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Changes in consumer behavior are experiencing dynamics in the current era of disruption. Learn more about the behavior of Generation Z in consuming products categorized as low prices. This research was designed using a qualitative descriptive approach. The selection of research sites is" Mie Gacoan", a national-scale franchise brand, which is growing rapidly in the city of Denpasar. Informants in this study are consumers aged 17-25 years, company management and the owner of" Mie Gacoan". There were 15 informants, by conducting interviews and observations. The results showed that consumer behaviour between generation Z and the previous generation was very different. Generation Z, more sensitive to the use of technology, all activities are supported by technology, using social media, updating information and have a tendency to the consumptive character. In this study it was found, the price factor becomes the main consideration and their reasons for buying or consuming a product. This phenomenon has been disrupted, consuming quality products, but at very cheap prices. Besides found other factors, namely promotion factors, social factors and psychological factors.