Food with Flavor Rings the Register: Gen Z and Millennials Crave Culinary Discovery

 

In today’s hyper-competitive food landscape, “premium” positioning alone isn’t enough. While fast casual concepts and tech-forward formats grab headlines and Wall Street buzz, the real driver of food industry growth is more fundamental: flavor.

Gen Z and Millennials—the two most influential consumer segments in food culture—are demanding bold, global, and authentic tastes. According to Datassential, 78% of Gen Z consumers say they “love trying new flavors,” and 67% actively seek food experiences that offer “something different.” This appetite for discovery is reshaping what success looks like in grocery, convenience, and restaurant sectors alike.

Steven Johnson, the Grocerant Gur® at Tacoma, WA based Foodservice Solutions®, says, “Flavor is the number one attribute that drives product trial, repeat purchase, and brand loyalty. Today’s consumers don’t just want sustenance—they want excitement on the plate.”

 

Forget Calories—Flavor Is the New KPI

Health and wellness are still a priority, but how consumers approach them is shifting. A recent 2024 Mintel report found that while 59% of U.S. consumers report trying to eat healthier, they’re more focused on energy, performance, and balance—not restriction. Instead of counting calories, 81% of younger consumers say they’re focused on functional ingredients like protein, fiber, and adaptogens.

Protein-rich, flavor-forward meals are leading the charge. According to IRI, high-protein snack and meal options grew over 15% year-over-year, with Millennials and Gen Z most likely to associate protein with strength, satiety, and mental focus.

 

Transparency and Trust Trump “Eco-Friendly”

Today’s shoppers want real food made with real ingredients, and they’re skeptical of greenwashed marketing. A 2024 FMI and Label Insight study revealed that 68% of consumers say they’re more likely to buy from brands that provide clear, detailed ingredient sourcing—even more so than “sustainability” claims. In fact, only 42% trust environmental claims made on packaging, while 72% trust transparency about ingredient sourcing and function.

That’s a wake-up call to legacy brands: Consumers crave clean labels, fewer additives, and products that taste as good as they look.

 

The Grocerant: Flavorful Convenience Reimagined

The blurring lines between restaurants and retail are giving rise to the grocerant—hybrid formats offering Ready-2-Eat and Heat-N-Eat meals with restaurant-quality flavor. This category has become a go-to for busy consumers who want fast, flavorful, and semi-customizable meals. According to Technomic, grocerant meals saw double-digit growth in 2023, driven largely by Millennial parents and single Gen Z professionals.

These consumers aren’t just reheating—they’re remixing. As Innova Market Insights reported, over 60% of consumers say they like to “mix and match” prepared foods to feel like they’re cooking without the hassle. Whether it’s spicing up a store-bought grain bowl or building a meal from global sauce kits, the goal is flavor-first convenience.

 

Five Menu Ideas That Deliver Bold Flavor & Food Discovery

Here are five menu-ready ideas with global flavor cues that grocerants, c-stores, and fast casual brands can offer to win Gen Z and Millennial customers:

1.       Korean BBQ Chicken Bowl
– Gochujang-marinated grilled chicken, jasmine rice, kimchi, pickled cucumbers, and spicy aioli.

2.       Mediterranean Shawarma Wrap
– Za’atar-seasoned chicken, garlic toum sauce, tomato, pickled onions, and tahini dressing in a warm flatbread.

3.       Spicy Birria Ramen
– A fusion of birria consommé with ramen noodles, shredded beef, queso fresco, and cilantro-lime crema.

4.       Indian-Inspired Tikka Mac & Cheese
– A creamy blend of sharp cheddar and tikka masala spices, topped with crispy paneer crumbles.

5.       Peruvian Lomo Saltado Stir Fry
– Marinated beef strips stir-fried with onions, tomatoes, soy sauce, and served over fries and jasmine rice.

 

Five Flavor-Forward Snack Ideas Driving Trial & Repeat

Snacking is more than grazing—it’s a form of culinary exploration. These bold snacks hit the sweet spot of taste, portability, and curiosity:

1.       Chili-Lime Plantain Chips
– Crunchy, spicy, and tangy, these snacks pair perfectly with guacamole or on-the-go.

2.       Hot Honey Popcorn Clusters
– A sweet-savory blend with a cayenne kick and the trending flavor of hot honey.

3.       Thai Peanut Protein Bites
– Plant-based protein snacks with a rich umami and slight spice flavor profile.

4.       Curry Cashew Snack Mix
– Roasted cashews dusted with turmeric, curry powder, coconut sugar, and sea salt.

5.       Tamarind-Chili Fruit Leather
– A tangy, spicy alternative to traditional fruit snacks, appealing to adventurous palates.

