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In this report, read about some of the overarching food, beverage, and
service trends that are reshaping the industry for a new generation of
consumers, including specific ideas, tips, and how-tos that operators in all
segments can use to harness the momentum of these trends.
TABLE OF CONTENTS
INSTAGRAM IT!
A picture is worth more than 1,000 words, as operators encourage picture-taking by making their plate
presentations more camera-ready.
TREND 1: MARKETING
Instagram It!
In the age of viral, visual media, the way food looks has
become almost as important as how it tastes.
Although critics worry that customers will start caring more about what
their food looks like versus what it tastes like, making “grammability” too
much of a distraction, Instagram is critical for exposure and attracting How-To: Up Your Instagram Game
customers into locations.
Color, shape, and size of ingredients on the plate are key for
better appearance. Pay attention to the color scheme of an entire
How important is Instagram to your plate—whether complementary or contrasting. Utilize different
operation? sizes and shapes to create visual interest
SEE RESULTS Pay attention to the garnish of plates and glassware; there’s
a reason for the popularity of skewers of shrimp, pickles, and olives
on Bloody Marys and other edible cocktails
Sources: [1] Instagram. [2] Datassential Menu Adoption Cycle, Macro Trends (2019).
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MIX-AND-MATCH MENUS
Say goodbye to traditional appetizer/entrée/dessert categories, in favor of flexible menu formats that allow
customers to build their own dining made-to-order experiences.
TREND 2: CONCEPTS
Mix-and-Match Menus
From small plates to large-format portions, today’s
menus are way more flexible than in the past.
In fact, the very idea of what healthy means is evolving: 40% of respondents report that their definition of
healthy has changed within the past two years. They are increasingly taking a more individualized and holistic
approach to health, including mental, emotional, and physical well-being.
Clearly this provides both an opportunity and challenges for foodservice operators. To stay up to date with
consumers’ changing expectations of healthful offerings, menus must continually innovate.
How-To: Build a Better-for-You Menu
Technomic cites two other trends Cleaner Eating—The drive Providing a number of different choices that fit with current definitions of health can also appeal to less
that are affecting menus: away from highly processed foods health-conscious diners, however, as long as the usual demands for variety, value, and flavor are met.
and toward reducing or Consider offering:
Functional Eating—In addition eliminating foods that cause
to more traditional better-for-you digestive issues, including Fresh, seasonal ingredients, particularly fruits and vegetables
cues such as gluten free and lower carbohydrates, dairy, and refined
in fat, nearly two-thirds (64%) of sugar, is also affecting the way Unprocessed, natural, and organic foods
consumers agree to eating more health-conscious consumers eat.
so-called functional foods and This has led to growing interest in Lean proteins such as chicken and fish
beverages that provide specific such new diets as Whole30,
nutritional benefits, such as being Ketogenic, and Paleo that Foods with favorable nutritional profiles, such as whole grains, salmon, and dark, leafy greens
high in antioxidants or aiding in eliminate these foods and promote
digestion, compared to two years the role of fats and proteins in Customizable menu platforms such as build-your-own bowls and salads, which allow patrons to
ago. In addition, 32% would pay maintaining health and losing control portion size as well as consumption of unwanted ingredients such as gluten and dairy
more for items that have other weight.2
functional benefits, a greater Vegan, vegetarian, and plant-forward selections, including plant-based proteins
percentage than for avoidant
claims such as low-sugar, low-fat, Allergen-free items including gluten-, dairy-, soy-, nut-, and shellfish-free choices
low-calorie, and gluten-free.2
Operators may also want to call out items that make consumers feel good, whether through functional
Sources: [1] Technomic, 2018 Healthy Eating Consumer Trend Report. [2] Technomic, 2016 Healthy Eating Consumer Trend
benefits, more transparency, or social responsibility.
Report.
