The ability to dream, build, and create opportunities has always been one of America's defining strengths.
At the end of the day, brands really need to showcase their value to stay top-of-mind with customers in a competitive restaurant landscape.
What’s Next for Restaurants?
Hot Topics from the Restaurant Leadership Conference 2025
The A-Team headed southwest to attend the Restaurant Leadership Conference (RLC), hosted by Informa Connect in Phoenix, and join industry leaders from across the country. RLC served up a powerful blend of inspiration, innovation, and actionable insights and was time well-spent with industry experts, old friends and new connections.
At Asher, we boast decades of deep partnerships with restaurants and franchises, so we were excited to share our expertise while also learning about new trends. The sessions did not disappoint! Here are the juicy takeaways from RLC that we couldn’t wait to share and put into practice.
Economic Blues
Future proofing with Value
The looming economic uncertainty coupled with tariff challenges were a focus at RLC. Jason Schenker, from The Futurist Institute, reminded everyone that “the trend is your friend” and this year, those trends are driven by AI, ecommerce, and economic volatility.
Menus that work harder
Menus aren’t just about what’s trending, they’re about making those trends make sense for your brand. Whether it’s swicy (sweet + spicy) flavor combos or unique LTOs, creative culinary mashups are proving to drive sales and engagement:
- Teaming up: An unexpected tequila pairing from Popeyes and Don Julio sparked a 3% sales lift according to their vp of culinary innovation, featuring items like a tequila glaze and tequila-lime slaw. Thinking outside your normal menu box could be a real hit.
- Pickle everything: From pickle glaze to pickle lemonade, acidic, briny flavors continue to show up in fun, surprising ways.
- Hand-breaded hits: Applebee’s hand-breaded sandwiches reflect that menu innovations are about technique as much as they are flavor trends.
- Underground menus: App-exclusive items are creating buzz. Think “secret menu” vibes that reward loyal customers and present opportunities for social media fun.
- Swicy spotlight: Hot honey isn’t going away anytime soon. The sweet and spicy trend is still around, and brands are looking for ways to make it their own.
Jump on trends but personalize them so they’re on-brand with your menu. Authenticity matters more than being first and the best dishes connect brands to what’s hot, without losing who they are.
45%
of guests are cutting back
The “Phygital” Future & Affordable Joy
According to the latest Tillster report, guests are visiting chains less often due to price sensitivity: 45% say they’re cutting back. So how can brands win them back? It’s about delivering what Tillster called “affordable joy”. Think value-driven menus, seamless digital experiences, and loyalty programs that actually reward.
Loyalty Insights
While phygital (physical + digital) might be an up-and-coming buzzword, it’s grounded in a real truth: digital touch points should solve real problems for your guests and not replace the human touch and experience needed for brand loyalty.
Guests will forgive a bad experience once but not twice. Get the customer experience right – in both the physical and digital spaces of your brand – and tie it to real value.
Final Nuggets
RLC 2025 reminded us that success in this industry requires equal parts hustle, heart, and humanity. The brands that rise are the ones that embrace change, lead with clarity, and keep value at the center of how they serve their customers.
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