Out with the old, in with the new. That’s a common refrain every time a new year dawns, but it’s particularly apt as we head into 2025. After years of playing it safe and declining rates of innovation in the food industry, consumers are ready for new ideas and a little excitement. In fact, 87% of consumers told us they are looking forward to new trends at restaurants in 2025. That’s why “giving consumers something new” is Menu Matters’ key consumer need for the year, giving a guidepost for operators to focus their innovation.
So what might that look like? Consider these five tactics:
Give them new sensory experiences:
When we asked consumers about a range of sensory experiences they might want to try, from the crunchiest potato chip to ASMR food videos, the top option they wanted was a classic: sizzling fajitas. Whether it’s the sound of a sizzling piece of meat, aromas released from a dome, or the feel of a dish they have to get their hands on, how can you create new experiences that delight consumers in a multi-sensorial way?
Give them new ways to escape:
It was a record year for travel, but now consumers are looking for those foods and flavors they discovered on their trips to appear on U.S. menus, while consumers who have maxed out their travel budgets may be looking for new ways to feel a sense of escape. Global dishes and ingredients, highlighting unique cuisines, and special events and dinners can give customers the escape they’re looking for. [editors note: you’ll find heaps of menu ideas with global flavors on our website! Give it a squizz]
Give customers new ways and new roads to value:
There were a lot of value meals and combo deals on menus in 2024, but in many cases that just ends up devaluing the brand and making it hard to raise prices when it’s necessary. In 2025, determine your complete value proposition beyond price. While 57% of consumers say price impacts the value of a food or beverage, 55% said quality does the same, while health, convenience, and uniqueness rounded out the top five.
Give them bold new experiences:
Consumers have been in a funk in recent years, feeling anxious, tired, and overwhelmed. Break them out of their malaise with bold new ideas, flavors, experiences, and concepts. Can you add uniquely spicy or bitter profiles to the menu, feature some over-the-top tableside experiences, add bold or unique protein options, or maybe your brand itself can get a little bolder and even weird? [editors note: Aussie beef and lamb are primed to deliver a bold experience! Consider tableside preparations, live fire treatments and spicy condiments with beef. Lamb’s superpower is being not-your-everyday protein, providing differentiation and newness even in familiar formats like burgers and pastas. This article has even more inspo!]
Give customers the human touch:
At a time when AI is everywhere and customers are interacting with screens constantly, interacting with a human can be a novel experience. Indeed, while 55% of consumers say AI can come up with a recipe that’s just as good as what a chef would come up with, 66% would still rather have a dish made by a human. Include the human story behind the dishes and products you serve, refocus on hospitality and server training, and add those special human touches – even a short note of gratitude in a delivery bag – and you’ll resonate with consumers.
However you decide to tackle them, make 2025 the year that new ideas, fresh innovation, and true creativity are back on the menu!