Feature: Quick Serve Menus

The problem with the ongoing boom in quick service restaurants (QSRs) is that it is shifting consumer expectations around hospitality as a whole. If someone’s favourite fried chicken shop can bash out a meal within a few minutes, why can’t a full-service restaurant? While operators know the answer to this and understand the realities and differences between the two models, it doesn’t change the fact that, these days, guests want things faster but without compromising quality. 

QSR sites are only partly responsible for this, of course. Day-to-day living has sped up monumentally over recent years, with ordering apps, kiosks, AI and social media offering people their services at the click of a button, setting the precedent that immediacy and accuracy are expected no matter what scenario one is in. If this is also true for the service industries, how can restaurateurs ensure they’re not getting left behind? One way could be to look at certain frozen products.

“Ease and convenience is a must to cut down on wait times and allow chefs more time to work their creative flair,” says Mark Wetherill, QuornPro head of culinary for UK and Nordics. “Not only do frozen foods make it easier to turn around dishes, but they are also convenient options when it comes to storage, with longer shelf lives and cost efficiency, plus being able to buy larger quantities in bulk.”

Of course, when we talk about frozen foods, it’s not just the vegetables and proteins we’re talking about – desserts will also play their part in this area. In fact, ice creams, soft serves and shakes are arguably some of the fastest menu items to prepare in this speed-driven arena. 

“Many menus are exploding with thick shakes and freakshakes,” says Joe Yates, development and training chef at Carpigiani UK. “Interestingly, we’re hearing more and more from our customers that consumers are reaching for a shake over a dessert. We know from our independent Iced Insight research that consumers – almost three-quarters (73%) – buy milkshakes, freakshakes, and/or thick shakes all year round.”

Dirty fries from LKK

Talking trends

So let’s say we’re looking to add a few things to the menu that guarantee quick serve options for guests. Where should we begin? As the folks at Clawson Farms point out, pizza is a fast-serve favourite that epitomises the key attributes of convenience, affordability, portability, and on-trend flavours and ingredients.

With consumers increasingly seeking premium and customised options alongside their need for speed, additional toppings are a powerful upsell opportunity for operators. Cheese remains the essential driver of pizza satisfaction and Mintel research shows 63% of cheese consumers say adding a high-quality cheese makes a dish feel special, while 76% say adding cheese makes a big difference to a dish.

“Demand for more exciting toppings has grown, chefs are experimenting with flavour fusions, transforming their pizzas with their own twist to create stand-out offerings with a point of difference,” says Bill Mathieson, managing director of Clawson Farms.

The team at Lamb Weston have highlighted that findings in the movement in consumption of coffee and carbonated drinks, plus trends in vegan vs vegetarian – vegan orders were up by 56% and vegetarian was up by 64% – can help operators discover what consumers are choosing when eating out.  For instance, for the first time, mayonnaise topped the favourite sauces chart last year, with 3.1m servings, compared with ketchup’s 2.1m.
Where there’s ketchup and mayonnaise, there are fries, potentially the king of quick serve dishes. 

“Loaded fries and fry-based sides offer strong margins due to low base costs, but only if the fries stay crisp and appealing during service,” says Darren Bown, catering director at Booker. “Using high-quality fries designed to hold their texture is essential, especially when dishes are topped with sauces or premium ingredients that can quickly make standard fries soggy.”

“Operators looking for recipe inspiration to support value, versatility, portability and innovation in 2026 can expect growth in formats that align with the ‘anytime eating’ trend,” adds Ash Liles, trade marketing manager at Lamb Weston. “Think of fries being served up as snacks or as an integral part of a meal, not just side of plate. Beyond this, versions of loaded fries with bold global flavours continue to be a hit across foodservice, and we see opportunities in using potatoes as a carrier for these trending concepts.”  

So what global flavours are we talking about then? In June 2025, Dine Out worked with Egg Soldiers to produce The Taste Report, in association with PauliG PRO and Santa Maria. If you didn’t read it, it’s worth checking out (you can find it via Dine Out’s website). Within that piece, we explored 10 tastes to consider across menus over the coming year, which can all be applied to quick serve dishes. 

“Some of the most popular quick serve options hitting menus today are globally inspired handhelds that deliver comfort with a twist – a direct response to Gen Z’s appetite for playful mashups and bold flavours,” says Barnaby MacAdam, development chef at Paulig PRO. “Indian cuisine is leading the charge thanks to its vibrant spices, versatile components and street food heritage. Operators are exploring everything from Andhra-spiced hash browns and naan bruschetta to handheld butter chicken ‘naanwiches’, vegan dhal wraps and tikka-spiced chickpea salad pots.”
Bao have also taken the quick serve food scene by storm in recent years, and their popularity has now spread across almost the whole of the food service sector.

According to Growth Market Reports shared with Dine Out by Central Foods, the global bao market reached $1.43bn in 2024 and is expected to hit $2.77bn by 2033 – suggesting that the popularity of bao buns is no flash in the pan.

“Adaptable, versatile, convenient to use and swift to prepare, they’re just the sort of product that can help make life easier for operators looking to enhance their quick serve menus,” says Oli Sampson, MD of frozen food distributor Central Foods. “What’s more, bao can spice up both sweet and savoury menus.”

Fajita skewers from Major

Spice things up

It seems then that quick serve menus can often be linked to their street food siblings. Within those two categories lies one common denominator, and that is the global influence on flavour that we have already discussed. Should chefs and operators fancy experimenting beyond classic flavours within specific global cuisines, then spices, rubs and marinades could be the way to go – they can certainly keep menus moving. 

“A challenge for some operators can be time and space to create delicious marinades, much-needed vinaigrettes and moreish sauces,” says Fergus Martin, senior development chef at Major. “These are two big factors that can impact service and limit a menu. Operators can add a barbecue, Piri Piri, Korean or Caribbean Jerk flavour to a beef, chicken or vegetarian burger with minimal prep.”

Global fast food favourites, such as smash burgers, birria tacos, loaded fries and fusion bowls, inspire value-driven, quick serve options. The people at Lee Kum Kee point out that these well-loved menu items are also often featured across social platforms, which adds another reason to consider quick serve items on the menu. 

“Today’s diners are well-versed in world cuisines and appreciate culinary accuracy especially when it comes to authentic flavours,” says Maria Chong, managing director of Lee Kum Kee Europe. “Quick serve scenarios call for the right products that will deliver speed, consistency and product performance, all of which are paramount to an effective, fast service. Operators can maintain quality and consistency at speed by focusing on the foundations of each dish. Ensuring that base flavours are reliable and balanced is a simple yet crucial step toward satisfying repeat customers. Using premium, ready-to-use sauces and seasonings helps standardise taste while saving preparation time.”

We’re not saying restaurants need to become quick service establishments. However, there is certainly an argument for many businesses to look at key trading times and consider whether some tweaks to menus may allow for faster deliveries and an increased turnover of guests. Running a restaurant is anything but a slow-paced job, but adding a couple of quick serve options to a menu may well give operators a different perspective of what living life in the fast lane entails.