From loaded fries to global fusion burgers, the fast-food world is entering an exciting new era of food innovation.
Unilever Food Solutions’ Future Menus Volume 3 highlights four global menu trends shaping the future of food: Street Food Couture, Borderless Cuisine, Modernised Comfort Food, and Diner Designed.
These aren’t just passing fads - they represent the tastes and expectations of Gen Z and beyond, who are driving menu change faster than ever. Read on to find out how these trends are likely to impact fast food and quick service restaurant menus, and how you can put them into practice to boost sales.
Street Food Couture
Elevated but accessible
Street food is one of the biggest influences on global dining, particularly for Gen Z, who eat out more than any other generation. They’re looking for affordable indulgence with an edge, and fast-food restaurants are perfectly placed to deliver it.
Put the trend into action:
- Take inspiration from global street food staples - like Mexican tacos, Korean tteokbokki, or Indonesian satay – and adapt them into handheld, quick service restaurant-friendly formats.
- Use refined techniques without overcomplication – for example, charcoal grilling for smokey flavours or premium sauces for loaded fries.
- Highlight global influences through limited-time offers that feel exciting but are easy to execute in a fast-paced kitchen.
Borderless Cuisine
Flavour without boundaries
Gen Z diners want to try bold, globally inspired dishes – and see it as a genuine treat. Borderless Cuisine blends techniques, flavours and ingredients from different cultures into something new, making it highly relevant for fast food menus where fusion formats thrive.
Put the trend into action:
- Introduce fusion burgers, fried chicken with international glazes, or tacos with global fillings to create flavour mash-ups that feel both familiar and new.
- Incorporate ingredients like gochujang, tahini, matcha and miso which are gaining popularity globally and can be introduced into sauces, marinades or dips for easy upsell.
- Storytelling is key – highlight the global inspiration behind your dishes in menu boards and digital channels to appeal to Gen Z’s love for authenticity.
Modernised Comfort Food
Familiar with a twist
In uncertain times, customers still crave comfort - but they also expect creativity. Fast food classics like burgers, fried chicken, pies and sandwiches can all be reinvented with global twists and premium touches.
Put the trend into action:
- Add new interest to your classics: think Beef & Guinness Smash Burgers, Kimchi Mayo Fish Finger Sandwiches, or Karaage Chicken Burgers.
- Keep the core comforting, but add flavour depth through trending techniques like fermentation, pickling, or global sauces.
- Position these dishes as “affordable treats” – indulgent enough to excite, but still value-driven for cost-conscious customers.
Diner Designed
Personalisation at speed
Gen Z in particular want interactive and personalised dining experiences – and they’re twice as likely to choose restaurants where they can customise their order. For fast food and quick service restaurants, this means creating simple ways to let diners make dishes their own.
Put the trend into action:
- Offer “build-your-own” options with toppings, sauces and sides – perfect for burgers, wraps, or loaded fries.
- Create signature sauce stations or menu bundles where customers can pick their own dips (think spicy mayo, sambal, or honey mala).
- Leverage tech-enabled customisation via apps and kiosks, making it easy for guests to swap, add, or modify ingredients while keeping operations efficient.
Fast Food, Future Ready
Future Menus Volume 3 makes one thing clear: the future of fast food and quick service restaurants lies in bold global flavours, interactive customisation, and modern twists on comfort favourites. By tapping into these four trends - Street Food Couture, Borderless Cuisine, Modernised Comfort Food, and Diner Designed - fast food brands can stay relevant, excite customers, and drive repeat visits.
