# Quick-Serve OTT Casual chain restaurants integrate the over-the-top sweet treat fad. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Apr 2, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/quickserve-ott ## Key Figures - Trend score: 3.4/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Apr 13, 2018 to Mar 31, 2019 - Published: Apr 2, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Quick-Serve OTT trend ### Instagrammable food Millennials and Gen Z consumers are often drawn to shareable aesthetic-driven foods that align with their digital preferences. ### 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. ### 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. ## What the Quick-Serve OTT trend means for industry ### For 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 for Quick-Serve OTT Trend score 3.4 out of 10, from popularity 42%, activity 51%, freshness 8%. - Popularity: 42% - Activity: 51% - Freshness: 8% ## Examples of the Quick-Serve OTT trend 6 featured examples from Apr 13, 2018 to Mar 31, 2019. - [Breakfast-Themed Milkshake Desserts](https://www.trendhunter.com/trends/froot-loops-shake): The Steak 'n Shake Froot Loops Shake is Packed with Cereal (Category: Lifestyle) Implication: Fast food chains can capitalize on the trend of childhood-inspired desserts to attract customers and increase sales. - [Rainbow-Hued Unicorn Churros](https://www.trendhunter.com/trends/unicorn-churros): Chuck E. Cheese's Will Sell Unicorn Churros on National Unicorn Day (Category: Lifestyle) Implication: Restaurants can introduce innovative, eye-catching menu items, like rainbow-colored churros, to attract customers and drive sales. - [State Fair-Inspired Desserts](https://www.trendhunter.com/trends/state-fairinspired-desserts): Sonic is Serving Up Two Deep-Fried Treats with a Side of Ice Cream (Category: Lifestyle) Implication: Disruptive innovation opportunity: Introduce state fair-inspired desserts into fast food menus to attract customers with unique and indulgent offerings. - [Noodle-Inspired Frozen Desserts](https://www.trendhunter.com/trends/cold-stone-creamery-japan): Cold Stone Creamery Japan Created a Sweet, Stir-Fry-Inspired Treat (Category: Lifestyle) Implication: 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. - [Sweet Funnel Cake Fries](https://www.trendhunter.com/trends/funnel-cake-fries-1): Burger King is Bringing Funnel Cake Fries to the Masses (Category: Lifestyle) Implication: 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… - [Extravagant Dessert Milkshakes](https://www.trendhunter.com/trends/over-the-top-shakes): These Over-the-Top Shakes Support the Creation of "Sweet Selfies" (Category: Lifestyle) Implication: 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. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)