Menu Matters Monthly Minute | November 2025
So much to be thankful for.
Last year, YouGov asked Americans about their favorite holidays. When asked about their favorite holiday overall, Christmas came out on top. But, when asked which day they enjoyed more than the average day, more people chose another holiday — Thanksgiving.
There are likely numerous reasons why people love Thanksgiving so much — it’s less commercialized, it focuses on togetherness, it’s very inclusive (91% of Americans celebrate Thanksgiving). But surely one of the main reasons is that it’s centered on a delicious meal — gathering for Thanksgiving dinner is the main event. Millions of people will sit down to the same meal, on the same day, and enjoy it together.
For those of us who work in the food industry, it’s a chance to consider how lucky we are to be a part of consumers’ lives. We’re thankful for the opportunity to be behind so many of the foods and brands that consumers will enjoy this week, from the turkey to the can of jellied cranberry sauce.
And, as we head into the final month of the 2025, we’re also thankful for you. As we’ve celebrated our 10-year anniversary this year, we’ve been especially grateful for everyone who has collaborated with us, challenged us, and let us dig deeper into what people truly want from food. Thank you for being part of our story — and for helping us understand the stories behind what consumers put on their tables.
DID YOU KNOW?
Nearly half of consumers are feeling hopeful as we head into 2026.
At the end of every year we ask consumers what emotions they are feeling as we head into the next year. After years of fear and anxiety, last year consumers said they were feeling hopeful again as we entered 2025.
Has that hope held up? While the year itself has had plenty of ups and downs, consumers are still holding out hope — 48% of consumers ranked “hopeful” in the top three emotions they are feeling heading into 2026. Indeed, consumers often see the upcoming year as a blank slate and want to believe good things are ahead.
There is still some worry, of course — the second most common emotion consumers said they were feeling was “uncertainty” (37%). Meanwhile, “anxious” and “optimistic” are tied for third place (29%).
So, while consumers are feeling a wide range of emotions heading into 2026, many are looking for a little hope and positivity. How can your brand meet that optimism?
This is just a small taste of Menu Matters’ 2026 Consumer Needs Report, releasing soon. Watch your email for the full complimentary report to hit your inbox.
What We Learned
On LinkedIn, we start the week with our #MondaySparks (three creative ideas to jumpstart the week) and end the week with our #FridayFive (five things we learned in the past week). Here are five of the most popular posts from the past month:
Why retirement communities are opening on college campuses (for $500k a year).
Instacart Canada created a “Lie Pie” kit to pretend you made a pumpkin pie from scratch.
Which state names roads after itself the most?
Why women-led, horse-focused vacations are having a moment.
Netflix is making shows for people who barely pay attention to them.
You can catch every #FridayFive, #MondaySparks, and more here and here. And shout out to Bethany Farchione, who launched her own Friday Five!
Menu Matters in the News
“How Three Retailers Are Upgrading Meal Bundles,” Restaurant Dive
“Out of the Box: How Food & Beverage Giants Are Making Their Packaging Shine,” Food Dive
“Social Media is Redefining How Restaurants Choose Suppliers,” Nation’s Restaurant News
“How to Win With Operators and Build Demand Beyond Distributors,” Belle Communication
The 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.
“There are plenty of casual Persian restaurants in Chicago, but Maman Zari may be the only truly upscale Persian dining experience. Familiar Persian favorites like tahdig, kashke bademjan (eggplant dip), and ghormeh sabzi (the herb-driven stew) are taken to the next level in meticulous platings. The beverage menu truly shines, with an adventurous wine list (including a few options made from wine grapes smuggled out of Iran) and an herbal Gonabad Gin cocktail that co-owner Mariam Shahsavarani rightly said would cause riots if she took it off the menu. Save room for a plate of Persian cookies and the beautiful tea service to finish. Or, for a truly special occasion, opt for the generous $95 tasting menu.” MIKE
“Manchester, VT, has seen a number of new restaurants open in the past month. Lost Marble Brewing is one of them. Rather than leaning into the colonial-era aesthetic that has traditionally dominated architecture and interior design in this area, Lost Marble (as well as Lola, another recent opening) has captured a more modern Vermont sensibility with its heavy use of raw wood on the exterior and natural elements throughout the interior. The menu does a great job of updating and innovating against the ‘average’ pub grub, incorporating premium ingredients and global influences without changing the essence of what a pub menu is.” MAEVE
“If you’re looking for a more unusual gift for a friend or family member this holiday season, consider something from Heretic Parfum’s ‘Very Gorey Holiday’ collection. Celebrating the 100th birthday of macabre illustrator Edward Gorey, the collection features options like an O Tannenbaum room spray (described as “eerie evergreen) that I’ve been spraying every morning. Plus, the packaging is truly luxurious, featuring a full printed newspaper, lots of dark ribbons and wrapping sealed with wax, and free samples. The weirdo in your life will thank you.” MIKE
Let’s Meet Up
Chicago, IL - November, 4 - RCA Trends & Tastings Event
Ossining, NY - November 5 - Client Event
Chicago, IL - November 17 - 21 - Client Event
New York, NY - December 4 - New York Produce Show Foodservice Forum
So, what was the Cracker Barrel controversy really about?
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 discuss the decline of deviance. From cults to alcohol, movies to car colors, the evidence is clear that society is afraid to take risks. What does that mean for the food industry -- and humanity at large? Then, now that the controversy has subsided, we dive into what the Cracker Barrel uproar was really about. What can brands learn from the brand's missteps, what could Cracker Barrel have done to engage new consumers in ways that honored the brand identity, and why should the food industry take their role in consumers' lives more seriously?
We hope you'll give it a listen. You can find it on all of your favorite podcast platforms (Apple, Spotify, Amazon, Overcast).
