How Gen Z Consumers Are Shaping Pizza Restaurant Options

Generation Z is quickly becoming a key customer segment for restaurants across North America. With over 67 million Gen Z individuals in the U.S. alone (about 20% of the population), their preferences are already driving significant changes in the food industry. This tech-savvy, socially conscious cohort is approaching adulthood with distinct values and habits that differ from previous generations.

They prioritize things like sustainability, health, authenticity, and convenience in their dining choices. They are also adventurous eaters who love to discover new foods and share their experiences online. For pizza restaurant owners, understanding Gen Z’s mindset is becoming crucial – this generation’s unique demands are reshaping everything from menu design and flavor trends to service models and marketing strategies.

Customization and Personalization

Gen Z grew up in an era of personalization and they expect the same level of control when it comes to food. For this generation, a one-size-fits-all menu just doesn’t cut it. Data shows that nearly three in four Gen Z diners customize their orders when visiting restaurants. They want to “have it my way,” tweaking ingredients, swapping sauces, and building meals that suit their exact tastes. Moreover, Gen Z loves trying new things: about 22% say they try new menu items “very often,” reflecting a higher appetite for experimentation than older cohorts.

In the pizza world, this trend translates into a demand for build-your-own options and flexible menus. We see the popularity of fast-casual pizza concepts where patrons move down a line adding toppings of their choice, or traditional pizzerias offering modular choices. Gen Z customers appreciate being able to order a pizza with half one set of toppings and half another, or to substitute vegan cheese or gluten-free crust as needed. If your restaurant uses an online ordering system, expect Gen Z to take full advantage of any customization tool and if you don’t allow modifications, you risk losing their interest.

For operators, embracing customization can pay off. It not only attracts Gen Z consumers but can also increase check sizes (customers who “build their own” often add extra toppings for an upcharge). The key is to make customization easy and to get creative with options. Consider offering some non-traditional toppings inspired by global cuisines (more on that below) or unique limited-time topping combos that spark curiosity. The bottom line is that Gen Z wants to feel in control of their dining experience, and they reward restaurants that give them that freedom.

Digital Convenience and On-Demand Service

It’s no surprise that the first generation of true digital natives expects seamless tech-driven convenience when dining. Gen Z lives on their smartphones and they’ve embraced mobile ordering and delivery apps at a higher rate than any previous generation. Nearly 63% of Gen Z consumers regularly use food delivery apps, compared to about half of Millennials. During the pandemic, habits like curbside pickup, food delivery, and contactless payment became second nature. Now, many Zoomers view online ordering not as a special convenience but as a standard expectation.

Speed is a big factor here. As noted, Gen Z puts a premium on quick service, ~20% specifically cited speed of service as a top driver for choosing where to eat. They also tend to be juggling school, work, and side-hustles, meaning they often dine on irregular schedules and rely on on-demand options. A Gen Z customer might order pizza late at night via an app, or schedule a pickup in between classes. Convenience is king: in one analysis, 70% of Gen Z said they use food delivery services primarily because of the convenience factor.

For pizza restaurants, investing in technology and efficient service workflows is critical to capture Gen Z’s business. This includes having a robust online ordering system that makes it easy to customize pizzas and reorder favorites. Gen Z customers are quick to abandon a brand if ordering is a hassle or if service is too slow. Some operators are even exploring text-based ordering bots and AI-driven recommendations, which align well with Gen Z’s comfort with tech.

Adventurous Palates and Global Flavours

Today’s young consumers have been called the “most adventurous eaters” yet. Growing up in diverse communities and with the internet at their fingertips, Gen Z has developed a palate that craves variety, boldness, and authenticity. In fact, 50% of Gen Z (in one 2023 study) said they want more meals with unique flavors or from different cuisines. They are significantly more open to spicy and internationally inspired foods than older generations. For example, 78% of Gen Zers say they like or love spicy flavors, and 66% admit they’re more likely to purchase a food item if it’s advertised as spicy.

Gen Z’s diverse background underpins this trend. With almost half of U.S. Gen Z coming from multicultural or immigrant households, it’s natural that their comfort zone includes dishes and flavours their parents or grandparents might not have grown up with. A lot of Gen Z diners have grown up eating tacos, sushi, curry, or pho as readily as hamburgers and spaghetti. They’re also constantly seeing global food trends on social media (Korean corn dogs, anyone?) which fuels curiosity.

For pizza restaurants, the message is clear: don’t be afraid to innovate with global flavors. While classics like pepperoni and Margherita aren’t going anywhere, adding internationally-inspired options can set you apart. Many big chains have noticed this. Pizza Hut’s recent consumer survey highlighted that global twists are in demand – 37% of Americans said they’d like to try a Mexican-inspired pizza, and 21% were interested in a Greek-inspired pizza, reflecting a trend toward new flavor profiles on the classic pie.

