From the Publisher

Consumer customization in foodservice is certainly not a new concept. Burger King’s launch of the “Have It Your Way” campaign in the 1970s is now nearing the half-century mark, and for most operators, choice and options have long been core to connecting with consumers. But as we researched this year’s Top 10 Trends, it’s clear that customization has evolved into something more nuanced and more powerful: personalization.

Today’s consumers—particularly Gen Z—know more about themselves and about food than any generation before them. Social media, global and cultural fluency and rising food IQs are shaping expectations around what, when and where people eat. Winning restaurant concepts have moved far beyond “Hold the pickles” toward a more human, reassuring message of “We’ve got you.” Whether that means wellness-minded alignment, lifestyle fit or personal-identity expression, personalization has become a signal of care, with flavor remaining a critical guidepost.

That mindset carries across the trends in this issue. Global influence is no longer something filtered through an American lens; Asian-owned quick-service brands, Korean flavors and Italian formats are showing up with confidence, scale and deeply rooted points of view. These concepts work precisely because they balance trust and discovery, offering consumers both familiarity and a sense of safe adventure.

At the same time, beverages are emerging as the most flexible and emotionally resonant space on the menu. From indulgent, dessert-like builds to functional, clean-energy plays, drinks are leading the way for modern experimentation, personalization and self-expression, with relatively low risk and high upside.

Comfort also remains a powerful driver, but it’s evolving. Trending menu concepts tap into familiarity while signaling craft, intention and modern relevance. These are foods that invite participation, texture, nostalgia and joy without feeling stuck in the past.

Taken together, Flavor’s 2026 Top 10 Trends tell a story of evolution—of flavors, textures, formats and purpose. They aren’t a rigid roadmap, but a set of signals pointing toward a foodservice future that’s thoughtful, globally aware and unmistakably personal.

Cathy Nash Holley
Publisher/Editor-in-Chief
cathy@getflavor.com | @GetFlavor