Sustainability, health and variety top list of 2025 macro trends

As consumers turn their focus toward individual wellness and planetary health, chefs and restaurant operators are aiming to include mindful options on menus, especially where kids are concerned, and are increasing the amount of sustainable and locally sourced foods they cook with, new research from the National Restaurant Association finds.

According to the 2025 What’s Hot Culinary Forecast, chefs are meeting this demand by paying more attention to their sustainability practices, preparing “better-for-you” foods for kids, and amping up the number of limited time offers and various food and beverage flights to attract more interest and increase sales.

Health and sustainability are most important

Primarily, restaurant-goers—especially Millennials and Gen Zs—indicate they want more health-conscious, sustainable options when dining out, and expect their food to be sourced locally, perhaps even hyper-locally, and with minimal waste. Operators are satisfying them by telling the story of where and how those items are grown and produced, and how their purchase supports local businesses, especially farmers, purveyors, and manufacturers. 

In fact, industry professionals cite restaurants' commitment to sustainability as a key trend impacting where customers will, or won’t, dine out.

Simultaneously, there’s also a push for restaurant operators to provide their guests with more value, convenience, and innovation. Those are showing up via a variety of meal deals, limited time offers, and flights composed of various foods and alcohol beverages.

“Younger generations, in particular, seem to want more transparency where food sourcing is concerned,” says Dr. Chad Moutray, the Association’s vice president of Research and Knowledge. “They’re demanding that more restaurants engage in sustainable practices and that operators meet that expectation. Regarding the many innovative ideas popping up around the country, like LTO menus and food or beverage flights that consist of three or four items, chefs believe they’ll not only produce exciting guest experiences, but also keep those customers coming back for more.”

Hot macro trends next year

Following are the forecast’s Top 10 macro trends for 2025:

1. Sustainability and Local Sourcing. Customers want the restaurants they frequent to make efforts to help the environment, reduce food waste, and be able to tell the story of where the food they serve came from.
2. Value Deals/Propositions. As the after-effects of the inflationary economy continue to impact wallets, customers are looking to get more bang for their buck.
3. Smaller or Streamlined Menus. With consumers looking for greater value and inflationary costs putting pressure on operators, many are looking to make their menus more dynamic, but still profitable.
4. Healthy Kids' Menus. Parents want to dine out with their children but are seeking better-for-you choices that are both flavorful and satisfying for their kids.
5. Pop-Up Restaurants. Chefs love the creative freedom. Operators and managers benefit from the opportunity to test and learn, and customers love the short-term, FOMO proposition.
6. Hyperlocal sourcing. This reduces a restaurant’s carbon footprint as the food is transported shorter distances. It also supports local economies and businesses, and provides diners with fresher, more flavorful food options.
7. Convenience Proteins. These items—through sous vide cooking, individual serving packs, and other methods—save time during the prep phase, don’t need a chef's direct supervision, and allow staffers to focus on other tasks at the same time.
8. Limited-Time-Only Menus. Offered in a limited availability time frame, items on these menus generate hype and curiosity, and draw customers in to try something different now rather than miss out on them later.
9. Flights. Becoming more common at sit-down restaurants, these items, whether they're three beverages or a trio of potato dishes or deviled eggs, allow guests to sample several varieties of a single item.
10. Artificial Intelligence (AI) Integration. This technology helps streamline the ordering process and reduce human error. It improves efficiency and allows staff to concentrate on customer service requiring the human touch.

Learn more about the National Restaurant Association’s 2025 What’s Hot Culinary Forecast here