Also, don’t overlook condiments and format. Gen Z is the generation that carries hot sauce in their bag – literally, one in four Gen Z/millennial consumers has been known to bring their own condiments to restaurants to amp up the flavour. Offering a variety of dipping sauces for pizza crusts or sides can cater to that desire for personalization and flavor intensity. And consider format innovations too: beyond the traditional round pie, younger consumers might engage with things like pizza by the slice with fusion toppings (great for sampling), pizza cones, or even mashups like “sushirrito pizza rolls” if you’re feeling extra inventive.

Get Started

Plant-Based and Healthy Preferences

Another defining characteristic of Gen Z’s food behavior is their heightened focus on health, wellness, and ethical eating. This is a generation that views food not just as fuel or indulgence, but as an expression of values and a key to well-being. One clear example is the embrace of plant-based eating. Surveys indicate that roughly 13–14% of Gen Z are actively following vegetarian, vegan, or flexitarian dieta and this number doesn’t even count those who simply occasionally swap a meat meal for a meatless one. Another poll found about 19% of Gen Z say they “embrace plant-based eating habits” even if they aren’t fully vegetarian.

Health motivations and environmental concerns both drive Gen Z’s plant-forward choices. Many Gen Z consumers see cutting back on animal products as both healthier for them and better for the planet. Nearly two out of three Gen Z members say they’re willing to pay more for a product that is sustainable or ethically sourced, and plenty of plant-based foods check that box. Also, 49% of Gen Z in one analysis said they prefer healthy menu options and are more likely to choose plant-based meals when available.

How does this play out for pizza restaurants? For starters, including plant-based options on the menu is increasingly expected. This could mean offering vegan cheese, plant-based pepperoni or sausage crumbles made from soy or pea protein, or having a couple of signature vegetarian pizzas that are hearty and inventive in their own right. Some pizzerias are introducing completely vegan pizzas with ingredients like cashew cheese, jackfruit “pulled pork,” or mushrooms that provide meaty flavoUr without meat. Even flexitarians will appreciate having these choices; it allows groups with mixed dietary needs to dine together at your restaurant, which can broaden your customer base.

The Power of Social Media Influence

Gen Z lives and breathes social media – and this has fundamentally changed how they discover and patronize restaurants. Platforms like TikTok, Instagram, YouTube are the new food guides for young diners. Instead of reading newspapers or even Googling reviews, Gen Z is scrolling their feeds for the next food inspiration. It’s no exaggeration to say that social media is the new word-of-mouth. Consider that 73% of Gen Z and Millennials surveyed said they had visited a restaurant in the last 3 months because of a social media post or review they saw. In another study, over half of Gen Z (55%) reported using social networks to discover new food or recipes – and 70% say they actively enjoy finding food content online.

The impact of social media on Gen Z’s food choices is both deep and fast. Trends can erupt overnight on TikTok or Instagram, and Gen Z is quick to participate. A staggering 84% of Gen Z say they have tried at least one viral food trend in the past year. When it comes to actually spending money, over half of Gen Z (55%) have purchased a food or drink specifically because it went viral on social media. This “TikTok effect” has directly touched the pizza world too – for example, the surge in demand for hot honey as a pizza topping can be traced back to countless social media posts and foodie influencers praising the sweet-spicy combo.

Equally important is how Gen Z uses social media to vet restaurants. Over half of Gen Z will usually check a restaurant’s social media page before deciding to visit, essentially to see if it matches their vibe and standards. They’re looking at your Instagram photos of food, the engagement you have with customers, maybe even your TikTok videos showing how a pizza is made or how fun the atmosphere is. Positive, organic reviews on social platforms can be more influential than a five-star traditional review – Gen Z trusts authentic peer content far more than polished advertisements.

Conclusion

Gen Z is undeniably reshaping the landscape for pizza restaurants in North America. Their preferences for customization, speedy digital service, bold global flavors, plant-forward options, and social-media-worthy experiences are setting new benchmarks for what a successful pizzeria must deliver. The upside is that by meeting Gen Z’s expectations, operators often improve their appeal across all customer groups. The key is to stay in tune with this emerging generation: keep an eye on their trends (both online and offline), solicit their feedback, and be willing to innovate.

Gen Z diners can be trendsetters and loyal supporters if you win them over. As they gain more spending power each year, tapping into their mindset is not just an add-on strategy but a business imperative. Pizza has long been a favorite food in America; by adapting to Gen Z’s influence, pizza restaurants can ensure it remains a favorite for the next generation – served in the ways they love. Those pizza operators who listen, adapt, and evolve will find that Gen Z’s impact isn’t scary; it’s an opportunity to grow and to create the next era of pizza experiences that are exciting, inclusive, and built for the future.

How Gen Z Consumers Are Shaping Pizza Restaurant Options

Customization and Personalization

Digital Convenience and On-Demand Service

Adventurous Palates and Global Flavours

Plant-Based and Healthy Preferences

The Power of Social Media Influence

Conclusion

Table of Contents

sales@gosnappy.io

support@gosnappy.io

1-855-818-0058