Thanksgiving 2025: The Holiday Where Tradition Meets a Plant-Powered Future

 

As Thanksgiving approaches, America’s holiday table is undergoing its biggest transformation in decades—and the shift is being driven not by new recipes, but by younger hosts reshaping a $2.4 billion Thanksgiving food market. Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® wanted to share the undercurrents driving change in our traditional Thanksgiving Meal.

According to new data from Circana’s survey of 1,076 Americans, 3 in 4 households will still serve classic staples like turkey and mashed potatoes. But Millennials and Gen Z are changing the supporting cast in a dramatic way:

·       38% of Millennials and 37% of Gen Z plan to serve plant-based dishes, more than double the 15% of Boomers

·       2 in 5 Americans have noticed more dietary accommodations at holiday gatherings

·       3 in 4 hosts now plan Thanksgiving with guests’ eating lifestyles in mind

·       20% are preparing vegan stuffing, signaling strong demand for plant-based versions of nostalgic dishes

·       Over one in three Americans say their eating lifestyle differs from their family’s, creating both friction and fresh opportunity

The result: Thanksgiving is becoming an inclusive, cross-generational meal—one where comfort food meets customization, and the holiday table is an intersection of tradition, wellness, sustainability, and cultural evolution.

 

Food Facts Driving Thanksgiving 2025

The numbers behind America’s evolving feast:

·       47 million turkeys are still expected to be served nationwide, but plant-based entrée demand has climbed into the hundreds of millions in retail sales during Q4.

·       Sales of refrigerated plant-based sides (like vegan gravy, alt-protein roasts, and dairy-free desserts) are growing 10–14% annually, outpacing many center-of-plate animal proteins.

·       Take-and-bake Thanksgiving meals from grocery stores, grocerants, and chain restaurants now account for an estimated 8–10% of all holiday meals, up dramatically from under 2% a decade ago.

·       In 2010, fewer than 5% of Americans reported any dietary accommodations during Thanksgiving. Today, 40% notice significant adjustments at their holiday table.

·       Refrigerated bakery items—including croissants, rolls, and ready-to-bake desserts—have grown 6% YoY, driven by convenience-focused hosts who still want a “scratch-made” feel.

Thanksgiving is no longer just the most traditional meal of the year—it’s one of the most innovative.

Four Grocerant Guru® Insights: Turning Thanksgiving Into a “Happy Meal” for Every Guest

Food industry analyst and Grocerant Guru® Steven Johnson identifies four strategies that help retailers, restaurants, and home cooks transform Thanksgiving into a holiday feast that is inclusive, friction-free, and emotionally satisfying:

 

1. “Choice is the New Centerpiece—Not Turkey.”

Consumers now build “mealtime mosaics,” a blend of traditional and plant-based items that allow everyone to participate. Offering mix-and-match entrée bundles, grab-and-go sides, and portion-sized plant-based alternatives gives hosts confidence and eliminates family tension around food choices.

 

2. “Handhelds and Heat-and-Eat Lead the Happiness Index.”

The rise of handheld stuffing bites, turkey-or-tofu sliders, and grab-and-go dessert bars mirrors everyday eating patterns. Consumers want Thanksgiving foods that fit their modern lifestyle—easy, shareable, and mobile. For retailers, these items deliver high margins and high satisfaction scores.

3. “Grocerant Meal Bundles Remove Holiday Stress.”

Grocerant-style prepared meals—ready to cook or fully cooked—continue to surge. Brands offering curated, cross-category Thanksgiving meal kits (entrée + sides + dessert) see repeat rates spike because they deliver two things today’s consumers value most: convenience and culinary confidence.

 

4. “A Happy Meal Is a Personalized Meal.”

The Grocerant Guru® points out that America now has more eating lifestyles than ever—vegan, keto, gluten-free, high-protein, low-sugar, flexitarian, and more. The hosts who win Thanksgiving are the ones who provide default options + customizable add-ons: regular stuffing plus vegan; classic gravy plus gluten-free; dairy-rich potatoes plus dairy-free purées.
Personalization isn’t just a trend—it’s a hospitality strategy that makes guests feel seen and valued.

What This Means for Food Brands

The generational shift toward inclusive Thanksgiving meals opens massive opportunities:

Retailers

·       Expand plant-forward seasonal assortments

·       Offer curated Thanksgiving bundles with dietary labels

·       Merchandise mix-and-match side bars early in November

Restaurants & Grocerants

·       Provide heat-and-eat holiday meals in multiple portion sizes

·       Introduce plant-based entrée specials that mirror tradition

·       Use flavor familiarity (herbs, spices, textures) to make new dishes feel nostalgic

CPG Brands

·       Launch multipacks of diet-friendly sides

·       Use packaging that clearly signals vegan, gluten-free, dairy-free

·       Lean into heritage flavors paired with modern dietary transparency

Thanksgiving isn’t losing tradition—it’s expanding the definition of it.

