In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

TikTok trends like menu hacking and the Grimace Shake are transforming the fast food space, influencing how people consume food and food content. At the convergence of entertainment, performance, and community, can the 'TikTokification' of fast food reveal what it is people are really hungry for?

Younger diners are more likely to feel overwhelmed by 'menu anxiety' when dining out – where they struggle being overwhelmed with choice. As overstimulation bleeds out of the digital world and into the physical one, people are looking for stability and simplicity in all walks of life.

Pizza Hut has announced plans to extend late-night hours at restaurants across the United States, citing increased demand from younger eaters. Eating patterns are changing post-pandemic, and younger people are looking for restaurants to support more flexible eating schedules.

McDonald's has revived its McNugget Buddies line of collectibles for the first time in 25 years for a collaboration with artist Kerwin Frost, putting a streetwear-friendly spin on the nostalgic toy. People are looking for brands to merge the old and the new, offering a sense of nostalgic novelty.