Flavor & The Menu Publisher and leader of the Flavor Experience, Cathy Holley, addresses the more than 500 attendees to this year’s event.

The Flavor Experience is an annual gathering of some of America’s top foodservice authorities who monitor important trends for restaurant operators. Menu developers, marketing executives, and CEOs attend the August event to get a head start on planning for the next year.

After listening and experiencing those insights, here is Creative Energy’s Top 10 Trends For 2025.

1. Snacking Becomes A Key Menu Priority.

The post pandemic environment has left a divot in the dayparts of restaurants. The 1pm–3pm period has seen a dramatic drop in traffic from a workforce that has largely returned in offices and factories. Additionally, Gen Zs are serial snackers. They are the only demographic that is choosing restaurants over snacking at home despite inflation. There are added reasons why c-store operators should take advantage of snack items on their menu, because 34% of all snacks purchased at c-stores.

Circana research shows that snacking winners for 2025 are spicy or indulgent. Terms to describe flavors such as Buffalo Ranch, Bold and Zesty, or Cajun are trending. Among quick service restaurant snack items are those baked, such as cookies or churros.

Bringing attention to snack items begins by calling them out on a menu is a great start for any operator in 2025.

2. Give Consumers Something To Look Forward To.

Driving traffic to restaurants remains a top concern all year. Inflation, a struggling economy, the election and other factors have disrupted consumer behaviors to eat at home. Yet the stresses have found consumers yearning for something to look forward to. Researcher have found that 81% are wanting an experience that they can look forward to. Venues that offer forms of entertainment, nostalgic, or exotic new flavors and even a great bartender with a new cocktail or a “dirty soda” can fit the bill.

While consumers are watching their bank accounts, they are willing to splurge because of the emotional need to look forward to a great dining experience away from home.

3. Fast Casual Restaurants Are Staged For Growth In 2025.

More than any other segment, fast casual restaurants, e.g., Chipotle, Cava, are in a great position for growth next year. Why? Build your own menus using fresh ingredients give customers options beyond a set number of ingredients. Because they can see their food being constructed there is a perception of higher quality. Fast casuals are also delivery and take out forward in their service where delivery is +6% over 2023. A sparse décor makes locating a new restaurant in a strip center cheaper, and disposable plates and utensils reduces labor costs. One more interesting insight is that while consumer traffic at fast casual restaurants is led by those with +75K incomes, spending at a fast casual is led by those earning less than $75K according to Circana.

Got an idea for a fast casual concept? Now is the time to take advantage of market conditions and consumer attitudes.

4. More Limited Time Offers Please.

Limited Time Offers (LTO) have never been as important in driving sagging traffic and average tickets. While overall traffic to restaurants is down by 3%, restaurants featuring are seeing a plus 2% traffic boost.

LTO promotions, like this TV commercial for client, Pal’s Sudden Service, for their Lil’ Philly Chicken Melt, grew traffic and sales for the regional chain.

Overall, Technomic reports that 33% of consumers who know about a restaurant’s LTO will visit the restaurant. Circana reports a 7% sales lift per LTO and a customer who buys an LTO item spends $3 more compared to when they buy from the regular menu. Circana also found that restaurants offering an LTO retain the LTO buyer for subsequent visits 13% more than restaurants that do not offer an LTO.

If you are a restaurant operator, start cranking on new and more LTOs for next year.

5. Specialization Has Its Benefits.

While restaurants with varied menus are challenged, chains that are focused on one thing are thriving. Raising Canes and Chick-Fil-A are focused on fried chicken. Crumbl Cookies for snacks. For Starbucks it’s coffee. Being the best at one thing has its advantages. More recent cases in point are Seven Brew Coffee is number one in the number of chain locations opened in the past year, up 374% according to Datassential. You will note that many of these champions rely heavily on drive-through service and minimal square footage, there are some inherent advantages to doing one thing exceptionally well.

