Category
Lifestyle
Assisted Choices
Trend cluster
Category
Quick-Serve
OTT
Casual chain restaurants integrate the over-the-top sweet treat fad.
3.4
Trend score
Trend
What is the Quick-Serve OTT trend?
Quick-Serve OTT: The quest for Instagrammable food has brought many social media-obsessed foodies to destinations dedicated to over-the-top treats over the last few years. Chain restaurants have caught onto this, creating more accessible versions of OTT treats that provide both edible and visual indulgence.
Insight
The consumer insight behind the Quick-Serve OTT trend
When it comes to food trends, Millennial and Gen Z consumers in particular are often drawn to items that are "shareable." For these individuals, social media plays a part in their purchase decisions, and they appreciate brands that offer aesthetic-driven foods that align with their digital preferences with what they share online.
Trend themes
Themes within the Quick-Serve OTT trend
Three behaviours holding the trend together01
Instagrammable food
Millennials and Gen Z consumers are often drawn to shareable aesthetic-driven foods that align with their digital preferences.
02
Nostalgic fast food items
There is an increased demand for childhood-inspired fast food items as consumers seek out ways to relive their favorite memories.
03
Over-the-top treats and shakes
There is a growing trend towards creating visually extravagant desserts and shakes that are designed to inspire customers to take 'sweet selfies' which can be shared on social media.
Industry implications
What the Quick-Serve OTT trend means for industry
Where the trend changes the playbookFor
Fast Food
Fast food restaurants are recognizing the importance of offering share-worthy, visually stunning food in order to appeal to younger generations.
For
Dessert
The dessert industry is seeing an increase in demand for nostalgic treats, extravagant desserts, and creative, visually stunning shakes.
For
Social Media
The growing trend in Instagrammable food and visually extravagant desserts is largely driven by the desire to create content that can be shared on social media.
Workshop question
What is one emerging fad within your industry that you could easily implement on a bigger scale?
Trend signals
Trend signals for Quick-Serve OTT
Trend score 3.4 out of 10, from popularity 42%, activity 51%, freshness 8%.
Popularity42%
Activity51%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Quick-Serve OTT trend
6 featured examples from Apr 13, 2018 to Mar 31, 2019CategoryLifestyle
Breakfast-Themed Milkshake Desserts
The Steak 'n Shake Froot Loops Shake is Packed with Cereal
Fast food chains can capitalize on the trend of childhood-inspired desserts to attract customers and increase sales.
CategoryLifestyle
Rainbow-Hued Unicorn Churros
Chuck E. Cheese's Will Sell Unicorn Churros on National Unicorn Day
Restaurants can introduce innovative, eye-catching menu items, like rainbow-colored churros, to attract customers and drive sales.
CategoryLifestyle
State Fair-Inspired Desserts
Sonic is Serving Up Two Deep-Fried Treats with a Side of Ice Cream
Disruptive innovation opportunity: Introduce state fair-inspired desserts into fast food menus to attract customers with unique and indulgent offerings.
CategoryLifestyle
Noodle-Inspired Frozen Desserts
Cold Stone Creamery Japan Created a Sweet, Stir-Fry-Inspired Treat
Dessert brands can capitalize on the trend of creating anime-inspired frozen treats and savory-sweet dessert mashups to attract new customers and drive sales.
CategoryLifestyle
Sweet Funnel Cake Fries
Burger King is Bringing Funnel Cake Fries to the Masses
The fast food industry can capitalize on the trend of incorporating familiar flavors into unique food formats by creating innovative food items that appeal to a wide range of cust…
CategoryLifestyle
Extravagant Dessert Milkshakes
These Over-the-Top Shakes Support the Creation of "Sweet Selfies"
There are opportunities for businesses in the food and beverage industry to innovate and collaborate to create visually appealing products that offer customers unique experiences.
