Rubix Foods has its finger on the pulse of the hottest flavor trends and brings those trends to life for roughly 70% of the top QSR and FSR restaurant brands in the nation. Shannon O’Shields is the VP of marketing for Rubix and a recent guest on our food and beverage podcast, Forktales.
Among the topics Michael and Shannon dig into in the episode: Why it’s important to act quickly when responding to a trend, how social media helps Rubix identify trends, the impact of Gen Z on today’s menus, and Shannon’s quick take on a variety of up-and-coming flavor trends. Check out the full interview with Shannon here.
WHAT IS RUBIX’S APPROACH TO IDENTIFYING TRENDS, SPECIFICALLY ACTIONABLE TRENDS FOR RESTAURANTS?
We have a dedicated team focused on trend forecasting and what we call culture tracking, which looks at much broader trends like global flavors and snacking. We follow these trends as they move down the menu adoption cycle, helping us gauge when something like a specific flavor is ready for the QSR segment.
WHAT FLAVOR TRENDS ARE YOU MOST EXCITED ABOUT RIGHT NOW?
We’re really into the global flavor trend. It’s exciting because there’s so much variety there—like now, instead of just ‘Asian flavors,’ we have demand for specific flavors like Indian, Korean, and Japanese. The swicy trend—sweet and spicy—is also growing, and we see it sticking around. Customers are often asking us, ‘What’s the next hot honey?’ so we’re exploring new flavor profiles that combine approachable heat with a sweet twist. It’s versatile, regionally agnostic, and works on a variety of food platforms.
HOW HAS RUBIX INCORPORATED INFLUENCERS INTO THE PRODUCT DEVELOPMENT PROCESS?
Traditionally, food influencers were used for promotion after a product was developed. Now, with our Next Flavor Network, we collaborate with influencers earlier in the process to bring real consumer insights into product development. We’re asking them to poll their audiences about what they want to taste.
We’re removing guesswork and, instead of just doing concept testing, we’re presenting our clients with insights on what customers are actually craving right now. It’s also allowed us to see the gaps in what’s trending, helping us keep pace with social media and stay nimble.
HOW DO LTOS HELP DRIVE TRAFFIC FOR RESTAURANTS, ESPECIALLY WITH GEN Z’S INFLUENCE?
LTOs are great for driving traffic because they bring that FOMO element. If you don’t get it this week, it’s gone. It’s perfect for Gen Z, who loves new and exciting experiences but lacks traditional brand loyalty. LTOs help brands stand out, especially in the competitive QSR landscape. We believe LTOs are the future of menu planning because they keep the menu fresh, attract new customers, and don’t require permanent commitments.
