In today's economic climate, people are spending more cautiously, influencing how frequently they dine out and where they choose to go. Even with a budget-conscious mindset, emerging trends and consumer preferences reveal strong opportunities for food service brands to appeal to diners. In the latest Protein Profile, we see the shift in consumer behavior and opportunity for food service providers.
The data is clear — consumers are hungrier than ever for protein, and they will spend to satisfy that desire, whether it's in the grocery store meat section, with a premier protein shake on the go, a meat-centric item at a drive-thru, or a ribeye at a casual dining steakhouse chain.
For foodservice in particular, research reveals that consumers are drawn to limited-time offers (LTOs,) which make eating out feel special. Consumers, particularly Gen Zers, are embracing bold and multicultural flavors and are looking to foodservice offerings to try them. The demand for protein and memorable experiences also spans generations, with consumers of all ages looking to foodservice establishments for consistency in menu items, such as a juicy steak, cooked perfectly every time.
Why protein dominates today’s competitive landscape
People are eating more protein than ever, and animal protein, specifically meat and poultry, is their top choice, according to Cargill’s latest annual Protein Profile, which details the trends, behaviors and cultural shifts driving the demand for protein in 2025 and beyond.
The report revealed that 74% of consumers say, “Eating meat is an important part of my diet.” Beef, in particular, is increasingly desired, with 60% of beef consumers saying it is “very important”—up by 4 percentage points in the past two years—and only 6% considering it not that important. Consumers name the taste of beef as most important, followed by its high protein content.
According to Glendon Taylor, Marketing Director at Cargill, “increased demand for protein presents a significant opportunity for food service.” He recommends that food service operators consider introducing innovative protein sources to menus and offering value with consistent protein-forward offerings such as steak, which attracts consumers seeking premium cuts of meat as part of a memorable eating occasion.
Winning foodservice customers with limited-time offers
Dining out is a time when many consumers gravitate toward indulgent or novel dishes. Foodservice operators can satisfy that desire by offering LTOs that showcase variety.
It’s a strategy that’s reaping results, with 65% of operators stating that they planned to position LTOs as value offerings in Q2 2024, up significantly from the previous two years. Deals such as “buy one, get one free” are big hits, with 28% of foodservice meals purchased through promotions, according to Cargill’s Protein Profile.
Lucy Woods, Consumer Insights Manager at Cargill, emphasizes the value of limited-time offerings: ” Staying ahead of emerging trends by monitoring social media platforms allows brands to quickly adapt and incorporate these trends into their offerings, attracting trend-conscious consumers. From our research on younger consumers, we’re seeing that LTO flavors and offerings on food service menus build excitement, trust and credibility.”
Protein-centric LTOs deliver on multi-dimensional value, allowing consumers to prioritize affordability without sacrificing taste. An eye-opening 67% of consumers have ordered a value menu item within the past year.
Global flavors are fueling excitement for Gen Z
Foodservice operators should take note of another powerful trend: food exploration. Gen Zers, in particular, are driving a surge in multicultural and fusion cuisines, posing an enormous opportunity for restaurants to differentiate with consistent, memorable experiences.
According to research from the Protein Profile, 32% of Gen Zers are influenced by social media (in particular, TikTok and Instagram) in their overall approach to eating, amplifying their exposure to trends around global and fusion dishes. A strong 52% of consumers have tried a new food item after seeing it on social media.
Gen Z also enjoys finding ways to order unique menu items that are “hidden or secret.” These growing trends create opportunities for restaurants to offer fun menu items with unique global flavors that align with social media-driven curiosity and Gen Z expectations.
How to highlight — and deliver on — protein
A combination of marketing tactics, consumer engagement, menu innovation and consistency is the winning recipe for success in a tight economy. As consumers continue to be more selective about their food service occasions, operators should look at ways to retain loyalty and drive excitement.
Foodservice should also heed a key insight revealed in Cargill’s upcoming Future of Beef report: consumers desire consistency. The report found that 25% of steak consumers were not satisfied with their last restaurant steak experience.
The biggest dissatisfaction came from 64% of consumers who said their steak was not cooked to the requested temperature. When ordering steak, guests often have trouble communicating desired doneness — just 83% of consumers feel confident doing so.
Steak is a “special” meal, and guests expect restaurants to get it right. They will pay for consistency in tenderness, juiciness and doneness. It’s part of the restaurant experience that many consumers struggle to recreate at home.
Here are strategies that draw upon a wealth of the latest research from Cargill’s Protein Profile and Future of Beef: Foodservice.
Marketing tactics
- Explore LTOs with animal proteins and unique flavors.
- Label protein content of menu items clearly.
Consumer engagement
- Conduct social listening to understand the latest culinary fads for menu development.
- Use social channels to educate consumers about new cuts and preparation styles.
Menu innovation
- Clearly describe unfamiliar cuts of beef, including their size and best cooking methods.
- Focus on value-driven handheld foods — unique flavors and/or innovative builds for handhelds to differentiate from competitors.
Strategies for highlighting adventurous flavors
- Make menu items exciting — ones that consumers can’t or don’t want to make at home, to justify the value of the cost.
- Consider ways to partner with consumers and add value to the overall meal (e.g., signature sauces, seasonings and unique cooking methods).
Delivering consistency
- Front of house opportunities:
- Create cheat-sheets for servers to explain cuts, sizes and grades. Invest in ensuring that servers are well-versed and educated on steak cuts.
- Provide servers with simple items such as “Steak Temp Selector” cards or visuals to reduce ordering anxiety and promote consistency.
- Back of house opportunities:
- Provide culinary staff with tools such as fool-proof seasoning blends to deliver the char, crust and flavor that consumers look for.
- Plating visuals influence perception before a bite is taken. Ensure each plating has pops of color, a variety of textures and most importantly, visible char and searing on the steak, a cue for doneness that sets expectations.
In a competitive dining landscape, focusing on protein-driven offerings is the key to success. LTOs, bold global flavors, and memorable experiences are proven strategies that help foodservice brands deliver value, stand out from competitors and attract loyal, repeat customers. By leveraging high-quality proteins, tapping into social trends, embracing global influences and ensuring consistency across every plate, foodservice operators can drive traffic, strengthen brand loyalty and succeed — even in a tight economy.
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