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Quick-Serve OTT

Casual chain restaurants integrate the over-the-top sweet treat fad

Trend - 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 - 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.
Workshop Question - What is one emerging fad within your industry that you could easily implement on a bigger scale?
Trend Themes
1. Instagrammable Food - Millennials and Gen Z consumers are often drawn to shareable aesthetic-driven foods that align with their digital preferences.
2. 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.
3. 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
1. Fast Food - Fast food restaurants are recognizing the importance of offering share-worthy, visually stunning food in order to appeal to younger generations.
2. Dessert - The dessert industry is seeing an increase in demand for nostalgic treats, extravagant desserts, and creative, visually stunning shakes.
3. 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.
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 51 Examples:
64,968 Total Clicks
Date Range:
Apr 18 — Apr 19
Trending:
Warm
Consumer Insight Topics:

Featured Examples

Breakfast-Themed Milkshake Desserts
Breakfast-Themed Milkshake Desserts
The Steak 'n Shake Froot Loops Shake is Packed with Cereal
The Steak ‘n Shake Froot Loops Shake has been introduced by the brand as a new milkshake dessert option that is sure to be a hit with consumers who are looking for a nostalgic way to satisfy... MORE
Rainbow-Hued Unicorn Churros
Rainbow-Hued Unicorn Churros
Chuck E. Cheese's Will Sell Unicorn Churros on National Unicorn Day
If you’re unsure of where to celebrate National Unicorn Day, you might want to consider stopping for some Unicorn Churros at Chuck E. Cheese’s. As die-hard unicorn fans know, National... MORE
State Fair-Inspired Desserts
State Fair-Inspired Desserts
Sonic is Serving Up Two Deep-Fried Treats with a Side of Ice Cream
Hot on the heels of Burger King’s new Funnel Cake Fries, Sonic has debuted two new state fair-inspired desserts. With these tasty new treats, you’ll have all the deep-fried deliciousness... MORE
Noodle-Inspired Frozen Desserts
Noodle-Inspired Frozen Desserts
Cold Stone Creamery Japan Created a Sweet, Stir-Fry-Inspired Treat
At just six participating locations in Japan, consumers will be able to indulge in a unique Cold Stone Creamery dessert that takes inspiration from yakisoba, or Japanese stir-fry noodles. There... MORE
Sweet Funnel Cake Fries
Sweet Funnel Cake Fries
Burger King is Bringing Funnel Cake Fries to the Masses
Funnel cake has always been a carnival staple and now you can enjoy the sweet taste of fried batter anytime in the form of Burger King’s new Funnel Cake Fries. In short, it’s like a... MORE
Extravagant Dessert Milkshakes
Extravagant Dessert Milkshakes
These Over-the-Top Shakes Support the Creation of "Sweet Selfies"
Marble Slab Creamery and MaggieMoo’s Ice Cream and Treatery teamed up to create over-the-top shakes to inspire customer selfies. These two new Majestic Shakes are being introduced in Instagram-... MORE

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