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 transformations in customer tastes over recent times. According to their most current research*, several tendencies are currently influencing the HoReCa domain: Younger demographics such as millennials and Gen Z are progressively favoring customized encounters, engagement opportunities, and genuine interactions—all significant factors when selecting dining spots.
Fifty-four percent of younger individuals eat out at least weekly, often preferring lunches over dinners when dining out. Sixty-three percent place significant importance on the location itself, favoring establishments located centrally with distinct decor and inviting ambiance—this describes many popular spots among those between ages 18 to 40, as per an assessment from City Grill. A captivating setting, comfortable environment, along with a succinct but noteworthy menu, play crucial roles in choosing where they dine. To millennials and Gen-Z members alike, such venues must offer more than just quality food—they have to provide an overall exceptional 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 Popesco, who leads marketing efforts for the City Grill Group, holds the position of Marketing Director. .
Young Adults Favor Brief Yet Selectively Curated Menus Featuring Iconic Dishes
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 location is vital; eateries situated in bustling or trendy spots often have an advantage over others.
Simultaneously, the general ambiance plays a crucial role in shaping diners' choices, particularly among younger patrons who favor contemporary, spacious areas adorned with minimalistic decor and organic features that foster a serene and photogenic environment. Despite having fewer items available, the menu should be meticulously selected, highlighting distinctive plates, nutritious selections, and premium components.
Primarily, young individuals find out about new eateries via social media platforms like TikTok and Instagram, which play crucial roles. The allure of innovative dish presentation, aesthetically pleasing visuals, and endorsements from influencers can rapidly transform an eatery into a trending spot. Additionally, today’s youth place significant importance on the overall social atmosphere offered by dining establishments. They gravitate towards places hosting themed gatherings or offering warm, individualized customer care to enhance their experience.
Each eatery ought to feature at least one signature item—one-of-a-kind dishes not available elsewhere. Innovative beverages with appealing appearances hold equal importance alongside cuisine. Fresh, locally-sourced components coupled with meticulous plating remain crucial elements too. In today’s era, younger demographics pay closer attention to environmental responsibility and visually pleasing servings. A notable shift seen recently involves adaptable menus. Individuals following vegetarianism, veganism, or having particular eating habits anticipate genuine, accommodating choices within their meal selections rather than supplementary ones,” he continues. Ramona Popescu .
Generation Z Versus Millennials: Their Frequency of Eating Out and Spending Habits
The analysis reveals that eating-out habits and customer preferences differ considerably among various age groups, thus influencing the landscape of the hospitality industry.
Individuals between the ages of 18 and 24 often venture out, showing a preference for cafes, breakfast places, and hanging out with their peers. On average, they dine at restaurants approximately once weekly. Their main focus when eating out is the social aspect rather than gourmet food experiences. These young adults lean towards vibrant communal areas and menus featuring an eclectic mix from around the world without being overly complex. Typically, each outing costs them somewhere in the range of 150 to 300 Romanian Leu.
Individuals between 25 and 30 years old visit bars and lounges around two to three times each week. These patrons appreciate having good relationships with the employees, favoring a warm but "chill" atmosphere along with well-informed servers. Additionally, they enjoy eating at eateries located in scenic areas so they can go for a stroll after their meal. Their spending limits typically range from about 200 RON just for beverages up to approximately 400 RON for full meals away from home.
The demographic aged 31 to 40 values food quality and service standards highly, choosing to eat out every day during their lunch break and two to three evenings each week. This particular group appreciates an upscale dining environment enhanced by factors such as ambiance, musical selections, and the narrative behind the establishment—all of which foster long-term patronage. When splurging on these experiences, they typically allocate a budget ranging from 300 to 500 RON, with spending influenced by how much time they spend enjoying their meals at the venue.
City Grill Group’s Strategy for 2025
By 2025, the City Grill Group aims to solidify its leadership role by conforming to updated market benchmarks and infusing innovation into its growth plan. Customizing offerings, embracing technological advancements, and revamping dining atmospheres are crucial for synchronizing business processes and guest experiences with contemporary consumer preferences.
About City Grill
The City Grill Group stands as the premier entity within Romania's restaurant sector. Established in 2004, this company manages eateries and coffee shops across various labels including Caru' cu Bere, Hanu' lui Manuc, Pescăruş, Hanu' Berarilor, Buongiorno Italiano, City Grill, and La Bohème—its initial hospitality venture—as well as newer enterprises like Aubergine, Marty Restaurants, and the multifunctional venue called Zooma located in Corbeanca. Since opening their inaugural establishment, the central vision of the City Grill Group has been centered around offering patrons an ideal spot for professional midday meals, leisurely moments spent with loved ones, or social gatherings among acquaintances.
City Grill Group serves urban clientele who often enjoy their free time in the city and use these occasions for business or personal gatherings over coffee. Their menu is budget-friendly and varied, featuring an array of dishes from both Romanian and global cuisines.
When discussing both their hallmark dishes or any other menu items at City Grill Group, the emphasis remains on using only premium-quality ingredients. What sets apart City Grill’s cuisine is its dedication to freshness; all components are meticulously selected and evaluated without relying on artificial enhancements. Whether it involves cutting potatoes for crisp french fries from scratch or sourcing free-range eggs along with produce cultivated in their very own greenhouse close to Târgoviște, each chef adheres strictly to an approach emphasizing pure flavor through basic seasonings such as salt and pepper alone.
At every restaurant within the City Grill Group, which serves nearly 15,000 patrons each day, sustainability remains a top priority. They recycle materials such as cooking oil, glass, cardboard, and plastics, and they combat food waste via continuous initiatives.
• This is a press statement.