6. Dirty Sodas As Part Of The Non-Alcoholic Beverage Craze.

It makes sense that Utah-based Swig was the pioneer of the dirty soda. I mean really with menu items such as “Life’s A Peach” (Dr. Pepper, vanilla and peach flavors and half-and-half) Swig generates inquisitive traffic in a small footprint. Datassential finds that 48% of consumers who have tried a “dirty soda” love or like it. They concept dovetails nicely with the rise of non-alcoholic drinks, largely driven by Gen Zs. Datassential reports a 158% growth in non-alcoholic drinks on bar menus in the past two years. For example, a 472% growth in “Phony Negroni”. Look for more chains offering these items next year.

7. Heating Up Asian & Middle Eastern Heat.

There is renewed interest in Asian spices and sauces that deliver a kick in flavor. At one event during Flavor Experience, attendees were invited to seven-minute rapid tastings. Client Texas Pete® hosted a tasting of its CHA! by Texas Pete® Sriracha Sauce. The sauce has been on menus for more than a decade, yet each of the five sessions held, the room was a packed house. A key takeaway is Thai spices still have legs for the most growth in spicy foods.

Packed tasting sessions of CHA! by Texas Pete® Sriracha Sauce combined with marinara sauce and with agave for a sweeter heat saw menu developers with deep interest.

New heat on the radar for 2025 include Ghost Chili, Sweet Curry, and Suya Spices (a peanut based spice blend up 200% in the past year according to Datassential) and Ssamjang (a thick Korean paste up 40% in the past year).  BBQ Sauce flavors that are trending are Maple BBQ (+1,982% in the past 12 months according to Circana) and Sizzling Sweet, up 807% in the same period.

8. Say Hello To “Newstalgia”.

Unlike nostalgia that looks totally at past foods or menus (can you say Chef Boyardee?), newstalgia blends nostalgia with modern innovation. It involves reimagining classic dishes, flavors, and dining experiences from the past with contemporary twists.

Take Shake Shack as an example. It is known for its modern take on the classic American burger stand. They offer items like the ShackBurger, which combines the nostalgic experience of a traditional cheeseburger with high-quality, fresh ingredients, and a proprietary ShackSauce. They also reimagine classic crinkle-cut fries with unique dipping sauces, blending familiarity with novelty.

Combining client ICEE® nostalgia via social media is a great example of newstalgia.

Capturing the attention of consumers by blending the beloved past with a new twist is a perfect model for 2025 menu innovation, LTOs and promotions for restaurant operators.

9. Positioning as “Premium”.

With inflation, many chains have gotten the message on lagging traffic and now promote “value meals” to hit $5 or other price points under $10. But don’t forget about also promoting a menu item from a premium position.

For Pal’s Sudden Service we never promote on price. The focus is on premium quality.

In fact, Circana reports that higher income families respond more to meal deals more than those with less than $75K incomes. Promoting a meal deal involving premium ingredients also unlocks the $5 price point for greater margins for the restaurant operator.

10. The Rise In C-Store As A Restaurant Hybrid

Pioneer chains such as Wawa and Sheetz delivered the a-ha moment for other c-store chains who previously positioned their in-store menu as “Cokes & Smokes”. With dwindling cigarette sales, thin margins on gas, and a rising share of electric vehicles, improved foodservice offering is a solution for survival.

Luring consumers from the gas pump into the c-store through pump and window signage and digital loyalty programs are key along with improved menus. Creative Energy has several clients who focus on the segment. We call the process “Curb-In Strategies”.

For innovation, c-store is increasingly relying on their own branded foodservice entity within their stores. The trick is to elevate the menu without having to cause customers to wait… they are called “convenience stores” aren’t they? With a combination of elevated roller grill items refreshed more frequently, and irresistible fresh eat and drive menu items, this is a segment worthy of focus in 2025. From food courts with indoor and outdoor seating to menu items such as “Chicken-On-A-Stick” and over the top grab & go pizza to more tropical fountain beverages are all on the table for next year.

Thanks for taking the time to take a deep dive into next year. Whether you are a retailer or a food manufacturer, partnering with an agency that offers insights and more than 30 years in the foodservice business is a strategic advantage. If you are in search of a food-focused firm to grow your sales, count on us. Let’s talk.