For years, consumers were far more likely to experiment at restaurants than at home. They trusted an expert chef to make a new dish or introduce them to a new flavor or cuisine before they attempted to tackle it themselves in their own kitchens, potentially wasting time and ingredients on unsuccessful experiments.
But things are changing. According to Menu Matters research, 46% of consumers said they are experimenting with new foods and beverages more at home than at restaurants (and 26% said significantly more), compared to only 26% who said they are experimenting more at restaurants. There are many reasons for this shift: consumers learned to cook and experiment more at home during the pandemic, CPG manufacturers and retailers have upped their game and introduced far more unique products, and consumers may be afraid to experiment in foodservice with prices staying stubbornly high.
What does that mean for operators? At retail, consumers are now looking for more innovative protein options, flavors, and recipes to experiment with at home, including options like Australian beef, lamb, and goat.
At foodservice, chefs will need to up their innovation game to recapture consumer attention, showcasing the type of restaurant-driven innovation and culinary technique that is hard to replicate at home (unique cooking methods, lots of choices, novel ingredients). When we asked consumers what they most want from restaurants in 2025, “global dishes and flavors” and “more innovative and experimental options” were the second and third most popular choices, just after “lower prices,” topping options like “better service” and “more comfort foods”.
One thing is clear: whether at home or in foodservice, there is no better time to innovate.
Editor’s Note: Threading the needle with menu items that are innovative enough to draw attention — but still safe enough to order — gets easier when Aussie proteins are in play. Swapping in grassfed beef or Wagyu to a menu mainstay, like a burger or steak entrée. And lamb’s superpower is a change of pace that feels exotic and upscale…even in a comfort food like pasta.
Hungry for more ideas and innovation? We’d love to work with you! Drop us a line to inquire about an innovation session with the Aussie Meat Academy.