As fast-food and fast-casual restaurants continue to serve up burgers, fries, and drinks, many diners are increasingly opting out of the traditional dessert course. Recent research from Technomic Ignite Menu, reported by Restaurant Business, reveals that Americans are turning away from the sweet finale to their meals, sparing both their wallets and their sweet tooth in the process.
The Rise of Dessert at Home
In a trend mirroring broader challenges facing the fast-food industry, such as waning customer traffic, Americans are choosing to satisfy their dessert cravings outside of restaurants. Instead of indulging in a treat at the end of a meal, many diners are turning to grocery stores for pre-packaged sweets or baking their own desserts at home.
Technomic’s survey, which focused on consumers who reported purchasing dessert at least once a week, revealed a notable decline in the number of Americans ordering dessert at restaurants. Among fast-casual diners, only 15% said they had dessert at these establishments weekly—a 6% drop from the previous year. Fast-food diners showed a similar trend, with 24% of respondents saying they opted for dessert during their visits, down 3 percentage points from the previous year. Family-style restaurants experienced a 4% decrease in dessert orders, with only 13% of respondents selecting a sweet treat during their meal. Other dining segments, including fine dining, casual restaurants, and coffee shops, also saw a drop in dessert consumption.
Adding to the trend, the cost of desserts at restaurants has risen, with prices increasing by approximately 3.2% from 2023 to 2024. This price hike is part of a broader inflationary trend affecting food prices, making dining out even less appealing for those seeking an affordable indulgence.
The Sweet Shift to Store-Bought and Homemade Treats
In contrast, the appetite for desserts purchased at grocery stores or made at home has surged. According to Technomic’s findings, 39% of survey respondents reported buying pre-packaged desserts from retailers at least once a week—an increase of 4% since 2021. Meanwhile, 38% of respondents said they preferred to make their own desserts at home, up 5% from the previous year. This shift highlights a growing preference for convenience and cost-effectiveness in satisfying sweet cravings.
Restaurants Still Innovating Despite Declining Interest
Despite the decline in dessert sales, restaurant owners remain committed to innovating their dessert menus. Data from Technomic, based on a survey of 7,000 restaurant operators, shows that restaurants have been actively launching new dessert offerings. In December 2023, 386 new desserts were introduced, and by November 2024, that number had increased to 580.
Seasonal items have been among the most successful, with California Pizza Kitchen’s Cinnamon Apple Cobbler receiving particular praise. Ice cream, too, remains a popular choice, with prices for ice cream-related desserts, such as cakes and pies, dropping significantly—ice cream cakes and pies, for example, saw a price reduction of 19.1% in 2024.
While the trend of declining dessert orders at restaurants is clear, operators continue to experiment with new and innovative offerings, hoping to reignite interest in the sweet finale of a meal.
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