Menu innovation accelerated in 2024, as chains competed to tempt customers with food and drink offerings. Restaurant Business sister company, Technomic, reports that menu launches have been steadily increasing year over year, reaching 30,318 as of October, compared to 27,160 in all of 2023.
Among the new items were plenty of buzz-generating wing sauces, breakfast sandwiches, pizza toppings and coffee drinks. But several game-changing menu products rose above the rest, proving their worth in terms of innovation and much more.
Cantina Chicken at Taco Bell
In February, Taco Bell released its 2024 marketing calendar, revealing a wide array of menu items that would launch throughout the year. Among the first and most impactful was the Cantina Chicken Menu, centered on slow-roasted chicken seasoned with Mexican spices. That chicken would go on to star in tacos, bowls, burritos and LTOs including the Cheesy Chicken Crispinada, Taco Bell’s spin on an empanada.
The chicken has deep roasted notes, much like carnitas, enlivened with tomatoes, chilies, garlic and onion, differentiating the product from its competitors. It was created to be “destinational” not just a “me too” product, said Brett Pluskalowski, manager of research & development for Taco Bell’s food innovation team. “It took 60 iterations to make the chicken perfect.” The chicken filled a void in the menu and although the QSR won’t reveal numbers, its introduction boosted traffic.
Taco Bell introduced Cantina Chicken in February and has since used it across the menu. | Photo courtesy of Taco Bell
Triple Dipper at Chili’s
When this starter, which lets diners mix and match three appetizers and three sauces, went viral on TikTok, sales surged 70%. The social media sensation contributed to Chili’s 14.1% same-store sales growth and a 6% traffic surge in the last quarter. Smart marketing, rather than groundbreaking menu innovation, turned the Triple Dipper into a breakout product.
But Chili’s didn’t rest on its laurels. At the same time the Triple Dipper was trending, so was the chain’s Fried Mozzarella, with fans posting videos of eye-catching “cheese pulls.” So Chili’s capitalized on the buzz, making Fried Mozz and Nashville Hot Mozz permanent appetizer options for the Triple Dipper. More recently joining the lineup is Honey Chipotle Mozz, a riff that taps into the sweet-heat trend. The Triple Dipper now has over 200 million views on social media and has spawned the Triple Dipper Dream Collection of bedding, socks and other gifts.
TikTok turned Chili’s Triple Dipper into a viral sensation. | Photo courtesy of Chili’s
Smashed Jack at Jack in the Box
Smashburgers take skilled labor, special equipment and time to execute—elements usually missing at fast-food chains. But Jack in the Box was watching the smashburger trend explode on social media and wanted a piece of the action. It took two years of R&D, but the Smashed Jack launched in January—and sold out in three weeks, outperforming forecasts.
The burger features a premium quarter-pound grilled smashed patty with grilled onions, thick pickle slices and a proprietary “Boss Sauce” on a buttery brioche bun. Each component went through several iterations and tests before the burger build was perfected. Jack in the Box had to source a looser grind, work with a vendor to develop a smash press tool, batch cook the caramelized onions so as not to slow down the line, create the signature Boss Sauce and spec a potato-brioche bun hybrid that complements the burger.
The Smashed Jack returned in March, and very positive customer feedback spurred variations throughout the year.
Jack in the Box put a smashburger on a fast-food menu with the Smashed Jack. | Photo courtesy of Jack in the Box.
Dip ‘n Sip at Auntie Anne’s
Why didn’t someone think of this before? Auntie Anne’s Dip ‘n Sip is a one-handed snacking solution that allows customers to quench their thirst while dunking salty or sweet pretzel nuggets or mini hot dogs into a dip. Purchasers can choose any drink and a dip assortment including cheese, caramel, mustard, marinara and more.
While the bite-size pretzels and dogs are relatively new, the creative packaging is the breakout news here. It feeds into the grab-and-go snacking trend, surging as younger consumers, in particular, blur mealtimes and seek anytime, anywhere food and drink.
Dip ‘n Sip caption.
Hashbrown Casserole Shepherd’s Pie at Cracker Barrel
Cracker Barrel turned to its popular breakfast hashbrown casserole to spin a comforting shepherd’s pie in an innovative direction.
Hashbrown Casserole Shepherd’s Pie features savory, umami-rich pot roast and mashed potatoes, like the classic, but the crust on top is created with the kitchen’s hashbrown casserole, smashed on a griddle to make it crispy. Guests have to break through the crust to get to the reward inside.
The dish launched in test in June as part of Cracker Barrel’s 20-item menu overhaul, but has since joined the permanent menu due to positive guest feedback and sales. It fits with the family-dining chain’s mantra of “craveable items with a twist,” according to SVP of Operations Cammie Spillyards-Schaefer.
Cracker Barrel cross-utilized its signature hashbrown casserole into an innovative crust for shepherd’s pie. | Photo curtesy of Cracker Barrel.
Caramelized Garlic Steak at Sweetgreen
Fast-casual Sweetgreen added steak to the menu for the first time, rolling it out nationally in May. Caramelized Garlic Steak was introduced in three items—a Steak Kale Caesar Salad, Steakhouse Chopped Bowl and Caramelized Garlic Steak Protein Plate—but it can be ordered as a protein option in any custom bowl or salad.
Chef Chad Brauze developed the recipe, sourcing grass-fed tri-tip steak. It’s then seasoned with a dry rub of garlic, onion salt and black pepper, and slow roasted in a combi oven; the heat is raised at the end to caramelize the surface.
After the test in Boston in February, it was obvious the steak was a hit. One out of five customers chose it as a protein option at dinnertime—the daypart Sweetgreen was aiming to build. By June, Sweetgreen CEO Jonathan Neman revealed that “we’re seeing over 30% of sales being driven by steak.”
Caramelized Garlic Steak significantly grew dinner business for Sweetgreen. | Photo courtesy of Sweetgreen.
Salted Caramel Spice Cake at Portillo’s
For the first time in 20 years, Portillo’s introduced a sweet competitor to its Famous Chocolate Cake. At the end of August, the Chicago-based chain launched Salted Caramel Spice Cake, boasting warm, autumn flavors for the season ahead.
The house-baked layer cake has a moist texture and a cinnamon-forward flavor profile. It’s iced and filled with a buttery salted-caramel frosting that complements the spice notes. The limited-time offer was available as a whole cake, by the slice and as a component in a cake shake. Since it was an LTO, Salted Caramel Spice Cake didn’t overtake Portillo’s chocolate cake in sales, but it may have paved the way for another seasonal cake competitor sooner than 20 years.
Salted Caramel Spice Cake gave Portfillo’s famous chocolate cake some seasonal competition. | Photo courtesy of Portillo’s.
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