Menu Innovation That Drives Spend and Loyalty

Innovation is driving spend and loyalty across foodservice, but it works best when it feels authentic. Today’s diners are looking for fresh, exciting experiences that still deliver on familiarity and trust. By building on what already works and elevating it through flavour and format, operators can unlock new opportunities for growth with confidence.

Why Innovation Matters

Innovation is now a deciding factor for many diners, with 69% of Gen Z saying it influences where they choose to eat*. It’s not just a nice-to-have either… 74% say they’re happier to spend more at places they consider innovative*. When paired with the recognition of Gen Z’s growing spending power, ensuring your menu meets this demand is key to growth.

But, while customers are hungry for something new, they’re also quick to spot when innovation feels forced or inauthentic. In fact, three in four consumers say the authenticity of a venue is important to them*. Constantly chasing trends for the sake of it can dilute your identity and add unnecessary operational pressure. So, when authenticity matters this much to your customers, it’s worth listening.

The opportunity lies in smart, authentic menu innovation. The kind that excites customers, protects margins, and stays true to your brand. How? By experimenting with flavour and formats.

Innovation You Can See

The most authentic form of menu innovation comes from a menu refresh of existing dishes. Using what your customers already know and love delivers on the demand for ‘newness’ while also building and maintaining trust. When you innovate what you already know works for you, you’re reducing risk and preserving your identity.

You can even signal innovation before the first bite, through visual and experiential changes that are simple to execute yet impactful. In fact, with 33% of Gen Z saying interesting formats are an important element of innovation*, even small shifts in presentation can make a meaningful difference to how your menu is perceived.

Our Culinary Panel member, Chef Jonny Marsh, demonstrates this perfectly with his Chocolate Crepe Cake with Philadelphia® and OREO® Crumb. Transforming humble crepes or pancakes into a centrepiece-worthy cake is a great example of switching up what’s already on your menu to showcase innovation. See full recipe here.

Why stop with a cake? When you start thinking outside of the box, the options are endless. Turn toppings into fillings with a pancake calzone. Tap into a trend authentically by switching the usual stacks for Japanese souffle pancakes. Layer up flavour and texture with a dessert lasagne. There truly is no limit to innovation when you take inspiration from what you already know works for you.

Innovation You Can Taste

Flavour is another powerful, and accessible, tool for innovation, especially when it builds on ingredients already in your kitchen. Introducing new flavours of your bestselling menu items is a great way to create something new that feels exciting to your customers without completely reinventing your menu.

Give new life to predictable experiences through flavour, like a chilli chocolate pastry or a salmon and cream cheese crepe. It’s all about signalling innovation with dishes that still belong on your menu.

You don’t need new equipment or even new ingredients, just a new perspective.

Unwrapping The Opportunity

At Mondelēz Away From Home UK, we strive to be the enabler of authentic menu innovation. With brands such as Cadbury® and Philadelphia® that deliver on both recognition and quality, you can innovate with confidence. From sweet bakes to savoury snacks, our products can work harder across your menu.

So, how will you unwrap the opportunity for your business?

Start with your staples. Innovation can be authentic when it builds on what you already do well. Look at your menu from a fresh angle.
Play with formats. Switch it up and deliver new experiences with dishes your customers already know and love.
Use flavour to your advantage. Keep menu items exciting yet approachable by introducing new flavours.
Lean on trusted brands. Innovate with confidence by using versatile ingredients that make it all the easier to get creative. Just like Philadelphia® -your sweet to savoury hero.

Explore more operator-ready recipes in the Ideas Kitchen and start innovating today.

Sources:

*Unlocking Generation Z, 15.11.24