As operators juggle inflation, labor shortages, and rising guest expectations, the fastest path to growth lies in craveability. According to Kinetic 12’s Q3 2025 Operator Survey, three out of four operators list driving traffic as their top priority, while 71 percent say LTOs are their most effective tool to attract guests. Today’s diners seek comfort and creativity in equal measure—and they want it fast.
“Craveability is what brings people in,” says Norma Jean Abbattista, senior director of marketing, foodservice at J&J Snack Foods, the No. 1 U.S. supplier of pretzel buns, churros, and soft pretzels (NPD/Circana, 2025). “The taste, look, and even the smell of items like our warm Hola! Churros with cinnamon sugar are irresistible. So is a big, juicy burger on one of our Bavarian-style pretzel buns. These products make guests hungry the second they hit the table.”
Value is no longer simply about discounts; experiences are just as vital as consumers become more careful with how they spend. Guests are drawn to warmth, consistency, and the feeling of being taken care of. According to Kinetic 12’s Q3 Operator Survey, seventy-four percent of operators cite hospitality as the top driver of repeat traffic, proving that indulgence and execution now go hand in hand.
“Craveable menu items enhance that experience, and so does consistency,” Abbattista says. “Our items are as simple as thaw and serve—or heat and serve. That speeds service and assures every order looks and tastes the same.”
As full-service restaurants move away from race-to-the-bottom meal deals, craveable dishes become a statement of quality and care that help brands stand out and stay profitable even when traffic dips.
Operators increasingly need ingredients that can do more with less. J&J Snack Foods’ broad portfolio—spanning from pretzel buns, churros, and SuperPretzel® Bites—helps chefs stretch SKUs across dayparts and occasions without complicating prep.
“Take our Soft Pretzel Bites,” Abbattista says. “You can bake and salt them for an appetizer, toss them in everything-bagel seasoning for a brunch twist, or fry them and roll them in sugar for a sweet snack. We’ve even seen operators turn pretzels into French toast—it’s creative, easy, and fun.”
This kind of versatility lets restaurants respond to shifting demand in real time, adding new offerings or limited-time features without retraining staff or sourcing new ingredients.
Labor remains one of the biggest barriers to profitability in full-service dining. J&J Snack Foods helps operators overcome it with pre-baked, frozen items that require minimal prep yet still deliver a fresh-baked, handcrafted feel.
“Our products are simple to prepare,” Abbattista says. “Most come pre-baked and frozen, and we even include finishing solutions like toppings, sleeves, and serving accessories. We also offer equipment that keeps products warm for up to four hours, which saves time and reduces waste.”
These products may be convenient, but they still look premium on the plate. Hand-scored, hand-twisted, and irregular enough to feel artisan, they allow operators to present a scratch-made appearance that resonates with guests without adding hours of labor.
Datassential reports Gen Z will increase restaurant visits in 2026, while millennials, Gen X, and boomers are dining out more often “to indulge.” Few brands bridge generational preferences like J&J Snack Foods, with products that help operators satisfy both instincts—nostalgia and novelty—on the same menu.
“Our products have been around for generations,” Abbattista says. “They bring comfort for boomers who remember soft pretzels and churros from fairs and stadiums, but they’re also highly photo-worthy for Gen Z. We call them a blank canvas—operators can serve them simple or stack them high for social media.”
From Oreo® Churro Bites to SuperPretzel Pretzel Dogs, the portfolio lets operators create timeless, craveable experiences that cross age lines and dining styles.
In 2025, indulgence and experience have become two sides of the same coin. Diners aren’t dining out to purchase food. They want to purchase a moment.
“When consumers dine out, they want an experience,” Abbattista says. “A pretzel charcuterie board where guests can break it apart together—that’s a wow moment.”
Datassential’s research shows that smaller, shareable indulgences are one of the fastest-growing menu segments, fueled by Gen Z’s snacking behavior and social sharing culture. Products like churro fries, pretzel bites, and pretzel buns let operators create experiential presentations that stand out from the standard dessert or appetizer. Each delivers a sense of theater and joy, without requiring complex back-of-house builds.
To inspire operators looking to tap into the crave economy, J&J Snack Foods has launched its new Crave Guide, a free resource featuring recipes, limited-time offer ideas, and operator success stories.
“The Crave Guide shows simple ways to make our core items crave-worthy,” Abbattista says. “It’s full of inspiration and gives operators a chance to request free samples of our top-selling products.”
Whether you’re reimagining brunch, building out dessert flights, or designing your next traffic-driving limited-time offer, the guide provides all the tools to make craveability work harder for your brand.
Visit J&J Snack Foods’ website to download their Crave Guide or request your free samples of J&J Snack Food products for your menu NOW.
