Unilever Food Solutions UK&I (UFS) has unveiled its third annual FUTURE MENUS report, spotlighting four key foodservice and hospitality trends crucial for business success.
The comprehensive research reveals how chefs and operators can meet consumer demands, particularly focusing on Gen Z, to maintain business relevance, increase footfall and boost spending.
FUTURE MENUS Volume 3 incorporates new insights from opinion poll and social research experts More in Common.
Gen Z, who dine out more frequently than any other generation in the UK, are not merely another demographic but increasingly influential trendsetters with growing economic power, craving exciting, personalised, globally inspired and shareable dining experiences.
Key findings from the FUTURE MENUS Volume 3 report indicate that Gen Z ‘can be menu rejectors’, and their preferences should be prioritised by operators to succeed.
Here’s a glimpse of Gen Z’s menu preferences:
- Gen Z is the only generation where a majority claim to dine out at least once a week, with over 25% eating out multiple times weekly
- One in ten exclusively visit restaurants offering dish customisation
- Customisation fosters loyalty – 62% of Gen Z are more likely to return to restaurants encouraging customisation
- 77% of Gen Z are more attracted to restaurants with adventurous, global cuisine
- 62% say they are likely to revisit restaurants featuring modern takes on global cuisine
- 60% of Gen Z would be more likely to return to restaurants where chefs blend foods from different cultures
- 26% would be less likely to revisit restaurants serving only British cuisine
- 26% of Gen Z often feel overwhelmed by extensive menus, compared to 15% of the general population
The FUTURE MENUS Volume 3 trends are:
Borderless Cuisine: Globalisation and migration are blending diverse food traditions as chefs honour their multicultural origins, driven by our increasingly migratory world.
Street Food Couture: Traditional street foods are being elevated to gourmet offerings with chef expertise across all food service channels, including fine dining – Gen Z is a major driver of this trend.
Diner Designed: Growing demand for personalised and immersive dining experiences and value-added experiences is propelling this trend.
Modernised Comfort Food: Diners seeking deeply soul-nourishing foods, encompassing nostalgic dishes that feel comforting and safe, recipes familiar to chef heritage, and regional classics.
Colin Butler, Managing Director at Unilever Food Solutions, says: “We understand the numerous headwinds and challenges operators of all sizes are currently facing.
“Trade body UKHospitality has stated that the changes in the 2025 Budget will cost hospitality businesses £3.4bn, so our latest FUTURE MENUS report couldn’t be more timely or relevant.
“FUTURE MENUS is Unilever Food Solutions’ annual deep dive into the key trends reshaping menus worldwide, featuring unrivalled in-depth global market research and culinary insights.
“It’s a critical tool for chefs and operators to spark culinary creativity, drive innovation, and create relevant, memorable dining experiences for customers that unlock spend and drive loyalty.”
To download the Future Menus Volume 3 report, visit: ufs.com/futuremenus
