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"Every restaurant should have at least one iconic dish—something you can’t find anywhere else. Creative cocktails with an attractive look are just as important as the food. And, of course, fresh, local ingredients and careful presentation. Younger generations are more mindful of sustainability and plate aesthetics. Another growing trend in recent years is menu flexibility. Vegetarians, vegans, and those with specific dietary preferences expect to see natural, inclusive options in the menu—not as an afterthought," adds Ramona Popescu.

Gen Z vs. Millennials: How Often They Dine Out and How Much They Spend

According to the analysis, dining frequency and consumer preferences vary significantly across generations, shaping the dynamics of the HoReCa market.

Young people aged 18-24 go out frequently, favoring cafés, brunch spots, and outings with friends, visiting restaurants about once a week. For them, dining is more of a social experience than a culinary one. They prefer social spaces and a curated international menu—not too extensive—spending between 150-300 RON per outing.

Those aged 25-30 frequent pubs and lounges 2-3 times per week. They value their relationship with the staff, preferring friendly yet “cool” and knowledgeable waiters. They also prefer restaurants in natural settings where they can take a walk afterward, with budgets ranging from 200 RON (for drinks only) to 400 RON when dining out.

The 31-40 age group prioritizes food and service quality, dining out daily for lunch and 2-3 times per week in the evening. For this segment, a fine dining experience is complemented by location, atmosphere, music, and the restaurant’s story—factors that contribute to customer loyalty. Their budget for a dining experience varies between 300 and 500 RON, depending on the time spent at the restaurant.

City Grill Group’s 2025 Strategy

In this context, in 2025, City Grill Group is strengthening its leadership position by adapting to new market standards and integrating innovation into its development strategy. Personalizing services, adopting technology, and redefining restaurant ambiance are essential in aligning operations and customer experience with current consumer expectations.

About City Grill

City Grill Group is the leading Romanian player in the restaurant industry. Founded in 2004, the group currently operates restaurants and cafés under the brands Caru’ cu Bere, Hanu’ lui Manuc, Pescăruș, Hanu’ Berarilor, Buongiorno.Italian, City Grill, and La Boheme, its first hotel, along with its more recent projects Aubergine, Marty Restaurants, and the Zooma events complex in Corbeanca. From the very first restaurant, City Grill Group’s core idea was to provide customers with a perfect place for a business lunch, a relaxing break with family, or a gathering with friends.

Through its locations, City Grill Group caters to urban customers who frequently spend their leisure time in the city and hold business or personal meetings over coffee. The restaurant menus are affordable and diverse, offering both Romanian and international cuisine.

Whether we’re talking about signature recipes or any other dish on City Grill Group’s menus, the ingredients used are always top quality. The “secret” behind City Grill’s food is fresh ingredients, carefully sourced and tested, with no artificial additives. From hand-cut, freshly peeled French fries to cage-free eggs and vegetables grown in its own greenhouse near Târgoviște, the group’s chefs follow a philosophy of enhancing natural flavors with simple seasoning like salt and pepper.

Across all City Grill Group restaurants, serving almost 15,000 customers daily, sustainability is a key focus. The group recycles oil, glass, cardboard, and plastic and actively fights food waste through ongoing campaigns.

*This is a Press release.

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