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These are some of the ingredients that are bringing a global touch to
menu items such as appetizers and snacks, burgers, sandwiches, flavored
spreads and mayo; and more:
Gochujang (U.S. menu Black rice (+106.6%) Also known Labneh (+66.4%) Thickened Chimichurri (+52.4%) 68% of Millennials and
penetration has increased 299.3% as forbidden rice, this ancient grain yogurt is widely used in Greek and Ubiquitous in Argentina, this bright Gen Z have gone out of their
over the past four years) This is grown in China and parts of Middle Eastern cooking, and adds green condiment made from fresh way to try a novel global food,
savory, spicy-sweet condiment India, and can be incorporated into savor to dips, sauces, spreads, and parsley, garlic, olive oil, vinegar, compared to 50% of Gen X
brings a Korean kick to items like pilafs, mixed with grains such as dressings.10 More tart than the plain oregano, and red pepper flakes has and 44% of Boomers.17
fries, salads, and sandwiches.3 quinoa, and used in place of more variety, Greek yogurt (+34.1%) become extremely popular on
common varieties of rice in dishes is also growing.11 grilled meats, burgers, and in
Matcha (+226.3%) Popular in like jambalaya or paella.7 spreads and sauces.15
Japan, this powdered green tea is Romesco (+50.4%) Originally
also used in specialty beverages, ice Shishito (+71.1%) Mild and hailing from Spain, this colorful red Kimchi (+43.1%) Eaten with
cream, pancakes, and baked goods.4 crisp, this small Asian pepper is sauce is made from roasted red nearly every meal in Korea, this
most often found blistered on the peppers, nuts, and garlic, and can be traditional fermented-vegetable
Chia (+143.1%) A grain-like seed appetizer menu, but it can also be used to flavor vegetable specialties side dish can now be found
from Mexico that is very nutrient added to soups or used as a salad (including zoodles), chicken and fish, topping everything from burgers to
dense, making it increasingly topping.8 pasta dishes, flatbreads, burgers, benedicts.16
popular on menus as a protein and sandwiches.12
alternative.5 Harissa (+69.7%) Like sriracha
before it, this spicy North African Yuzu (+44.5%) A tart citrus fruit
Calabrian chile pepper paste made from fresh, roasted, cultivated in China, Japan, and
(+116.9%) From the Calabrian and/or dried chilies, tomatoes, Korea, the juice and zest are used
region of Italy, this small, bright red garlic, olive oil, spices (cumin, for flavoring beverages, dressings,
chile has a spicy and mildly fruity coriander, mint), and lemon or and marinades,13 including the
aroma and taste; it’s used for vinegar can be used to add a hot, Japanese ponzu (+30.1%), which
infusing olive oil or flavoring pizza, garlicky, smoky flavor to almost adds mirin, soy, tuna flakes, and rice
pasta, stew, and soup.6 any menu item.9 vinegar to the dipping sauce mix.14
Discovering Worldly Spice Mixes Garam Masala (India)—A complex Sichimi Togarashi (Japan)—Chile Zhug (Yemen)—Ground red or green
blend of ground spices such as cumin, pepper, seaweed flakes, sesame and chile peppers and cilantro seasoned
Like global shorthand, these spice mixes can be used to bring coriander, cardamom, black pepper, poppy seeds, peppercorns, garlic, and with coriander, garlic, salt, black
excitement to dips and spreads, marinades and sauces, dips for cloves, cinnamon, and nutmeg used dried tangerine peel add a kick to cumin, and other spices, used with
bread, a rub or crust for fish or chicken, noodle dishes, and more. as a building block for curries and noodle dishes, yakitori, soups, and rice falafel, grilled vegetables, fish, meat,
other specialties. dishes. and eggs.
Gremolata (Italy)—A versatile Za’atar (Middle East)—An all-
blend of chopped parsley, garlic, and purpose blend of dried thyme,
Achiote (South America, Chermoula (North lemon peel supports many variations oregano, marjoram, sumac, toasted
Mexico)—Paste or oil made from Africa)—Cilantro, garlic, parsley, (such as fennel, nuts, and sesame seeds, and salt that works
ground annatto seeds brings vibrant saffron, cumin, and cayenne are breadcrumbs) as a garnish for pasta particularly well with fish, chicken,
yellow color and an earthy included in this flavorful paste used and braised meats. eggs, meatballs, vegetables, and
pepperiness to rice dishes and for fish, chicken, couscous, and Ras el Hanout (Morocco)—Literally lamb.
