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Blake Nissen for The Boston Globe via Getty Images
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Millennials, welcome to your mom jeans era. I don't mean that you're obligated to wear the jeans you made fun of your own mother for wearing 20 years ago. Those are actually cool now! The uncool fit is those skinny jeans you practically slept in during the 2010s. Oh, and Gen Z, before you laugh, that combo of loose-leg light-denim jeans and white sneakers you love will date you soon enough. And to the teens sporting the modern-day version of JNCO jeans, your Gen X aunts don'...
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Ivan Leong, like many other millennials and Gen Z in Singapore, has ditched the corporate grind and opened small F&B businesses.
Aditi Bharade
"We're the same age," I told Ernest Ang, a 24-year-old who opened an eatery two years ago with his grandmother's recipes.
And yet, it feels like we live in different worlds.
Every day, he whips up large batches of fried chicken and beef rendang in Singapore's 90-degree tropical heat. On the other side of the island, in the glitzy financial district, I write about the Trump administration and the general chaos of the world.
I started my first job in a newsroom after graduating from college in 2024, diving headfirst into the corporate grind. I sign off at 5:30 p.m. and value the work-life balance my writing job offers.
Last year, I started collecting stories of Singaporean Gen Zers and millennials shunning the comfort and stability of the 9-5 in favor of starting their own food businesses — ventures that come with backbreaking long hours. I was humbled.
Au Hui Her, a millennial bakery owner, starts prepping loaves of sourdough bread at 4 a.m.
Aditi Bharade
Hawker centers, like where Ang set up shop, are the go-to for budget meals in Singapore. They're cheap, hearty, and convenient, and I've eaten from them as long as I can remember.
There are 123 hawker centers in the country, managed by the National Environment Agency. On average, each center has about seven to 10 individual stalls.
Traditionally, they sell dishes like Hainanese chicken rice, bak kut teh, a peppery and flavorful pork soup, or nasi lemak, aromatic rice served with dishes. The stalls are typically run by middle-aged to senior hawkers.
Hawker centers in Singapore are typically run by older business owners who sell traditional fare.
Aditi Bharade
But as younger hawkers join the business, there's been an increase in specialty stalls selling matcha, craft beer, baked goods, and fusion dishes.
Success is an uphill battle, with a massive failure rate due to rising store rents and a frugal consumer base. In 2025, 3,074 food and beverage businesses in Singapore closed their doors, per statistics from the Accounting and Corporate Regulatory Authority of Singapore.
This has not deterred hopeful entrepreneurs — 4,103 new food businesses opened last year.
Ernest Ang, 24, opened a restaurant featuring his grandmother's recipes, and said he prefers the life to working in an office.
Aditi Bharade
Most of the young chefs I interviewed work six to seven days a week, getting up well before the sun rises to prep ingredients for the day and retiring late into the night after feeding hungry dinner crowds.
I spoke with eight Gen Z and millennial F&B owners across the country about what makes them tick, what fears give them chills at night, and if they regret choosing a risky career path.
Spoiler: They don't.
Credits
Reporter: Aditi Bharade
Editors: Cheryl Teh, Meghan Morris
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Gen Z now leads restaurant loyalty signups, reshaping rewards programs.
Survey data shows that diners will switch brands for better, faster loyalty perks.
QSR giants are doubling down on digital rewards to win Gen Z — and it's paying off.
Gen Z isn't just signing up for restaurant loyalty programs. They're raising the bar for how those programs have to work.
By 2024, nearly half of all new loyalty program signups came from Gen Z as the cohort overtook millennials as the most active generation in restaurant rewards programs for the first time, according to data from PAR Punchh, a loyalty program software from the foodservice tech company PAR Technology. That number has only increased as more and more of the generation, aged 14-29, start flexing their spending power.
"Gen Z isn't just participating," Savneet Singh, PAR's CEO, told Business Insider. "They're redefining loyalty."
National data backs up just how central these programs have become for this generation. Gen Z consumers make up a higher-than-average share of restaurant customers who say being a member of a loyalty or rewards program is important when choosing where to eat, the National Restaurant Association's 2026 State of the Restaurant Industry report showed.
