The Ordering Dilemma Americans Face Is Menu Anxiety
Unfortunately, anxiety tends to surface in various situations. Interestingly, a recent study reveals that three out of every 10 Americans experience “menu anxiety” when ordering food at a restaurant.
The survey, conducted with 2,000 adults, highlights that younger generations, particularly 41% of Gen Z and millennials (aged 18–43), are more prone to anxiety during the ordering process compared to only 15% of Gen X and baby boomers (aged 44–77). I can personally relate to this phenomenon. As a child, I often felt uneasy when placing orders, especially around certain relatives. The reason for my discomfort was quite peculiar – certain family members had a habit of staring at me while I spoke. Quite an odd experience!
Younger generations are more inclined to let others place their orders first to observe their choices (47% compared to 30%). Occasionally, I let others go ahead of me because I can struggle with decision-making.
Another fact is that younger Americans often engage in the practice of reviewing the menu online before ordering. Approximately 24% of individuals aged 18–43 claim to “always” follow this routine. In contrast, only 15% of those aged 44–77 adopt the same habit.
Surveying Food Worries
Carried out by OnePoll on behalf of Avocado Green Mattress, the survey delved beyond concerns about “menu anxiety” and inquired about the key considerations for individuals when ordering food.
Unsurprisingly, taste is ranked as the most crucial factor (71%), closely followed by cost (57%). Personally, I take taste into consideration, evaluating whether the food description sounds appealing or not. Words indeed play a significant role.
Moreover, the survey found that factors like the time required for food preparation (22%), the potential messiness of the meal (16%), and the environmental impact of the food (15%) comprised the remaining top five considerations for respondents.
Navigating Environmental Concerns In Restaurant Selection
One-fifth of Gen Z and millennials prioritized “environmental impact.” In contrast, only 7% of Gen X and baby boomers did the same. When deciding on a restaurant, I take precautionary steps. These include researching the address for safety, reading reviews from other customers, looking for images of the restaurant to ensure cleanliness, and, if available, checking the menu to explore food options.
Younger generations showed greater awareness of the environmental impact. Specifically, 62% stated they are “very” or “somewhat” conscious of it when ordering from a restaurant. This is in contrast to 42% of Gen X and baby boomer respondents.
“Our individual choices matter,” said Jessica Hann, Avocado Green’s Senior Vice President of Brand Marketing and Sustainability. “From how we eat to how we sleep, our collective decisions are inextricably linked to the health of our communities.”
The Influence Of Menu Labels On Younger Generations
The survey also inquired about the impact of terms like “vegan” and “vegetarian” on restaurant menus, revealing that younger generations are more inclined to choose such options based on the labeling.
For example, if the menu description includes the term “vegan,” 39% of younger generations are more likely to order the food. In contrast, only 15% of older generations share this inclination.
Similarly, if the menu item is labeled as “vegetarian,” 34% of Gen Z and millennials are more likely to order it, in contrast to 17% of Gen X and baby boomers. Although I am not vegan or vegetarian, I find it unwise to dismiss the significance of these labels.
Younger Generations Advocate For Restaurant Transparency
Finally, the survey indicated that 77% of younger generations desire restaurants to provide more transparent information about the environmental consequences of various foods, while only 58% of older respondents share this preference.
“Understanding our environmental impacts shouldn’t just be a younger generation thing,” said Hann. “We should all be pro clean air, pro clean water, and pro healthy climate. We’re all responsible for the planet we leave behind for our kids and grandkids.”
Survey Methodology
This random double-opt-in survey of 2,000 Americans (who have ever ordered food) was commissioned by Avocado Green Mattress between June 2 and June 6, 2023. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).