Berbere (Ethiopia)—A blend of chili
proteins. Dukkah (Egypt)—Toasted ground
vegetables. meaning “top of the shop,” this
powder and warm spices like allspice, nuts, fennel, cumin, coriander, complex mixture can include ground
cardamom, cinnamon, cumin, and sesame seeds, and paprika add cardamom, nutmeg, anise, mace,
fenugreek used for stews, soups, and texture as well as flavor to dips, rubs, cinnamon, ginger, various peppers, Watch: How to make Korean Mexican
proteins. and vegetables. and turmeric—up to 30 in all for a Fusion Tacos
versatile rub and seasoning.
Sources: [1] Technomic, Consumer Food Trends, February 2018. [2] Datassential Trendspotting, Creative Concepts, Mashups (April 2018). [3] Datassential SNAP! Gochujang (2019). [4] Datassential SNAP! Matcha (2019). [5] Datassential SNAP! Chia (2019). [6] Datassential SNAP! Calabrian Chili Pepper (2019). [7]
Datassential SNAP! Black Rice (2019). [8] Datassential SNAP! Shishito (2019). [9]. Datassential SNAP! Harissa (2019). [10] Datassential SNAP! Labneh (2019). [11] Datassential SNAP! Greek Yogurt (2019). [12] Datassential SNAP! Romesco (2019). [13] Datassential SNAP! Yuzu (2019). [14] Datassential SNAP!
Ponzu (2019). [15] Datassential SNAP! Chimichurri (2019). [16] Datassential SNAP! Kimchi (2019). [17] Datassential Keynote Report, Global Flavors (November 2017).
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As for iced tea, the beverage Clearly, growing sales of these two
enjoys 71.1% menu penetration,2 refreshers depend upon making
with flavors like hibiscus, them more widely available on a
blackberry, and kiwi, as well as year-round basis, as well as
iced chai and kombucha, on the offering specialty versions that
cusp of adoption by trendy can’t be replicated at home—and
restaurants and specialty grocers.3 can be menued as premiums.
How-To: Specialty Lemonade and Iced Tea
Among the most popular
nonalcoholic beverages, iced tea is Offer these popular refreshers in on-trend flavors like Peach
most commonly consumed during Ginger Tea and Wild Berry Lemonade
mealtimes, rather than as a snack
or standalone. That indicates that it Experiment with tea types such as green tea, rooibos, and
could be offered as a unique chamomile, in addition to calling out varieties like Earl Grey
pairing with food as part of a
combo meal. Fried chicken and Garnishes like fresh fruit, mint leaves, and even a sugared rim
sweet tea are a time-honored will help boost the appeal of both iced tea and lemonade
Southern tradition, but there are
other possibilities. Partner an Try adding herbal flavors to the lemonade and iced tea mix,
Asian-style spring roll with iced such as blueberry basil lemonade or lemon verbena iced tea
ginseng or oolong tea, or pair
smoked meat or seafood with a Fresh squeezed lemonade is a premium refinement with a
smoky iced organic Lapsang hand-crafted image
Souchong.
Thai iced tea, iced chai, bubble tea, kombucha, and cold brew tea
More substantial teas, like bubble are all in the Inception Stage of Datassential’s Menu Adoption
milk tea (flavored tea with tapioca Cycle for iced tea, and worth keeping an eye on3
boba, or bubbles) or Thai iced tea Iced tea is among the Top 5 beverages at lunch and dinner,
(black tea, condensed milk, and enjoyed by 10% of consumers.4 Lemonade and iced tea have become popular mixers in craft
ice) can be menued as a snack, cocktails, from the Shandy (lemonade and beer) to Green Tea
Sources: [1] Datassential SNAP! Lemonade (2019). [2] Datassential SNAP! Iced Tea (2019). [3] Datassential Menu
with or without a food Mojitos
Adoption Cycle, Iced Tea (November 2018). [4] Datassential BUZZ 2018.
accompaniment.
