City Grill Group: Revolutionizing Dining: How Young People Choose Their Perfect Night Out
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 and modifications in customer tastes over recent times. According to their most current research*, several developments are influencing the HoReCa landscape: Younger demographics like millennials and Gen Z prioritize tailored encounters, engagement opportunities, and genuine connections when selecting dining spots.
According to City Grill's analysis, 54% of younger individuals eat out at least weekly, often choosing lunchtime as their preferred dining-out period. Moreover, 63% prioritize convenient locations; they prefer eateries situated centrally, featuring unique decor and comfortable settings, targeting those between ages 18 and 40. These venues attract attention primarily due to stylish designs, laid-back environments, and succinct but impactful menus. To millennials and Gen Z, an establishment must offer more than merely quality food—it needs to provide a comprehensive experience to become a favorite spot.
"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. .
Teenagers and 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 also vital; eateries situated in downtown 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, airy environments characterized by sleek minimalism and organic touches that foster a serene and photogenic space. Despite having fewer items available, the menu should be thoughtfully selected, highlighting distinctive offerings, health-conscious alternatives, and top-notch components.
Primarily, young individuals find out about new eateries via social media platforms like TikTok and Instagram, which play crucial roles. The allure of creative dish presentation, aesthetically pleasing aesthetics, and endorsements from influencers can swiftly transform an eatery into a hotspot. Additionally, today’s youth place greater importance on the overall social atmosphere offered by dining spots, looking for places that offer interactive themes or warm, tailored 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 to culinary dishes. Additionally, using fresh, locally-sourced components along with meticulous plating techniques remains crucial. In today’s era, younger diners pay closer attention to environmental impact and visual appeal of their meals. A notable shift in recent times involves greater adaptability in menus. Individuals following vegetarian, vegan diets, or having particular nutritional requirements anticipate finding genuine, accommodating choices within the offerings—not merely as add-ons,” notes Ramona Popescu .
Generation Z Versus Millennials: Their Frequency of Eating Out and Spending Habits
The analysis reveals that eating habits and customer preferences differ considerably among various age groups, thus influencing the landscape of the hospitality industry.
Individuals between 18 and 24 years old 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 is the social aspect rather than gourmet cuisine. These young adults lean towards sociable environments and menus featuring an eclectic selection from around the world without being overly vast. Typically, their expenditure ranges from 150 to 300 Romanian Leu per visit.
People between 25 and 30 years old visit bars and lounges two to three times each week. They appreciate having good relationships with the employees, favoring warm but "chill" and well-informed servers. Additionally, these individuals lean towards eateries located in nature-friendly environments so they can go for a stroll post-meal. Their spending range typically falls between 200 RON just for beverages up to 400 RON when enjoying full meals away from home.
In the 31-40 age bracket, individuals place significant emphasis on food and service excellence, often choosing to have lunch at restaurants every day and visiting them two to three evenings each week. This demographic values an upscale dining experience enriched with elements such as ambiance, musical selection, and the narrative behind the eatery—all of which play crucial roles in fostering long-term patronage. The amount they allocate for these meals typically ranges from 300 to 500 RON, influenced largely by their duration of stay at the venue.
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 services, embracing technological advancements, and revamping dining environments are crucial for ensuring that their operational processes and guest experiences match contemporary consumer preferences.
About City Grill
The City Grill Group stands as the premier entity within Romania's dining scene. Established in 2004, this conglomerate manages eateries and coffee shops across various renowned labels including Caru’ cu Bere, Hanu' lui Manuc, PescăruÈ™, Hanu' Berarilor, Buongiorno.Italian, City Grill, and La Boheme, complemented by their inaugural hospitality venture, Hotel la Bohème, alongside newer ventures like Aubergine, Marty Restaurants, and the multifunctional venue called Zooma located in Corbeanca. Since inception, the fundamental concept of City Grill Group has been centered around offering patrons an ideal spot for professional midday meals, leisurely times with loved ones, or convivial gatherings among peers.
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 reasonably priced and varied, featuring an array of dishes from both Romanian and international cuisines.
When discussing both their hallmark dishes or any item listed on the menu at City Grill Group, one thing remains consistent: only premium-grade ingredients are utilized. What sets apart City Grill's cuisine is its commitment to using fresh components meticulously selected and verified for quality without resorting to synthetic enhancements. Whether it involves hand-cut, newly skinned French fries or free-range eggs along with greens cultivated in their very own nearby greenhouse close to Târgoviște, the culinary team adheres to an approach focused on amplifying inherent tastes through straightforward seasonings such as salt and pepper.
Throughout all City Grill Group establishments, which cater to nearly 15,000 diners each day, sustainability remains a top priority. The company engages in recycling efforts for oil, glass, cardboard, and plastics, and combats food waste via continuous initiatives.
• This is a press statement.