The future of foodservice belongs to those who are satisfying this target audience now

INSIGHT - Current data predicts the out-of-home food consumption of tomorrow, in a future that already depends on the younger generations.

© Gondola Foodservice

After several years of inflation and consistent price increases, one argument keeps recurring: out-of-home consumption is supposedly struggling. The reality is more nuanced. O'Learys generated €7.6 million in revenue in 2024 across its two Belgian sites, with a net margin of 17%, three times the industry average.

Houses with a much older heritage are holding up just as well: Au Grand Forestier, in Auderghem, maintains around 5.5 million euros in turnover, while Rubens, in Knokke, continues to grow, with 11.4 million euros in 2024, up nearly 90% in three years.

Experience on one hand, an identity forged over time on the other: these are the two poles that are winning, as documented in Gondola Foodservice's report, The Selective Appetite . Belgian consumers are no longer willing to pay 25 euros for a steak tartare in a generic brasserie.

What about in terms of generations? Who consumes food outside the home today, and more importantly, who will consume it tomorrow?

Four generations structure this reading, with their age in 2026: Gen Z, between 14 and 29 years old, millennials, between 30 and 45 years old, generation X, between 46 and 61 years old, and baby boomers, between 62 and 80 years old.

The frequency difference

McKinsey's European Consumer Survey 2026, conducted with over 15,000 European consumers, reveals a curve that drops almost straight down with age. Among Gen Z, 82% eat out at least once a month, and nearly half (47%) do so weekly.

Among millennials, the proportion drops to 72%, with 40% doing so weekly. Generation X follows at 57%, with only a quarter doing so weekly.

Among baby boomers, the practice is becoming less common: 32% overall, 13% weekly. One figure sums up the difference better than any other: a Gen Z eats out three times more often each week than a baby boomer.

Belgium, a carbon copy of trends

As is often the case, Belgium isn't at the forefront: trends take longer to take hold there. But the European reality is almost entirely reflected in fast food, which remains the natural ally of Gen Z, combining convenience and attractive prices: 68% of Gen Z eat there at least every two to three months, compared to 54% of millennials and only 41% of Generation X, a difference of 27 points. Baby boomers see a slight increase to 44%. Tasty Crousty, with its 1,900-calorie chicken and rice box that has become the benchmark for value for money, is living proof of this.

For sit-down restaurants, the gap remains much more stable: 72% of Gen Z eat out at least every two to three months, compared to 69% of millennials, 61% of Gen X, and 59% of baby boomers. The difference lies not in who goes out, but in what each person expects once seated at the table.

The next generation is already more demanding.

Generation Alpha, the generation that follows Gen Z, is now under 13 years old. They don't yet shop on their own, but they're already negotiating. One in five children asks for protein in their snack, almost as many want energy for sports or after school, and natural or lower-sugar options are close behind.

Some do this knowingly: 17% spontaneously bring up ingredients or nutrition when accompanying their parents to the supermarket, information often gleaned from social media rather than the packaging. One in three parents actively teaches them how to read a label, and these families are twice as likely to use a scanning app to aim for a high nutrition score, according to a recent NielsenIQ survey. The generation following Gen Z won't wait until they have their own budget to become discerning.

What really makes the visit worthwhile

Rafael LaRue Pierri, architect and co-owner of Livit Design (more than 15,000 f&b concepts in 45 countries, from Taco Bell to Starbucks), recently told Food Inspiration that there are not really any new horeca trends, only a pace of innovation that is difficult to keep up with.

Four recurring themes emerge in the concepts that capture Gen Z: a strong enough identity to be recognizable, practicality and experience delivered together rather than one without the other, a demonstrated rather than declared commitment, and food conceived as a functional choice, not just a meal.

Why it matters

For manufacturers and wholesalers, Generation Alpha is not a distant prospect: their expectations for protein, natural ingredients, and transparency are being formed today, on store shelves and social media, not when they enter the workforce. The out-of-home channel will play an increasingly significant role in consumption, and it demands to be earned: it must be approached with the expertise, data, and innovations that align with what this new generation of consumers is looking for.

For foodservice operators, the challenge is to attract customers who want to eat out, but not at any price. This requires constantly balancing experience and price, depending on the chosen positioning.