Datassential: Careful Innovation is Key to Foodservice

Research shows innovation is all about ‘elevating the familiar.’

February 19, 2025

Innovation is essential for foodservice operators of all types to stay relevant, Datassential said in its recent research about menu innovation trends. “But how does one introduce fresh, trend-forward ideas while maintaining the integrity of their brand and ensuring customer loyalty? The answer lies in strategic, measured innovation that resonates with both new and existing customers.”

Datassential emphasized that “innovation doesn’t have to mean reinventing the wheel. ... By using LTOs to test new ideas and ensuring consistency across the menu, operators can introduce fresh concepts while staying true to their brand—and keeping customers coming back for more.”

Based on its research, Datassential’s suggestions for operators include:

  • Elevate the Familiar: Consumers often gravitate toward dishes they recognize but appreciate when they are presented with elevated ingredients or unexpected flavors. This “old is new” trend continues to thrive, with dishes like rice pudding made from heritage grains and fritto misto reimagined with pickled peppers and unique dipping sauces.
  • Smart and Safe Experimentation: LTOs are a low-risk way to test new menu items and gauge customer interest before making them permanent.
  • Innovate in Beverages: Beverages, both alcoholic and non-alcoholic, offer a unique space for creativity. Datassential’s research highlights growing trends in non-alcoholic cocktails, such as NA spritzes and botanical-infused drinks, as well as lighter alcoholic options like rice lagers and blanc hops.
  • Technique-Driven Offerings: “Some of the most exciting innovations stem from culinary techniques rather than entirely new dishes. … Even casual operators can bring technique-forward elements to their menus in accessible ways.”
  • Health vs. Indulgence: Health-conscious options continue to drive menu innovation, especially in the fast-casual space. Operators should consider how they can incorporate wellness-driven ingredients—such as plant-based proteins or fermented elements—without alienating customers who seek familiar flavors.

Interested in what categories did well in the c-store industry in 2024? Join your peers April 8-10 in Dallas for the NACS 2025 State of the Industry Summit.