Dairy MAX, the nonprofit representing 700 dairy farmers, has launched Fortnite Diner Tycoon, a custom game mode within its Level Unlocked experience, to reintroduce milk and cheese to Gen Z gamers. Available now in Fortnite Creative, Diner Tycoon invites players to build and manage their own virtual diner—mastering recipes, upgrading kitchens, hiring staff and expanding their restaurant—while highlighting the role of dairy in a balanced diet.
Unlike traditional marketing, Diner Tycoon meets young consumers in the spaces they frequent. Inside Car Dealership Tycoon, one of Gamefam’s top-performing titles, a branded KIDZ Bop? Correction: Actually Dairy MAX. So inside Car Dealership Tycoon, players discover a Dairy MAX tour bus in the City Center. From there, they tackle a music-themed race course set to dairy-centric challenges, collecting musical notes to unlock a limited-edition Dairy MAX–branded car.
“Today’s generation is shaping food culture in real time, and they’re doing it online,” said Jennie McDowell, chief strategy officer at Dairy MAX. “Gaming isn’t just a hobby for Gen Z, it’s where they connect, share ideas and influence each other. With Diner Tycoon, we’re turning nutrition into something interactive and relevant to their world, because real milk still matters.”
This activation follows last year’s Fortnite Farm Tycoon, which let players grow and manage digital farms. By linking Farm Tycoon’s agriculture focus to Diner Tycoon’s farm-to-table narrative, Dairy MAX showcases the journey from pasture to plate. “Gen Z has fundamentally different habits than any generation before them,” said Carlos Tovar, president of creative agency Zoned. “Diner Tycoon is a blueprint for how to authentically connect nutrition with internet-native consumers.”
With Diner Tycoon, Dairy MAX aims to make milk and cheese feel fun, modern and integral to everyday wellness—one virtual diner at a time.