Ever wonder how a food trend goes viral? We break down the process of how a typical US culinary trend trickles down from white tablecloth origin to its final pit stop on a fast-food menu.

For nearly three decades culinary trends were quite predictable and followed a standard down-stream process. The birth of fast, accessible information has completely disrupted the normal order and speed of culinary trend spotting and analysis.

We put together the general flow of micro trends as seen nowadays. After a culinary trend builds momentum and compelling frequency across influential restaurants, it typically trickles down the market over the span of 6 months - 3 years in this order:

The Evolution of a Culinary Trend

1. Independent Cutting-Edge, Influential Restaurants

Examples: Rogue chefs, Michelin-starred joints

2. Specialty Food Channels, Social Media Influencers, Respected Restaurants, and Serious Home Cooks

Examples: Bon Appetit, famous “how-to” Instagram chefs, foodie YouTube® channels, (me-too) Bib Gourmand status restaurants, bloggers

3. Mainstream Food Channels, Premium Chain Restaurants, and Recreational Cooks

Examples: Panera, Food + Wine, True Food Kitchen, Dig Inn

4. Family Oriented Media Channels, Premium Grocery Stores

Examples: Family-Circle magazine, Whole Foods, Erewhon Market, Trader Joe’s

5. QSR Menus and Mainstream Grocery Store Shelves

Examples: Taco Bell, Wendy’s, Aldi’s, Hy-Vee

With all these trend identifiers and influencers changing so rapidly, we’re at the edge of our seats with our fingers on the pulse of the evolving food industry. But it does stand to question: how will food companies stay up-to-date and relevant at this speed? Is there a point of exhaustion for consumers and businesses?

Only time will tell. And if the surplus of trendy menus and new food products follow the proper design principle of inspiring delight — and not for the sake of “fads”, you’ll continue to find us flipping through mobile cocktail menus and startup co’s Instagram accounts salivating with awe and excitement for more.

About the author

Theresa Cantafio is the VP of Marketing and Trend Insights at Brisan Group. With a background in food science, design-thinking, and hands-on culinary, Cantafio has been providing food marketing and trend thought-leadership to the industry for over five years. Her writing has been featured in SmartBrief, Go Clean Label, IFT, and Chicago Woman Magazine. You can find her hosting dinner parties, studying brand art directions, and volunteering as an RMMFI food service business coach.

NOTE

This trend flow is a general rule of thumb and not a one-size-fits-all trends. Of course, the process and food channels will morph depending on their corresponding macro trend drivers.
Note: Brisan Group is by no means affiliated with any companies listed on this page; they are simply used to provide helpful examples for wonderfully curious readers.

How a Culinary Trend Goes Viral