Decoding Restaurant Coolness for Generation Z: Exploring How Perceptions of Coolness Shape Social Media Posting, Tipping Intentions, and FOMO

Abstract

This study investigates the perception of restaurant coolness among Generation Z and its influence on key behavioral outcomes: tipping intention, social media posting, and Fear of Missing Out (FOMO). Building on the Restaurant Coolness Scale developed by Escobar et al. (2025), the research adopts a deductive and quantitative approach grounded in existing theoretical frameworks. A total of 203 participants completed an online survey where they rated a self-selected cool restaurant based on five core dimensions—Original, Authentic, Welcoming, Purposeful, and Communal—using a 7-point Likert scale. Additionally, FOMO was measured through a validated 10-item scale by Przybylski et al. (2013). Willingness to post and Intended Tip were assessed via custom-developed single-item measures. Data was analyzed through Structural Equation Modeling (SEM) using AMOS.Findings support three out of six hypotheses. Restaurant Coolness significantly predicts both intended tip and willingness to post, highlighting its strong impact on consumer behavior. FOMO was also found to significantly predict willingness to post, suggesting that social pressures influence online sharing. However, no significant relationships were found between Restaurant Coolness and FOMO, nor between FOMO and tipping, indicating that while FOMO is strongly linked to social behaviors, it is not perceived as being influenced by the coolness of a food establishment and does not significantly drive Generation Z tipping behavior. A marginally significant path between willingness to post and intended tip suggests potential indirect effects worth future exploration. Descriptive analyses show that Purposeful, Welcoming, and Authentic were the most valued dimensions within the restaurant coolness concept, while Communal and Original were also viewed as critical, though to a lesser degree. Results of additional questions reveal that restaurant choices are primarily motivated by socialization, and recommendations from peers outweigh influence from social media or influencers. Interestingly, trendiness showed moderate importance, indicating that external validation is secondary to perceived substance, while food quality remains a central factor in determining a restaurant’s appeal. Overall, the findings offer valuable insights into how coolness perceptions shape behavior among Gen Z, emphasizing the relevance of society, contrary to the expectation that coolness would primarily be associated with popularity or exclusivity.