Fast food is thriving in restaurants and food markets across the globe; and — in the US alone — around one in three people consume fast food weekly. If you are one of them, don’t feel guilty, Fast fare is far from the junk food heap it once was. Today, new trends are prioritizing healthy, delicious, international foods that serve as fuel as well as filling the tummy. If you had any doubts, then visit a food market like the Seven Dials Market in London or the Chelsea Market in New York. There, you will find a host of highly specialized fast food stands serving the type of food you might find in a busy street in Hong Kong, Delhi, or Manila. Think crisp dosas, Chinese pork buns, or heavenly Hong Kong egg tarts. The colossal demand for quick, delicious meals has led to a wider array of choices. Consumers are seeking convenience, variety, and healthier options, and fast food chains are responding with innovative menu items and creative marketing strategies. To discover some of the latest trends in fast food, read on.
Food as a Fuel
Fast food consumers are becoming increasingly conscious of the contents of their meals and the effect on their bodies—and they are aware that “healthy” and “delicious” aren’t mutually exclusive concepts. Ingredients such as avocados, kale, and plant-based proteins like tofu are increasingly forming part of everything from wok dishes to curries. Vegetarian and vegan alternatives to truck food dishes like tacos, carnitas, wraps, and dosas are also on the rise, with ingredients such as jack fruit being used to emulate the unique texture of meta. Many fast food chains are additionally offering substitutes for ingredients such as sweeteners and butter, with healthier sweeteners such as xylitol and stevia and ultra-creamy vegan butters taking the cake. And there is another trend making headlines – vodka infused sauces. While vodka cocktails are as trendy as ever, more and more places use this classic drink to add extra flavor that brings out a specific uniqueness in each dish.
Customization of Orders
Customers enjoy modifying their meals, personalizing every detail to their tastes and preferences. Fast food chains have caught on to this trend and responded by giving consumers more freedom when it comes to components such as toppings. They are also experimenting with dynamic pricing and private deals based on a customer’s history with the brand, applying sales prices to a customer’s favorite products.
Mobile and Online Technology
Digital technology has made it much easier for consumers to order food from small and large restaurants. The majority of fast food chains offer online ordering and delivery through mobile apps and websites, allowing orders to be placed remotely. Companies like McDonald’s are incentivizing customers through dedicated apps, offering them free food (such as an order of large fries with every purchase, buy one, get one free deals, and free meals). These apps enable companies to see exactly how much customers have spent, and to offer deals and freebies on every $15 or $20 spent. They additionally allow customers to customize their orders, without having to waste time explaining to staff that they want extra pickles, no bread, or two slices of cheese.
Barbecues Abound
Cooking over a live fire is a practice that has existed for thousands of years, but barbecues are more popular than ever, owing in no small part to the globalization of cuisine. Culinary practices have been crossing borders speedily and consistently over the past decade, allowing different cultures to add their own flavors to what many consider a perfect meal. Currently, food trucks are enticing customers with everything from Filipino barbecue sticks to grilled fruit skewers. Regional American barbecues are also hitting the spot—with top fast foods including Memphis style barbecue pizza and Texas barbecue brisket. Of course, barbecues aren’t just a food trend; many home cooks are creating their own relatively easy barbecue feasts at home and are quite the whizzes at preparing delicious, safe barbecue parties. The key to a fun, safe barbecue simply avoids taking your time and avoiding accelerants like gasoline. Make sure to preheat your grill and flip produce frequently to avoid the build-up of unhealthy carcinogens.
Delivery or Takeaway Only Restaurants
Delivery and takeaway only restaurants burgeoned during the COVID-19 pandemic, but they have continued to thrive over the past three years. For instance, Mr. Beast Burger is now present in nine countries, despite the fact it has no dine-in establishments. Delivery and takeaway only restaurants are hitting their mark owing to the sustainability factor. These restaurants usually have just one kitchen, thereby saving on energy costs. Many are taking green living far more seriously, delivering food in biodegradable packaging, despite the fact that plastic packaging is easier to purchase and around 10% cheaper.
The fast food industry is rapidly undergoing significant changes to meet the demands and preferences of today’s consumers. Healthier choices, customization options, mobile and online technology, delivery-only restaurants, and a focus on sustainability are shaping its future. International and regional flavors are also making their mark, which is testimony to the increasing sophistication of the average fast food diner.
