By Yossi Meshulam | CEO, Ripples
Gen Z is changing the way people go out. Many drink less alcohol, spend more time at home, and are more selective about where they choose to go. As reported by Time, citing data from Gallup, the share of U.S. adults under 35 who say they drink alcohol dropped from 72% in the early 2000s to 62% in 2021-2023.
I have two sons, and I noticed that when they decide to go out, it is not just about drinking. They are looking for a place that feels fun, social, and worth the time and money.
For bar and restaurant owners, this means nightlife needs to evolve. The good news is that small changes in experience, atmosphere, and menu can make a big difference.
Here are seven ways to attract Gen Z customers and keep them coming back:
1. Offer Great Mocktails, Not Just Alcohol
Many Gen Z customers are drinking less alcohol than previous generations. Some choose not to drink at all, while others prefer lighter options.
Bars that offer creative mocktails, low-alcohol drinks, and interesting non-alcoholic choices make everyone feel included.
Treat mocktails like real menu items, not an afterthought. Creative non-alcoholic drinks can attract new customers and increase group visits.
2. Host Watch Parties for Pop Culture
Sports bars have long hosted game nights, but Gen Z often connects around pop culture instead.
Shared entertainment creates community and gives people a reason to go out together.
Hosting watch parties for reality shows, trending series like ‘The Summer I Turned Pretty’, music events like watching ‘Hamilton’, or movie premieres can bring people together in a fun and relaxed way.
Think beyond sports. Examples include: Popular series finales, reality TV shows, or special screenings of music documentaries or concert films.
3. Invest in TikTok Marketing
Gen Z discovers new places to visit through short videos on TikTok.
Behind-the-scenes clips, funny staff moments, limited-time drinks, or “secret menu” items can quickly gain attention on TikTok. The goal is not perfect production, but authenticity and personality.
Real, playful content often performs better than traditional advertising on other platforms.
4. Create Unique Spaces, Not Generic Bars
The traditional sports bar filled with bright lights and dozens of TV screens does not excite many Gen Z’ customers.
They are drawn to places with character and story: underground spaces, themed environments, or creative designs that feel different from typical bars.
A train car turned into a bar, a vintage library theme, or a hidden speakeasy atmosphere can turn a venue into a destination. Memorable spaces attract curiosity, photos, and repeat visits.
5. Tap Into Nostalgia
Nostalgia is powerful. It triggers feelings of comfort, fun, and belonging. Gen Z grew up with fast digital experiences, endless scrolling, and optimized feeds. Experiences from their childhood can feel refreshing and exciting.
Things like retro games, disposable cameras, old-school snacks, or nostalgic menu items can create a unique vibe.
Mixing modern nightlife with nostalgic elements can create a playful and emotionally engaging experience.
6. Make Ordering Simple and Flexible
Many Gen Z customers prefer splitting drinks or paying as they go rather than opening a traditional bar tab.
They often prefer quick payments, mobile options, or easy ways to split bills with friends.
Reducing friction during ordering helps create a smoother experience for groups. Flexible payment options and simple ordering make it easier for groups to stay longer and order more.
7. Make Drinks Personal
Gen Z values individuality and self-expression. They enjoy experiences that feel customized or unique.
Simple options like choosing flavors, adding messages, selfies, or customizing images to your drink can turn a regular drink into something memorable.
Personalization makes guests feel involved in the experience and increases the chance they will share it online.
Final Thought
I spend a lot of time thinking about where the café industry is going. I found that for the younger generation, a café is a place to meet friends, take photos, discover something new, and feel part of a vibe.
That shift is important for café owners to understand. The drink still matters, but the overall experience matters even more.
The cafés that will win Gen Z are the ones that create spaces people enjoy being in, drinks they want to share, and moments that feel personal.
When cafés get this right, something powerful happens: customers come more often, they bring friends, and they share the experience online. That kind of visibility is something marketing budgets cannot easily buy.
My advice to café owners is simple: Don’t just serve coffee. Create experiences people want to come back to.
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