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What’s Cooking?

Spring Edition 2026 the latest insight trends and innovation for kitchen professionals ,

Welcome to our seasonal insight report

Designed to keep you ahead of the curve, this report brings together the latest research, trends and market dynamics shaping the foodservice sector.

Inside, you’ll find:

- Key consumer and food trends influencing behaviour and demand

- Market intelligence on new openings and emerging concepts

- Practical insights to help inform innovation and unlock growth opportunities

Our aim is to provide not just insight but actionable thinking, and to highlight where evolving trends intersect with opportunities for your business and how our expertise and product range can support.

We’d love to hear your feedback on this edition and are always happy to explore any area in more detail.

If you’re looking to accelerate NPD or menu innovation, please don’t hesitate to get in touch.

Section 1: What’s Trending? Food & Flavour

Mac ‘n’ Cheese

Section 2: What’s Trending? Consumer Cravings

Section 3: What’s Trending? Market Moves

Margin-driving Magic of Mac ‘n’ Cheese

The ultimate comfort classic, Mac ‘n’ Cheese continues to show strong, enduring appeal in the UK, underpinned by its status as a familiar comfort food and its versatility. Far from being limited to a standard side dish, operators are increasingly using Mac ‘n’ Cheese in creative ways to drive additional spend per head and improved margin.

Tapping into ongoing consumer appetite for personalisation and choice, its nostalgic credentials, adaptability to dietary trends (including vegan and free-from) and suitability for sharing, mains and limited time specials mean Mac ‘n’ Cheese remains a highly flexible platform for innovation. Operators are also experimenting with ingredient-led twists. For example, Pret’s kale and cauliflower Mac ‘n’ Cheese incorporates kale, widely perceived as a ‘superfood’ with recognised health benefits. This helps menus feel both reassuringly familiar and commercially progressive.

From Trend On the to Table Menu

• Pizza & burger toppers

• Loaded side: with truffle, brisket, buffalo chicken, ‘nduja, lobster

• Wrap & toastie fillings

McDonald’s World Menu Heist: Mac ‘n’ Cheese Triangle Bites

Nando’s: Peri Mac Wrap

Kraft: KFC Limited Edition KD Mac & Cheese

Mac ‘n’ Cheese global market size is forecast to grow from $5.4 in 2022 to $7.7 billion

‘Greggs Mac ‘n’ Cheese goes viral on TikTok’

In early 2025, the launch delivered a significant sales uplift, with May 2025 reports showing a 2.9% rise in like-for-like sales, partly driven by its popularity.

SPOTLIGHT

40 years of bespoke recipe development experience

Wide range of ready-to-order recipes and formats, from Mac ‘n’ Cheese bites to burger patties and vegan options

The highest quality ingredients: like vintage cheddar cheese used in our Signature Creamy Mac

Flexible formats: single and multi-portion traybakes, 200g–2kg pouches

Sweet Heat: The Swicy Takeover

“Swicy”, the sweet-and-spicy flavour trend, has moved from social media sensation to menu staple.

Originally propelled by the viral rise of hot honey, the trend has rapidly broadened. Today, sweet heat is showing up across restaurant, QSR and pub menus as operators tap into consumers’ appetite for bold but balanced flavour.

What’s driving it? Contrast and familiar sweetness, with a hit of heat that delivers excitement without alienating consumers. It’s particularly appealing to younger diners seeking flavour exploration over extreme spice.

This trend is evolving fast, from maple syrup glazes to ‘Fricy’ (fruity combinations with heat) including hot mango and chilli-spiked pineapple sauces. The format continues to diversify as consumers hunt out ever more innovative mash-ups. In short, sweet heat provides a low-risk

From Trend to Table

Where can you spice things up?

Hot honey appeared on 38% more menus this year.

[CGA by NIQ]

Popeyes brings back viral swicy chicken range

Bay Bajan Pork with roasted pineapple & hot mango sauce

Honey Pepperoni Pizza Pizza Pilgrims

Korean Fried Chicken (sweet & spicy glaze) Wingstop

From Deeside (North Wales) to Rennes (France), our development chefs and food technologists partner with customers to craft exciting, globally inspired swicy flavours and develop dishes tailored to your desired heat level and taste.

