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…