Summer Food Trends: [June-August 2024 Data]

As we enjoy the last few days of summer before the autumn equinox creeps in, it's time to unwrap the food trends of Summer 2024. From hot dogs to seafood, this summer restaurants outdid themselves with seasonal offerings and we're here to dish out the details of their performance.

By examining what diners craved during the hottest months, restaurants can better prepare for next year's sunny season and even inform their transitional menus. In this article, we’ll outline which foods were big hits and which weren't so popular this summer. 

Let's dive into the food trends that defined Summer 2024 and explore why these patterns matter for restaurateurs looking to stay ahead of the competition into fall 2024. 

Summer 2024 at a glance:

• Starting in June, hot dogs consistently increased in sales until August when they dropped by 3%.

• Chicken tenders jumped in sales by 7% from May to June, but then dropped off in August by 1%.

• Seafood was up all summer (4% increase in June, 2% increase in July, 1% increase in August).

• Compared to May, soup sales were low (-8%) in June but grew by a total of 11% by August. 

• In July, guests began to eat less breakfast items, as breakfast plates, eggs, and omlettes were all down 3%. 

• In August, nearly all foods we analyzed were up in sales compared to July, which is a positive sign for restaurants heading into fall. 

Let’s break these insights down.

Summer 2024 food trends and insights 

Wrap up your summer with the following new food trends and data. 

June 2024: Chicken tenders were up, soup was down

As the weather began to heat up in June, soup sales decreased (as expected) by 8%. Other comfort foods like curry and ramen also decreased by 4%. This downward trend in warm, hearty dishes is typical for the summer months as customers tend to gravitate towards lighter, cooler options.1

We saw a decrease in fajitas (-6%), enchiladas (-5%), and burritos (-2%). This was also expected as restaurant goers celebrated Cinco De Mayo the month prior where Mexican cuisine such as fajitas (14%), enchiladas (12%), and quesadillas (11%) all increased in sales. 

Classic summer menu items were popular such as chicken tenders (7%), hot dogs (6%), and seafood (4%). Nothing sets a summer dining experience like some tenders or lobster rolls post-beach. The rise in these items reflects changing customer preferences as the season shifts. Chicken tenders, being a versatile and family-friendly option, saw the highest increase. The 6% rise in hot dog sales aligns well with summer traditions, picnics, and outdoor events. These increases not only demonstrate seasonal shifts but also suggest a possible uptick in casual, family-oriented dining experiences.

July 2024: Bowls were up, breakfast was down

Looks like America hit the snooze button on breakfast in July 2024, as breakfast platters, eggs, and omlettes each decreased 3% in sales when compared to June.4  Instead, diners likely cooked breakfast at home. In Pinterest’s Summer Trends Report 2024, they noted several unique breakfast searches as trends:

• Mango chia seed pudding (+210% searches)

• Avocado bread (+360% searches)

• Sourdough bagels (+300% searches)

Pinterest also noted similar tea trends as Toast. In the Q1 2024 Restaurant Trends Report, Toast found tea is more popular than regular coffee in 31 states.2 Pinterest noted the following tea trends this summer:

• Persian tea (+550% searches)

• Matcha milk tea (+170% searches)

• Strawberry ice tea (+105% searches)

• Coco milk tea (+90% searches)

• Lemon ice tea (+90% searches)

It’s also possible that diners chose to skip breakfast to go out for lunch instead. Salads, sandwiches, and wraps all increased in sales by 1% in July. Summer favorites continued to increase as chicken tenders, seafood, hot dogs, and bowls were all up 2% compared to June. 

August 2024: Overall, sales were up!

August slipped away like a bottle of wine bowl of curry…

Hot dog sales decreasing is truly the first real sign that summer is coming to an end. As hot dog (-3%) and chicken tender (-1%) sales fell, almost every other menu item increased, including warmer menu items like soups (+10%) and curry (+10%).3 This is a promising sign for restaurants as the dog days of summer come to an end and we embark on a busy fall. 

And don’t forget, the fall means football season! Chicken wings are the most popular game day food in NFL cities during the season — with a 25% increase in average order volume on Sundays in season compared to Sundays out of season. Overall, total food items sales jumped about 2% and alcohol 6% on Sundays in season compared to out of season. Want more profitable football food and drink insights? Check out this article. 

What does this mean for your restaurant? 

As Summer 2024 draws to a close, the data from June through August offers valuable insights for restaurant businesses to optimize operations and menu offerings for the upcoming seasons. This summer's food trends highlight a clear shift in consumer preferences that can guide strategic planning for fall and beyond.

The overall uptick in food sales in August signals a robust end to the summer season and a positive indicator for restaurants! Given the increased interest in football season foods and the notable rise in alcohol sales during game days, there is a clear opportunity to capitalize on these trends with targeted promotions, social media marketing, and menu adjustments.

In the end, whether you're serving soup or wings, a little trend analysis goes a long way. Cheers to a profitable fall!

Methodology

1Toast analyzed transactions on the Toast platform from May 1, to June 30, 2024, to determine the popularity of dishes labeled “salads, bowls, nachos, tacos, burgers, chicken tenders, roast chicken, fries, quesadillas, sandwiches/wraps, sushi, BBQ, burritos, desserts, enchiladas, pizza, cheese, omelette, pasta, wings, rice, steaks, pies, seafood, sauces/dips, dumplings, curry, ramen/noodles, soups/stews and vegan/vegetarian.” Toast then compared the average volume for the month of May 2024 to the average volume for June 2024.

2Toast analyzed transactions on the Toast platform from June 1, to July 31, to determine the popularity of dishes labeled “salads, bowls, nachos, tacos, burgers, chicken tenders, roast chicken, fries, quesadillas, sandwiches/wraps, sushi, BBQ, burritos, desserts, enchiladas, pizza, cheese, omelette, pasta, wings, rice, steaks, pies, seafood, sauces/dips, dumplings, curry, ramen/noodles, soups/stews and vegan/vegetarian.” Toast then compared the average volume for the month of June 2024 to the average volume for July 2024.

3Toast analyzed transactions on the Toast platform from July 1, 2024, to August 31, 2024, to determine the popularity of dishes labeled “salads, bowls, nachos, tacos, burgers, chicken tenders, roast chicken, fries, quesadillas, sandwiches/wraps, sushi, BBQ, burritos, desserts, enchiladas, pizza, cheese, omelette, pasta, wings, rice, steaks, pies, seafood, sauces/dips, dumplings, curry, ramen/noodles, soups/stews and vegan/vegetarian.” Toast then compared the average volume for the month of July 2024 to the average volume for August 2024. 

4 Toast analyzed transactions on the Toast platform from April 28, 2023, to March 31, 2024, to determine the popularity of drinks labeled “regular coffee,” “cold brew coffee,” “iced coffee,” “latte,” “espresso,” “cappuccino,” “mocha,” “Americano,” “milk, tea” and “tea.” Drinks in the “tea” category include specialty, iced, black, herbal, and green tea. Analysis dates were increased beyond Q1 to remove seasonality ordering preferences.