New guests

Baby boomers, Gen Z & Alpha and families are our future
Pierre Nierhaus © Foto Joppen
21. January 2025 | 
Pierre Nierhaus

New guests

Baby boomers, Gen Z & Alpha and families are our future
Pierre Nierhaus © Foto Joppen
21. January 2025
|
Pierre Nierhaus

The food service market is changing rapidly and offers numerous new opportunities, but also challenges. Social structures and target group needs have changed dramatically. Germany is a strong country for single diners, who value a nice ambience and visit restaurants for the individual experience, and for older guests.

Old is gold concept

The Silver Society, i.e. older guests, attach particular importance to health, comfort and accessibility. Aspects such as pleasant acoustics and lighting, smaller portions, easy-to-read menus and even reading glasses are becoming increasingly important. Innovative approaches, such as the old is gold restaurants in Japan, show that traditional food and age-appropriate service could also have a future in Germany.

The baby boomers are coming

An important target group for the restaurant industry is the baby boomer generation. They have time and money, are often out and about with their families or grandchildren, and many are open to part-time jobs in the catering industry, whether out of boredom or for financial reasons. The baby boomers are the young old: usually quite fit, discerning, quality-conscious, well-informed, experienced travelers and quite willing to try out new and trendy things. Their lifestyle is oriented towards the younger generation in terms of clothing, sport and nutrition.

New generations – new target groups

Gentrification, downsizing and changing working environments have forced many restaurants to reorient themselves on the market. The upper middle class in particular is struggling, while system catering businesses remain stable. Despite shorter opening hours and fewer top restaurants, there is potential in individualization: vegetarian, vegan or health-oriented concepts can appeal to new groups of guests.

At the same time, new target groups such as Generation Z and Alpha are shaping the market. As digital natives, they expect hybrid experiences in which digital and on-site services are seamlessly integrated. Guests with disabilities are also demanding tailor-made concepts, such as barrier-free restaurants or special menus for allergy sufferers. Vegetarian, vegan or health-oriented concepts can appeal to new groups of guests and offer potential for individualization. Entire families, across generations, enjoy the commonality of gastronomy.

A la table, s'il vous plaît! A la table, s'il vous plaît! A la table, s'il vous plaît! A la table, s'il vous plaît!

International. Market & Innovation

Expansive and innovative: the trends in global gastronomy

The international food service market is becoming increasingly dynamic with innovative concepts and new players. International and European chains in particular are gaining in importance and expanding worldwide, such as Dishroom and Sexy Fish Miami. One example of this is Pret a Manger, which is also increasingly establishing itself in various countries, as are L’Osteria and Sticks’n’Sushi. Ikea is also breaking new ground with its own restaurant concept, as demonstrated by the opening of an independent restaurant in Hammersmith, London. This illustrates the increasing bundling of chains and the transfer of successful restaurant concepts to new markets.

Culinary Perfection

Guide MICHELIN Austria 2025 Crowns the Best Restaurants and Hotels

For the first time since 2009, the Guide MICHELIN has evaluated the entire Austrian gastronomy scene, bringing it back into the international spotlight. While in recent years only the cities of Vienna and Salzburg were included, 2025 marks a new era where the entire country shines in culinary brilliance. This comprehensive reevaluation not only honors the exceptional diversity and quality of Austrian cuisine but also reestablishes the Alpine Republic as an indispensable global gourmet destination. A truly extraordinary year that underscores the significance of gastronomy as a cultural and tourism treasure.

Sustainable Elegance and Culinary Art

Green Events in the Spotlight at the Opernredoute 2025

When the Graz Opera opens its doors to the 24th Opernredoute on January 25, 2025, the focus will not only be on glamour and sophistication but also on a strong awareness of sustainability. Under the theme “Moonstruck,” elegance, magical ambiance, and environmentally conscious concepts merge this year to create a unique experience.

quick & dirty
Germany is a strong country for the single diner. © Pierre Nierhaus
New guests

The food service market is changing rapidly and offers numerous new opportunities, but also challenges. Social structures and target group needs have changed dramatically. Germany is a strong country for single diners, who value a nice ambience and visit restaurants for the individual experience, and for older guests.