Increasing complexity, heat and spice continue to drive interest in more complex and varied flavors.

Leaning In

Expect more complex flavors and flavor combinations as well as complex dish formulations in the future, says Lizzy Greier, director of menu research and insights for Chicago-based Technomic. “The way that sweet heat has become so mainstream in the last year and the vast extent to which mature operators are looking to spicier ingredients in nontraditional applications increases the momentum of complex flavors,” she says. “We’re seeing operators lean into luxury ingredients and dishes as a way to drive up check averages and encourage incremental traffic with items that are consumed less at home.”

Consumer Insights

73% of consumers are interested in seeing spicy flavors on the menu, according to Mintel’s latest “Flavor Innovation on the Menu U.S.” report, especially in appetizers, snacks and main entrees. This interest is consistent across age groups, further indicating the mass appeal.

When asked which of the following would motivate survey respondents to try an unfamiliar flavor from a restaurant, 57% said a family/friend recommendation; 39% said menu description; 27% said social media recommendation; and 22% said if used within a familiar dish, according to Kantar Profiles and Mintel.

36% of respondents in Mintel’s “Flavor Innovation on the Menu U.S.” report reported they like trying unfamiliar flavors; 36% said unique condiments are a good way to add flavor variety to a meal.

Concept Close-Up

Flavor Rich Restaurant, Atlanta

Chef-inspired, flavor-filled meals are exactly what Flavor Rich Restaurant is known for, says Angelica Finley, who owns the restaurant with business partner Chris Fletcher. Flavor is quite literally in the name, after all. The southern comfort food concept started as a food truck in 2018 (now used for catering events and festivals), then opened its first brick-and mortar location in Suwanee, Ga., in 2020. A second location opened in Atlanta in February with double the seating of the first location; the Atlanta site seats 60.

Bestsellers include chicken and waffles; lobster roll; steak and eggs; crabcake Benedict; and an ahi tuna sandwich. French toast concoctions include strawberry shortcake, Georgia peach and Bananas Foster flavors.

The goal with Flavor Rich’s dishes is to season all dishes so no extra flavoring is needed. “We do bold flavorings, such as blackening seasonings, bold sauces and smoky flavors,” Finley says. “People are seeking bolder flavors.”

Also, combining sweet and savory flavors has been successful. “One of our most used pieces of equipment is the immersion blender, which is used for the sauce on shrimp and grits,” Finley says. “We try to use flavors to bring a new twist on traditional dishes. Instead of traditional hollandaise, we do a Cajun crab sauce to top our crabcake Bennies.”

Flavor Up-and-Comers

Chicago-based market research firm Datassential describes these flavors as being in their inception stage and expects them to grow beyond 2024.

• Amba — a condiment containing pickled green mangoes, vinegar, salt, turmeric, chilies and fenugreek (an herb similar to a clover)
• Nepitella — a savory Mediterranean herb used in Italian dishes
• Sunomono — vinegar-based side dishes originating from Japan
• Grains of Selem — seeds of an African shrubbery tree that are used as a spice and have a musky flavor
• Nam Prik Pao or Nam Phrik Phao — a Thai chili sauce used as a flavor enhancer for soup, fried rice, salad and stir-fries