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Restaurant Show

Why everyone should be chasing Gen Z


There’s a reason nearly every brand is trying to figure out Gen Z consumers’ sweet spot right now. The demographic makes up nearly 70 million Americans, or about 20% of the U.S. population, and has amassed $360 billion in disposable income.

This perhaps explains why the session “The Gen Z Effect: Redefining Dining Choices and New Experiences for a New Generation” at the National Restaurant Association Show attracted a standing-room-only crowd. The session was presented by Lindsay Lyons, group director of customer strategic insights at The Coca-Cola Company, and Robert Byrne, director of consumer and industry insights at Technomic. Their lede? A simple reminder that the generation is far from homogenous, which is a detail that often gets lost in the chase.


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