2025 NEED STATE OF THE YEAR

GIVE ME SOMETHING NEW

In the year ahead, consumers want to be excited again. After an anxiety-filled 2024 spent bingeing comfort foods, overdosing on nostalgia, and bed rotting, they are hungry for bold new ideas that break them out of their funk. They want new concepts, exciting products, and fresh dishes and flavors. They are looking to the food industry to wake them up, bring them together, and show them something unique and even a little mind-blowing.

In 2025, commit to giving consumers something brand new.

Take care of consumers + give them something new

Every year, Menu Matters takes the consumer pulse to understand what they need and want in the year ahead. Last year, consumers told us (and Elmo) that they were anxious — they were worried about money and inflation, the world was at war, it was an election year, and the list of concerns kept piling up. Yet, they also felt like the food industry didn’t always have their back — they weren’t seeing the hospitality they wanted at restaurants, while at the same time prices were rising and sizes were shrinking at the grocery store. Hearing that, Menu Matters declared that 2024’s key consumer need was, “Just take care of me.” That had to be our ethos that was always in the back of our mind — are we taking care of the consumer?

Of course, consumers still need to be taken care of — that consumer need still holds (and many of those concerns are still valid). But as we head into 2025, they’re ready for something new again. When we asked consumers what they were feeling as we headed into next year, “anxiety” fell to second place, and another emotion rose to the top — hope. And the vast majority of consumers — 87% — said they want to see new trends at restaurants in 2025. When we asked them about their goals for the year ahead, they chose options like “Get out of the house” and “Try more new things.”

So it’s time to give them something new. The food industry has been playing it safe lately, falling back on nostalgia and cutting back on innovation. In 2025, commit to new, creative ideas. Disrupt yourself. Invent something outlandish. Get a little weird. Surprise your customers. Create the new concept, menu item, or product that consumers will be nostalgic for in the future.

Many restaurants feature a quote in the back-of-house that’s meant to inspire the team. This year, whatever your place in the food industry, keep this one in mind: “Give consumers something new.”

What are consumers’ top goals for 2025?

Consumers are ready for a fresh start in 2025. They want to get their health back on track, get out of the house, start spending more time with family, try more new things, and get their anxiety under control. These were the top goals that consumers said they were prioritizing next year:

43%

GET HEALTHIER

35%

GET OUT OF
THE HOUSE

34%

SPEND MORE TIME WITH FAMILY

33%

TRY MORE NEW THINGS

32%

MANAGE ANXIETY

55%

of food experiences should feature new and unique ingredients, foods, and dishes, according to consumers

Consumers’ advice for the food industry in 2025:

“The industry could benefit from greater innovation in reducing single-use plastics, offering more eco-friendly packaging, and investing in local sourcing to cut down on carbon footprints. On the restaurant side, enhancing the customer experience by embracing technology for ordering, personalized menus, and delivery services while maintaining a focus on community and human connection would be impactful as well.”

“I think the food is quite one-dimensional; I believe we need more creative dishes to enrich our choices.”

“I love that most restaurants have been leaning towards the freshness of their products. They also strive for excellent customer service.”

“Try to add something new to the menu of whatever cuisine you cater to. Something you don't usually sell — and make it amazing.”

“I would tell the food product manufacturing plants to stop shrinking the sizes of the food packages and charging the same prices for them.”

“I think most restaurants could take about 30% of the items off of their menu, and nobody would notice (or care).”

“I would tell the food and beverage industry to focus on the customer, not just profits, because a good dining experience can make or break a meal. I would also tell them to treat their employees well because happy employees make a better experience for everyone. Create new and fun menu items whether you’re a quick serve restaurant or fine dining experience.”

“Focus on sustainability, healthier options, and improving the customer experience with more personalized offerings.”

“I think we should pay more attention to food safety and strictly control the quality of raw materials.”

“I would tell them to please lower their prices. Stop all this shrinkflation that people can't afford anymore. Please start making healthier foods more accessible and at a better cost that people can afford.”

“The biggest thing for me is employees who act and look like they like their job. Nothing is worse than having a miserable employee wait on me.”

“Embracing diverse flavors and culturally authentic dishes also helps create memorable dining experiences, all while the industry continues to reduce waste, minimize packaging, and support sustainable practices.”

“…expanding options for those with dietary restrictions — without sacrificing taste —would be fantastic. Many people are looking for choices that are healthier and align with their values, and I think the industry could lead the way in providing those.”

“Cook again, instead of warming up frozen precooked food. I can do that at home.”

“I would ask the food and beverage industry to chill with the burger joints. My town is crammed full of burger joints now.”