Walk into any college dining hall today, and you’ll feel it before you taste it: a quiet revolution is underway. It’s not just about gluten-free labels or oat milk options anymore. This is generational. Deep. Uncompromising. And if you’re in the food business, especially agri-food, foodservice, or campus dining, it’s time to tune in.
Because Gen Z won’t tolerate being ‘othered’ by your menu.
They don’t just read ingredient lists. They read intent. They look for signals that the food experience was designed with them, not for them. And if they don’t see themselves reflected in the sourcing, labeling, flavor profiles, or the values behind the offerings, they disengage. Worse, they walk.
I’ve spent the better part of my career studying the relationship between dining and human connection on campus. Through our work at Porter Khouw Consulting, and inspired by thinkers like Sid Mehta, who pushes the boundaries of sustainability, food equity, and agri-food innovation, we’ve come to understand that dining is more than just a service. It’s SOCIAL ARCHITECTURE™.
And if your menu feels like a barrier instead of a bridge? Gen Z will call it out, opt out, and tell their friends to do the same.
What Does It Mean to Be ‘Othered’ by a Menu?
“Othering” occurs when individuals feel excluded, ignored, or relegated to the status of an afterthought. On a college campus, this can show up in subtle but powerful ways:
- A lack of halal, kosher, vegan, or allergy-safe options
- “Plant-based” sections that feel like a compromise instead of a celebration
- Menus that reflect one dominant culture or flavor profile
- Confusing signage, hidden ingredient info, or no labeling at all
- A dining room environment that signals, “this isn’t for you”
To someone from Gen Z, arguably the most diverse, identity-conscious generation in history, these are not oversights. They are rejections. They say: “We didn’t think about you.”
And Gen Z? They’ll believe you.
Why Gen Z Is Different and Demanding
This generation grew up on identity affirmation. They expect personalization. They demand inclusion. But more than that, they are exquisitely attuned to authenticity.
They’ll walk into your dining venue, take one look at the signage, and know if you’re faking it.
And it’s not just about identity markers like race, religion, gender, or dietary needs. It’s about values. They ask:
- Was this food sourced ethically?
- Does this vendor support fair labor practices?
- Is this packaging compostable, or is it just greenwashed plastic?
- Did anyone even ask students what they wanted before putting this concept here?
Food, to them, is personal. Its identity. It’s activism. It’s a community. And when you exclude them, even unintentionally, it’s personal too.
The Campus Dining Experience Is Ground Zero
Here’s why this matters so much in higher ed:
Dining is the only required daily gathering space for most students.
Think about that. Gen Z may skip class. They may ghost clubs. But they have to eat. And when they do, that moment at the table becomes a catalyst for trust, for friendships, and for feeling seen on a campus that might otherwise feel overwhelming.
At Porter Khouw Consulting, we refer to this as SOCIAL ARCHITECTURE™: designing dining programs that serve as emotional infrastructure for student success. When dining is done right, students build friendships, feel a sense of safety, and establish social anchors. This increases retention, mental health, and even GPA.
However, if dining is done incorrectly, if students feel excluded or invisible in the food experience, they detach. And institutions feel the ripple effects in enrollment, housing occupancy, and student outcomes.
How the Agri-Food Industry Can Respond
This isn’t just a foodservice issue. It’s a call to arms for everyone in the agri-food supply chain, from producers and processors to marketers and distributors. Here’s how you step up:
- Design with Students, Not Just for Them
Co-create menus and programs with Gen Z voices at the table. They’ll tell you what matters. They want to collaborate, not just consume.
- Center Transparency Over Optics
Label everything clearly. Tell the story of where food comes from, how it was grown, and why it matters. If you’re not walking the talk, Gen Z will find out, and they’ll let others know.
- Celebrate Cultural Plurality, Don’t Tokenize It
Offer global flavors not just for “International Week” but as core menu staples. Acknowledge food as a cultural identity, not just a trend.
- Make Inclusion the Standard, Not the Special Request
Don’t bury vegan or halal dishes under “alternatives.” Bring them forward as essential. Normalize variety.
- Invest in Sustainability Beyond Marketing
Move beyond compost bins and “local” stickers. Work with campus partners on real impact: food waste recovery, regenerative sourcing, reusable packaging. Let students see it, feel it, own it.
The Risk of Doing Nothing
Here’s the bottom line: If your dining program, even your farm, food brand, or product, makes students feel like outsiders, they won’t fight to be included. They’ll find someone else who already sees them.
And in today’s competitive higher ed and foodservice environment, that’s not just a missed meal. That’s a lost student. A lost advocate. A lost future customer.
The Future Is a Table Everyone Feels Welcome At
It’s time we stop designing menus like they’re checklists and start designing them like they’re invitations.
An invitation to belong.
To be nourished not just physically, but emotionally.
To see your identity reflected in a sauce, a spice, a story.
To feel that your presence at the table was anticipated and celebrated.
Final Thought: Don’t Be a Byproduct. Be a Bridge.
Whether you’re a food producer, a chef, a university administrator, or a distributor, your role isn’t passive. You’re not just part of the system. You’re part of the solution.
So, ask yourself:
What in our menu says: “We see you, Gen Z”?
If you don’t know the answer yet, start by listening. Then act boldly. The future of food on campus, and the future of your business, depends on it.
Written by David Porter (with the insight of Sid Mehta)
David Porter is CEO of Porter Khouw Consulting and creator of SOCIAL ARCHITECTURE™. Sid Mehta is a sustainability strategist and thought leader in the global agri-food ecosystem. Together, they challenge the food industry to design with empathy, purpose, and the power to connect.
