Now that we have our hands on Menu Matters’ 2025 consumer need states – more on that here – we asked a couple of our chef mates for their take on how they activate them in the year to come. Big hat tip to Chefs Adam Moore of Flashpoint Innovation and Keith Brunell of Nordstrom Restaurants for sharing their thoughts with us.
According to Menu Matters, 2025 is all about offering guests that “something new” to bring them out of their homes and routines and into foodservice. One path to that is through added sensory experiences and tableside preparations – how might an operator do that?
“First off, I completely agree – we have to make dining fun again, or it’s just not worth it to the guest. I think of a braised lamb shank or shoulder brought to the table in a crock, and when you lift the lid, all those aromas and the steam come pouring out. Or as simple as a grain bowl with lamb meatballs and lots of customization and add-on toppings that add crunch and texture, pickled flavors or bold sauces. As an operator, I can put a simple kofta made with ground lamb on a big showy skewer, and while the food and labor cost is low that dish delivers a ton of value.” -Chef Keith Brunell, Nordstrom Restaurants
“Another way to amp up the sensory appeal is with sharables and big formats. At steakhouses I’m seeing big format steaks like tomahawks meant for 4, or marrow served in a giant femur at San Diego’s Marisi. I’ve also been thinking about tea service or seafood towers; that big, showy presentation that’s also all about variety and exploration. Imagine steak or Wagyu as the star of a meat tower!” – Chef Adam Moore, Flashpoint Innovation
Another avenue into the “new” is through escape, taking a guest to another place or time through the food. What global flavors are you excited about for the coming year?
“I’m looking a lot at Mexico City and Japan. The urban cuisine of Mexico City has so much going on, with modern takes on ancestral dishes from all over Mexico, taking handhelds, braises and off-cuts into new directions. From Japan, it’s all about the ferments for me, so much umami and flavor depth, done simply and cleanly. Chefs here can do a lot with misos, aminos and the like, and really deliver a next-level eating experience, especially with red meats.” – Adam
“I’m also into Mexico right now, and more generally getting into the regionality of cuisines that are already familiar favorites. So not just Mexican, but Oaxaca and Veracruz, or any of the lesser-known regions of Italy that have so much to offer. We have a lot of success when we can tell a story around the food, and regional cuisines are perfect for that.” -Keith
Storytelling connects with another pathway for Menu Matters – the human touch. Given all the challenges with staffing and labor, how can operators deliver on that?
“It doesn’t have to be complicated or expensive! We’ve seen a ton of success at Nordstrom from simple gestures like a handwritten thank-you card going out with UberEats or DoorDash orders. Look for those opportunities and train your staff that it’s about interaction, not just transaction.” – Keith
“What makes dining out special is when it’s memorable; when a server can tell you about where the meats are coming from and why a dish is so delicious, guests want to pass that on and share it. Food stories add a ton of value to the experience and add something new and unexpected.” -Adam
Great stuff! For more menu inspo to bring “something new”to life, check out this article. And for more on consumer need states for 2025 from Menu Matters, give this a click.