Gen Z Demands Experience Over the Forgettable

With every new generation entering the consumer marketplace, it forces us to think of creative ways to capture their attention. In today’s social environment, Gen Z is prioritizing interactive experiences over more conventional experiences, coupled with the largest trend amongst this generation being a reduction in alcohol consumption. This has motivated businesses to shift their strategies to engage the next generation of consumers. Whether it’s in retail stores where people can create personalized products or in restaurants that promote interactive activities, business owners are finding unique ways to keep their customers interested and in-store.

Businesses understand that Gen Zs are no longer settling for a space to solely lounge and drink, but rather an exciting activity to share with others. When you observe the food scene internationally, there are far more dining concepts that the younger generations may seek. For example, countries like Japan and Turkey have implemented creative methods to attract customers with an emphasis on connections. These trends highlight a shift in how people socialize and spend their time. It may be worth continuing to study collective countries' communal dining design to understand how they have been able to foster a sense of community.

Consumers are becoming pickier with what they choose to spend their money on. It is critical to develop creative ways to bring people into their business, and as a result, social spaces have become more interactive.

Around the world, people are seeking experiences that are personal, shareable, and unforgettable — offering more than just a meal, but a moment worth remembering.

In Japan, it's very common to see restaurants that encourage people to cook their own meals — think Hot Pot, Japanese BBQ, and monjayaki. This kind of eating style allows people to share food, creating a little more intimacy than simply eating from their own plate. The simple act of being able to cook your own food at a restaurant feels less of a transaction, but more of an adventure with food. Additionally, Japan is notorious for animal cafes (i.e., cat cafes, corgi cafes, pig cafes), where they showcase a different kind of social space that allows people to share their experiences with friends or take comfort in the company of the animals.

In Turkey, some restaurants intentionally limit personal space to encourage social interaction with strangers. The meyhane style offers dinner and drinks that often end with people dancing right from their seats, moving around tables, and connecting with whoever is nearby to create a lively, communal energy even without a dedicated dance floor. Both Japan and Turkey demonstrate how dining could foster deeper social connections and create a sense of community, which the younger generations are seeking when choosing where to spend their time.

The United States has started seeing the influence of countries like Japan with the rise of hot pot and cat cafes in major US cities. New restaurants are coming into Boston with a unique take on dining, whether it's hot pot or obtaining a Michelin star that encourages people to explore Boston’s culinary scene, there is an emphasis on creating a unique experience to attract customers. However, the need for a unique experience also reveals itself in the restaurant world through what we’re calling “the rise of eatertainment.”

Venues like King’s & F1 in Boston serve specialty drinks, curated menus, and games to create an atmosphere where friendly competition can strengthen social connections. It’s easy to grab a drink anywhere, but people are more likely to remember places where they can play, compete, and totally destroy their friends in a game. Going out to eat and drink is no longer enough — people today seek unique experiences worth talking about long after the night ends.

As designers, we’ve recognized this cultural shift and how it impacts how people interact with brands. Our work embraces collaboration with our clients to develop environments that invite interaction, shared connection, and create story-worthy experiences.

I’ve gotten an opportunity to experience one of Bergmeyer’s designs firsthand at Tree House Brewing Company in Tewksbury, Massachusetts. The Tewksbury location has its signature taproom, a New York/ New Haven pizza kitchen, and a unique 9-hole golf course. As a Gen Z that doesn’t like beer, I was only here to try golf for the first time with my coworkers and we spent about 3 hours trying to learn (thanks to Zach from accounting for teaching us!). After the courses, we sat together as a group to enjoy Tree House’s pizza and debrief on our experiences. That day, I got the opportunity to talk to people I normally don’t work with and share my golfing experiences with my friends.

The Tree House Tewksbury location attracts golf enthusiasts to try out their courses while taking advantage of the beer carts scattered throughout the area. Although it is not unique to see a golf course offering beer, it is strategic for a brewing company to provide a golf course to attract individuals who may never have gone to a taproom otherwise. In turn, golfing at Tree House becomes a memorable highlight that strengthens guests’ positive connection with the brand.

Social environments are becoming more experiential and connection-driven. The traditional approach to “hang out at a bar” has become increasingly expensive and mundane. Living in an age where technology is vastly accessible, communication is easier than ever before. This led to people craving genuine shared connections that could only happen in person.

The social environment depends on how creatively businesses can cultivate spaces that combine experience, connection, and individuality. It’s easier to find or create a “third place” where people can simply relax and spend time with their friends. Restaurant owners are becoming more creative by developing new, entertaining methods that keep customers engaged. With texting, FaceTime, and calls making connections easier than ever, people no longer need to meet just to talk. This shift has made in-person experiences like interactive games, themed restaurants, or immersive events more valuable, since they offer something that technology can’t replicate.

At Bergmeyer, we see the scalability of this shift as a design opportunity. By creating spaces that merge personalization, entertainment, and genuine connection, we help brands evolve from simple destinations into immersive brand experiences worth remembering — and most importantly worth returning to.