Europe's fast food menu trends may be heading for U.S. shores
European menu trends could reshape offerings in U.S. QSRs.
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The article discusses menu trends emerging from Europe, including items like the Crousty and innovative dip offerings. Germany and France are noted as incubators for new QSR concepts that may soon cross over to U.S. markets.
Why It Matters
These emerging menu trends could impact unit economics for QSR franchisees, as adapting to consumer preferences may be essential for maintaining competitive positioning in the U.S. market.
Recent insights from Technomic's Global Menu Trend Study reveal that European countries, particularly France, Germany, and Spain, are emerging as innovative leaders in the quick-service restaurant (QSR) sector, potentially influencing U.S. fast-food chains. In 2025, the menu development activity in Europe is noteworthy, with France contributing 27 new items, Germany 19, and Spain 17, while South Korea and Thailand continue to lead globally with 49 and 47 new items, respectively.
A standout item is the "Crousty," which originated in France. This dish features a base of white rice topped with crispy chicken pieces and finished with various flavorful sauces. French QSR brands like Tasty Crousty and Krousty Sabaidi are notable for offering this item, and other brands are exploring similar variations. Germany’s doner kebab is also evolving, enhancing traditional offerings with kebab-style toppings for burgers, pizzas, and salads. Burger King in Germany has capitalized on this trend by launching items that amplify flavor with kebab-seasoned chicken, while Telepizza in Spain introduced a kebab-flavored pizza.
Additionally, the trend of signature dips and sauces is gaining traction. A prominent example is the French fast-food chain Quick, which has launched a dip flight featuring seven different sauces. This innovation caters to the growing consumer demand for diverse flavor experiences in dining. In the snacking category, Germany has embraced the crispy falafel balls as shareable snacks, while Burger King has introduced falafel bites, showcasing the growing popularity of shareable, flavorful items.