That holds true across dining behaviors — whether they're eating in, ordering delivery, or grabbing takeout — and across segments, from drive-thru and limited-service chains to full-service restaurants.
Singh argues that the generational takeover is structural, not cyclical. Gen Z grew up with smartphones and came of age during a pandemic that turbocharged mobile ordering and digital payments. For them, digital ordering, real-time rewards, and seamless app experiences aren't just perks — they're table stakes.
"When loyalty is frictionless, Gen Z shows up," Singh said. "When it's clunky, they move on immediately."
Rewards programs are no longer optional
New survey data from PAR underscores the significance of loyalty programs for consumers. In a December report based on a survey of 1,000 US diners, nearly 70% said loyalty programs help them manage costs in today's inflationary environment. One-third said they're using restaurant loyalty programs more often because of economic pressure, and another third said their usage has held steady.
A good deal from a rewards program can make all the difference. One in four respondents said they'd switch to a less-preferred restaurant for better loyalty perks, and half said they compare offers before deciding where to eat.
How restaurants respond to that demand defines which formats resonate most with younger diners. PAR's platform data shows Gen Z over-indexing at quick-service restaurants like McDonald's and Taco Bell. In 2024, they accounted for more than a third of check-ins at QSR brands, compared with 20.8% at fast-casual restaurants like Chipotle and Panera Bread.
Singh said the appeal is execution: speed, price, convenience, and integrated loyalty perks in one place. Fast casual establishments, by contrast, can sit in "an awkward middle ground" — not as convenient as QSRs and not as experiential as full-service dining.
In a crowded landscape where PAR found that over half of consumers prefer managing no more than five loyalty accounts, clear value and seamless execution can determine which brands make the cut. And the chains that embrace the generational trend are already seeing the payoff.
Taco Bell delivered 7% same-store sales growth in the fourth quarter, driven in part by transaction gains, especially among younger customers. The Mexican chain's active loyalty members climbed 31% in 2025, and digital channels saw double-digit growth, as app-exclusive drops and rewards nudged its core customers to visit more often.
CEO Sean Tresvant told Business Insider earlier this month that "loyalty is going to continue to be a big story for us," adding that Taco Bell will be "really leaning into" its rewards strategy going forward.
McDonald's is also leaning heavily into digital engagement. On its fourth-quarter earnings call on Wednesday, CFO Ian Borden described active loyalty membership as the company's "single most important digital metric." McDonald's has about 210 million 90-day active loyalty users across 70 markets, and 46 million active users in the US, he added.
Borden said that, in the US, customers visited 10 and a half times in the year before joining the loyalty program — and 26 times in the year after.
"When we get consumers into our loyalty program, they visit more often, they spend more over time, and they interact with us more frequently, so they get more value in their interaction with us, and we get more value by them interacting with us," Borden said.
Starbucks also recently revamped its rewards program, bringing back its tiered system, extending the window for members to redeem their free birthday reward, and introducing a quicker-to-earn tier that lets customers redeem 60 Stars for $2 off any purchase — a move that lowers the barrier to instant gratification, which Singh said is particularly appealing to Gen Z.
That kind of immediacy matters. PAR's survey found that discounts and free items or upgrades remain the most influential rewards, while more than half of respondents said better reward value, such as a surprise free item after a large order, would prompt them to switch programs.
For Singh, the takeaway is clear: loyalty is less about points and more about performance. The brands that make participation effortless, deliver instant value, and respect privacy boundaries won't just win Gen Z — they'll define the next era of dining.
Read the original article on Business Insider
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A dessert trend known as “frozen jelly” is rapidly gaining popularity among young consumers, particularly Millennials and Generation Z, as videos of people freezing and biting into gummy candies circulate widely on social media. It's simple to make. Assorted gummies are placed in a container and left in the freezer for three to five hours before being eaten. The appeal, however, extends well beyond convenience. On platforms such as Instagram and X, users frequently post reviews of their creation