Desserts are riding a sweet wave. According to Yelp data, dessert openings increased by more than 50% just from May 2023 to April 2024 alone.1
Not to mention Gen Z, in particular, has a sweet tooth stronger than any generation before. It's time to elevate your dessert and paired beverage game, making it one of the main attractions.
No After-Thought
While there's always going to be room for dessert as we kick back after dinner, guests — especially the younger generations — are looking for locales that make 'zerts the main event. In fact, in a study conducted by Hershey and the Center of Generational Kinetics, nearly half of Gen Z and millennials polled have a fave restaurant they frequent just for desserts.2
Tap into those sweet teeth by having servers highlight dessert specials right off the bat to get guests dreaming of sugar plums dancing in their heads before the apps even come out. Highlight gorgeous desserts in your social media and present the dessert menu along with the drink and dinner menu as you seat your tables. Give them an opportunity to plan for a dessert order they might otherwise not save room for.
A Sweet Social
Remember ice cream socials as a kid? If not, let me enlighten you on this glorious event: the only purpose is simply to gather with neighbors and eat. Ice. Cream. It's an American pastime that dates back to the 1800s.
Hosting a social event that conjures up nostalgia is a double-whammy win — indeed, for Gen Z, the act of eating and sharing dessert has become a way of social connection. Think of ways you can elevate dessert into an hours-long event: an English tea party, for example, complete with an eye-catching variety of teas, scones, pastries, and sandwiches.
While it might seem cumbersome to make this kind of assortment of tiny cakes and treats from scratch, quality, readymade options can do some of the heavy lifting for you. Guest House® Premium Teas begin with the finest leaves from around the world. Select a sampling and all you have to do is brew.
From there, pick your pairing with Guest House Gourmet Pastries — sourced from Belgium and made with non-GMO ingredients, artisan milled flour, and Belgian chocolate. These desserts are the kind of high-end your guests are craving, while at the same time being easy on the kitchen. Guest House Gourmet Pastries are pre-proofed and designed to be baked from frozen and enjoyed within minutes. Time to put the kettle on.
Little Treats
"Little Treat" culture has become such a habit, the New York Times reported on it. Again, Gen Z specifically, doesn't bat an eye when impulsively buying a "Little Treat" for a reward or simple small moment of indulgence.3
Hopping on the Little Treat train is a brilliant way to upsell any time of the day. Devote an entire specialty menu to "Little Treats" — small bites or sips that can boost tickets and grab that guest who maybe doesn't want a full-on slice of cake, but just a lil bite. Consider even having some wrapped and ready-to-go for guests to toss into their bag for a reward they will thank you for later.
Trendy treats include international items like mochi and churros, as well as nostalgic throwbacks that will take them back to the wonders of childhood. Even a simple cup of cocoa with tiny marshmallows could be a welcome decadence. Guest House Premium Hot Cocoa Dry Mixes are an easy, affordable add-on that only takes a swirl of hot water or milk to enjoy the rich, creaminess of real Dutch chocolate.
The right coffee program, especially with a fall chill in the air, can perk up guests looking to end the meal on a high note of roasty warmth, particularly if it contains notes of exclusivity — a cup they can’t get anywhere else. Coda Coffee® is one of only a few thousand Certified B Corporations around the world, renowned for production with social responsibility and transparency. And it doesn’t hurt that the beans are sourced from some of the top growing regions on Earth. Customize with a touch of booze or pair with ready-to-serve dessert options that make for a truly sweet evening!
1. https://www.restaurantdive.com/news/restaurant-openings-up-6-but-momentum-slowing/717971/
3. https://www.nytimes.com/2025/08/16/business/gen-z-treat-spending.html