THE ERA OF PERSONALIZED DINING

Diners want special customizations at a great price, so operators need to offer unique touches and create memorable moments while maintaining their bottom line.

43% of people agree/agree completely to the statement “I’m more likely to try new/unique flavors now than three years ago.”¹

“Customer-driven” and “cuisine-driven” are among the best business motivators for foodservice operators.²

In terms of strategies diners will adopt to save money at restaurants, 28% of people choose more affordable venues than usual and 15% of people look for restaurant “menu hacks” on social media.³

PERSONALIZED DINING
AT A VALUE

While people expect top quality and customization when dining out, today’s price-conscious landscape drives them to ensure every dollar spent feels worthwhile.

This pushes operators to dig deeper and adopt savvy strategies to effectively balance personalization with price sensitivity.

For example, adding ingredient alternatives or self-customization options can make the dining experience special without hurting their bottom line.

^{Sources: 1. Technomic 2023 Flavor Consumer Trend Report, as cited in Technomic Ignite Consumer Food Trends (February 2024) ; 2. Datassential PULSE Industry Overview (2024) ; 3. Datassential Consumer Omnibus (August 2024), as cited in Datassential Table Stakes Report (September 2024)}

ADDING VALUE, DRIVING WORTH

Value menus: Offer budget-friendly options without compromising quality, enticing wallet-conscious people.

Combo deals: Provide greater perceived value by bundling popular items, driving down inventory and costs.

BOGO & LTOs: Create a sense of urgency, exclusivity, and FOMO, driving impulse purchase and sales.

Loyalty programs: Reward repeat customers with exclusive perks
and discounts, fostering a long-term relationship.

In-app deals: Offer personalized promos based on individual preferences and past behavior, enhancing the overall dining experience.

Secret Menu Hacks: The concept of “secret menu” items, often shared through social media, has added an element of exclusivity and surprise for people.

In-N-Out Burger’s Animal-Style: This iconic secret menu item involves adding special sauce, grilled onions, and extra cheese to your burger and fries. It’s a cult favorite among enthusiasts.
Chipotle’s Quesarito: A hybrid of a burrito and a quesadilla, this secret menu item features a burrito wrapped in a quesadilla shell, creating a cheesy, indulgent treat.

OUT IN THE WORLD

Genghis Grill:
This build-your-own stir-fry buffet offers an interactive dining experience, allowing patrons to customize this distinct dish with a variety of fresh ingredients and sauces.

Souplantation:
Known for its extensive salad bar and soups, Souplantation has been updating its menu to include more trendy items like poke bowls and acai bowls.

Sizzler:
This steakhouse chain offers an all-you-can-eat salad bar and a variety of grilled meats, making it a popular choice for younger diners.

More than half of high school-aged Gen Zers (52%), other Gen Zers (67%), Millennials (73%) and Gen Xers (60%) continue to order out at least once a week, indicating a strong affinity for dining out.¹

24% of Gen Z and 25% of Millennials say they frequently seek out buffets when considering where to eat out.²

BUFFETS: A SWEET SPOT FOR YOUNGER GENERATIONS

Personalized dining can, of course, mean self-personalized. Buffets are increasingly appealing to younger generations, offering a balance of affordability and an eventful dining experience.

From interactive meals (live sushi rolling) to themed buffets (featuring visually striking dishes), operators are making meals memorable while offering competitive pricing and special deals, like student discounts or happy hour promotions.

PROTEIN-RICH MEALS

Nearly a quarter of the U.S. population is limiting meat in their diet, driven mostly by women and Boomers, with Gen Z being the likeliest to avoid meat entirely (being either vegetarian or vegan).¹

However, this hasn’t decreased the need for protein-rich food. 14% of people currently practice, and 27% of people are interested in practicing, a high-protein diet.² Experimenting with dishes that incorporate plant-based foods can fill protein gaps in meals in on-trend ways.

Seitan Steaks

Seitan, a wheat-based protein, can be marinated and grilled to create a meat-like texture and flavor.

