Quick-service restaurants face the tough and important challenge of meeting the changing preferences of Gen Z consumers, who have proven to be increasingly drawn to specialty dining experiences. They seek unique culinary experiences that reflect their adventurous spirit and desire for connection—something quick-service brands must keep in mind when designing their menus, store environments, and overall brand culture.
Over 25 years in the restaurant industry as a franchisee and now as the CEO of Naf Naf Grill, a pioneer in Middle Eastern cuisine, I’ve witnessed firsthand the shifting tides of consumer trends and have come to some conclusions regarding how quick-service restaurants can successfully cater to the Gen Z demographic.
Embracing Authenticity
One key strategy for quick-service restaurants to resonate with Gen Z is to embrace authenticity and heritage. Naf Naf Grill, which means “to fan the flame,” has always been more than just a restaurant—it’s an invitation for friends and family to gather and share authentic, handmade Middle Eastern meals.
In 2009, Sahar Sander, the late founder of Naf Naf Grill, opened the first location in Naperville, Illinois, driven by a passion for authentic Middle Eastern cuisine. With a focus on community and culinary excellence, Sander’s vision quickly gained momentum. Recognizing the potential for growth beyond traditional settings, Naf Naf Grill embraced a simple yet innovative operating model, catering to diverse venues like airports and nontraditional spaces.
In the era of Gen Z diners, authenticity is paramount. This observant generation craves dining experiences that evoke genuine flavors and cultural connections, which is exactly what Naf Naf Grill embodies. Over the years, Naf Naf Grill has remained true to its roots, serving the same beloved recipes crafted by Sander himself. Each dish reflects the essence of Middle Eastern cuisine, inviting guests on a flavorful journey through the region’s diverse culinary heritage.
Whether it’s the aroma of freshly baked pita bread or our hand built slow-roasted shawarma, every bite encapsulates our culinary legacy.
Social Responsibility
Social responsibility is a driving factor for Gen Z consumers as they make dining choices. They gravitate to brands that give back to the communities in which they operate, are transparent about their sourcing practices, environmental impact and make a commitment to ethical business practices. By adopting sustainable sourcing, reducing waste, and supporting local communities, quick-service restaurants can earn the trust and loyalty of socially conscious Gen Z consumers.
Embracing Simplicity
Recognizing the value Gen Z consumers place on clarity and efficiency in their dining choices, refining menu offerings can create a stress-free ordering experience. By highlighting your most cherished and iconic dishes, you can create a seamless ordering experience. This strategic approach not only enhances operational efficiency but also aligns with Gen Z’s inclination towards transparent and authentic dining experiences.
Staying Inclusive to All
Additionally, quick-service restaurants must not only recognize but exemplify the importance of inclusivity and diversity. This generation values diversity and inclusivity and expects brands to reflect these values in their marketing, hiring practices, and community engagement efforts. By celebrating diversity, fostering inclusivity, and creating welcoming spaces for all, quick-service restaurants can build strong connections with Gen Z consumers and foster a sense of belonging. At Naf Naf Grill, for example, our table is your table, and everyone is welcome to share a meal with us—no matter what you look like or where you come from.
As Gen Z consumers continue to flock to specialty restaurants in search of unique culinary experiences and authentic flavors, quick-service restaurants must adapt and innovate to remain relevant in this competitive landscape. At Naf Naf Grill, we will continue to embrace the future of dining and create memorable experiences for every guest who walks through our doors.
Greg Willman, CEO of Naf Naf Grill, has over 25 years of restaurant experience as an operator, advisor, and investor. As Co-Founder and CEO of 316 Investments, Greg was one of the first developers of Qdoba Mexican Grill and then became the largest franchisee in their system with more than 30 open restaurants. Greg was the first franchisee of Naf Naf. He’s also held senior executive roles in marketing, strategy, and business development.
