Menu Matters Monthly Minute | August 2025
While we're over here debating whether it's late summer or pre-fall, Japan has long been way ahead of the game with their traditional 72-season calendar — micro-seasons that last just a few days each, with poetic names like "Cool Winds Blow" and "Chrysanthemums Bloom." Today we entered “tenchi hajimete samushi,” or the time when the “heat starts to die down.” Let’s hope.
These micro-moments give us more chances to connect with shifting moods, take notice of smaller changes, and allow us to get a little more granular.
Speaking of taking time to get more granular, our latest episode of The Mess Hall digs into whether GLP-1 drugs like Ozempic and Wegovy are about to completely transform, or even be the downfall of, the food industry.
As you navigate the upcoming micro-seasons, Menu Matters is here to help you think through the big questions (and the oddly specific ones too). Give us a shout — we love untangling the messy stuff together.
Stat to Know
7% of consumers eat straight butter.
Consumer preferences can be very personal — and very unique. Case in point? A whopping 7% of consumers eat butter alone, gnawing on a whole stick or eating spoonfuls of butter without any bread or other carrier.
This was part of our recent survey on consumer sensory experiences, where we learned that many consumers enjoy a range of sometimes surprising food options. Indeed, one in every ten consumers likes the skin that forms on pudding or heated milk, while the same percentage like soggy cereal. 9% like cold hot dogs, 8% like raw potatoes, and 7% like raw pasta.
The most popular options had to do with temperature. 39% of consumers like cold pizza (indeed, there are those consumers who prefer it over hot pizza), while 32% enjoy frozen candy bars.
Sometimes the way consumers enjoy or interact with an ingredient or product can be surprising. How do you innovate against the unique needs and wants that a consumer has? Do you have a process in place to discover those novel use cases and wants?
(And stay tuned for a full conversation on this topic with Chef Rosalyn Darling and the team at the World Taste & Smell Association on their podcast.)
Best of LinkedIn
Do you follow Maeve and Mike on LinkedIn? From their #MondaySparks (three creative ideas to jumpstart the week) to their popular #FridayFive (five things they learned in the past week) and beyond, here are five posts that earned plenty of engagement last month:
What makes a smoothie worth $20 or $30?
How the “job hugging” trend showcases that no trend is inevitable.
New Zealand’s fruit-centric ice cream machine comes to the U.S.
You don’t eat enough protein and it sickens me.
Why smaller portions make big sense.
You can catch every #FridayFive, #MondaySparks, and more from Maeve and Mike on LinkedIn. Follow Maeve here and Mike here.
Menu Matters in the News
“Inflation Has Increased. The Price of Olive Garden’s ‘Never Ending Pasta Bowl’ Hasn’t,” CNN
“Olive Garden Amazes Diners with Return Bargain Deal as Rivals Raise Prices,” Daily Mail
“A Popular Menu Item Returns to Olive Garden for Another Year,” Men’s Journal
“A Taste of Trends from the Fancy Food Show,” World Taste & Smell Association
Let’s Meet Up
Denver, CA - September 17-19 - Client Event
Orlando, FL - September 24-25 - Client Event
Kansas City, MO - October 6-9 - Client Event
Napa, CA - November 5-7 - Worlds of Flavor
Kansas City, MO - November 11-13 - The Science of Meetings
Chicago, IL - November 17 - 21 - Client Event
New York, NY - December 4 - New York Produce Show Foodservice Forum
Will GLP-1s Be the Downfall of the Food Industry?
The latest episode the Menu Matters podcast — The Mess Hall, where we have messy conversations about the thorny topics that matter to the food and beverage industry — is here.
In this episode, we ask if GLP-1 drugs like Ozempic and Wegovy spell the downfall of the food industry — or at the very least the snack food industry? In this episode, we look at the hype around GLP-1 drugs and try to uncover the real learnings for restaurants and food manufacturers. From food noise to portion sizes to what consumers consider to be healthy today, registered dietitian nutritionist and industry expert Pam Smith (a co-creator of the Seasons 52 brand, which created the original mini dessert portion trend) has a messy conversation with Maeve and Mike. Plus, we look at the controversy around Michelin-starred Eleven Madison Park adding meat back to the menu. And, as always, we end with the Mess Hall Five Questions, where Pam Smith shares her opinion on whether a hot dog is a sandwich.
We hope you'll give it a listen. You can find it on all of your favorite podcast platforms (Apple, Spotify, Amazon, Overcast).
Try This! Maeve & Mike’s Hot List
Delicious meals, excellent hotels, favorite products, thought-provoking books, great TV shows and movies — these are some of Maeve and Mike’s favorite recent discoveries.
"The Hudson Valley and the Catskills are becoming a hotbed of lodging innovation and new luxury properties. Many of them, particularly in the Catskills, are shifting to the individual cabin format, allowing for a greater sense of privacy and individual adventure. Piaule is one of these properties and it's gorgeous. The design is simple and sleek yet luxurious with a tasting menu at its onsight restaurant that is both inspiring and delicious. ” MAEVE
“File this recommendation under: ‘Go eat here before they raise the prices.’ A few weeks ago I met up with a friend at NADU, an upscale regional Indian concept here in Chicago. We arrived on an exceptionally stormy night, which always makes a cozy restaurant experience feel even more like a respite from the world. While you can order a la carte, the $55 tasting menu is a steal, allowing you to try 6-7 different courses — and each person can choose different options, allowing you to try even more of the menu. We had a true feast, from sea bass wrapped in banana leaf to a chai whiskey cocktail that allows you to eat the spice paste off the spoon for a hit of chai or stir it into the drink itself.” MIKE
"The Gatehouse Coffee Shop & Mercantile is a wonderful ‘hidden’ find in Morris, NY, outside of Cooperstown. Seemingly in the ‘middle of nowhere,’ it's gorgeously designed and offers a wide selection of gourmet and unique food items as well as locally sourced jewelry and crafts. It has a diverse range of baked goods, sandwiches and coffee and a cozy seating area that invites patrons to linger. If you're in the area, it's definitely worth the drive. And another great find in the Hudson Valley is Bartlett House in Ghent. What was once a quiet coffee house and bakery with a few good options is now a vibrant local destination with a wide range of sandwiches, baked goods and beverages. Most ingredients are sourced locally, including edible florals from its own garden. The line may be long, but it's always worth the wait.” MAEVE
We’d Love to Hear From You
End of Year Planning: If you're looking to wrap up 2025 with impactful work, now's the time to reach out. We can help you get speaking engagements, research projects, market immersion experiences, innovation workshops, ideation sessions, or trend development projects on the calendar within your year-end budget.
2026 Consumer Pulse Survey: We're preparing to launch our annual consumer pulse survey and would love your input. If you have pressing questions or challenging topics you'd like us to explore with consumers as we head into 2026, please share them with us so we can incorporate your insights into our research.