 

From TikTok to Table: Social Discovery Drives Demand

Cooking has evolved from a household task into a form of personal expression, fueled by TikTok trends and food influencers. A 2024 YouGov survey found that 54% of Gen Z and 47% of Millennials regularly try recipes they find online—especially those that promise bold flavors or global twists.

Meal kits, ethnic sauces, globally inspired frozen meals, and fusion snacks are finding new audiences thanks to this social-powered discovery. Brands that provide shareable, Instagram-worthy, and craveable products are outperforming.

 

Flavor Is the Future

“Retailers need to stop thinking about calories and start thinking about culinary creativity,” Johnson emphasizes. “It’s not about diet—it’s about delight. Food is culture, identity, and entertainment.”

To win with Gen Z and Millennials, brands must deliver authentic flavor, meaningful transparency, and adventurous formats—whether in a convenience store hot bar, a fast casual bowl, or a meal kit on a doorstep.

Because in 2025 and beyond, food that delivers flavor will always ring the register.

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

Can Walmart Succeed in the C-Store Space? Five Hurdles They Must Overcome

 

For decades, grocery retailers have struggled to break into the convenience store (C-store) space. While on the surface, grocery and C-store operations may seem similar—both selling food and essentials—the reality is vastly different. Grocery chains that have attempted to transition into C-store retail, such as Safeway, Kroger, and Albertsons, have largely failed because they underestimated the key differences in consumer behavior, operational efficiency, and Wall Street’s distinct expectations for each sector.

Now, Walmart is rumored to be making another attempt at cracking the C-store business. But can they succeed? History suggests major challenges lie ahead. Here are some insights collected by Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® that should help in our understanding:

Wall Street Metrics: Grocery vs. C-Stores

One of the biggest hurdles for any grocery chain entering the C-store space is the fundamental difference in Wall Street’s expectations and performance metrics for each sector:

·         Grocery Stores: Measured by total revenue, same-store sales growth, gross margins on high-volume items, and basket size. Grocery retailers rely on consistent household shopping trips, often with average checkout times exceeding 20 minutes.

·         C-Stores: Measured by transaction count, average ticket per transaction, fuel sales (when applicable), and prepared food sales growth. C-store profitability is heavily reliant on impulse purchases, high-margin grab-and-go items, and a seamless, sub-5-minute customer experience.

Grocery chains have historically struggled with the transition because they try to bring grocery store metrics (such as bulk purchasing and loyalty-driven promotions) into a convenience-first model, which is driven by immediate consumption, speed, and impulse-driven sales.

Five Hurdles Walmart Must Overcome

For Walmart to succeed in the C-store space, they must tackle the following critical challenges:

1. Understanding the Convenience Consumer Mindset

The average C-store customer spends under five minutes inside a store, with 50% of customers making unplanned purchases based on impulse. (NACS 2023) Walmart must shift its strategy from bulk shopping and low-price guarantees to meeting the needs of time-starved consumers who prioritize speed and accessibility.

2. Curating Immediate Consumption Meal Options

Modern consumers demand fresh, ready-to-eat meals. A 2023 study found that 41% of convenience store shoppers purchase hot, prepared foods at least once a week, with 51% rating these offerings equal to or better than quick-service restaurants. (Food Institute) C-stores are no longer just about snacks and packaged goods; the fastest-growing segment is fresh meal solutions.

For Walmart to succeed, they must create an elevated fresh-prepared food program that competes with Wawa, Sheetz, and 7-Eleven. Failure to deliver high-quality, grab-and-go fresh meals will leave Walmart vulnerable to losing market share to these established players.

3. Competing with Established C-Store Brands

Legacy convenience store chains such as Casey’s, Circle K, and Buc-ee’s have decades of customer loyalty, efficient supply chains, and deep market penetration. Walmart must differentiate itself by either innovating in fresh food, leveraging its grocery supply chain, or offering exclusive meal solutions that consumers can’t find at traditional C-stores.

