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Global Update on Consumer,

Market & Menu Insights

Top Nine Issue 6|2025

01 Gen Z’s Little Treat Culture 

Gen Z is driving the rise of "little treat culture," where small, everyday indulgences such as specialty coffees, baked goods, and snacks are seen as necessary for self-care. Although Gen Z is more willing than other generations to treat themselves, many lack the funds for pricier luxury items, making "little treat culture" a modern-day version of the "lipstick effect"—the economic theory where consumers indulge in affordable luxuries during tough times. According to McKinsey, Gen Z is more likely to splurge on treats, and this trend is reshaping how they spend, what they buy, and when they make those purchases. 

02 Ramen Fusion Launches 

General Mills takes a leap into the ramen game with two of its iconic brands - Totino's and Old El Paso. This launch follows the soar in consumption of ramen noodles during the pandemic, especially amongst Gen Z consumers, which has maintained popularity as a cost-effective, convenient meal option. The flavours available will be Old El Paso's Fajita and Beef Birria, and Totino's Cheese Pizza and Buffalo-Style Chicken Pizza. These fusions of comfort foods will combine bold classic flavours we know, and love with a simple preparation for busy consumers and adventurous eaters. 

03 Red Robin’s New Hot Honey Lineup 

Red Robin's new Mike's Hot Honey menu, which combines sweet and spicy tastes in a variety of dishes, is cranking up the heat. The menu includes chicken sandwiches, wings, and burgers that are all topped with the brand's famous hot honey for a spicy twist. This combination of sweetness and fire elevates Red Robin's unique dishes, making them appealing to those who enjoy flavourful indulgence. Hot honey is becoming more and more popular in fast food, and this lineup offers an appealing blend of sweet, spicy, and savoury flavours in each mouthful. For people who are in the mood for something daring, cosy, and a touch spicy, this is the ideal option. 

04 COVID's Impact on Restaurants

The restaurant industry has undergone a dramatic transformation since the onset of the COVID-19 pandemic. While the initial shutdowns caused severe disruption, the sector has demonstrated resilience, adapting to new consumer habits like increased takeout, delivery, and mobile ordering. With labor shortages, rising costs, and shifting dining preferences, restaurants have had to evolve quickly. Full-service chains have found success by focusing on enhanced customer experiences, showing that, despite challenges, consumers still crave the connection and experiences that dining out provides. The future of the industry hinges on balancing convenience, quality, and customer-centric service. 

05 2025 Pizza Trends 

In 2024, pizza trends saw the rise of pickle and hot honey toppings, with pickles retaining their popularity. Looking to 2025, other briny and fermented toppings, like olives, kimchi, and sauerkraut, are set to make waves. Salad-inspired pizzas, such as Caesar and Greek salads, are emerging. Meanwhile, more unusual ingredients like blueberries, cranberries, and alternative sausages (bratwurst, chorizo, and 'nduja) are gaining traction. Sourdough crusts and cheese-encrusted edges are also trending, with mozzarella and pepperoni still dominating. Pizza remains a key menu item, appearing on 35% of restaurant menus. 

06 Chipotle Debuts A ‘Swicy’ Chicken 

With its Chipotle Honey Chicken, a superb blend of sweet and spicy ("swicy"), Chipotle is introducing daring new sensations. A smoky chipotle sauce with a hint of honey for a rich, caramelised finish embraces the dish's juicy, grilled chicken. Fans searching for a tasty take on their favourite salads, bowls, tacos, and burritos will be satisfied by this, the first fresh addition of chicken protein in years. This spicy choice provides a fun twist while keeping to Chipotle's dedication to using only the best, real ingredients, which is in line with the growing popularity of sweet-heat combos. 

07 GDK Brings Online Trend to U.K. 

German Doner Kebab has launched a limited-edition collaboration with Doritos following a 'food hack' trending on social media. The GDK x Doritos Loaded Doner KeBag has landed at all 144 of their sites, allowing customers the opportunity to personalise their own kebab loaded bag of Doritos. Foodies are seen testing this unique experience, loading up a Chilli Heatwave or Cool Original bag of Doritos with doner meats, fresh vegetables and topped with GDK's signature sauces. The adoption of this viral food trend has even snapped up an industry award for the restaurant for 'Best Street Food Inspiration'. 

08 Taco Bell’s Game-Changing Menu  

Taco Bell went all out at its second annual Live Más Live event in Brooklyn, unveiling bold new menu items straight from the test kitchen. Highlights include the Queso Crisp Taco with an all-cheese shell, the fiery Flamin’ Hot Burrito, the smoky Rolled Poblano Quesadilla, and Crunchwrap Sliders for a bite-sized twist on the classic. The brand also introduced Baja Blast Midnight, the first-ever new Baja Blast flavour, and an Ube Strawberry Cookie for dessert. With more innovations on the horizon, 2025 looks to be a big year for Taco Bell. 

09 Canada McDonalds Veggie Burger   

McDonald’s Canada is testing the McVeggie, a vegetable-based burger featuring a breaded patty made from carrots, green beans, zucchini, peas, soybeans, broccoli, and corn. This move comes after previous attempts at plant-based options, like the Beyond Meat PLT, which didn’t resonate with consumers. The McVeggie departs from earlier meat mimics by focusing on recognizable vegetables, aiming to appeal to consumers seeking natural, plant-based alternatives. As consumer demand shifts from meat substitutes to whole vegetable-based products, McDonald’s hopes this new approach will cater to dietary preferences and drive more traffic to their stores. 

Dawn Farms, The Maudlins, Naas, County Kildare, Ireland

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