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Executive Summary
- What you need to know
- What consumers want and why
- Market predictions
- Opportunities
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Market Dynamics
- Market context
- Dining out in doubt: consumer confidence fell 13% in May
- Graph 1: consumer sentiment index, 2021-24
- Market drivers
- Cost of dining out surges, putting consumer budgets under scrutiny
- High cost of dining out slows traffic
- Graph 2: % change any ordering (NET), March 2023-24
- High costs, tough choices
- Graph 3: select inflation behaviors, 2024
- Social media moments are driving menu item trial
- Graph 4: International cuisine discovery sources, 2023
- Building the perfect restaurant orders starts online
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Consumer Insights
- Consumer fast facts
- New item trial frequency
- Feed the appetite for originality
- Exploring new food appeals across generations, but to varying degrees
- Graph 5: new item trial frequency, by generation, 2024
- A diverse menu will evoke cultural resonance
- Graph 6: new item trial frequency, by race, 2024
- Suburban, rural diners have fewer exciting choices
- Graph 7: new item trial frequency, by area, 2024
- Spring and summer flavors
- Fruit and summer are a natural pairing
- Graph 8: interest in spring and summer flavors – net – any menu item, 2024
- Gen Z and Millennials are a culinary-savvy audience
- Graph 9: interest in spring and summer flavors – net – any menu item, by generation, 2024
- Spring is in the air
- Graph 10: interest spring and summer flavors by menu item type, 2024
- Diners love to follow familiar flavor trails…
- Graph 11: interest in spring and summer flavors by menu item type, 2024
- …yet comforting favorites have room for a twist
- Spring and summer ingredients
- Put some cheese on it
- Graph 12: interest in spring and summer ingredients – net – any menu item, 2024
- Seasonal, fresh produce won't go out of style
- Graph 13: spring and summer ingredient interest by menu item type, 2024
- Give summer dishes a saucy upgrade
- Graph 14: spring and summer ingredient interest by menu item type, 2024
- Fresh cheese, flavored sauces elevate classics
- Dining behaviors
- Remove friction in the path to menu exploration
- New menu launches must foster conversations across channels
- Graph 15: dining behaviors, by area, 2024
- Dining experimentation has barriers beyond taste preferences
- Graph 16: dining behaviors, 2024
- Dining attitudes
- Dipping sauces are a welcome catalyst for personalization and experimentation
- Current trends may not align with older consumers' appetite for adventure
- Graph 17: dining attitudes – part 1, by generation, 2024
- Tailored, experiential beverages will boost diner satisfaction
- Graph 18: dining attitudes – part 2, 2024
- Leverage seasonality to innovate without the risk of alienating diners
- Customizability encourages menu exploration
- Graph 19: dining attitudes – part 2, 2024
- Flavor perception
- Trendy ≠innovative
- Rethinking familiar favorites
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Innovation and Marketing Trends
- Menu innovation: what's now
- Summer 2024: tropical fruits shine on menus
- The hot twist on tropical beverages
- Menu innovation: what's near
- Meet the next hot honey: chili crisp
- Menu innovation: what's next
- Boba's versatility will invite textural innovation across menu items
- Marketing and advertising
- Double-tap to taste: diners will influence menus more than ever
- Freshness comes first at fast casuals
- Opportunities
- Refresh the flavor landscape with creative dipping sauces
- QSRs savor the sauce
- Shake up seasonal menu items with international flavors
- Spicing up the season
- Approach novelty with balance in mind
- Bold launches on a budget
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Appendix
- Consumer research methodology
- Correspondence analysis methodology
- Correspondence analysis: how to read
- Generations
- Abbreviations and terms
84% of diners frequently seek novelty on the menu when eating out or ordering in, demonstrating their expectations of restaurants to provide more than just a meal. Diners enjoy the excitement and entertainment factor of trying new dishes, especially when it aligns with the latest food trends. This curiosity is particularly strong among younger consumers, though older diners, who prefer classic choices, aren’t entirely opposed to sampling new offerings occasionally. Spring and summer bring a heightened interest in conventional flavors enhanced by fresh, seasonal ingredients. Popular flavors like strawberry, lemon pepper, and blood orange continue to captivate, as well as elevated quality ingredients such as fresh cheese, flavored ranch, and pesto.
Diners’ active engagement on social media plays a significant role in menu innovation today. Operators, particularly QSRs, are quick to capitalize on enduring social media trends and are launching spicy beverages and foods, fusion items that feature unfamiliar ingredients in comforting classics, and sauces and dips that complement appetizers and small plates. Understanding what motivates or deters diners from trying new items is crucial, with factors like perceived value and technological barriers playing significant roles in today’s increasingly digitized dining landscape.
This report looks at the following areas:
- Consumer interest in menu innovation
- Flavors and ingredients that are popular with diners, across menu items
- Attitudes towards new item trial
- Diners’ perception of main flavor families
Innovative menu items that tweak classic flavors/ingredients will attract diners seeking novelty, as long they are approachable, customizable, and offer good value.
Varchasvi, Research Analyst
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