Next-Gen Impacts Philly’s Food Scene

From produce to plates, younger consumers are reshaping the food world.

The Gen Z population, born 1997 to 2012, represents a significant influence in the Philadelphia food scene.

“They are the up-and-comers retailers are looking at,” says Richard “R.J.” Durante, co-owner of Nardella in Philadelphia, PA. “This demographic is definitely one to keep our eyes on. At the end of the day, we’re influenced by the consumer, and the consumer market is moving toward the Gen Z trends.”

According to U.S. Census data, Philadelphia is growing as a Gen Z city, with a net migration of 22,405 Gen Z residents in 2022.

Known as the tech-savvy generation, Gen Z is reshaping the food world through their adventurous palates, reliance on social media for food discovery, and desire for both familiar favorites and new flavors, according to a report in Supply Side Food & Beverage Journal.

“Gen Z has an influence on everything these days,” says Tracie Levin, controller at M. Levin and Company in Philadelphia, PA.

DRIVEN BY FUNCTION

Gen Z is conscious of food choices that bolster physical and mental health, with a focus on digestive and gut health, according to an online article by Toast POS. “The Gen Z population values sustainability, wellness and functional food, with interest in plant-forward diets and organic,” says Durante.

These next-gen trends drive supply options. “Gen Z is seeking out fresh, traceable and plant-based items,” says Phil Bartocci, general manager at Coosemans Philadelphia. “That’s pushing us and our customers to prioritize local and nutrient-dense options. They also care about the story behind the product, so we make sure we share the ‘why’ along with the ‘what.’”

There’s a lot more conversation around functional produce, explains Casey Spencer, senior marketing coordinator at John Vena Inc. in Philadelphia, PA. “All produce is healthy, but there’s been a shift toward varieties with specific health-enhancing qualities.”

The younger generations follow food and health trends on social media, adds Rick Feighery, president at Procacci Brothers in Philadelphia, PA. “The ‘food is medicine’ trend is definitely a phenomenon that’s not going to slow down.”

HEALTHY RETAIL

Philly is home to a variety of urban-oriented supermarkets. The college areas include Giant Heirloom Market, Grocery Outlet, Acme, Old Nelson Food, Fresh Grocer, and a handful of smaller stores.

Grocery Outlet in the heart of University City serves young college students, working professionals, and new families among its shoppers. “During the school year, college students affect the business heavily,” says Jaelyn Deas, owner/operator. “We drive the business by creating easy meals and staples in the store. As a young professional, you want easy, affordable and consistent.”

Retail trends in Gen Z revolve around technology, as well as health. “Next-gens follow a lot of health and nutrition on social media,” says Todd Penza, sales at Pinto Brothers in Philadelphia, PA. “We see different commodities gaining popularity in stores, and other commodities losing popularity as demographics change.”

MORE THAN FAST FOOD

Philly’s foodservice establishments cater to next-gen values, focusing on sustainability, health and freshness. The area boasts a wide variety of concepts from sophisticated restaurants, such as CO-OP, Louie Louie, La Scala, and Sabrina’s Café, to trending international options, including Dim Sum House by Jane G’s (Chinese), Hadramount (Yemini), Manakeesh Cafe (Lebanese), Terakawa Ramen (Japanese) and Don Barriga (Mexican).

Philadelphia also boasts high-quality, award-winning restaurants, including Vedge, White Dog Café, and Distrito.

“I’ve always seen our concept as timeless,” says Chef Rich Landau, owner of Vedge in Philadelphia and Ground Provisions in West Chester, PA. “Our concepts are based on taking vegetables right from the garden and bringing them into the kitchen. It’s not a fad, diet or a trend.”

Next-gen eating habits bode well for the produce industry. “Restaurants must adjust menus to include more healthy choices,” says Filindo Colace, vice president at Ryeco in Philadelphia, PA. “They’ll have more healthy alternatives, and whenever you offer healthy alternatives, that helps our industry.”

NEXT-GEN AT PWPM

Following the age trends in the marketplace, Philadelphia Wholesale Produce Market (PWPM) businesses see integration of the next generation in leadership and ownership. “We’ve been intentional about trying to bring in younger talent, especially in areas such as sales, marketing, and customer support,” says Coosemans’ Bartocci. “Produce continues to become more diverse, and we want to make sure we are a part of that forward change.”

Pinto Brothers is a strong next-gen family business. “We’ve got Millennial and Gen Z cousins involved,” says Penza. “We have multiple generations, with the third starting to take over leadership.”