Trends impact small business owners in some industries more than others. The restaurant business is dependent on offering what today’s diners want to eat and drink. Datassential tracks restaurant trends and it’s Midyear Trends Report is packed with information every restaurant owner needs to know.
Here are some highlights.
Catering to your customers
It’s essential you make sure you know what your customers want, not just in terms of food, but their dining experience in general. Datassential reports that post-COVID 58% of consumers believe restaurant service has declined.
Overcoming that perception, Datassential says “may be as simple as ensuring that service standards are consistent.” But, it adds, make sure you are aware of any “generational differences of customers. Older generations may expect a higher level of service, while younger generations crave technology to streamline the process.”
The report indicates that while most consumers are still actively avoiding communal dining and shared plates, they’re “still interested in sharing food boards with their dining companions, so explore charcuterie or dessert samplers.”
Where are consumers dining?
Surprisingly, the report says, “Malls may be on their way out, but buffets—once forecasted to be a COVID casualty—are back.” Buffets are becoming more popular, because consumers are looking for more value for their dollars. Plus, Datassential adds, “buffets hold the most appeal among younger consumers.”
A picture of health
Most consumers have long had a complex view of healthy eating. Datassential reports the top three diets, at the moment, are low/reduced sodium, low-sugar, and low-calorie. There’s also interest in anti-inflammatory and Mediterranean diets.
When ordering beverages, “hydration, vitamin/mineral and sugar content are key for consumers. And the “sober-curious” movement continues “to gain steam, with nearly 2 in 5 consumers saying they completely abstain from alcohol.”
Video game influence
Not being a player, this stat surprised me, but the report says “45% of consumers who play video games have been influenced to make a food or beverage purchase because of game-related content or ads.” And for younger consumers–63% say the same.
2024/2025 Menu Item Watch
The full report (available to Datassential subscribers) contains the complete list of winners and the trends Datassential sees behind them. Here are a few overarching themes to keep in mind when expanding your menus:
- Innovation is key, but customers want new with a dash of familiarity. Try a new flavor or spin on a classic dish that lets consumers feel secure enough to try something new.
- Sweet-and-spicy sells. Both well-established trends like hot honey and newer global spicy-sweet combos are seeing growth on menus.
- U.S. regional is the new global. Global trends are still relevant, but regional U.S. cuisine can also inspire innovation. Currently, Southern dishes and Detroit-style pizza are getting broader menu exposure.
- Looking ahead, the 2025 food and beverage trends Datassential sees growing include salted egg yolk, Haitian cuisine (up-and-coming in the U.S.) and global twists on coffee.
You can get a free preview copy of Datassential’s Midyear Trends Report here.
Rieva Lesonsky is President of Small Business Currents, LLC, a content company focusing on small businesses and entrepreneurship. Email Rieva at rieva@smallbusinesscurrents.com, follow her on Twitter @Rieva, and to get the scoop on business trends and sign up for Rieva’s free Currents newsletter.
Pizza eaters picture by Nuva Frames/Shutterstock
