Gen Z‘s Shifting Drink Preferences Pose Challenge to Restaurant Bottom Lines,Chef David Chang Warns
New York,NY – November 21,2025 – A decline in alcohol consumption among Generation Z is creating headwinds for the restaurant industry,according to celebrated chef and restaurateur David Chang. Chang, founder of the Momofuku Group, highlighted the trend during a recent industry event, expressing concern that restaurants reliant on beverage sales may face significant financial pressure.
The shift in drinking habits among younger adults-who increasingly favor non-alcoholic options-represents a fundamental change in dining culture. Restaurants traditionally depend on substantial margins from alcohol sales to offset food costs and maintain profitability. As Gen Z’s preference for sobriety or moderation grows, the industry must adapt or risk diminished returns.This evolving landscape demands innovation in beverage programs and a re-evaluation of traditional revenue models.
Chang specifically noted a noticeable decrease in alcohol orders at his restaurants, attributing it to a broader cultural trend. “We’re seeing a real pullback from alcohol, especially with the younger generation,” he stated. “It’s impacting revenue, and it’s something every restaurant owner needs to be thinking about.” The implications extend beyond fine dining establishments, potentially affecting casual eateries and bars alike.
Industry analysts suggest several factors are driving this change, including increased health consciousness, a rejection of “hustle culture” that often glorifies alcohol consumption, and the growing availability of complex non-alcoholic alternatives. Restaurants are beginning to respond by expanding their mocktail menus and investing in high-quality zero-proof beverages, but the long-term impact of this generational shift remains to be seen. The situation is especially acute given the already challenging economic conditions facing the restaurant sector, including rising food costs and labor shortages.
