Menu & Food Trends Report 2018

Menu and Food Trends Report 2018

150+ pages of insights and data, providing in-depth analysis of consumers’ food & drink choices; menu composition, pricing and engineering; as well as the eating out trends to watch out for

In 2018, underlying motivations revolve around responsibility  – from healthier food & drink choices, to sensible spending and sustainability.

The number of vegetarian and vegan dishes being flagged on menus is soaring. Consumers are more conscious about their health and the environment, choosing to eat less red meat and traditional heavier meals, and have more white meat and salad dishes.

In parallel, operators are being sensitive to the prevailing pressures on consumers’ disposable income. They are generally opting for subdued price rises and increased promotional activity.


This 150+ page report delivers extensive data and analysis on UK menu and food trends, answering key questions such as:

  • Which new dishes are appearing on menus?
  • Which dishes and cuisines are most popular and why?
  • How have prices evolved compared to 2017?
  • How do operators use psychological pricing?
  • Which menu descriptors are most widely used and how do they impact pricing?
  • How has promotional activity and usage evolved over the last few years?
  • How do eating out behaviours differ by age groups and gender?
  • Are consumers refraining from eating starters and desserts?
  • Which food and beverage trends have become more established, and which ones have peaked?
  • Who are the innovative operators to watch?
  • Which are the latest warm and hot trends to look out for?

Examples of insights from the report

237% more dishes are flagged as vegan on 2018 menus

Hungry Horse offers the most promotional deals of any leading pub or restaurant brand

Women are more likely to have no drink at all than an alcoholic drink

Table of contents

TABLE OF CONTENTS *condensed version*
150+ pages of insight and data on UK menus’ composition, pricing and engineering,
as well as on the evolution of eating out behaviour
Year-on-year average product count by chain restaurants, fast-food and managed pub/bars, Spring/Summer 2016 Vs. 2017 Vs. 2018
Year-on-year smallest and largest percentage changes in product counts by brand in channels, Spring/Summer 2017 Vs. 2018
Mains protein share at chain restaurants, fast-food and managed pubs/bars, Spring/Summer 2018
Top 10 protein dish types, mains only, Spring/Summer 2017 Vs. 2018
Number of dietary requirements flagged on menus, all courses, Spring/Summer 2016 Vs. 2017 Vs. 2018
Vegetarian items flagged on menus, total and by course (starter, side, main, dessert), Spring/Summer 2016 Vs. 2017 Vs. 2018
Vegan items flagged on menus, total and by course (starter, side, main, dessert), Spring/Summer 2016 Vs. 2017 Vs. 2018
Top 10 operators ranked by absolute increase in vegan dishes, all courses, Spring/Summer 2017 Vs. 2018
Brands with separate vegan & gluten-free menus
Top 10 sauces on menus, all courses, Spring/Summer 2016 Vs. 2017 Vs. 2018
Most popular cooking methods, Spring/Summer 2016 Vs. 2017 Vs. 2018
New dishes flagged on menus, total and by course, Spring/Summer 2016 Vs. 2017 Vs. 2018
Menu price movements for same-line dishes
Operators ranked by highest price increase on same-line dishes, Spring/Summer 2016 - 2018
Menu price movement by channel and course (starter, side, main, dessert)
Top 5 price rises on same-line dishes by channel and course (starter, side, main, dessert)
4 person basket price analysis by channel
NEW for 2018
Top 25 branded pub chains & restaurants by total promotions
Types of promotions
Top 10 brands by number of promotions offered, April 2018
Average number of promotions by channel, 2013-2018
Total promotions by type, 2013-2018
Walk-in vs. sign up/online code, 2013-2018
Most common promotions in pub restaurants and branded restaurants
App-related promotions and customer loyalty initiatives
Kids offers
Promotional usage, % share of lunch and dinner visits – Q1 2015-Q1 2018
Promotional usage, % share of lunch and dinner visits by restaurant channel – Q1 2015-Q1 2018
Price movements for same-line dishes
Price increases for same-line dishes by course (starter, main, side, dessert)
Average price increases by brand
Consumer perceptions of price changes
Top 20 brands by share of £#.#9, £#.#5 and £#.#0 price points
Price point patterns
Descriptive phrases on menus, Autumn/Winter 2017
Healthier eating related descriptors
Top 10 phrases associated with higher median prices by course
No. of descriptors per dish and average prices
Menu initiatives around price rises - with examples from Nando’s, Piccolino, The Wolseley, O’Neill’s, All Bar One
Dish popularity trends: top 20 dishes
Top 20 cuisines
Chicken / beef / fish & seafood / pork / vegetarian / lamb dishes – share of out of home lunch & dinner visits
Top 10 dinner dishes by age, gender and restaurant channel
Top 5 dishes by mission (special occasion, get together, having a treat, regular routine, not bothered to book, out shopping, work/study break)
Courses eaten for dinner
Starter and dessert incidence for dinner by gender, age and restaurant channel
Top 20 dinner desserts in restaurants
Drink trends by gender and age
Highlighting 10 concepts which address leading trends in the eating and drinking out market
Mega trends and lifestyle trends 2018
Cuisine trend hotspots 2018
Food & drink product trends
Factors affecting trends, 2018-2021F
Industry views: Fastest growing cuisines
Healthier eating concepts
‘adventurous responsible’ eating
Macro factors affecting trends


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