Fast food may have been built for speed and convenience, but its future is being shaped by values—and no generation is influencing those values more than Gen Z. Born between the late 1990s and early 2010s, Gen Z is the most diverse, socially conscious, and tech-savvy generation to date. As they move into adulthood and gain more purchasing power, they are transforming the way fast food brands design their menus, advertise their products, and define success.
At the core of Gen Z’s consumer behavior is a strong emphasis on sustainability, ethics, and health. According to a report by First Insight and the Wharton School, Gen Z is more likely than previous generations to make purchasing decisions based on environmental impact and social responsibility. This translates directly into a demand for menus that reflect plant-forward options, responsibly sourced ingredients, and transparency about food sourcing and preparation.
Plant-based menu items have emerged as a key area of growth due to Gen Z’s interest in sustainability and animal welfare. Fast food chains like Chipotle have responded by expanding customizable vegan options like Sofritas, their seasoned tofu protein, and offering more detailed ingredient sourcing information through their “Food with Integrity” initiative. Panera Bread has also leaned into clean, plant-forward eating with menu items like the Mediterranean Veggie Sandwich and Ten Vegetable Soup, which cater to flexitarians and vegans alike.
In addition to food offerings, Gen Z is driving change in how items are marketed and placed on menus. Research from The Good Food Institute shows that plant-based options are more likely to be ordered when they’re integrated into the main menu, rather than separated in a vegetarian section. Fast food chains like Starbucks and Taco Bell have taken note, embedding plant-based options throughout their menus without labeling them as “alternative,” helping to normalize these choices across all consumer segments.
Some chains are even rethinking their marketing language to align with Gen Z’s values. For example, Burger King in Austria famously flipped the script by asking customers whether they wanted their order “with meat or without,” positioning plant-based as the default. This subtle yet powerful shift reflects Gen Z’s desire for inclusive, sustainability-first options that don’t single out vegan or vegetarian diners as outliers.
Not every brand has kept pace, however. Chains that have yet to introduce substantive plant-based options or offer transparency around ingredient sourcing risk falling behind. Gen Z customers are more likely to boycott brands that conflict with their values, even if it means giving up convenience or familiarity. A 2023 survey by IBM and the National Retail Federation found that nearly 60 percent of Gen Z consumers will pay more for products from companies committed to social and environmental impact, and over 70 percent take these values into account when choosing where to spend their money.
The influence of Gen Z extends beyond food choices to packaging, employee treatment, and the overall brand message. Chains like Shake Shack, which has tested a plant-based chicken sandwich made in collaboration with NotCo, are using social media and digital storytelling to highlight their commitment to innovation and inclusivity—two pillars that resonate deeply with younger audiences.
As this generation continues to redefine what “fast” and “food” mean, it’s clear that the future of fast food will depend less on flashy limited-time offers and more on authentic engagement with the issues that matter. Gen Z isn’t just looking for something quick and tasty—they want to support brands that reflect their values, champion sustainability, and contribute positively to society.
The next time you glance at a fast food menu, consider this: its most influential curator might just be a twenty-something making choices with the planet—and the future—in mind.