• Asian curries

• Ramens

• Middle Eastern cuisine

Turtle

Hot

Chickenification: Win Share with the World’s

Favourite Protein

Chicken’s global popularity continues to accelerate. Versatile, relatively affordable and strongly associated with high-protein eating, the category is becoming a cornerstone of modern menus, from rotisserie and fried formats to globally inspired bowls and salads.

This momentum reflects broader consumer priorities. High-protein eating remains one of the most influential dietary trends globally, with research from Mintel highlighting sustained consumer interest in protein-rich foods across major European markets.

But with more operators entering the category, success now depends on differentiation.

How to Win the Chicken Wars

Signature heat levels and seasoning systems

Global flavour profiles including Korean, Mexican, Middle Eastern

“High-protein

Premium provenance cues such as free-range or rotisserie cooking

Format innovation spanning sandwiches, bowls, salads and sharing platters

claims remain one of the fastestgrowing food and drink claims globally.”*

Key Takeaway

For operators, chicken delivers a rare combination: broad consumer appeal, menu flexibility and strong margin potential. The challenge now is standing out in an increasingly crowded coop.

Slim Chickens continues rapid European expansion with 50+ new sites planned in 2026

Our teams support customers with flavour development and scalable formats designed for foodservice kitchens.

• Global marinades and seasoning blends

• Heat-led flavour systems

• Rotisserie and oven-ready formats

• Menu solutions tailored to your kitchen and service model

The Protein Play

Once associated with bodybuilding and indulgent “bulk” diets, protein is now firmly part of mainstream eating. Consumers increasingly view it as a key component of balanced, satisfying meals that support active lifestyles and sustained energy.

Interest continues to climb. Google Trends shows searches for “protein” rising sharply over the past decade. Social media has helped accelerate the shift, particularly among Gen Z and Millennials who actively seek high-protein options across both retail and foodservice.

Retailers have moved quickly, with supermarket aisles now full of highprotein ready meals, snacks and chilled products. Foodservice operators are beginning to follow suit.

In the US, Chipotle has introduced high-protein options, while Slim Chickens promotes protein-packed bundles. Restaurants, including Gaucho, have introduced dedicated protein menus showcasing high-protein dishes.

For operators, the opportunity goes beyond adding more meat. High-protein menus across bowls, salads, wraps and lighter formats deliver indulgent, nutritionally credible dishes.

Power Up Your Protein

Protein Boosters

• Double up: extra grilled chicken, patties or steak strips

• Jammy or soft-boiled eggs on grain bowls

• Crispy chickpeas or roasted beans

• Paneer or halloumi cubes

• Edamame sides or snack pots

• Steak upgrades in salads or wraps

Protein Swaps

• Upgrade tofu to Seitan or Tempeh

• Swap fries to protein-rich sides (beans, lentils, quinoa)

• Replace traditional yoghurt for Greek yoghurt which carries double the protein per serving

Google Searches

From Trend to Table

Protein-Forward Snacks

• Egg and avocado snack pots

Great for ‘Grab & Go’

Are you signalling your high protein dishes?

Slim Chickens (UK/US) Protein-Packed Gym Box

Gaucho (UK) Protein Menu

Chipotle (UK/US) New High Protein Menu

Greggs (UK) Balanced Bite New Menu

#Fibremaxxing

Protein has dominated the headlines and shelves in recent years, but now fibre is emerging as the next nutritional focus.

Consumers are increasingly looking for dishes that are rich in fibre, fuelled by growing interest in gut health and digestive wellbeing. The trend, dubbed as ‘fibremaxxing’, has gone viral across social media channels, and is being driven by greater awareness that the average adult in the UK (with similar stats across Europe) only consumes 16.4g* of fibre per day vs the recommended 30g required to support immune function and prevent chronic disease.

