What trends or changes are you seeing in menus and customer tastes or preferences?

One constant in the restaurant industry is that customer tastes are always changing. Sometimes, it is fueled by a popular flavor or ingredient, and other times it can be tied into the latest health movement or dietary trend. Franchise Update spoke with several multi-unit restaurant operators about the changes they are currently seeing in their customers’ preferences. Although their restaurant concepts vary, the franchisees shared many of the same views regarding what customers want in their food and service.

Protein seems to be the most popular ingredient in food right now, whether it is in items at the grocery store or in a variety of servings at restaurants. Seasonal flavors are also popular, as seen with the increase of pumpkin spice flavors in the fall, and peppermint, gingerbread, and eggnog during the holiday season. Customers seem to crave variety, which plays a big role in changing menu selections and limited-time offers.

While flavors and trends come and go, many restaurant operators pointed to some of the consistent aspects that continue to draw customers into their establishments. They include order accuracy, speed of service, quality, value, personalization, and providing customers with a welcoming environment. These are all factors that restaurant owners can control to ensure customers enjoy their experience and will return in the future.

In this week’s Franchisee Bytes section, we asked other restaurant franchisees how close they are to their operations. For multi-unit operators, responses can vary based on their management style and the number of restaurants they own. Some are very involved in the day-to-day operations and visit at least some of their restaurants every day. Others may prefer to delegate responsibility to managers and staff, while providing them with the resources they need to succeed. See the section below to learn more about the involvement of different multi-unit restaurant franchisees in their businesses.

Raj Patel

Company: The Hari Group
Brands: 101 Dunkin’, 22 Dave’s Hot Chicken, 6 McAlister’s Deli, 2 Tide Dry Cleaners, 1 Currito
Years in Franchising: 16

When it comes to trends, the most obvious one right now is protein. Everywhere you look, across restaurants and retail channels alike, there’s a heavy focus on protein, and we’re seeing that show up in a big way.

We’re also seeing increased attention on afternoon beverages, including iced products, energy refreshers, and espresso-based drinks. Beyond that, I don’t see a major shift in consumer taste or preferences at the moment. At the end of the day, it still comes down to two things: quality and price point. Finding the right balance between the two is really the key to success.

Stephen Anderson

Brands: 6 Ziggi’s Coffee
Years in Franchising: 10

Customers continue to value speed and consistency, but they’re also looking for moments of joy. Non-dairy options, customization, seasonal flavors, and strong value offerings are increasingly important. At the same time, personal connection still matters, and guests want to feel recognized, remembered, and welcomed back.

Greg Costley

Company: Costley Enterprises Inc.
Brands: 14 Cicis Pizza
Years in Franchising: 28

Customers want familiarity, but they also want freshness. Some of our most successful menu ideas have come from listening closely and making thoughtful updates rather than sweeping changes. Cicis offers a variety of limited-time options, which provide our guests with flavor profiles they didn’t consider before.

I’ve also been deeply involved in the branded toy and prize side of the business, working directly with vendors to tie food, fun, and take-home experiences together. Cicis gave me creative freedom to help shape those offerings based on what families actually respond to, and that flexibility has been key.

Kelly Dunn Hart

Company: PB New Jersey LLC
Brands: 3 Wendy’s. Previous operating experience with Tijuana Flats, Wahlburgers, Guy Fiery's All American Restaurants, Honest John’s. Signed a new franchise agreement for 15 Potbelly shops.
Years in Franchising: 34

The changing demographics of our guests are something we consistently must adapt to. Some brands do it well, and others are slower to adapt. Expectations have changed; however, some things will always be paramount, like accuracy and cleanliness. Things like speed of service have become less important, and the overall experience, such as how it makes the guests feel, have become integral in the “worth what I pay” equation. Menu trends come and go, and you see recent trends like the addition of pickles being adapted by various brands in their own unique way. Yet the most successful brands stay true to what they are good at and who they are, and I believe that guests appreciate that. More than anything, the new guests value quality and environment.

Franchisee Bytes

How close are you to operations?

Very. I’m in our shops daily, and that hands-on involvement helps me stay connected to our teams and guests. It’s the best way to understand what’s working, where we can improve, and how to keep our culture strong.
-Misha Punwani, Multi-Unit Franchise Owner, 16 Playa Bowls

My role isn’t to run every detail of operations; it’s to make sure the teams have the tools, resources, and clarity they need. I stay close enough to understand the challenges, but my job is to set the direction and remove barriers so that the operations can succeed.
-Chris Aslam, CEO & Principal, 59 Jack in the Box, 5 Golden Chick, 5 Hawaiian Bros Island Grill

Never as close as I’d like to be. My favorite days are when I’m in the restaurant. When our franchise concepts are in their infancy, it’s easy to be in the house every day. As we grow, I’m required to spend more time on administration and planning.
-Alex Karcher, Operating Principal, JCK Restaurants, 61 Carl’s Jr., 11 Jersey Mike’s Subs, 8 The Human Bean, 8 Dave’s Hot Chicken, 1 Hawaiian Bros Island Grill

While I am not in the field on a regular basis, I am very familiar with challenges and wins in the field. I spend a lot of time with our president and COO. I keep up with the scores that the brand uses to measure our performance.
-Joey Pierson, CEO & CFO, Tacala Companies, 381 Taco Bell, 38 7 Brew

Operations are the heartbeat of any business, and I try to remain close to that side. I began in operations and still believe the guest experience starts with how the restaurant runs every day while ensuring all the direct and indirect support systems are functioning.
-Amol Kohli, Managing Partner, Legacy Brands International/Chairman of the Board, Brix Holdings, Franchisee: 63 Orange Leaf, 60 Clean Juice, 36 Red Mango, 6 Humble Donut Co., 3 Souper Salad, 1 Smoothie Factory + Kitchen, Franchisor: 61 Friendly’s

I’m on site between locations daily but still mindful not to get in the way of the team’s production. It’s important that they know I trust and believe in their performance.
-Clement Troutman, CEO, Troutman Management, 2 Tropical Smoothie Cafe, 1 PJ’s Coffee of New Orleans

Operations is at the core of my daily tasks. Every task I do affects operations, and so I need to be close to it to be able to be effective in the decisions I make to push the company forward. It is impossible to be part of every level of operations, but I try to get involved as much as possible.
-Andy Cabral, CEO, Vigario Management, 25 Dunkin’, 9 Baskin-Robbins

I am in my restaurants every day. I have a corporate office above one of our stores and try to visit each of our restaurants on a weekly basis. One of my favorite mottos is “Inspect what you expect.” As an owner, how can you know what goes on in your stores if you are never there?
-David Weeks, CEO, The Bean Team, 9 Barberitos, 8 Dunkin’, 4 Newk’s Eatery, 1 Dunkin’/Newk’s co-brand

I’m deeply involved in daily operations and closely monitor every interaction and challenge between our truck teams and managers through our tracking system. This hands-on approach allows me to quickly identify and resolve issues while providing immediate support where needed.
-Yunus Shahul, Franchise Owner, Smartfoods Group, 24 Cousins Maine Lobster, 1 German Doner Kebab