We’ve all seen them: Viral food trends — i.e., tinned fish date night, honey popcorn, cloud bread, a butter board, and seemingly anything involving pickles — splashing across our social media feeds.
Consumers can’t seem to get enough of these off-beat fads! Sporting eye-catching hashtags, viral food trends have surged since the pandemic, on platforms such as TikTok, Instagram, even Facebook and Pinterest, as a way for people to stay engaged with food culture — all while scrolling.
Given that most diners today are using their phones to make restaurant selections, here’s how you can leverage viral dishes and drinks to attract guests.
Taste the Rainbow
According to TikTok1, there are more than 1 billion food videos on the app. Studies show that over 50% of millennial and Gen Z users have either been influenced by or have frequently adopted nutrition trends from the platform. These users often seek out colorful dishes with bold flavors and unique pairings:
- Dirty sodas — fun, non-alcoholic beverages spiked with flavored soda, coffee creamer, and flavored syrups.
- Rainbow pasta — dishes created by adding food coloring to spaghetti and other pastas, such as Piancone® Epicureo Teflon Die Cut to create a kaleidoscope of color in a diner’s bowl.
- Food flights — mini entrées where a base like Braveheart® Black Angus Flank Steak, eggs, or Roma® Crisp Take™ Fries is coupled with a variety of toppings, offering a unique sampling experience.
By starring in short, snappy videos on social media, these dishes have danced across the screens of millions of viewers who want to stay on top of the latest food trends.
Travel the World
Diners are more curious than ever about dishes from around the globe. A 2023 survey by market research firm OnePoll2 found that 53% of respondents considered themselves adventurous eaters. Since then, that number has almost certainly grown.
These findings are reflected throughout social media like TikTok. Not only has the platform driven cooks to become more experimental in the hopes of going viral, but food trends often engage with a variety of cuisines from around the world.
Japanese Kewpie mayonnaise, birria tacos from western Mexico — perhaps featuring Contigo® Birria Base Concentrate — and Dalgona coffee from the Macao region of China have all had their moments on the app.
Spice Things Up
For businesses, these food trends offer a low-cost way to advertise. Do a quick search of the foods that are trending at the moment and consider how they could be adapted to drive traffic and sales to your restaurant.
Consider the visual appeal of a dish and how it can attract both viewers on social media and posters who want to visit your eatery and try it for themselves. Don’t be afraid to go over the top: a Bloody Mary with outlandish garnishes, like Bay Winds® Lobster, creates the kind of dramatic visuals that TikTok treasures.
Slick production isn’t as important as creating a quick, fun, and on-trend video. Clickbait is your friend: Platforms like TikTok are built for captions like “I CAN’T BELIEVE This Spaghetti” or “The BEST cocktail ever.” In your post, stress that the dish or drink will only be around for a limited time to help drive demand.
Once your post starts to attract attention online, the algorithm will push it out to even more users, turbocharging your video, and driving diners to your business. Fire up an app and start spreading the word!
1: Does TikTok influence what we eat? - BBC Bitesize
2: Poll Shows Americans Have Become Adventurous Eaters - The Food Institute