The shift is pushing vegetable-led dishes back into the spotlight, with ingredients such as leafy greens, beans, pulses and mushrooms delivering a powerful combination of fibre, plant protein and micronutrients.

Fibre-fortification also has a key role to play, with the average adult already consuming more total calories than recommended per day, closing the gap from whole foods alone is likely to be problematic.

For operators, this trend offers a natural opportunity to create dishes that feel both nutritious and flavour-led, while tapping into ingredients that are versatile, affordable and globally inspired.

On the Menu

Roasted cauliflower with romesco or spice glaze

Charred cabbage with anchovy or miso dressings

Pulse-based croquettes or fritters

Chickpea and lentil grain bowls

Mushroom toasties and sandwiches

From Trend to Table

Brassicas have a naturally robust flavour that pairs well with bold spices, making them ideal for globally inspired dishes.

Beans deliver high fibre and strong satiety, while providing chefs with low cost, high bulk, ingredients that work across salads, bowls and sharing plates.

From king oyster to lion’s mane, the super versatile mushroom, packs a flavour and fibre punch as well as being a great source of plant protein.

of the UK population are failing to meet the recommended daily fibre intake* 96%

Our Indian Lentil Dahl dish (part of our IQF range of meal solutions) is a perfect example of our innovation and menu development; crafting meals with great nutritional value, texture and flavours, in line with the latest consumer demands.

GLP-1: Sales Challenge or Relevance Opportunity?

The rapid rise of GLP-1 appetite-suppressant medications is fast becoming one of the most discussed forces shaping food consumption both in and out of home. Originally developed for diabetes, these drugs mimic gut hormones that make people feel fuller for longer, reducing appetite and overall calorie intake. What began as a notable trend in the US has now become a structural driver of change across Europe.

According to recent industry forecasts, the European obesity treatment market is projected to grow from approximately US $2.35 billion in 2024 to nearly US $5.94 billion by 2030*, at a CAGR of about 15.7 % between 2025 and 2030 with GLP-1 receptor agonists already the largest drug class across the region.

For foodservice operators, the implications are significant. Many consumers on these medications report smaller portion sizes, shifts toward nutrient-dense meals and reduced eating frequency, trends that could reshape demand for menus, formats and pricing. At first glance this may seem like a challenge for traditional volume-driven models. But for innovative operators it also creates opportunities, from smaller plates and tasting menus to nutritionally complete, higher-protein offerings and more flexible portioning options, helping brands meet evolving dietary behaviours while capturing new occasions.

From Trend to Table

Our Chefs and Food Technologists across Europe collaborate with customers to overcome and develop dishes that deliver:

• Flavour

• Balance

• High quality ingredients

• Nutrient density

• Flexible formats

Factor (US) developing high-protein, portion-controlled ready meals directly targeted GLP-1 users

Pret is now offering smaller portions in the form of half baguettes and flatbreads to reflect the growing demand

Smoothie King (US) GLP-1 Support Menu

Hot New UK Openings and Across Europe

Datil

Dove

Chef Jackson Boxer opened Dove in Notting Hill, replacing his previous restaurant Orasay with a more casual concept focused on more accessible dishes such as deep-fried lasagne and roast chicken. This reflects a broader industry shift toward more relaxed dining formats suited to current economic conditions.

Calong

Chef Joo Won launched Calong, combining European techniques with Korean flavours and reflecting the continued popularity of cross-cultural fusion cuisine.

STORRD

Opened in Camden in December 2025, STORRD is a new, premium hybrid convenience concept that combines everyday essentials with hot food-to-go, a café-style bakery and coffee. With clever tech integration and AI-powered WhatsApp agents, the concept is set to disrupt the sector.

A Michelin-starred restaurant opened by chef Manon Fleury focusing on vegetable-forward fine dining, reflecting growing interest in plant-led gastronomy.

Coda Dessert Dining

Coda’s tasting menu built entirely around desserts continues to inspire similar single-category fine-dining concepts, highlighting experimentation in format and menu structure in the German market.

