Restaurants abandon 'trend chasing' to protect 2026 margins
Industry giants are ditching novelty launches for high-margin.
Restaurants are expected to pull back from rapid-fire trend chasing in 2026 and instead double down on proven sellers, whilst selectively introducing globally inspired flavours and formats, according to Technomic’s latest trend outlook.
The research firm said operators are prioritising menu items with staying power and clear operational returns, including breaded chicken snacks, dessert-style beverages, bold dipping sauces and “crispy” texture-driven products, rather than short-lived fads.
Tea is also set to evolve beyond matcha, with hojicha, a roasted Japanese green tea with lower caffeine, tipped to gain traction as chains expand daypart-friendly beverage options. Recently, global coffee chain Starbucks announced the launch of a dedicated matcha menu. Afternoon tea has also become a focus for the brand, with plans to launch more premium chai offerings that allow consumers to adjust the sweetness level.
In savoury categories, ramen will be reworked into non-traditional formats, with packaged noodles used for toppings, textures and flavour applications across chain menus. Sweet-meets-spicy combinations, or “swicy” flavours, are also forecast to grow, with pairings such as cola and chipotle, maple and kimchi, and corn with gochujang appearing more frequently.
Technomic expects sauces and dips to become a stronger point of differentiation. Concepts may introduce multi-sauce flights, oversized dipping portions and layered “double dipper” formats that combine sauces with crunchy finishes.
Rising chains Raising Cane’s and Dave’s Hot Chicken continue to leverage this trend. Even KFC has dived headfirst into this trend with the launch of its Saucy concept.
Beverages are moving beyond bubble tea, with vegetable-based tea drinks, including kale-infused varieties, emerging as a health-led subcategory, particularly in Asian markets. Recently, McDonald’s CEO, Chris Kempczinski, predicted that beverages will be one of the top focuses in the industry.
Global cuisines will continue to shape development pipelines. Fast-casual and casual-dining brands in Europe and North America are projected to adopt more pan-African positioning, whilst mala — the numbing and spicy Chinese seasoning — is likely to expand internationally as a limited-time or core flavour across items such as noodles, nuggets and fries.
Snack-inspired drinks are another area to watch, with chains experimenting with savoury, chip-like flavour profiles in beverages to offset years of dessert-heavy innovation.
At the same time, brands are expected to revisit past viral food trends, resurfacing and updating older concepts amplified by AI discovery and social media.
Protein platforms are also shifting. Halloumi is forecast to gain ground as a meat alternative across the Americas and other Western markets, appearing as burger patties, salad toppers and breaded formats. Whole chickens — rotisserie, roasted or fried — are also positioned for growth as operators respond to demand for value-driven family meals.
Beyond menu innovation, Technomic said sustainability will return to the forefront, with emerging brands placing greater emphasis on food waste reduction and eco-friendly practices.
Daypart competition is also set to intensify, particularly at breakfast, as casual-dining chains expand into the morning occasion and challenge quick-service players in markets such as the UK.
Overall, the firm said 2026 will favour operationally practical innovation: fewer novelty launches and more scalable formats rooted in familiarity and global flavour influences.
