Flavor Trends, Strategies and Solutions for Menu Development

Flavor & the Menu’s Top 10 Trends for 2019 An introduction to our special Trends edition from Publisher/Editor-in-Chief Cathy Nash Holley

We welcome you to our 2019 Top 10 Trends issue, our annual collection of 10 trends influencing menus over the coming years. In all, these trends showcase the trajectory of flavors and concepts newly embraced by American consumers.

While we study and write about trends all year, this special issue grants us a unique opportunity to focus deeply on a grouping of trends once a year. Looking at an individual trend can show the pathway of a particular flavor or menu item, but a grouping of trends yields a better grasp of the forces driving them.

Taken as a whole, these 10 trends reveal many common characteristics, but among them, four stand out.

1. Functionality matters in foodservice.

Consumers are gaining significant insight into the health-giving attributes of ingredients, and this is finally starting to present opportunities in foodservice, starting with beverages. While nutritional benefits have been highlighted on the food side of the menu, they’re able to have more impact and clarity in a beverage, both non-alc and boozy, where the addition of beets, turmeric and even collagen gets noticed.

2. Playfulness is serious business.

We’re at a time in the evolution of the American menu that allows for a safe area of play when it comes to food and drink development. This playful experimentation demonstrates a confidence in the marketplace, in consumers’ embrace of such menu items. When chefs are starting to get playful with French cuisine (Fried Chicken & Pain Perdu, s’il vous plaît?), it’s a strategy worth noting. Here, we can also see this in the fun-loving optimization of pastries.

3. Culinary creativity is at a premium.

Both the chef’s creative abilities and the advancement of food-product development is resulting in trend-forward interpretations that satisfy an expectant and eager audience. Consider the culinary treatment of everyday ingredients, like eggs and rice. Further, the success of plant-based menu items today is largely due to culinary finesse, resulting in vegan fare that’s finally becoming a foodservice initiative.

4. And lastly, flavor first.

In all of these strategies, flavor needs to remain the lead. This has always been a culinary truth, but more so today, as chefs reach into new pantries and strive to deliver on more complex objectives (global mash-ups, or putting a playful spin on the classics) and chart new product-development pathways (vegan fare, functional additives).

Taking these four areas into account, consider this set of trends as a business growth opportunity for this year and beyond. Each of these 10 trends stands alone as a category worthy of investment, but grouped together, they help illuminate a pathway to successfully reaching modern consumers.

And a special call-out to our Managing Editor Katie Ayoub, for her undying dedication to quality editorial.

Cathy Nash Holley
[email protected]

Katie Ayoub
Managing Editor


From the Jan/Feb 2019 Top 10 Trends issue of Flavor & the Menu magazine. Read the full issue online or check if you qualify for a free print subscription.



About The Author


Cathy Nash Holley has been publisher and editor-in-chief of Flavor & The Menu magazine since it began nearly 18 years ago. Cathy started her publishing career with Diversified Business Communications, where she worked as an editor for Seafood Business and National Fisherman magazines. In 1998, she joined Media Unlimited Inc., to develop Flavor & The Menu, taking over as owner in 2013. In addition to overseeing the magazine, Cathy gives presentations on flavor trends at industry events, and also serves as President of the International Foodservice Editorial Council. Cathy hails from the Oregon Coast, but for the last 20+ years has lived in Maine with her husband Lex and teenage twins. She enjoys travelling, hikes with her dog Freeda and downtime with the family, and good food or drink, especially anything with Mexican flavor profiles and a cocktail with either Mezcal or St-Germain.