Half of Gen Alpha visits a QSR weekly, Datassential finds

CHICAGO — New research from Datassential indicates that Generation Alpha is already influencing foodservice and retail food trends, with over half of this group visiting a quick-service restaurant weekly and forming strong brand preferences early on.

Generation Alpha, defined as those born between 2011 and 2024, is the first generation to grow up fully immersed in digital food ordering, social video content, and on-demand culture. In a January 2026 study of 754 parents with children aged 3 to 15, Datassential found that 53 percent of Gen Alpha visits a QSR or limited-service concept once or several times per week.

Early Brand Loyalty, Strong Influence

The research highlights the increasing influence that Gen Alpha already has on household purchasing choices. Most parents said their children have clear favorites for certain restaurant chains and food brands and significantly impact where the family eats.

For mass retailers and foodservice operators, early brand affinity indicates long-term opportunities and risks. Building loyalty during childhood can lead to lasting customer relationships, while failing to connect might cause a loss of relevance with a digitally native generation.

Beyond Eating: Food as Experience

The report also found that Gen Alpha’s relationship with food extends beyond consumption:

• A majority of parents cook primarily from scratch at home, while others blend scratch cooking with prepared and packaged foods
• Many children enjoy cooking and food preparation
• Food-related video content on platforms such as YouTube and TikTok shapes exposure and curiosity
• Interest in food origins and sourcing is growing
• Interactive dining experiences that combine food and entertainment resonate strongly

Parents, meanwhile, are adopting what Datassential calls a more thoughtful and balanced approach to nutrition, focusing on ingredient quality and overall health rather than just removing specific items.

Implications for Retail and Foodservice

For mass market retailers and QSR operators, the findings reinforce several themes already gaining momentum in the industry: health-focused assortments, digital ordering integration, experiential retail, and brand storytelling around sourcing and transparency.

As Generation Alpha enters key consumption years, retailers that match their digital habits, health expectations, and desire for engaging experiences are likely to be best positioned for ongoing growth.