Gen Z and Their Relationship With Breakfast

If you were born between 1993 and 2003, then you’re what they call Generation Z, Gen Z, Zoomers, or the group that followed Generation Y or Millennials. Gen Z has a special relationship with breakfast, so we’ve pulled some interesting tidbits to share about this group and their connection to this meal that has been growing in popularity.

Breakfast has long been touted as “the most important meal of the day,” but what time of day that happens has been blurred (in a good way) by brands like Perkins Restaurant & Bakery, where we offer breakfast all day. For that, members of Gen Z are thankful. A survey found that an estimated 62% of Gen Z respondents prefer breakfast at a non-traditional hour. Zoomers appreciate a good breakfast, but want to enjoy it on their terms, including the time of day.

By offering breakfast all day, guests can visit Perkins morning, noon, night, or even late night to get their breakfast fix. They’re not tied down to a short window during the day to enjoy our breakfast menu. Besides, how many 20-year olds are early risers?

As of 2020, Gen Z made up about 40% of the workforce. With this earning potential comes their ability to start flexing their spending power, so it’s important for brands to zero in on what this audience is craving.

First, Gen Z likes variety when it comes to breakfast. Check! At Perkins, we offer a wide selection of homestyle favorites with eggs made to order, pancakes, waffles, skillets, Applewood smoked bacon, sausages, fresh-baked biscuits, fruit, and more. Plus, Perkins offers Build-Your-Own breakfast options, which expands the possibilities for variety.

Speaking of Build-Your-Own, customization is another key point for Gen Z. Perkins lets all guests take their breakfasts into their own hands. Guests can customize with their choice of eggs, meats, potatoes, and breads. We also have Build-Your-Own Omelets. All of the breakfast selections are offered at a great value with generous portions and are made with quality ingredients.

Since the start, we have been focused on serving guests what they like to eat and at a great price. A number of Gen Z are still focusing on their education, so value is an important consideration for them. They enjoy eating out but may also have limited income. Perkins is able to meet the needs of value-conscious 20-somethings or whichever generation.

In addition to value, this demographic likes their conveniences, especially in the form of digital. They grew up with the internet, social media, and tech. We make enjoying our food more convenient by offering customers online ordering through our website and mobile app. We also recently launched “Bakery By Perkins,” an online system that offers delivery of our baked goods through Uber Eats, DoorDash, and GrubHub.

These are just some of the ways that we’re connecting with Gen Z to help satisfy their meal cravings, while also building loyal customers for the future.

Just to note, as a legacy brand with more than 60 years of experience, Perkins has long been offering what Gen Z has been wanting with breakfast, even before Gen Z was a thing.