Cool Is the New Craveable

Being "very cool" is the single most important factor driving momentum for QSR brands, outranking even craveable food, according to Yum! Brands and Collider Lab's 2026 Food Trends Report, which also found guests are moving toward a more emotionally driven, expressive relationship with brands, expecting food experiences that make them feel seen, empowered, and connected.

Yum! and Collider talk about coolness in relation to things that are interesting, unique, and stand out, a Yum! Brands spokesperson told Modern Restaurant Management (MRM) magazine.

“It’s always changing; what’s cool and relevant today can be gone tomorrow. It’s important to be constantly looking ahead to what will be cool and what will resonate next through consumer insights and keeping a close watch on culture.”

Dining is no longer transactional; it’s a way to project individuality, engage with community (even when dining solo), and create emotional value that extends beyond what’s on the plate.

The report drew on research, behavioral insights, and learnings from Yum!’s brands – KFC, Pizza Hut, Taco Bell, and Habit Burger & Grill – with more than 62,000 restaurants worldwide.

Consumers now want structured choices that allow for personalization without overwhelming, they added. For example, personal-size pizzas are outperforming with Gen Z and Millennials, and 31 percent of custom orders are made within customer groups of two. Additionally, concepts that let consumers create their own meals consistently outperform convenience-led ideas. At Taco Bell, Build Your Own Taco offerings generated 72 percent positive sentiment.

“Dining is no longer transactional; it’s a way to project individuality, engage with community (even when dining solo), and create emotional value that extends beyond what’s on the plate.”

Solo orders have grown by 52 percent since 2021 making up 47 percent of QSR dining occasions, compared to 31 percent in 2021. Sixty-eight percent of solo diners choose not to take advantage of a deal and more than half spend $10–$30+ during a visit.

“The continued rise of solo dining, not as an act of loneliness but as a form of empowerment and self-care, was interesting,” the spokesperson added. “It revealed that behaviors many assumed would fade post-pandemic have instead intensified, and that guests increasingly prioritize joy, coolness, and agency over traditional purchase drivers like craveability or price alone. The findings suggest a deeper cultural shift where even tiny choices in food carry outsized psychological weight.”

Consumers are now approaching food through emotional value rather than just logic, according to the report. Items that feel uplifting or aesthetically satisfying increasingly impact decisions as much as the price tag.

“Over the years, we’ve seen firsthand how consumers’ relationships with food evolve. Today, people are using food in more personal ways than ever, seeking small moments of control in an overwhelming world and experiences that make them feel good.”

Value is now measured not just by price, but by the mood boost and personal satisfaction a meal can deliver.

People are craving pick-me-ups throughout the week, with 68 percent of afternoon snack occasions happening on weekdays. Consumers are looking for a mood boost, with one in four aged 18 – 29 seeing a trip to QSR as a special occasion and drinks being viewed as small but accessible joys, with 43 percent of specialty beverages purchased standalone without the customer buying any food.

Other findings include: 

• Sauces can be a top tool for an emotional reset, with consumers saying that sauces are 2.4x more likely to bring excitement to the everyday compared to other food items.

• Whether dipping, shaking, or fine-tuning spice levels, small customizable rituals are giving consumers a sense of agency. At KFC, 71 percent of its top-performing menu item tests had specific sauces.

“The world feels increasingly unpredictable, and food can offer a rare source of control and comfort in everyday life,” the spokesperson commented. “Small choices, like customizing a drink or adding a favorite sauce, provide grounding and a quick emotional lift. Value is now measured not just by price, but by the mood boost and personal satisfaction a meal can deliver.”

While Yum! has produced internal trend reports for years, analyzing macro and micro trends that help guide global strategy, this is the first time they have released a trends report, which will be used to help guide the brands’ menu and marketing decisions.

“Yum! Brands has a unique view into consumer behavior, with every order telling us a little something,” the spokesperson said. “The themes Collider Lab saw emerging for 2026 have cultural weight, so we wanted to share a bit of our perspective on the “why” behind what people will see in restaurants next year. By examining how culture and dining intersect, we’ve been able to figure out what and how people want to eat, and how we can meet them there.”