Tempeh Stir-Fry

Tempeh, a fermented soybean product, is a great source of protein and adds a unique texture and flavor to stir-fries.

Quinoa Bowls

Quinoa is a complete protein, making it a great base for bowls topped with roasted vegetables, beans, and avocado.

Tofu Scramble

Tofu supports a versatile breakfast/brunch dish that can be customized with various flavors and spices.

Smart, Simple Strategies to Pack More Protein onto Menus

Chipotle's Sofritas: This plant-based protein option, made from seasoned tofu, offers a flavorful, satisfying alternative to meat.

California Pizza Kitchen's Plant-Based Pizza: “Don't Call Me Chicken” BBQ pizza, is just one of their several flavor-forward, plant-based pizzas.

CRAFT PLANT-FORWARD DISHES THAT DELIVER ON TASTE

44% of the general population along with 49% of Gen Z & 51% of Millennials agree to the statement, “I'm open to a plant-forward diet.”¹ In addition, 36% of Gen Z and 33% of Millennials agree completely or somewhat with the statement, “I prefer plant-based dairy alternatives to animal-based dairy.”¹

However, 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.¹

Which plant-forward menu strategy do you think would be most effective in attracting customers to try new dishes?

Offering a plant-based version of a popular dish (e.g., mushroom-based Philly cheesesteak)
Incorporating branded plant-based meat alternatives (e.g., Beyond Burger, Impossible Burger, Awesome Burger)
Focusing on creative names and flavors when menuing vegan or vegetarian dishes (e.g., “Don’t Call Me Chicken” featuring plant-based star ingredients)
Introducing a themed plant-forward program (e.g., “Roots and Shoots” featuring root vegetables)

^{Sources: 1. Datassental Plant-Forward Opportunity (2024)}

^{Sources: 1. Datassential Plant-Forward Opportunity (2024) ; 2. Datassental Keynote Reports: Healthy (2024)}

^{Sources: 1. Technomic 2024 Generational Differences Consumer Trend Report ;}
^{2. Datassential Midyear Trends (2024)}

“Keto” is expected to grow nearly 600% on menus over the next four years.¹

58% of Gen Z and 53% of Millennials agree completely or somewhat to the statement “I am open to trying more dishes that feature dairy alternatives.”²

45% of people avoid or actively limit their consumption of sugar.³

23% of people currently practice and 26% are interested in practicing a reduced sodium/salt diet.³

21% of people state they’re consuming more nuts/seeds/nut butters today, and 16% of people state they’re consuming more dairy alternatives today, compared to one year ago.³

PALATES WITH
A PURPOSE

Today’s food choices are often influenced by personal beliefs. For personalized dining to work for any appetite, operators need to look beyond just understanding preferences and delve into individual needs.

For example, health-conscious diners choose options that align with their mental and physical well-being, taste preferences, and environmental concerns—driving what is known as the “health wave” in the food and beverage industry.

^{Sources: 1. Datassential Menu Trends, January 2024, as cited in Datassential Big Picture Factors (2024) ; 2. Datassential Plant-Forward Opportunity (2024) ; 3. Datassential Keynote Reports: Healthy (2024)}

^{Sources: 1. Technomic 2023 Flavor Consumer Trend Report,}
^{as cited in Technomic Ignite Consumer Food Trends (February 2024)}

CHASING
CUSTOMIZED CREATIONS

By offering customizable menu options, operators are providing people the freedom to tailor meals to their exact desires, whether it’s a specific dietary restriction, a unique flavor profile, or a desired level of spice.

IN THE REAL WORLD

Juice It Up!:

This smoothie shop allows people to choose their base (fruit or yogurt), boosters (like protein or vitamins), and mix-ins (like fruits, vegetables, or nuts).

Intelligentsia Coffee:

This shop offers lots of way for people to customize their coffee drinks. Customers can choose their preferred brewing method, bean origin, and milk alternative, along with a variety of syrups and flavorings to add to their beverage.

Which area do you think would benefit the most from personalization?

Customized menus
Loyalty programs
Deals based on past orders
Dietary Restrictions