Social Media and out of Home Food Selection and Health Promoting Choices: A Generational Perspective in Poland

Objective: This study investigates the relationship between social media use and consumer purchase intentions or out-of-home food choices in the Polish gastronomic market, focusing specifically on variations across generations. Methodology: Data were collected between May and July 2024 through a diagnostic survey using the Computer-Assisted Web Interviewing (CAWI) technique (N = 1099). Respondents were recruited via a non-probability quota sampling approach based on strict demographic inclusion criteria. To test the research hypotheses regarding generational variations in market behaviour, a multivariate discriminant function analysis was performed using Statistica 13.1 PL. A preliminary pilot study (N = 30) confirmed the initial questionnaire readability and overall consistency (Cronbach’s alpha = 0.87), while subscales were treated independently during the main analysis. Results: Multivariate models were found to be highly significant, revealing clear differences between age groups. The youngest cohort (aged 18–35) relies heavily on Instagram and TikTok, showing distinct patterns regarding visual triggers such as “instagrammable” aesthetics, digital validation, and menu uniqueness alongside weight loss claims. Conversely, seniors (aged 61 and older) lean unexpectedly towards X. This older segment displays pragmatic, utility-driven motives, searching for detailed textual data about ingredients and the health-promoting properties of food. General product quality and calorie control were identified as universal factors that do not vary by generation. Conclusions and Managerial Implications: The digital transformation of the Polish restaurant industry does not follow a single path. Social media is closely linked to modern customer journeys, with physical dining spots frequently serving as spaces for socialisation. Consequently, restaurant operators should move away from mass communication and adopt a selective omnichannel strategy, where message formats shift from visual appeal to factual, nutrition-oriented text that is tailored to the digital literacy and dietary needs of each generation.