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Nostalgia is driving menu innovation and appeal

Nostalgia attracts consumers to foods and beverages by powerfully connecting taste and smell to memories, comfort, and cultural identity, evoking strong emotional responses that boost both mood and a sense of security. When people eat foods associated with positive experiences from childhood, family gatherings, or simpler times, the brain instantly links those flavors to feelings of happiness, safety, and belonging. In periods of social or economic change, as today, the desire for reassurance and stability amplifies nostalgia's appeal.

Food nostalgia resonates most powerfully with Millennials and Gen Xers. They are more likely than any other age group to seek out foods that remind them of their childhood. Millennials are especially drawn to foods and flavors associated with the '90s, while older consumers gravitate toward classic comfort flavors. Gen Z responds well to quirky, reimagined retro products and “newstalgic” new blends. The nostalgia trend cuts across all generations - but motivations and expressions differ by age group, with Millennials and Gen X leading current demand.

Restaurants are leveraging nostalgia with creative, innovative dishes. One-way restaurants are doing this is by taking the essence of a nostalgic food, extracting it, and applying it to another dish - transforming nostalgic foods into single flavors for other dishes. Cookie dough started the trend as a nostalgic flavor in different desserts when Ben & Jerry's created chocolate chip cookie dough ice cream in 1984. Today, cookie dough is used in milkshakes, cakes, dessert bars, edible dough shops, and even beverages, demonstrating its deep nostalgic roots and broad appeal. Cookie dough was followed by the introduction of birthday cake as a distinct flavor when Pillsbury launched Funfetti cake mix in 1989.

Popular nostalgic foods being used today as flavors in desserts and beverages (especially milkshakes and dirty sodas) include classics like birthday cake, s'mores, root beer, banana pudding, lemon bar, apple pie, peanut butter & jelly, cotton candy, brownie batter, and childhood cereals (such as Fruity Pebbles and Cinnamon Toast Crunch), making desserts and drinks fashionable.

Ranch dressing flavor is also having a moment. It is being used in chips (Lay's, Doritos, Pringles), pretzels, popcorn, Chex Mix, and Cheez-Its. These snacks use ranch seasoning to deliver a tangy, creamy, herbaceous profile reminiscent of the original dressing. Ranch-seasoned breaded chicken nuggets, potato skins, and battered vegetables are common in both restaurants and frozen supermarket products. DiGiorno has partnered with Hidden Valley Ranch to offer ranch-infused pizzas, such as the Chicken Bacon Ranch and Spicy Rancheroni. Ranch is also a favorite dip for pizza crusts and breadsticks in many chains. Ranch is also used as a sauce in sandwiches and wraps, especially in chicken wraps, turkey sandwiches, burgers, and even BLT subs - sometimes paired with spicy, smoky, or zesty add-ins. Ranch seasoning is now used as a flavor pop in breads, savory muffins, and even some trending TikTok recipes like ranch popcorn, ranch pasta, and baked ranch potatoes.

In addition to turning nostalgic foods into flavors, restaurants are introducing reinvented nostalgic entrées, putting a fresh twist on classic comfort foods or reviving old favorites with new presentations. These entrées channel the flavors of the past while catering to today's evolving palates.

Here are some nostalgic entrée examples with a modern twist:

• Gourmet Mac & Cheese (high-low style) - Classic macaroni and cheese is upgraded with premium cheeses, truffle oil, and lobster or wild mushrooms, providing a luxurious spin on a childhood staple.
• Deviled Eggs (high-low style) - Traditional deviled eggs are reinterpreted with luxe toppings like caviar, jamón Iberico, or chili crisp as front-of-menu snacks at trendy steakhouses and upscale casual venues.
• Chicken Pot Pie Reimagined - Chefs are using local, seasonal vegetables and flaky handmade pastry to elevate this comfort classic, sometimes pairing it with savory sauces like mushroom, marsala or smoked paprika gravy.
• Retro Salisbury Steak & Meatloaf - Restaurants updated these diner classics with premium beef blends, mushroom demi-glace, and fresh herbs, often served with house-made mashed potatoes or root-veggie blends.
• Chicken & Dumplings Revamp - This popular comfort food dish is served with roasted chicken thighs, heirloom vegetables, and hand-rolled dumplings in herb-infused broth.
• Baked Potato with Gourmet Toppings - Bull & Bear in Orlando pairs baked potatoes with jamón Iberico, caviar, and gold leaf, creating a playful blend of diner nostalgia and modern opulence.
• Updated Tuna Noodle Casserole - Making a comeback, this classic is now crafted with sustainably sourced tuna, artisanal pasta, and wild mushroom béchamel for maximal comfort and sophistication.
• Chicken Kyiv & Steak Diane - Retro European staples like Chicken Kyiv, Steak Diane, and Beef Stroganoff are returning to fine-casual settings with improved sauces and techniques.

“Newstalgic” foods resonate with today's consumers, especially Gen Z and Millennials. Newstalgic foods blend comforting nostalgia with contemporary twists, updates, or unexpected formats. They deliver a fresh, trend-forward experience, evoking the emotional appeal of classic favorites while offering new flavor profiles, healthier ingredients, brand collaborations, or modern presentations. Examples include:

• Coca-Cola Orange Cream - A modern take on classic orange cream soda flavors.
• Taco Cabana Queso Nachos - This entrée revisits the classic nachos by pairing crispy chips with innovative new dip variations and an enhanced queso blanco. The dish combines the simplicity and shareability people love about nachos with updated, on-trend flavors, making it both timeless and contemporary.

• Cakesters - Soft snack cakes inspired by classic Oreos, updated with double chocolate and birthday cake flavors.
• Doritos Spicy Sweet Chili Beef Jerky - A mash-up of two comfort brands into one savory snack.
• Stuffed Puffs Cinnamon Toast Crunch - Marshmallows stuffed with nostalgic cereal flavors, delivering the taste of breakfast in a treat format.
• M&M Caramel Cold Brew - A classic candy updated with coffee and caramel flavors for a new profile.

Incorporating nostalgic flavors into foods and beverages, along with reintroducing comfort foods with a modern twist, including newstalgic mash-ups, has high appeal. They work well as limited-time offerings (LTOs), especially for location-based entertainment venues (LBEs) that have a strong emphasis on the appeal of their food and beverage offerings.

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