With menu prices skyrocketing, consumers are dining out less frequently. To entice them back into restaurants, operators are pulling out all the stops. One way they’re aiming to appeal to diners is by creating menus they will crave. That includes healthier fare with functional ingredients, globally inspired dishes and many more unconventional offerings.

The key, according to experts, is getting consumers’ attention and keeping it. With so many options coming at them at once, and from everywhere, the opportunity to capture loyal followers is getting more difficult.

“In the past you could launch an LTO (limited time offering) and get some months of traction out of it,” said Katie Belflower, manager of menu research and insights at Technomic, during the September episode of the company’s podcast.¹ “Now, [you only get] a few weeks for people to try it on social media, and then they’re ready for the next thing. Operators are up against that timeline of having to continually innovate to keep the public’s attention. They’re always introducing something new and exciting.”

Going global with craveable menus

One of the most sustainable trends capturing the public’s attention, experts said, is global fare. Most notably, the versatility of Asian cuisine and flavors makes it the most desired because it’s adaptable to familiar fare.

“We're seeing Asian sauces and toppings on a pizza or a chicken sandwich,” Belflower explained. “This offers a way for consumers to try something in almost a ‘safer’ format. It's something they already know and like.”

Datassential offered a host of statistics on how well globally focused cuisine performs on menus in its latest Keynote Report, “Global Flavors,” published this year.² According to the report, “casual and midscale dining restaurants are the segments where consumers are most likely to have sourced their last globally influenced foodservice item.”

It goes on to note in detail that since June, consumers are increasingly eating Asian food (23% beyond mainstream Chinese), European food (20% beyond mainstream Italian) and South/Central American food (18% beyond mainstream Mexican) on a weekly basis.

And exactly what are they eating? They’re mostly drawn to approachable formats like noodles or rice dishes and tacos or burritos (83%). Additionally, according to Datassential, tacos/burritos garnered more globally inspired interest than pizza/flatbread (78%), sandwiches (75%) and burgers/hot dogs/sausage (73%) when it comes to typically “Americanized” formats with global flavors.

For example, Velvet Taco does a great job of incorporating global flavors in its menu, particularly Indian and Korean accents. The chain boasts more than 20 locations across the country with offerings like Korean fried rice tacos, fried paneer cheese tacos and spicy tikka chicken tacos on the menu. There’s a big audience for those international takes on tacos.

Comfort meets innovation

Technomic’s Katie Belflower said during the podcast that “global comfort food is very much trending” because consumers are leaning into the familiarity.

“Absolutely, yes, within sauces and condiments and spices, but also in full formats as well,” she stated. “Think about an Asian bao that can be stuffed with anything from Philly cheesesteak to maybe something dessert inspired. I think that in general, there's a lot of instability within the industry right now, a lot of uncertainty in our world. That’s when consumers tend to fall back on comfort food.”

Datassential reported that globally influenced snacks and comfort food may be a lower risk way for consumers to try a new food, plus these items typically have lower price points and portions.

“Burgers, hot dogs and pizza provide a familiar and craveable platform to experiment with new global ingredients in a way that can be both approachable AND exciting for consumers,” the report said. Additionally, the report noted that 78% of consumers were interested in a globally inspired pizza or flatbread; 75% were interested in snacks, and 73% showed interest in burgers and hot dogs.

Marketing that connects

According to Datassential, there are many reasons why consumers are drawn to globally inspired menus beyond curiosity. Some are looking to spice up the variety in their meals (36%), while others do it because they believe some globally focused menus are healthier (33%).

Other factors to consider: A pleasing aroma (84%) and visual appeal (81%) are the most important aspects when consumers are considering new foods. Meanwhile, pronunciation is the least of their concerns (36%); however, consumers say that a detailed description on the menu is very important (76%).

How operators get the word out about their craveable menus is important. Of course, social media is the top way to promote. Authentic storytelling and vibrant visuals help operators stand out.

“Restaurants are the top segment to do this, with nearly half (49%) using social media,” Datassential reported. They also use menu board photos (33%) and customer sampling (30%). Further, almost half of operators (44%) find marketing globally influenced foods as “authentic” to be effective.

Making “functional foods” more than a buzzword and actually “craveworthy”

Already a staple in the better-for-you grocery store aisle, functional foods are slowly making their way onto mainstream restaurant menus. Nevertheless, there’s a way to execute this effectively while maintaining that craveability factor.

According to Datassential, 61% of consumers are more likely to purchase a product with specific functional benefits called out—versus a general “better for you” or “functional” product. They’re looking for labels like “heart healthy” (34%), “immune boosting” (32%) and “energy” (31%) in water (34%), coffee (32%), juice (31%), snack/meal bar (27%) or tea (25%).³ Key ingredients like adaptogens, dietary fiber, protein and prebiotics/probiotics/postbiotics are only a few of the most notable you’ll find in packaged goods—and now on restaurant menus.

With 11% of consumers on GLP-1 medications for weight loss—with another 27% interested in taking them—the functional food section will continue to grow.⁴

“The applications for functional foods is boundless,” Datassential reported. “If there’s a health benefit or dietary restriction out there that isn’t being served currently, there are opportunities to create food and beverage products around them to meet consumers’ needs.”

Content courtesy of Simplot Foods

¹Technomic podcast September 2025
²Datassential Global Flavors Report 2025
³Datassential Functional Foods 2023
⁴GLP-1 Gut Check, Datassential 2025 Midyear Trends