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Sources: [1] Datassential Foodbytes: Millennials (February 2018). [2] Technomic Generational Consumer Trend Report (2016). [3] IFMA/Datassential, CPP 2015: Food with a Story. [4]
Technomic 2019 College & University Consumer Trend Report. [5] Datassential Menu Adoption Cycle, Seafood Species (2019). [6] Datassential SNAP! Hand crafted (2019). [7]
Datassential SNAP! Craft (2019). [8] Technomic 2019 Center of the Plate: Beef and Pork Consumer Trend Report. [9] Datassential SNAP! Artisan (2019). [10] Datassential SNAP! Local
The Environmental Protection Agency makes available an Excel-based Food and Packaging Waste
Prevention Tool, in addition to many other resources
The ReFED site includes the Roadmap to Reduce U.S. Food Waste, a first-of-its-kind economic analysis
which has identified 27 opportunities for food-waste reduction
The Green Restaurant Association helps restaurants, manufacturers, and suppliers tackle a variety
of sustainability issues, including food waste. There is also a certification program
Solutions provided by Leanpath use technology to weigh and track waste, analyze the financial and
environmental impact, and provide actionable insights
The Food Waste Reduction Alliance is an initiative of the Grocery Manufacturers Association
(representing food and beverage companies), the Food Marketing Institute (food retailers), and the
National Restaurant Association (foodservice)
The recipes on One Green Planet include such creative uses for vegetable trimmings as Carrot
Avocado Ginger Soup and Roasted Buffalo Cauliflower Bites
The stated mission of The Food Recovery Network: unite students at colleges and universities to
fight food waste and hunger by recovering perishable food that would otherwise go to waste from their
campus dining halls and donating it to those in need
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Don’t Call It “Vegan” or “Vegetarian”: As perceptions of meatless eating change, so does its terminology. Speak,
instead, of plants and plant-based proteins—or just leave it up to savvy customers to spot the difference
Remember That Flavor Is King: No matter what ingredients you use to prepare your product, flavor is the most
important thing. Pay attention to freshness, seasoning, and flavor-building preparation techniques, like grilling and
searing—and highlight that authenticity on the menu
Focus on the Positive: Rather than emphasizing concepts like meatless and gluten free, market to lifestyle. For many
consumers, the plant-based trend is about personal wellness and doing right by the planet
Emphasize the Adventure: In addition to flavor, plant-based dining can be an experience: discovering new fruits and
vegetables, learning about plant proteins like grains and seeds, exploring the heritage of global cuisines that are plant-
focused, such as Indian and Mexican
Sources: [1] The Good Food Institute, Plant-Based Market Overview (2019). [2] Technomic, 2019 Center of the Plate:
Consider the Special and the LTO: Experimenting with plant-based daily/seasonal specials and limited-time offerings
Seafood and Vegetarian Consumer Trend Report. [3] The NPD Group, “Quick Service Burger Buyers Mix It Up Between
is a good way to test the waters. Like the Meatless Monday promos of years past, create a plant-based special, such as a
Plant-Based and Beef” (July 2019). [4] International Food Information Council Foundation, 2018 Food and Health Survey.
quinoa and vegetable paella, or add an alt-meat patty to the burger menu
[5] Datassential SNAP! Plant Based (2019). [6] The NPD Group/Dieting Monitor, 2017 Average (January 2018).
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It’s not just beer that comes off the tap. Thanks to growing interest in
fresh, artisanal beverages—and to a need for low-labor service solutions
and limited storage space—more products are now served on draft.
The craft and small-batch beer
movement made tap service more
prevalent. Now other beverages Nitro has 4.8%
are flowing from the spigot, penetration on U.S. menus,
including housemade sodas, tonics, a 130.6% four-year growth
coffee and tea, kombucha, cold pop.2
brew, wine, and cocktails. The
presentation of beverages on tap is
eye-catching and on-trend, and can Nitro-Infused Beverages
set an operation apart and create Adding nitrogen elevates the flavor
buzz. Dedicated taps for these profile of a beverage, emulates
specialties can also be integrated sweetness, and adds a creamy,
into a Millennial- and Gen Z- luxurious mouthfeel without
friendly self-service concept. adding calories. Although nitro
cold brew is fairly familiar, craft
Coffee and Tea beers, milk (for cold brew or iced
Anything that can be put in a keg can be served on tap, and that includes coffee), and tea can also be
iced coffee, cold brew, and iced tea. Receiving these beverages already nitrogen-infused at the tap. Many
pressurized and ready-to-serve saves time because they don’t have to be coffee chains, in particular, have
brewed and chilled. Premixed specialties like iced lattes and matcha lattes added nitro cold brew, including
work particularly well on tap, making it easier for staff to serve these flavor enhancements like chocolate,
ready-to-drink and eliminating the need for a barista. vanilla, and mocha.
