A hi-lo approach seeds consumers with “new premium news” via ubiquitous menu offerings, and younger consumers are embracing affordable affluence and driving the hi-lo trend. It’s social currency and a way for one’s lifestyle—and food and beverage choices—to stand out. This is a way for operators to deliver affordable luxury with price points available to every guest, promoting uniqueness and value while maintaining focus on price sensitivity.

—ROB CORLISS, Chef/Founder, All Things Epicurean (ATE)

Hi-lo, or “Champagne taste on a non-baller budget,” is such a booming trend. There are easy opportunities to jazz up menu favorites without breaking the bank: loaded chips or fries with truffle, caviar or high-end meats, for starters.

—JASON HERNANDEZ, Corp. Exec. Chef, Ascent Hospitality Management; Chef/Founder, Blade & Tine Culinary Consulting 

Consumers are seeking affordable luxuries in familiar formats without breaking the bank. Operators should bring premium perceptions to their menus through elevated presentations and with ingredients and key words that carry premium connotations.

—ADAM MOORE, Chef/President, Flashpoint Innovation

Consumer desire for a premium indulgence at a popular price is a long-running theme in menu R&D, but it has really picked up steam in the post-pandemic era.

—NANCY KRUSE, President, The Kruse Company

Consumers, especially Gen Z, want to experience new, bold, adventurous flavors while feeling “rich” and empowered. Unfortunately, that’s not easy on a tight budget. This trend allows the mid- to upper-level high-volume polished casual chain to invent new creative dishes, using fairly high-end ingredients without worrying about its bottom line being affected or by the guests not ordering a particular item because it has to be priced so high.

—JOHN FRANKE, Chef/Founder, Franke Culinary Consulting

High-volume operators should contemplate having a short list of upsell items that can be added at the customer’s whim.

—REBECCA PEIZER, Chef/Founder, All Things Culinary

A menu strategy of combining luxury ingredients in an approachable format seems most at home after periods of economic distress, or with demographics that want to experience high-brow ingredients without the price tag.

—HENRY HILL, Chef/Founder, Hill’s Research Kitchen

The added level of detailed single-ingredient options for enhancing a comfort food seems within the logic of minimal ingredients and clean label. This is an opportunity for the operator to use an expensive product in yet another application to assure inventory turnover.

—CHARLIE BAGGS, President/Executive Chef, Charlie Baggs Culinary Innovations

This is an easy way to bring in a touch of adventure and excitement to the menu without driving up food costs too high. Even though inflation has cooled, the cost of goods is still a major concern and there is a need to garner the best possible price point without overloading the dish with expensive ingredients. I really like the idea of taking a staple like french fries and creating loaded versions that are more than just bacon and cheese. Hand-cut fries can be loaded with truffle sauce or made into carbonara fries with guanciale, carbonara drizzle and black pepper.

—JEFF MILLER, Founder/Co-CEO, Cutting Edge Innovation