Gen Z
Food Safaris

Experience Gen Z trends first-hand through curated food tours - exploring emerging hotspots, viral dishes and real-world Gen Z dining behaviour across key cities.

Contact us today!

What is a Gen Z Food Safari?

A Gen Z Food Safari is a hosted culinary tour focused on the places, formats and flavours that matter most to Gen Z consumers today.

We take teams into neighbourhoods and venues where Gen Z actually eat, from cult bakeries and coffee shops to fast-casual, grab-and-go, late-night and social-first food concepts.

Along the way, we guide structured tasting, discussion and observation to translate what you’re seeing and eating into actionable insight.

This is immersive consumer research through food.

Why Gen Z Food Safaris Work

Informed by how Gen Z actually behaves.

Grounded in real Gen Z behaviour

Designed by ex-operators, our safaris focus on real-world Gen Z behaviour — where they spend money, how they discover food, what feels worth the price, and what earns repeat visits.

We prioritise lived behaviour over assumptions or online noise.
Chefs shaping flavour, format and relevance

Each safari is designed with the help of our award-winning chefs, ensuring routes and tastings reflect the flavour intensity, global references, visual impact and texture that Gen Z expect from food today.

That chef-led input means every stop is chosen for what it teaches, not just the latest fad.
Detail beyond the obvious

Every venue is explored through a structured lens, bespoke to each safari, from ingredients, flavour construction and menu architecture, to pricing, operational flow and scalability.

You don’t just experience great food, you understand why it works and how it could translate.
Connecting culture to commercial opportunity

With vast experience across retail and foodservice, we connect ideas across channels, showing how concepts evolve between cafés, QSR, grocery, convenience and hospitality (and where the real opportunities sit).

By blending cultural context with operator insight, we translate Gen Z food culture into practical opportunities for menus, products, retail ranges and foodservice formats.

See how we can help you succeed!

Schedule a call or meeting

Sounds interesting...

How do I know these reports are for me?

We support hospitality operators, food brands, retailers, agencies and suppliers who want to create better food experiences for Gen Z with a fresh, credible, and commercially grounded approach.

If you're asking questions like these,

then these reports are for you!

“How can we refresh our offer or tone for a new generation?”
“What does healthy even mean to Gen Z right now?”
“How do we make affordable options feel exciting, not like a compromise?”
“Are we playing it too safe with flavours?”
“How do we turn Gen Z trends into stuff our team can run with?”
“What kind of storytelling actually lands with Gen Z?”

Wait...

Are these safaris really on the money?

Don't take our word for it..

Duncan Rouse

Head of Pubs Commercials, Hall & Woodhouse

"The balance of trend insight and real-world application is spot on, bringing inspiring thinking paired with commercially grounded dish solutions.

“They are a really valuable part of our ongoing innovation process.”
Tom Edwards

Commercial Director, Natural Innovations

"A huge amount went into the report and innovation workshop - we found the whole experience really inspirational and enjoyable!"
Solene Couvreur

Marketing Manager, Lactalis UK & Ireland

"The team found the session very insightful and really liked the approach they took to share the different trends identified."
Lizzie Haywood

Innovations Manager, Waitrose & Partners

"They have an incredible ability to spot emerging trends and tailor them to the 'So What' for putting products on the shelf!"

Built to Power Your Next Move

We work with hospitality operators, food brands, retailers and manufacturers to evolve their brand and sharpen their appeal to Gen Z.

Our brand strategies integrate directly with your brand, marketing, NPD, digital and leadership teams, with our wider Gen Z service portfolio providing further depth, including:

Gen Z: Foodstorming Workshops

Gen Z: F&B Brand Strategy

Gen Z: B2B Marketing

Gen Z : Menu Development & NPD

Gen Z: F&B Trend Reports

Together, this gives you the clarity, behavioural understanding and tools you need to turn strategy into action quickly and confidently, specifically if you're exploring how Gen Z trends impact food and drink brands or how to engage Gen Z consumers across multiple touchpoints.

Ready to take your
food trend strategy
to the next level?

Schedule a call today!

Get the Insights Lab Food Trend Digest!

WANT A TASTE?
GEN Z FOOD TRENDS HANDBOOK, 2026/27

What to expect from our FREE whitepaper:

Discover Insight Lab's top 10 food & drink trends for 2026/27, forecasted specifically for Gen Z

Follow the foodservice, retail and manufacturing trend paper trails for each of our forecasted trends, featuring targeted examples and actionable recommendations