As the hospitality industry evolves, restaurants are adapting to cater to the preferences of Generation Z diners. According to Tom James, managing director of the casual dining chain Bill’s, younger customers increasingly prefer to order and pay for their meals through mobile apps rather than interacting with waiters. “I just think it’s how they’ve grown up. They communicate through their phones and their devices,” James explained.
In response to this trend, Bill’s is introducing technological upgrades across its restaurants, including self-service kiosks and QR codes at tables. These additions aim to modernise the dining experience and appeal to Generation Z customers. James noted that in some locations, particularly in central London, over 50% of customers already opt for digital payment methods.
While some may argue that this shift goes against traditional hospitality values, James emphasised the importance of adapting to changing customer preferences. “It’s definitely a way that a big portion of the market would like to go out and eat,” he said. “It goes against hospitality and, as a sort of old-school hospitality veteran, it’s different. But we have to adapt.”
To further attract Generation Z diners, Bill’s has expanded its range of non-alcoholic drinks and cocktails, catering to the growing trend of moderation among younger people. The restaurant chain has also revamped its tableware and menu to make them more visually appealing for social media sharing.
The company’s efforts to engage with Generation Z extend beyond the dining experience itself. Bill’s has begun using AI chatbots to handle reservations, which James claims has increased reservation numbers over the past two years. Additionally, the chain’s presence on social media platforms like TikTok and Instagram has grown significantly, with a 30,000 follower increase on the latter in the last 18 months.
As Bill’s continues to adapt to the changing landscape of the hospitality industry, it plans to open two new sites in Milton Keynes and Street, Somerset, before the end of the year. The company’s expansion strategy includes both traditional Bill’s restaurants and new cafe bar-style sites that focus on sharing dishes, cakes, pastries, coffee, and draught beer.
The success of Bill’s approach is evident in its financial performance. The chain reported sales of £92.6m in 2023, with a 3.4% increase in the first half of 2024. This remarkable turnaround comes after the company struggled to attract diners before the COVID-19 pandemic and was forced to close several sites in the following years.
As the hospitality industry continues to evolve, restaurants like Bill’s are demonstrating the importance of adapting to the preferences of younger generations. By embracing technology and catering to the desires of Generation Z diners, these establishments are positioning themselves for success in an increasingly digital age.
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