Fast food chains are adapting to the preferences of their younger customers, especially the increasingly influential Gen Z demographic, as they gear up for 2025. Among the leading trends for the upcoming year are the key themes of "value," "nostalgia," and "innovation." Fast food is not just about the food anymore; it's about how brands resonate with the modern consumer.<\/p>
Boneless, crispy chicken continues to reign supreme. After witnessing significant releases last year, it's clear this trend will carry over as chains try to attract the Gen Z crowd. With their unique tastes, this generation is customizing orders with fun dipping sauces, reflecting their desire for both flavor exploration and personal flair. According to Rubix Food's NEXT Flavor Report released in November 2024, Gen Z has significant spending power, boasting around $360 billion in disposable income. This financial influence is causing fast-food chains to eagerly seek ways to cater to these seemingly sophisticated palates.<\/p>
Wingstop recently introduced its Sweet Chili Glaze sauce, developed collaboratively between its teams and culinary experts from Thailand and Singapore. The sauce is described as "a sweet and spicy fusion," exemplifying how fast food brands are pivoting to include international flavors and experiences. Interestingly, 87% of Gen Z consumers expressed their desire for more global flavors, with interests particularly leaning toward Chinese, Japanese, and Korean cuisines, as highlighted in the Rubix report. This rising demand pushes chains to rethink traditional offerings.
While sweetness and spice dominate, Taco Bell's chief marketing officer, Taylor Montgomery, spoke about the popularity of crispy chicken products, stating, "Crispy chicken's hot." Following the successful but fleeting release of chicken nuggets just before the end of 2024, Taco Bell plans to reintroduce them twice more this year. Montgomery notes, "Tenders are still really relevant. Nuggets are really relevant," emphasizing how brands with unique offerings seem to gain the lion's share of consumer attention.
Indeed, brands are scrambling to innovate around chicken dishes to capture Gen Z interest. Raising Cane's, for example, bases its entire menu on chicken tenders and has emerged as one of the fastest-growing fast-food chains. Simultaneously, McDonald's is set to revive its popular chicken strips and "snack wraps" as the demand for chicken rises.
No fast food trend is truly complete without mention of sauces. Gen Z has expressed immense interest, labeling the sauce exploration as "permissible exploration," explained Montgomery, noting how customers can dip and dunk without fully committing to surprising taste profiles. Taco Bell’s chief food innovation officer, Liz Matthews, stated, "Consumers are really looking for adventure on their food, but they want to have kind of a safe adventure. People are really gravitating toward sauces and different flavors from around the world." This openness to new flavor experiences is presenting new opportunities for these brands.
Beverages are also becoming focal points for chains, with Taco Bell highlighting this segment during its Live Más Live event, which focused on introducing beverages like Mountain Dew Baja Midnight and launching new concepts such as the Live Más Café. Additional chains, including Del Taco and Sonic, are experimenting with novel drinks, like the recently popular "dirty soda" variety.
Nostalgia remains relevant as fast-food chains look to evoke emotion and connection with seasoned consumers. Taco Bell's recent "Decades" menu initiative, which revived five beloved items from its history, was well-received. Influencing customers with nostalgic items from the 1960s through the 2000s, Matthews encouraged, "I just love the throwbacks because people have such an emotional connection with it. Our brand is always going to do innovation. And I think we're always going to honor our past." Others, such as Wendy's, have collaborated with brands like Nickelodeon to tap nostalgia, offering limited edition menus inspired by beloved characters. McDonald's also leverages nostalgia as seen recently with its viral Grimace-themed shakes and limited-edition cups based on iconic toys.
Value, especially, is driving the fast-food scene as inflation impacts consumer wallets. Moody's Ratings analyst Michael Zuccaro summarized this sentiment, stating, "Consumers have become more discerning. Value perception is a key driver." Fast-food chains such as McDonald's, Wendy's, and Dunkin' have all entered what Montgomery described as "value wars," introducing meal deals and promotions geared at keeping prices low even amid rising costs, ensuring customers feel they are getting their money's worth.
At Taco Bell, Chief Financial Officer Neil Manhas echoed the importance of maintaining value, calling it "critical" for the brand's future as they navigate the crowded market. Montgomery reassured, "Value wars come and go. We believe showing up for consumers every single day on value is something we've always done and we always will." To sum up, with rising inflation forcing customers to tighten their budgets, fast-food chains find themselves tasked with balancing quality and affordability to win over discerning consumers.
With these major trends influencing fast food in 2025—international flavors, comfort-driven offerings, nostalgic cuisine, innovative sauces, and emphasis on value—it's clear the industry is not just transforming menus but refashioning how they engage with the new generation of consumers.