Guests’ appetite for comfort foods and classic dishes have continued to increase in 2024.¹ In fact, more and more consumers are turning to their favorite dishes in times of uncertainty and anxiety.² While this demand initially spiked due to the pandemic, it’s clear that the cravings have not dissipated, especially amongst younger generations.² According to a 2020 study in the journal Physiology & Behavior, comfort foods reward 'hedonic hotspots' in the brain, which are subregions that enhance the pleasurable sensation or “liking” of enjoyable tastes, such as carbohydrates, fats, and salt.³ These heightened sensations often amplify a person's motivation to seek those foods out.⁴ This ultimately means your guests crave comfort food, and satisfying their craving is a great way to keep them coming back.

However, knowing what comfort food options your guests want can be difficult. French fries are a great place to start though. They are considered a top comfort food⁵–67% of people even consider them one of the most popular options.⁶ Additionally, 35% of guests are ordering fries more often when seeking traditional recipes.⁶

Frozen french fries are also the perfect versatile base, providing operators with a comfort food item that can be topped and loaded with pretty much any ingredient. This gives you the freedom to stick to basic comfort food that reminds your customers of their childhood or dress the dish up for a more upscale experience. Embracing an upscale approach with classic comfort food may give guests an even greater incentive to return. In addition to craving comfort foods, customers are also interested in indulgent flavors and unique dining experiences, according to the 2024 Flavor and Color Outlook. In fact, research shows that consumers love classic, comforting European and Asian flavors but are looking to chefs to reinvent them this upcoming year.¹ Guests are looking for the food they love but with a new, exciting twist. Luckily for you, Loaded fries are the perfect opportunity to put an elevated spin on a classic like these Pomme Frittes or Japchae fries with kimchi. Furthermore, mushrooms are gaining popularity as a premium ingredient and can be featured in dishes like Delice de Bourgogne Mushroom Fries.⁷

The possibilities are truly limitless, and loaded French fries with toppings and sauces also offer your customers increased perceived value. So they command a higher price point on menus. In fact, "loaded" fry dishes command a median price that is $2.81 higher than French fry apps and sides overall.⁸ And they are easy to execute, require low labor, and provide higher margins. Higher profits and more satisfied customers, now that is real comfort food.

For more ideas on how fries can help improve margins and customer satisfaction, visit Lambweston.com.

Content courtesy of Lamb Weston

¹Bar & Restaurant Expo, 2023

²Food Navigator, 2024

³National Library of Medicine, Journal of Physiology & Behavior, 2020

⁴Humanitas University, 2024

⁵Goldbelly, 2024

⁶Amplifry, 2023

⁷Penn State, 2024 Food Trends

⁸Datassential Menu Trends