From “boomers” to “zoomers”: Perceptions and consumer behavior of different generations toward digital menu usage

This study investigates the intergenerational use of digital menus by exploring how generational differences shape technology engagement within the food and hospitality industry. Understanding these differences provides strategic insights into consumer behavior and supports the development of more effective digital menu designs, including marketing tools. Employing a multiple qualitative research design, the study conducted individual interviews with participants representing four generational cohorts—Baby Boomers, Generation X, Generation Y, and Generation Z—three participants from each group —and complemented these with focus group discussions with employees from the food and business sectors. The data were analyzed through a descriptive analysis approach. The findings indicate that generational differences significantly influence the adoption and use of digital menus. While Generation Z is highly familiar with digital menus and more willing to use these technologies, older generations tend to approach digital applications with more caution. In addition to the literature, the study concluded that the enjoyment older generations derive from using digital menus may also be considered an advantage. Furthermore, employees reported that the ease of adding foreign languages to digital menus was a key advantage. On the other hand, the disadvantages of digital menus include requirements for internet access, device compatibility, usability, and reliability. Employees working in food and beverage establishments have noted that the detailed information provided by digital menus can sometimes be a disadvantage, in addition to the literature. In this context, the study provides a theoretical foundation for future research on intergenerational technology adaptation in the food and beverage sector. It also offers practical insights by demonstrating how generation-appropriate digital menu designs can be used effectively as marketing tools in restaurant settings.