4. Adapting Store Formats to Maximize Efficiency

Walmart’s traditional big-box model does not translate well to a convenience environment. C-stores operate on compact footprints, with a strong focus on high-margin grab-and-go purchases. Walmart must refine its approach by:

·         Implementing streamlined store layouts that encourage quick purchases.

·         Using AI-driven inventory management to optimize product placement and restocking.

·         Enhancing checkout efficiency with automation and cashier-free technology.

5. Implementing Technology-Driven Service Speed

Consumer expectations for faster service in C-stores have skyrocketed. According to Convenience Store News, 72% of customers expect mobile ordering or self-checkout options, while 58% prefer contactless payment solutions. Walmart must integrate:

·         Mobile app-based ordering and pickup for grab-and-go meals.

·         AI-driven self-checkout kiosks that eliminate friction at the register.

·         QR-code-based marketing messaging that delivers real-time promotions directly to consumers' phones.

Failing to invest in technology-driven service will leave Walmart behind in a space where speed is king.

Why Fresh and Fast is the Future

C-stores are no longer just about gas station snacks. A 2023 report revealed that prepared food sales in C-stores surpassed cigarettes for the first time, demonstrating a major consumer shift toward fresh, immediate consumption options. (Solink)

Moreover, 27% of C-store shoppers report purchasing fresh-prepared items more frequently than they did a year ago, highlighting the growing demand for high-quality, convenient food solutions. (Vending Connection)

If Walmart wants to succeed, they must abandon the traditional grocery store mindset and fully embrace the convenience-driven model—one that prioritizes fresh-prepared meals, seamless checkout, and impulse-driven food sales.

Final Thoughts: Can Walmart Win in C-Stores?

History has shown that grocery retailers struggle when entering the convenience space. Walmart must avoid past mistakes by recognizing the distinct consumer behaviors, operational efficiencies, and Wall Street expectations that separate C-stores from grocery stores.

If Walmart can:
✅ Deliver high-quality fresh-prepared meals,
✅ Optimize store formats for rapid transactions,
✅ Invest in cutting-edge technology for checkout speed,
✅ Develop impulse-driven marketing strategies,
✅ And differentiate itself from legacy C-store chains…

Then, and only then, can they disrupt the C-store space. Otherwise, Walmart risks becoming yet another grocery retailer that failed to understand what makes convenience retail thrive.

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

Stay Ahead of the Competition with Fresh Ideas

Is your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s playbook? If you're ready for fresh ideations that set your brand apart, we’re here to help.

At Foodservice Solutions®, we specialize in consumer-driven retail food strategies that enhance convenience, differentiation, and individualization—key factors in driving growth.

👉 Email us at Steve@FoodserviceSolutions.us
👉 Connect with us on social media: Facebook, LinkedIn, Twitter

Fast Food Restaurants: The Race to Attract Customers Back

 

Today convenience stores, grocery delis, and virtual restaurants are eating into legacy restaurant market share according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.The fast-food industry, once the go-to for affordability, speed, and convenience, is facing formidable competition from unexpected corners.

Convenience stores (C-stores), grocery deli departments, and virtual restaurants are pulling customers away from traditional quick-service restaurants (QSRs), signaling a fundamental shift in how and where consumers choose to purchase meals. Today, fast food brands find themselves in a race to lure customers back, but the competitive field is steep.

The Convenience Store Takeover

Convenience stores have spent the last decade evolving into legitimate Ready-2-Eat (R2E) and Heat-N-Eat (H2E) destinations, with foodservice contributing nearly 23% of C-store sales revenue in the U.S. in 2023. Once known primarily for roller grill items and packaged snacks, chains like Casey’s, Wawa, Sheetz, and 7-Eleven are offering full meal solutions that satisfy consumer demands for speed, flavor, and value.

According to NACS (National Association of Convenience Stores), C-store prepared food sales grew 21% year-over-year in 2023, far outpacing QSR growth. Why?

·         Customer Touchpoints: C-stores provide immediacy. With customers already fueling up, buying tobacco, or grabbing drinks, adding dinner or lunch becomes a natural next step.

·         Expanded Offerings: C-stores sell fresh, portable food at prices often lower than fast food chains, like Wawa’s sandwiches and customizable hoagies or 7-Eleven’s heat-and-eat pizzas.

·         Modern Environments: Many stores have invested in upgraded interior designs, dining spaces, and kitchen technologies to rival QSR experiences.

