Gen Z most easily irritated customers

New research has identified the top frustrations for customers when visiting a pub or restaurant, with Generation Z being the most easily irritated.

Over half of Gen Z-ers (defined here as those aged between 18 and 24 years) get frustrated when they are forced to wait for the servers attention when ready to pay.

A similar proportion get stressed when they’re not able to split the bill easily at the end of a meal (55%). In comparison, those aged more 55 are much more relaxed.

One of the biggest areas of frustration for Gen Z is actually researching venues and finding somewhere new to go – six in 10 people said this caused them stress when deciding whether to go out, compared with only 13% of over 55-year-olds.

Going out versus staying in

“We’ve been enjoying the ‘hassle-free’ experience of entertaining at home over the last 12 months and it has given customers time to reflect on what frustrates them most about going out versus staying in," says Blake Gladman, research and strategy director at KAM Media.

"Generation Z is used to an ‘on-demand’ world; they get news in real time, products are bought and delivered same day or quicker, they can access information and content simply by asking Alexa. Any unnecessary time spent waiting or any unexplained friction in a customer experience is simply unacceptable to many.”

The research, which follows customers along every touchpoint when eating or drinking out, is collaboration between KAM Media and Zonal.

It also confirms that the hospitality decision-making process is increasingly tech driven – mobile ordering and payment, for example, is now a more important factor when choosing a venue for a significant 45% of people. 

Gen Z is much more likely to be seeking out new venues that they haven’t visited before and social media plays a large role in this search; 42% turn to Instagram, 20% to Facebook and 17% to Twitter.

Gen Z is also much less likely to ask for recommendations from friends and family, which is the go-to for over 55-year-olds.

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