Gen Z, millennials return to childhood food chains

Restaurants such as Chili’s and Rainforest Cafe are experiencing a glow-up fueled by nostalgic Gen Z and millennials, who are revisiting their childhood food chains with friends and family.

Last year, New York’s Chain Fest event drew over 10,000 people, mostly in their 20s, who lined up for gourmet takes on chain restaurants like Cracker Barrel and Red Robin, which were once prominent.

The sentimental momentum had several food chains cashing in. Chili’s tapped into viral videos of its mozzarella sticks, opened an Office-themed location and made ads with the 90s hit Saved by the Bell icon Tiffani Thiessen. It saw sales spike 31% last quarter.

Red Robin dropped a tracksuit collab with Juicy Couture, the trendy brand from the 2000s.

However, the affection from young adults could be short-lived, and they may not become repeat customers. Young diners want fresh, healthy, and modern menus, as well as fast-casual options.

According to market research firm Datassential, Gen Z makes up just 17% and millennials 32% of sit-down chain diners, while boomers and Gen X remain the core base.