Despite headlines about inflation and shifting spending habits, Gen Z isn’t turning away from QSRs. In fact, they’re showing up more than ever—but with a whole new set of expectations.

In a recent article for Restaurant & Café Magazine, Jenna Shuster, SVP at Reach3 Insights, shared findings from The State of QSR in 2025, our study of over 1,000 Americans about their restaurant habits. This research uses our proprietary conversational research approach and the Rival Technologies platform. 

"Gen Z isn’t stepping away from fast food,” Jenna notes in the article. “They’re redefining how it fits into their routines and what they want from the experience."

So what’s driving this generation’s loyalty—and what will it take to keep it?

Gen Z’s QSR visits are increasing—even as prices climb. 

Our research found that 51% of Gen Z consumers are visiting QSRs more often than they were a year ago, and the same percentage are spending more—even though a staggering 80% agree that prices have gone up.

What’s behind the boost? Convenience, time pressure, and grocery inflation. One participant shared, “Groceries are so expensive. It’s cheaper to eat out sometimes!”

Value means more than price. 

Affordability still matters, but what truly drives Gen Z loyalty in the QSR industry is a combination of quality, convenience, and speed.

When asked what matters most when choosing a QSR, Gen Z ranked:

• Quality food (60%)
• Convenient locations (48%)
• Speedy service (47%)

Features like value menus and deals were noticeably lower in priority. That’s a key shift: this generation doesn’t just want cheap—they want worthwhile.

Tech is a QSR loyalty driver, not a gimmick. 

Gen Z doesn’t just embrace tech—they expect it. Jenna notes:

“More than 90% of Gen Z say they’re interested in tech-enabled features at QSRs… But they’re not chasing gimmicks. They want tech that saves time, reduces friction, and personalizes the experience.”

In our research, here’s what came up on top of the Gen Z tech wish list:

• Mobile ordering (57%)
• Self-service kiosks (49%)
• Tablet ordering at tables (46%)

And when it comes to the integration of AI into QSR technologies? Gen Z is open to it—as long as it enhances the experience.

“I think artificial intelligence would help me to pick up orders faster and clock them into the system faster than people at the register,” said a 20-year-old participant.

Gen Z loyalty is still in play in QSR. 

Some QSR giants—like Starbucks, Dunkin’, Chipotle, and McDonald’s—are already winning with mobile apps, loyalty programs, and AI-powered innovation. But the playing field is still wide open.

“Gen Z is paying attention to which brands prioritize convenience, customization, and quality,” Jenna explains. “And their loyalty is still up for grabs.”

This creates a major opportunity for regional brands and emerging QSR concepts. Tech-forward experiences, consistency, and brand values all play a role in how Gen Z forms long-term habits.

Customer feedback is a superpower in QRS.  

One of the most important points Jenna makes is that how you gather insights is just as critical as what you learn.

Rather than relying on traditional surveys or static panels, the Reach3 team used a conversational, mobile-first approach to engage Gen Z on their terms—with open-text, in-the-moment feedback and even video responses.

“To keep pace with Gen Z’s shifting expectations, QSRs need more than a snapshot in time,” she writes. “They need an always-on, conversational approach that allows them to engage with young consumers regularly, surface emerging trends, and adapt in real time.”

Four ways QSRs can earn Gen Z loyalty in 2025 

Based on our research, Jenna recommended these actions to marketers and business leaders in QSR: 

1. Embrace self-service tech 

Invest in digital ordering options that reduce wait times and streamline the experience.

2. Personalize (smartly) 

Use data from loyalty apps or past orders to suggest relevant meals or deals—without overwhelming the customer.

3. Focus on quality first 

Don’t let technology distract from what really matters: great-tasting, fresh food.

4. Upgrade your insight strategy 

Move beyond traditional surveys and adopt mobile-first, conversational research to truly understand Gen Z’s evolving needs.

Final thoughts: Fast food isn’t dead—it’s evolving.  

Gen Z isn’t ditching fast food—they’re reshaping it. Their expectations are high, their tech savviness is real, and their loyalty is still in play.

To win them over, QSRs need to rethink not just their menus, but how they listen. Conversational research and insight communities provide a smarter, faster, more human way to understand and respond to Gen Z in real time.

For deeper dive into these insights, check out The State of QSR in 2025: A Gen Z Deep Dive.