 

Think About This

From the rise of vegan stuffing to the normalization of dietary accommodations, Americans are reinventing Thanksgiving in real time. The holiday remains rooted in comfort, family, and flavor—but now it’s defined by inclusion and choice.

And as the Grocerant Guru® reminds us:
“A truly happy Thanksgiving meal is one where everyone at the table eats without compromise.”

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Luckin Coffee’s Potential Nasdaq Return Highlights Global Coffee Shake-Up as Competition Intensifies for Starbucks from All Sides

 

Luckin Coffee — now the largest coffee chain in China — is preparing for a potential return to the Nasdaq, signaling not just a financial comeback but a shifting global competitive landscape in which Starbucks faces unprecedented pressure from fast-growing rivals.

At a government-business event in Xiamen, CEO Jinyi Guo confirmed that Luckin Coffee is taking steps toward a U.S. relisting and is simultaneously preparing for expanded U.S. market entry. “A successful relisting will help Luckin evolve into a global development hub,” Guo noted.

In a formal statement, Luckin emphasized its commitment:
“While no relisting timeline is set, our focus remains on strategic execution, operational strength, and enhancing our market competitiveness worldwide.”

 

Luckin’s Surge Has Already Reshaped Starbucks’ China Strategy

In 2023, Luckin overtook Starbucks as China’s #1 coffee chain, surpassing 10,000 stores, with verifiable expansion rates reaching 20–25 new stores per day at peak.
Starbucks currently operates roughly 6,800 stores in China, all company-owned — a structure that magnifies the financial impact of rising real-estate costs and hyperlocal competition.

Analysts widely agree that Luckin’s digital-first model — low price, high frequency, app-only transactions — has forced Starbucks to:

·       Roll out more value-based beverages

·       Redesign store formats to improve throughput

·       Rationalize locations under real-estate pressure

·       Reinvest in China-specific digital loyalty programs

In several high-traffic markets, Starbucks has had to sell, relocate, or restructure underperforming stores — a trend industry watchers partially attribute to Luckin’s aggressive market penetration and price-value differentiation.

 

The U.S. Coffee Battlefield: Competition for Starbucks Is Now Fiercer Than Ever

Starbucks’ U.S. footprint remains enormous, but its competitive moat is shrinking as new challengers redefine “convenience,” “value,” and “speed.”

Fast-Food Coffee Is Surging — and It’s Taking Share From Traditional Cafés

Verified industry data from Technomic and NPD shows that more than 50% of daily coffee purchases in the U.S. occur at fast-food outlets, not coffee cafés.
Leaders include:

McDonald’s (McCafé)

·       Serves more daily coffee beverages than any U.S. coffee chain except Starbucks.

·       Drives value with $1–$2 price points, a direct threat to rising café prices.

·       Rapid adoption of iced and flavored beverages is pulling younger consumers.

Wendy’s

·       Recently overhauled its entire breakfast and beverage platform.

·       Launching cold brew, flavored iced coffees, and value bundles.

·       Strong digital coupon ecosystem is attracting cost-conscious customers.

Dunkin’

·       Continuing to grow its beverage-led menu at attractive price points.

·       Outperforms Starbucks in drive-thru throughput by a wide margin.

Other Key Growth Players

·       Dutch Bros – explosive growth among Gen Z, drive-thru only.

·       Scooter’s Coffee – nearing 900 units, extremely fast expansion.

·       7 Brew – fastest-growing new coffee chain in the U.S.

Chains Facing Contraction or Slow Growth

·       Peet’s Coffee – flat U.S. retail growth.

·       Coffee Bean & Tea Leaf – retrenching store footprint.

·       Starbucks (urban cores) – closing select underperforming stores; net growth has slowed compared to previous decades.

 

Luckin’s U.S. Expansion Targets Value, Speed, and Digital — Where Starbucks Is Most Vulnerable

Luckin’s five New York City stores, all leveraging mobile-first ordering, lean labor models, and value-driven pricing, position the brand strategically in categories where Starbucks faces the most erosion:

·       Speed (drive-thru + mobile pickup outperform dine-in cafés)

·       Price-value (consumers resisting $7–$8 beverages)

·       Digital loyalty ecosystems

·       High-frequency, low-friction morning routines

Luckin intends to expand U.S. operations in 2026 with American-tailored menus, signaling direct competitive activity in an already tightening market.

 

FOUR INSIGHTS FROM THE GROCERANT GURU® ON TODAY’S COFFEE WARS

1. “The coffee category is shifting from café culture to convenience culture.”

Drive-thru and digital-first brands like Dutch Bros, Scooter’s, and even McDonald’s now outperform traditional sit-down cafés in traffic and frequency.

2. “Value-based coffee innovation is pulling customers away from Starbucks faster than ever.”

