According to a survey by Morning Consult, Gen Z diners show less inclination to view fast-food chains favorably, which poses a challenge for brands like McDonald's.
Lindsey Roeschke emphasizes that winning over Gen Z is crucial as some are entering adulthood and forming their dining preferences, a critical time for brands.
In July, Morning Consult found that while fast food maintained popularity amongst different generations, Gen Z's valuation of fast food was significantly lower than that of Gen X.
Roeschke cautions that if fast-food chains fail to connect with Gen Z now, they risk losing them as customers in the future, as buying habits evolve.
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