Why customers branch out

See diners’ top reasons for giving new items a try.
Photograph: Shutterstock

These are some of diners’ top reasons for trying new foods and flavors, according to Technomic’s Flavor Consumer Trend Report. Reasons are ranked by the percentage of consumers who agree that’s why they try something new.

  • Looking for something different: 55%

  • To discover more flavors: 50%

  • For a memorable dining experience: 32%

  • Someone in my dining party encouraged me: 32%

  • To treat myself: 31%

  • To learn about other cultures or regions: 31%

  • The server recommended it: 31%

  • Looking for spicier flavors: 28%

  • Looking for something healthier: 25%

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