Social media is a powerful tool for increasing restaurant revenue and driving menu innovation for operators who are paying attention to viral trends and consumer behaviour. Studies show that 50 per cent of people choose restaurants based on what they see on social media, so there is a real opportunity for operators to capitalize on menu trends made popular on platforms like TikTok, if they get it right.
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Here are some of the top TikTok trends that dominated this year:
Pistachio
Following the hype that the Dubai chocolate bar experienced during the last few years, pistachio has been gaining traction on menus. Not only is it an innovative flavour, but it often also lends itself to pretty visuals, which can help operators attract attention on social media. In recent years, pistachio flavour has made its way onto menus at McDonald’s, Shake Shack, Starbucks, and other establishments.
Pickles
Pickles have had their moment in the sun, and it’s not over yet. From pickle sandwiches to martinis and beyond, the bright flavour and innovative menu items are attracting younger crowds like Gen Z, who enjoy quirky, bold flavours. Recently, Popeyes created an entire menu devoted to pickles, including fried pickles, pickle-glazed sandwich, pickle lemonade, and glazed boneless wings. Social media can help operators get attention with trendy items on their menu by posting using popular hashtags like #picklespicklspickles to attract interested customers.
Spice
Spicy flavours have been growing steadily on menus, and provoking chains like McDonald’s and Popeyes to relaunch their spicy wraps and breakfast sandwiches. Spicy flavours can be adapted to almost any dish and gain momentum on social media with saucy photos, taste tests, rating spice levels, and more to engage audiences and encourage visits.
Most recently, Wendy’s launched a Takis Fuego™ Meal, Pizza Hut introduced the Spicy Hawaiian Lovers Pizza, and Dairy Queen added a Superman Sauced and Tossed Buffalo Chicken Strip meal in partnership with the Superman movie release to spice up their menus.
Dirty sodas
Dirty sodas began as cola over ice with syrup and cream, and have evolved into thousands of iterations after going viral on TikTok. Most recently, Crumbl Cookies has launched its versions of this trend, now offering over 40 options and the ability for customers to come up with their own customized creations. Other restaurants that have added this item to the menu (either permanently or as an LTO) this year include Jack Astor’s, TGI Fridays, McDonald’s, KFC, and more. With the versatility that endless combinations offer, this is a simple LTO that operators can adopt and add to the menu.
As food trends continue to go viral on TikTok and other social media platforms, restaurateurs can capitalize on these trends by staying on top of what’s trendy, creating their own versions, and marketing them to their audiences to stay current and engaged.
