Focus on Flavor: Menu Ideas for 2025’s Consumers

Taste is the #1 factor in consumer food and beverage purchase decisions.¹ And that’s especially true in away-from-home (AFH) foodservice: “Great taste” is the #1 consideration for consumers when choosing a restaurant.² 

What does that mean for the operator trying to win that consumer over? 

Fantastic flavor doesn’t always mean dramatic menu reworks. Read on for menu ideas about consumers’ preferences and how you can meet and exceed them. 

New Hasn’t Lost Its Novelty 

Away-from-home is the primary setting where consumers are expanding their palette. Nine in 10 people enjoy going to restaurants and say that’s where they experience dishes and drinks that they haven’t tried before.³ It makes sense that if someone is trying a food or beverage for the first time, they’d like an expertly made version! 

Importantly, patrons feel more adventurous, too. 43% of people agree with the statement, “I’m more likely to try new/unique flavors now than three years ago.”⁴ As a result, an impressive 40% of people are more willing to visit a restaurant offering new, innovative flavors.⁵ 

New doesn’t have to be complicated. Trying new menu ideas is a great way to wow — and so is adding a twist to an existing item. Sometimes, adding a new global flavor like Minor’s® Pineapple Jalapeño Sauce or Sweet Chili Sauce is all it takes to make a dish new. 

Taste Often Trumps Health 

Consumers care about healthy consumption, and “eating right” is one of the most important factors of a healthy lifestyle for people.⁶ But this isn’t always the most important factor, especially away-from-home. Consider this: 53% of people say they typically choose the menu item that sounds the most delicious over the ones they think are healthiest.⁷ 

This is one of the greatest obstacles for consumers to get into meatless foods, in fact. Taste satisfaction remains the biggest barrier to eating less meat at restaurants, with 44% of diners being concerned about not being satisfied with the taste of their meal.⁸ 

Whether patrons are seeking indulgent or diet-friendly options, they’re prioritizing taste. Try offering both with simple product swaps. Options like TRIO® Low Sodium Poultry Gravy Mix are full-flavored and well-seasoned — all with 0g trans fat or saturated fat, and servings low on sodium, fat, and calories. 

Beverages Can Go Big on Flavor

Beverages are a great opportunity to lean into flavor. Just look at the world of coffee, where flavored lattes and iced coffees have exploded in popularity. In fact, nearly 2/3 of people (62%) prefer their cold coffee flavored.⁹ 

Of course, these trends go beyond just coffee, especially with younger consumers. ​43% of Gen Z and 44% of Millennials agree with the statement “I’m ordering more beverages with unique flavors now than I was a year ago.”⁵ 

Beverages are a great way to draw in more curious consumers. It’s valuable to offer exciting flavors like Nestlé Vitality® Blackberry Hibiscus Lemonade, alongside consistent favorites like Coffee mate® French Vanilla Liquid Creamer. 

Want to learn more? 

Most of these insights and menu ideas come from our Top 2025 Food & Beverage Industry Trends report. Read it here: https://www.nestleprofessional.us/trend-reports-white-papers/top-2025-food-and-beverage-industry-trends. 

^{Sources: 1. Circana, NET® HABTS, 12ME (Mar 2024), as cited in Eating Patterns in America 39th Annual Edition (2024); 2. Datassential Table Stakes Tracker (April 2025); 3. NRA State of the Restaurant Industry (2024); 4. Technomic 2024 Flavor Consumer Trend Report, as cited in Technomic Ignite consumer Food Trends (February 2024); 5. Technomic 2023 Flavor Consumer Trend Report, as cited in Technomic Journey to 2030 Forecasting the Future of Foodservice (2024); 6. Datassential Keynote Report healthy (2024); 7. Datassential Midyear Trends (2024); 8. Datassential Plant-Forward Opportunity (2024); 9. Datassential BUZZ Annual State of the Category (2024)}