulous plating techniques remain crucial elements too. In today’s landscape, younger demographics place greater emphasis on eco-friendliness and visually pleasing presentations. A notable development over recent times involves adaptable menus. Individuals following vegetarian, vegan lifestyles, along with others adhering to particular eating habits, anticipate encountering organic, accommodating choices within the listings—not merely added later,” concludes

Ramona Popescu

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Generation Z vs. Millennials: Their Frequency of Eating Out and Spending Habits

The analysis reveals that eating habits and customer preferences differ greatly among various age groups, thereby influencing the landscape of the hospitality industry.

Individuals between the ages of 18 and 24 tend to venture out often, showing a preference for cafes, places known for their brunch offerings, and gatherings with friends. On average, they dine at restaurants approximately once weekly. Their primary focus when eating out leans towards social interaction rather than gourmet experiences. These young adults gravitate toward sociable settings and menus featuring an edited selection from around the world without being overly complex. Typically, each excursion costs them somewhere in the range of 150 to 300 Romanian Leu.

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 a warm but “chill” atmosphere along with well-informed servers. Additionally, these individuals have a preference for eateries located in scenic areas so they can go for a stroll after eating. Their spending limits typically range from about 200 RON just for beverages up to around 400 RON when enjoying full meals at restaurants.

The demographic aged 31 to 40 values the caliber of food and service, choosing to eat out for lunch every day and dining in restaurants two to three evenings each week. This particular group appreciates an upscale culinary encounter enriched with elements such as venue, ambiance, musical accompaniment, and the narrative behind the establishment—all key contributors to their repeat visits. They typically allocate a spending range from 300 to 500 Romanian Leu for these outings, contingent upon how long they linger at the restaurant.

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 embedding innovation within its growth plan. Customizing offerings, embracing technological advancements, and revamping dining environments are crucial for synchronizing business practices and guest encounters with contemporary consumer preferences.

About City Grill

The City Grill Group stands as the premier entity within Romania’s dining sector. Established in 2004, this conglomerate manages eateries and coffee shops across various well-known labels such as Caru’ cu Bere, Hanu’ lui Manuc, Pescăruș, Hanu’ Berarilor, Buongiorno.Italian, City Grill, and La Boheme—a property which also marks their initial venture into hotels. Additionally, they have embarked on newer endeavors including Aubergine, Marty Restaurants, and the multifunctional venue known as Zooma located in Corbeanca. Since inception, at each of these establishments, the central concept behind the City Grill Group has been to offer an ideal setting where patrons can enjoy a productive business luncheon, unwind during leisurely breaks with loved ones, or simply come together with companions.

City Grill Group serves urban clientele who often enjoy free time in the city and conduct business or social gatherings over coffee. Their menu is reasonably priced and varied, featuring both local Romanian dishes and global fare.

When discussing either distinctive recipes or any other culinary offerings from the City Grill Group 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 verified without resorting to synthetic enhancements. This includes individually sliced, just-peeled French fries along with free-range eggs and greens cultivated within their very own greenhouse close to Târgoviște. Adhering to a cooking ethos centered around amplifying inherent tastes through straightforward seasonings such as salt and pepper, the team of chefs at this establishment ensures an authentic dining experience.

Throughout all City Grill Group eateries, which cater to nearly 15,000 diners each day, sustainability remains a top priority. The company recycles materials such as cooking oil, glass, cardboard, and plastics, and combats food wastage via continuous initiatives.

• This is a press statement.