When choosing a new restaurant, 89% of Gen Z prioritize the menu and 87% prioritize price, significantly ahead of ambiance (73%), according to Fortune. This generation evaluates tangible offerings and cost-effectiveness, placing less emphasis on superficial atmospherics. Most Gen Z research brands on at least one platform before buying, a deeply ingrained habit of informed consumption.
Social media platforms are central to Gen Z's daily lives, but they overwhelmingly distrust influencer recommendations in favor of detailed written reviews.
Brands that fail to adapt to Gen Z's review-first, price-sensitive mentality by focusing on authentic product value and transparent feedback risk losing market share and long-term loyalty.
Reviews Over Influencers: A New Trust Paradigm
Gen Z trusts detailed written reviews over influencer recommendations. For dining, 78% favor reviews versus 59% for influencers. This gap widens for service professionals: 81% trust reviews against 61% for influencers, according to The Food Institute. A fundamental shift from curated endorsements to authentic, peer-generated feedback as the primary trust signal is marked.
The Pervasive Research Habit
- 97% — of Gen Z research restaurants on at least one platform before buying, according to Fortune.
- 94% — of Gen Z research beauty products on at least one platform before buying, according to Fortune.
- 93% — of Gen Z research fitness and wellness services on at least one platform before buying, according to Fortune.
- 92% — of Gen Z research home services on at least one platform before buying, according to Fortune.
- 84% — of Gen Z research professional services on at least one platform before buying, according to Fortune.
- 78% — of Gen Z respondents reported buying takeout or delivery in the past month, according to Fortune.
- 72% — of Gen Z respondents had dined out in person in the past month, according to Fortune.
Gen Z's thorough research is pervasive across almost all spending categories. A deeply ingrained habit of informed decision-making before any purchase and a pragmatic approach to brand engagement is reflected.
The Unyielding Influence of Price
Price remains highly influential for Gen Z when choosing restaurants or service professionals, according to The Food Institute. 32% are motivated by the lowest price, and 37% actively seek sales, according to NielsenIQ. Economic pragmatism and a desire for value drive these choices, making price critical to their review-first mentality.
Where Gen Z Spends and Seeks Value
Given extra cash, 74% of Gen Z would spend it on dining out, and 70% on takeout, according to Fortune. Their in-store mass merchandise and grocery purchases account for nearly 50% of total spending, according to NielsenIQ. Gen Z's spending favors experiences and essential goods, where value and informed choices are paramount, reflecting their pragmatic financial approach.
Implications for Future Commerce
Social media platforms are transaction channels, not primary trust sources for Gen Z.
- 53% of Gen Zers use “buy” buttons on social media, according to NielsenIQ.
Gen Z uses social media for direct purchases, but their trust stems from reviews and value. Social commerce must integrate authentic feedback. Brands need to ensure the path to purchase includes easily accessible, credible product information, not just flashy promotions, aligning with Gen Z's review-first mentality.
As of 2023, companies like Yelp, which facilitate detailed written reviews, will likely see continued importance as Gen Z's primary research tool.