Kombucha Draft Choice: Cocktails Wine
This fermented, sweetened tea As anyone who’s waited several Traditional wine service can be
beverage has experienced minutes for a handmade cocktail to tricky, requiring special tools and
significant growth in recent arrive, the craft cocktail boom had trained staff to open bottles.
years—Datassential reports a four- service consequences. Putting a Storage space and correct
year increase of 387.2% on U.S. cocktail on draft is basically an temperature are important, bottles
menus—thanks to increased effective way to prebatch it. By are subject to breakage, and even
consumer interest in unique allowing bartenders to serve with proper care, the final product
specialty beverages, as well as multiple drinks in a fraction of the can taste “off.” Wine on tap offers
kombucha’s place in the health and time, the result is faster service, an appealing alternative to these
wellness trend. Its tartness pairs more consistent quality, and bigger operational issues. More wines are
well with flavors like ginger, apple, profits. Spirit-forward classics like now being released in keg format,
pineapple, and blueberry. Tap the Manhattan and Negroni are making wine on tap perfect for
versions heighten kombucha’s fresh easily tappable, but tap service is enhanced wine-by-the-glass sales,
flavor and natural effervescence, also great for specials and house obviating the need to reseal
making it a popular draft option. signatures, which can be priced a individual bottles and keeping the
Many operations encourage little lower to encourage sales. product fresher. Carafes and
customers to bring in their own Cocktails can be barrel-aged before quartinos can also be filled from
drinking container, doubling down being dispensed, servers can access the spout.
on the green benefits of not using the tap, and patrons can even be
bottles and cans.3 given a sample before having to
commit.
Sources: [1] Datassential SNAP! Draft (2019). [2] Datassential SNAP! Nitro (2019). [3] Datassential SNAP! Kombucha.
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Consumers are also getting on board, embracing both the flavor and the
perceived health benefits of bitter and fermented foods.
The Baby Boomers (born 1946–1964, and aged 56–74 in 2020) are
entering retirement age—although more are in the workforce at age 65
than any previous generation, according to The Pew Research Center.1
While 32% of Boomers are pulling back on how much they eat out, they
still have the largest spending power of any generation, and are seeking
a balance between tasty and healthful foods as they age.2
Generation X (1965–1980; aged 40–55 in 2020) are bookended by
the two significantly larger Baby Boom and Millennial cohorts, and while
Pew characterizes them demographically as the “neglected middle child,”
they are also in a high-earning, high-spending phase of life.1
Having reached their highest income-earning years, Gen Xers are looking
for authentic but comfortable foods with just a hint of adventure. Add to
their comfort level by adding context to inception-level concepts.2
Gen Yers with families are more likely to eat out without the kids because
of the expense, while nearly one-third of the group overall agree that they
are eating out more often than before. And when they do eat out, they
seek an experience.2
Now there’s a new generation in town, and its name is Z. Defined by Pew
Which of these trends are you most
as anyone born after 1996, Generation Z is the most racially/ethnically
interested in for your operation?
diverse and best-educated generation in American history. This post-
Instagram It!
Millennial cohort is the first generation of true digital natives and they
have come of age in the post-2008 economy. The leading edge of Gen Z
Mix-and-Match Menus
is just entering the workforce and they’re spending their own money for
the first time.1
Nutrition: Have It Your Way
As different as these generations Value for the dollar in food and Against this backdrop, the usual
“86” Food Waste
are, for the food and beverage convenience operational pressures and
industry they all converge around Customization and uniqueness opportunities of labor shortages
The Future Is Flexitarian
four unified demands. Inclusivity (including global and rising costs, technological
foods, dietary options, and advances, and changes in supply
Tapping the Draft Beverage Trend
socially conducive ambiance) chains still apply.
Sustainability, transparency, and
Go Big with Bitter and Sour
ethical sourcing Finding success with the trends
covered in this report depends on
Sources: [1] The Pew Research Center. [2] Datassential
your individual customer profiles SEE RESULTS
Keynote Report, Generations of Change (July 2018).
and your marketplace dynamics.2
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