Everyone in the world has been talking about the Cronut Burger—the hybrid of the croissant-doughnut with beef inside—not to be confused with the Ramen Burger, which looks equally as foul. But, we don’t care about the Cronut Burger, it’s already old news. What we do care about is finding the next attention-seeking edible, and we’ve (potentially) found it on Twitter and on food blogs, where people sit around and virtually scratch their heads about these inane fads all day long.
So with the help of food-trend experts, we’ve discovered that the next food fad is (cue the drum roll…actually, don’t): more fried dough, this time flavored with potato chips, popcorn or coconut. Maybe.
What sort of doughnut item will be hot is not all that easy to predict. It could be a doughnut hole, or a flat doughnut or a plain old doughnut with a crazy new flavor. “We collect over 1,000 reports per month,” writes Suzy Badaracco, food-trend forecaster and president of the company Culinary Tides. “It is a matter of telling the difference between a blip with no traction and a trend with much underlying support.”
Right now dough is having a moment. Take, for instance, the new Stuffed Bagel Hole, which New York Magazine’s Grubstreet claims will not be the next Cronut. And, alternatively, fast-food giant Wendy’s introduced the Pretzel Bun in July. It’s still getting a lot of attention on Twitter:
What is with the "pretzel bun" fad… Like every restaurant and fast food place is having them be on the menu
— Evan Lanctot (@LanctotEvan) August 14, 2013
I quit eating junk food when the "pretzel bun" fad came about??? #fml
— amylynnmillerrr (@amazonbarbie) August 13, 2013
The best food trend right now. Pretzel breads. Yum. http://t.co/9Tqz2HrzP9
— Jessica (@jess_c_87) August 15, 2013
“I stay ahead by looking into my culinary crystal ball,” explains Christine Couvelier, food-trend expert with the company Culinary Concierge. “My focus comes down to taste. I’m looking at food shows, meeting with chefs and talking to consumers. I’m seeing how their tastes and experiments are being talked about in the media.”
Hybrid foods (combinations of two or more standard tastes) are hot, regardless of whether they’re sweet or savory. “I’ve seen a lot of interest in what’s in the food, versus what’s not in the food,” explains Couvelier. And people are catching on:
Are Hybrid Fast Foods the next trend, following hybrid pastries like the infamous Cronut? http://t.co/ZZKAIoYJep
— Melanie Felgate (@consumer_mel) August 15, 2013
It’s the hybrid doughnut in particular that’s having a moment. And when two foods come together, they need to be recognizable to the average consumer. ”It has to do with food memory,” says Couvelier of the Cronut. “Both the doughnut and the croissant are known items to consumers. To put them together was fascinating and easily acceptable in people’s minds.”
The doughnut is attractive to consumers even without the je ne sais quoi of the croissant. “People are familiar with them and are not nervous about trying them,” Couvelier explains.
As for what flavors are next, both Badaracco and Couvelier say to look out for coconut and popcorn. Couvelier is also keeping an eye on potato chips. All of these are comfort foods, ones that come back in style every few years. And many times, success comes from blending comfort or “classic” foods with something a little different:
The ramen burger is the latest in the trend to disrupt classic dishes with creative flair. #food http://t.co/Q15JRAawk6
— The Food Lab (@TheFoodLabUT) August 14, 2013
“It’s less about eating than it is about showmanship,” Dana McCauley, food-trend expert and vice president of marketing at Plats du Chef, says in an email. Consider, for example, ideas such as doughnut-flavored popcorn, or doughnuts covered in flaked chips.
If you find all these food mutations disgusting or you are a staunch gluten-free diner, rest assured, nothing lasts that long. “The cycle is often shorter than it used to be now that information travels so quickly,” says McCauley.
Filipino and Korean flavors could be the new trend that cures the anti-doughnut crowd. According to Details magazine’s September 2013 issue, these cuisines are extremely popular:
The Next Great Asian Food Trend Is.. #FilipinoFood- @DETAILS http://t.co/p113juLoeN via @thewanderlister
— Chriscie (@TGChriscie) August 15, 2013
And food-trend experts tell us to look out for the rise of kimchi (pickled Korean cabbage) in specialty foods. ”Kimchi is huge,” Couvelier explains. “It’s absolutely something to pay attention to.”
Mmm…glad this is a trend. I have a ton of kimchi in the fridge I need to use: @foodable: Korean Food Mash-ups http://t.co/QxPyOYL1KK
— Narin_J (@Narin_J) August 15, 2013
But there are a whole bunch of haters out there who don’t care about trends to begin with. ”We are the most fearless, but also the least loyal to trends, in the world,” Badaracco says of Americans. Those anti-foodies continue to hate on culinary fads:
Could we please stop it with the 'food trend'? It's lazy and vulgar. Research and think for yourself, as opposed to joining the din.
— erichbenoit (@erichbenoit) August 14, 2013
@Francis_Lam I am not waiting in line again for a food fad anytime soon.
— JoeDiStefano (@JoeDiStefano) August 15, 2013
For the love of god can you please stop this cronut nonsense. The cupcake fad was bad enough. http://t.co/6wpy2RC2gi
— michael zylstra (@10folding) August 15, 2013
And maybe they’re right to do so, experts say. “Only 100 years ago we had to worry about having enough food to eat. Now we’re so blessed by choice that we’ve turned eating into a fetish,” McCauley remarks.
At least now they’ll know what to look out for…and avoid it at all costs.
The post And the next soon-to-be-played-out culinary fad that foodies will stand in five-hour lines for is…? appeared first on Vocativ.