US quick-service restaurant (QSR) brands should focus on pleasing Gen Z; this demanding and usually low-income cohort are savvy consumers with very high expectations for service brands.

Why it matters

By meeting the needs of Gen Z, which want easy, fast, seamless interaction and great customer service, QSR brands can better serve their entire customer base.

Takeaways

• Dining occasions are about safety, comfort and belonging – and an antidote to the anxiety, stress and depression Gen Z has experienced, even prior to the pandemic.
• Gen Zs are just starting out in life and often feel underestimated and powerless, so brands...