Gen Z isn’t just here for the deals. They’re seeking brands that hold their attention.
Gen Z is the most active generation in restaurant loyalty programs right now. According to data from the PAR Punchh platform, they account for 38 percent of loyalty sign-ups and 35 percent of check-ins across the platform in 2024, surpassing every other generation. They are showing up, signing up and coming back.
Like the generations before them, they love a good deal — but they are looking for overall value, not just price. The data shows Gen Z wants rewards to be instant, relevant and easy to use. So why are so many operators still trying to win them with a 10 percent off coupon?
Here’s the mistake I see most often: Operators treat Gen Z like a discount problem. These are digital natives who have spent their entire lives learning to scroll past things that don’t earn their attention. A generic promotion won’t make them pause. The right moment will.
