The ongoing evolution of flavor trends in the foodservice industry goes beyond adopting “new” global ingredients or modernizing the classics. It’s about providing consumers a portal to a new experience—a crucial approach to modern menu development.

This year’s Top 10 Trends highlight flavor’s ability to transcend taste, transporting diners to new realms. Among these trends, you’ll see a couple of themes. One is centered on place-based trends, which have the potential to draw consumers in with intriguing flavors and concepts. However, the real allure lies in the appeal of a new cultural and culinary experience.

Younger consumers in particular are drawn to the idea of exploring global cultures through food and beverage. Gen Z, being socially conscious and more in tune with global events, is the target demographic for such adventures. With their value proposition tied in large part to new experiences—whether enjoying a Vietnamese iced coffee or an enticing West African-inspired cocktail—it’s important to take a broader view in menu development and marketing.

It’s worth noting that as the business of menu-development evolves, it becomes increasingly culturally sensitive. Not so many years ago, global culinary trends would emerge onto the U.S. scene as a source country or region (Indian cuisine or Tuscan, for example). Now it’s a much more nuanced play, engendering more curiosity and respect, and with a better understanding of the specific cultural cues that drive success of such items in their home countries. (If you’re unfamiliar with Scandinavian fika, read on!)

While many of these trends boast a well-traveled passport, we’re also seeing a pattern in the appeal of specific ingredients that convey familiarity and permissive indulgence. Consider how beloved cinnamon is showing up in surprising applications or how tallow is gaining momentum as a high-value item.

In all, the trends we’re focusing on for 2024 and beyond carry the theme of “transporting through flavor,” with the goal of inspiring the menus of today—and tomorrow—with transcendent tastes and experiences.