Frictionmaxxing: Gen Z Seeks Real, Unfiltered Experiences in Cafés and Restaurants

• Gen Z is embracing "frictionmaxxing," a desire for emotionally textured, spontaneous, and real experiences over curated perfection.
• Hospitality spaces are shifting from being designed for visual perfection to being built to be felt, prioritizing sensory honesty.
• Founders like Priyanka Kotak (Dough & Joe) and Goumtesh Singh (Raasta, Yeti) are creating spaces that value human touch, unpredictability, and authentic engagement.
• Frictionmaxxing redefines quality, focusing on presence and emotional connection rather than hyper-curated experiences.
• The movement highlights a cultural shift where authenticity and emotional safety are becoming the new luxury in public spaces.