What started as a playful social media habit — treating yourself to a fancy coffee or a post-meeting cookie — has proved to have staying power long past its initial popularity, according to the Datassential 500: Top Restaurant Chains Report.
“Little treat culture” has proved it has serious legs, driven by a consumer need for small, joyful indulgences in a world that feels increasingly heavy.
Economic pressure, political anxiety, and daily stress are keeping this trend alive — and giving it even more relevance. Consumers are using food as a micro-dose of happiness, and these bite-sized rituals are now a major foodservice opportunity.
What is “little treat culture?”
Little treat culture is more than just an expensive latte. It’s a redefinition of indulgence — less about excess, more about emotional payoff.
Consumers, especially Gen Z and millennials, are leaning into small, frequent indulgences that feel manageable and meaningful. That could mean a smoothie to recharge from a tough workday, a warm cookie that serves as a reward for completing a difficult task, or, sure – an $8 coffee to center yourself before a big interview.
But that’s not to suggest that this “treat yourself” mindset is merely for bad or “off” days. In fact. Nearly a third (32%) of Gen Z consumers say they indulge daily. And with 55% of all consumers replacing meals with snacks at least once a week, the lines between indulgence and routine continue to blur.
Even more telling: 34% of consumers say a “little treat” can be healthy, indulgent — or both. This isn’t just about sugar highs. It’s about feeling better, moment to moment.
In a different year, this trend might have fizzled. But today, little treats are doing more than emotional heavy lifting. The continued swirl of economic instability and political noise is fueling the desire for something easy, comforting and “just for me.”
Keys to incorporating “little treats”
To meet the moment, foodservice operators should think small — in size, price and effort.
Bite-sized, snackable formats are ideal for busy consumers looking for portable, portion-controlled indulgence, while low-cost items (ideally in the $1–$5 range) hit the sweet spot for budget-friendly joy.
Don’t forget to make it eye-catching, though: visual appeal in little treats matters just as much as flavor. Treats that pop on social media drive FOMO and foot traffic.
Whether it’s a colorful lemonade, a mini cinnamon roll or a pizza bite shaped like a cupcake, today’s little treat needs to taste great, look great and feel like a win.
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- Menus of Change Q&A: Building a better food system, one menu at a time
- Q&A: From bold flavors to newstalgia — what’s next in candy and snacks
Samantha Des Jardins is the Content Marketing Manager at Datassential. Visit this link for a free preview copy of the Datassential 500: Top Restaurant Chains report.
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