Desde 1911

A seafood-focused concept from the Pescaderías Coruñesas group showcasing premium product-led dining, with a strong focus on provenance and seasonal sourcing.

Concepts Crossing the Pond

From distinctive, viral concepts to established brands, American brands continue to build their European presence. Much of the momentum is coming from fast casual and chicken focused concepts, reflecting strong consumer demand for bold flavours, customisable menus and highly recognisable signature dishes.

Velvet Taco

A fast-casual concept known for globally inspired tacos. With around 50 locations across the States, the brand has begun international expansion by opening its first UK restaurant in London’s Broadgate Circle in 2025.

Wendy’s

The US fast-food burger chain has been steadily growing its presence in the UK since its return to the market in June 2021, when the first restaurant opened in Reading after a 20-year absence. As part of a broader international rollout strategy, Wendy’s announced its 50th UK restaurant opening in 2025, a milestone that was backed by its expansion pipeline including new openings in Blackpool, Glasgow, Grays (Lakeside), Watford and York throughout this year.

Raising Cane’s

The Louisiana-founded chicken finger chain is preparing to make its European debut, with a first London restaurant already planned. Known for its simple, high-quality menu focused on chicken fingers, crinkle-cut fries, and Cane’s Sauce, the brand has cultivated a loyal following in the US.

Jersey Mike’s

The US fast casual sandwich chain with over 3,000 stores globally, has confirmed its expansion into the UK and Ireland, with an ambitious plan to open 400 restaurants. The first sites are expected to open in 2026, marking a significant push for the brand into Europe.

Dave’s Hot Chicken

The viral Los Angeles-based hot chicken concept, has already seen success in London and is now moving to scale nationally. Following its initial UK openings, the brand has signed a deal to open up to 180 restaurants across the Europe, including the UK, Spain, Germany and Portugal. They are demonstrating how social mediadriven hype and proven US concept formats can translate effectively into the UK market, particularly among younger, flavour-seeking diners.

Hotville

The Nashville hot chicken concept has quickly become a standout in the UK casual dining and QSR scene. Following record sales across its five Midlands locations in Leicester, Birmingham, and Nottingham, the brand has announced plans to open an additional six sites in 2026. Hotville’s long-term ambition is to establish more than 100 locations across the UK.

The Ones to Watch

Farmer J

The health focused QSR brand now has 18 locations across London and has announced plans for its first overseas restaurant in New York.

Sides

The fast-food fried chicken brand created by UK YouTube collective, The Sidemen has quickly become one to watch. Launched in late 2021 as a delivery-only concept, Sides opened its first physical restaurant at BOXPARK Wembley in February 2022. Since then, the brand has expanded to five UK sites in major cities with around 15 new restaurants planned for 2026.

SushiDog

Stepping out beyond London, the brand opened a Birmingham branch in January and aims to open a further 40 sites over the next five years.

Blacklock

The cult favourite steak and chophouse has announced the date for its second out of London opening. Birmingham will open in April, following the brand’s success in Manchester.

QSR Brands European Expansion

Slim Chickens

After steady UK growth and expansion to Germany, Slim Chickens eyes other European markets as part of its wider international growth strategy.

Quick

The fast-food burger concept known for its signature “Giant” burger is targeting further growth in France and abroad.

Popeyes

France has shifted into franchise mode, with trade press reporting a target of 300 restaurants in the country by 2032 as it accelerates rollout beyond company-owned growth.

Five Guys

Five Guys Europe secured £185m of refinancing to support further growth across Europe (especially in Germany), including more drive-thrus.

Contact the Team

Ben Forbes

ben.forbes@whascooking.group

T +44 7946 115654

Emma Crosby

emma.crosby@whatscooking.group

Stay ahead of what’s next.

The pace of change in professional kitchens isn’t slowing down, and the brands that lead are the ones that act on insight, not instinct. If you’re looking to translate emerging food trends into commercially successful menus, products, or concepts, we’re here to help.

Get in touch with our team to explore how these insights can be applied to your business, spark innovation, and unlock new opportunities for growth.

T +1244 286217

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