Menu sizes over the last two decades have increased, according to a recent Datassential analysis. “Despite pullbacks reflecting changes in consumer demand, economic pressures, operational changes and—the most significant driver of menu contraction, Covid—menu sizes have grown in restaurants from quick service to midscale and casual dining,” the research firm said.

QSRs have grown their menus by 20% in the last 20 years, said Datassential. Increased traffic through consumer trade-downs, benefits from their value proposition and other factors have allowed QSRs to expand menus, offer more variety and offer new items to draw in customers.

Fast casual menus have seen “the most dramatic growth,” with a 33% increase in menu sizes over the last two decades. “As consumer demand has remained strong in this fast-growing segment, operators have explored new dishes that play alongside their core menu items, whether it’s new bowls, rice dishes or a la carte proteins. While showing the largest long-term growth, fast casual menus have also shown the biggest upward climb post-Covid,” the firm said.

Overall, the report found that consumers have 23% more items to choose from on menus across the restaurant industry. Much of this expansion, particularly in recent years, has been about “keeping the core menu lean yet interesting, drawing in new customers and keeping loyal ones without adding too much operational strain.”

This analysis comes just after Starbucks removed “unpopular menu items” as a way to address customer wait times. CEO Brian Niccol pledged to reduce the chain’s food and drink options by 30% by this fall.

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