Fast-food giants have normalized $2–$4 premium iced coffees, which creates real pressure on boutique pricing structures.

3. “Coffee is becoming a meal occasion — and fast-food operators already own that territory.”

From Wendy’s breakfast sandwiches to McDonald’s McCafé pairings, coffee + food bundles are winning, especially with morning commuters.

4. “Brands that master grocerant strategies — handhelds, bundles, and speed — will define the next decade of coffee.”

The Grocerant Guru® notes: high-frequency customers now prefer brands that offer coffee + a mini-meal in 3 minutes or less. Starbucks’ café-first DNA struggles in this environment.

Are you ready for some fresh ideations? Do your food marketing ideas look more like yesterday than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

Applebee’s: 15 Years of Reinvention Through Customer Focus, Value, and Interactive Food Experiences

 

For more than fifteen years, Applebee’s has been quietly—and steadily—rewriting the rules of casual dining. Long before its recent two-quarter streak of same-store sales growth, the brand began laying the groundwork for a comeback rooted in customer value, food discovery, and a keen understanding of America’s evolving eating behaviors according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®

In the late 2000s and early 2010s, as economic pressures reshaped consumer habits, Applebee’s doubled down on affordability and familiarity. Neighborhood value meals, comforting handhelds, and shareable appetizers became anchors for guests looking to dine out without breaking the bank. At the same time, takeout—once an afterthought—started gaining momentum. Applebee’s early investment in car-side, value-oriented bundles, and portable comfort-food items helped create a foundation that would later prove invaluable.

The Rise of Handhelds & Participatory Food Culture

By the mid-2010s, the American palate shifted again. Diners wanted bold flavors, customizable combinations, and social-food experiences shaped by TV food culture, Instagram, and the growing “I want to try something new” mindset. Applebee’s leaned in, expanding handheld sandwiches, sliders, and finger-friendly entrees designed for takeout, delivery, and in-restaurant social sharing. Even before “participatory food” became an industry keyword, Applebee’s was testing create-your-own samplers, mix-and-match combos, and flavor-forward platform innovations.

Innovation Meets Affordability

Fast-forward to the past few years, and Applebee’s strategic evolution has culminated in a revitalized menu engine. Under the leadership of VP of Culinary Shannon Johnson—who returned in 2023—the chain committed to quarterly menu drops: one new entrée and one new appetizer every cycle. These dishes don’t just refresh the menu—they reinforce the value-driven “2 for $25” platform, a cornerstone for price-sensitive diners throughout economic ups and downs.

The results speak volumes:
Last quarter’s 3.5% same-store sales jump included positive traffic, and executives say the momentum continues.

One of the biggest hits: a new Chicken Parm Fettuccine that quickly became the brand’s top-selling standalone pasta. It cleverly repurposes Applebee’s new hand-breaded chicken—already a win on sandwiches—into a craveable comfort entrée. The Ultimate Trio Appetizer Sampler, another breakout item, taps into the long-running popularity of customizable sharables. With 80,000 possible combinations, it turns every table into a flavor playground.

As Dine Brands CEO John Peyton puts it, each innovation emerges from culinary, marketing, and brand teams working as one, guided by guest needs and a strategic menu framework refined through years of market learning.

Real-Time R&D With Real People

One of Applebee’s most potent tools is something many chains talk about—but few execute at scale: live recipe iteration with consumers. In major markets, new dishes are served to focus groups, feedback is gathered instantly, and culinary teams tweak recipes in the room.

Too salty? Adjust.
Not crunchy enough? Rebuild.
Taste not quite there? Reformulate and retest within minutes.

By the time the session ends, the dish has often been refined two or three times—a hyper-responsive approach that grew from Applebee’s long history of listening to guests.

Riding the Flavor Waves of Today

The latest releases continue the strategy:
• Crispy Pickle Fries, riding the pickle boom across menus and social media.
• The Grilled Cheese Cheeseburger—a four-cheese, jam-smothered comfort bomb engineered around the simple insight Peyton shared: “Guests love cheese.”

These aren’t just menu items; they’re extensions of a 15-year trajectory that blends value, indulgence, portability, and food-as-experience—principles that have become central to modern casual dining.

 

Grocerant Guru® Insights

1. Handheld foods are the gateway to long-term customer adoption.
Handhelds—sandwiches, sliders, wraps—meet consumers where they live today: on the go, value-seeking, and looking for comfort without commitment. Applebee’s early investment in handhelds positioned them perfectly for the rise in takeout and delivery.

2. Rotational menu innovation keeps diners engaged and returning.
Quarterly food news mimics grocery’s limited-time-offer culture, giving customers a reason to check in frequently—especially when tied to strong value platforms like 2 for $25.

3. Participatory, build-your-own items create emotional brand affinity.
The Ultimate Trio succeeds because diners play with their food. Customization—long a grocerant hallmark—turns a menu into an interactive experience and cements brand loyalty.

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