C-store dominance taps into consumer need for "location convenience" — leveraging hyper-local options for quick meal solutions. Brands like McDonald’s and Burger King may still drive traffic at core meal times, but as gas stations upgrade their game, they pose a continuous, snacking-friendly challenge for QSR relevance.

Grocery Deli Departments—Affordable and Fresh

Once overlooked, grocery store delis are redefining their place in the meal solution hierarchy. Today’s consumers are constantly hunting for meals that strike a balance between value, convenience, and freshness. Enter deli departments from retailers like Publix, Kroger, Whole Foods, and H-E-B, which capitalize on the demand for grab-and-go foods with restaurant-quality offerings.

Food industry data reveals that retail foodservice—led by grocery deli operations—now accounts for $15 billion in sales annually. Shoppers looking for fast and affordable family-sized meal bundles find what they need here. For example:

·         Publix offers mix-and-match meal components like rotisserie chicken, salads, and sides that rival many fast-food combos.

·         H-E-B focuses on regional flavors, featuring items like fresh tacos and BBQ to differentiate their fresh-food aisle.

·         Kroger’s Simple Truth line taps into consumers’ desire for clean-label and healthier meal choices without requiring prep time.

Grocery delis also benefit from their perception as offering “fresh, healthier options” compared to fried, heavily processed fast-food meals. Today, 62% of consumers believe grocery stores provide a healthier, more value-driven meal alternative.

Virtual Restaurants: The Delivery Disruptors

Virtual restaurants, also known as ghost kitchens, present the most existential threat to the fast-food industry’s delivery game. These brands thrive on their ability to prioritize delivery-only operations, free of expensive real estate or front-of-house staff. Data indicates that the global ghost kitchen market could reach $71.4 billion by 2027. Companies like MrBeast Burger, Wow Bao, and C3 by SBE have seized this opportunity to serve fresh, delivery-ready meals at scale.

Why are virtual brands winning?

1.       Focus on Fresh Delivery: Consumers now expect fast, hot, and high-quality food delivered in 30 minutes or less. Apps like Uber Eats and DoorDash support frictionless transactions.

2.       Cost-Efficiency for Brands: Without dine-in spaces or legacy overhead costs, ghost kitchens can experiment with pricing and quality while remaining agile.

3.       Hyper-Specialization: Ghost kitchens hone in on trending foods—whether it’s Nashville hot chicken, premium burgers, or ramen—to gain relevance among specific consumer segments.

This agility challenges legacy QSRs, which struggle to pivot both pricing structures and menu specialization. Moreover, virtual kitchens play directly into the growing reliance on meal delivery platforms, a habit born during the pandemic and solidified as a dining convenience today.

The Fast-Food Conundrum

QSRs face a perfect storm: pricing hikes and value challenges on one end and diverse competitors satisfying customer cravings on the other. While fast food chains like McDonald’s, Taco Bell, and Wendy’s still drive huge sales, consumer loyalty is increasingly fluid. Customers opting for C-store, grocery deli, or virtual meals value three things above all:

1.       Time-Saving Convenience

2.       Competitive Pricing

3.       Fresh, Higher-Quality Options

Recommendations from the Grocerant Guru for Fast Food Success

1.       Expand Grab-and-Go Formats: Introducing modular, ready-to-eat meals in smaller formats—akin to grocery deli solutions—could reignite lost QSR momentum. McDonald’s modular Happy Meals for adults show early success.

2.       Menu Component Bundling: Follow C-store leads in offering customizable bundles (e.g., rotisserie chicken equivalents) and experiment with flavors to cater to regional demand.

3.       Delivery Innovation: Invest in ghost kitchen offshoots or dedicated delivery-focused options. Fast food brands must optimize operations to retain a competitive edge on delivery freshness and speed.

The Race Isn’t Over

The evolution of fast food’s competitors—C-stores, grocery delis, and virtual restaurants—highlights a key lesson: convenience, quality, and affordability can no longer exist in silos. Consumers have moved beyond old dining paradigms, demanding foodservice providers adapt to their terms. Fast food operators still hold a global advantage with familiarity and reach, but without embracing mix-and-match modularity, bold flavor offerings, and faster, fresher delivery solutions, they risk permanently falling behind.

In the end, this is not about eliminating competition—it is about keeping customer convenience top of mind every step of the way.

Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® 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 the following links: Facebook,  LinkedIn, or Twitter