Americans will wait in drive-thru lines that are 15 cars long before going inside a fast food restaurant where there are just 2 people waiting. Why? Turns out, people are willing to wait in long drive-thru lines at fast food restaurants, even when the dining area is empty, because of all the ‘perceived’ advantages they feel it offers them. Here's a more detailed breakdown: Convenience and Comfort: Some people prefer the comfort of their car over standing in line or being exposed to the restaurant's atmosphere. The ability to order and pick up food without leaving your vehicle can be particularly convenient for busy individuals, those with young children, or those who have mobility issues. The privacy of the vehicle can also be seen as a way to avoid potential social situations or awkward encounters. Sensory Overload: Some individuals find the interior of restaurants to be overwhelming and prefer the quieter, less stimulating environment of their car. Drive-thrus allow for less social interaction with staff and other customers compared to dining in a restaurant. Some individuals, particularly those who are shy or prefer less interaction, may find this aspect appealing. Personal space: For some, the privacy of their own vehicle is simply a comfortable and familiar space. It can provide a sense of security and personal control, especially when feeling anxious or self-conscious. Laziness or lack of motivation: Some people simply prefer to remain in their car and avoid the effort of getting out. Perceived Speed: While drive-thru lines may seem long, some customers believe it's faster than going inside and waiting for their food to be prepared, especially if they have a large or complicated order. External Factors: The need to avoid parking, or technical issues with the restaurant's systems can also contribute to the choice of waiting in the drive-thru. Social pressure: Seeing others in a long line makes some people feel like they're a part of something, and they want to join the group. Observing others waiting in a long line can also be a signal that something is desirable or valuable, encouraging others to join the line.

Food trends move at incredible speed – but even so, the rise of the smash burger has been remarkable. Less than a year ago, this style – essentially, burgers rendered as wider, flatter, crispier patties, for maximum flavour – was a fairly niche concern. Last winter, that all changed. In Soho, a new takeaway called Supernova generated queues that led GQ magazine to declare: “The smash burger has officially eaten London.” The resurgence in smash burger popularity is primarily driven by a unique cooking technique that maximizes the Maillard reaction, responsible for the browned, complex flavors that make bread taste toasty and malty, burgers taste charred, and coffee taste dark and robust. The important thing about the Maillard reaction, however, isn’t the color, it’s the flavors and aromas. Indeed, it should be called “the flavor reaction,” not the “browning reaction.” The molecules it produces provide the potent aromas responsible for the characteristic smells of roasting, baking, and frying. Instead of grilling pre-formed burger patties, smash burgers are balls of ground beef that are placed on a furiously hot flat-plate grill and, to produce a pronounced sear, firmly smashed or pressed into thinner, wider-diameter patties, using a metal burger press or heavy spatula. According to one of the smash burger’s many origin stories, the original implement was a can of beans. The increased surface area allows for maximum contact with the heat and causes a chemical reaction (the Maillard reaction) that creates a flavorful, crispy, caramelized crust on the exterior while sealing in the juices, a texture and taste traditional, thick burgers often lack. The contrast between the crispy, lacy edges and the juicy, tender interior provides a satisfying textural experience in every bite, and the thin patties serve as an ideal base for creative and customizable toppings, sauces, and buns, allowing for endless flavor combinations that keep menus fresh and exciting. The visual appeal of smash burgers—with their irregular, lacy edges and gooey melted cheese—makes them highly photogenic and shareable online, further amplifying their popularity through food bloggers and influencers. Smash burgers also evoke a sense of nostalgia for classic, old-school diner culture and simple, honest food. This comfort food aspect resonates strongly with today's consumers seeking familiarity and a sense of discovery in their dining experiences.

For starters it takes hustle, thick skin, and an endless amount of creativity, says Tyler Cumella of the content team at Toast. And with more restaurants than ever before for guests to choose from, that last one can make or break you. With so many restaurants out there today and new ones popping up all the time, you have to ask yourself: How can I make my restaurant stand out? What can I do to get people excited? It all comes back to great ideas. When you tap into your creativity — and stay true to your values and vision — you can grab guests’ attention and keep them coming back for more. Below are a few examples of real restaurants that have cracked the code to creativity, and the reasons — short and to the point — why they opened a restaurant. “My partners and I opened our first restaurant because we love food and serving people. We love the fast pace of a restaurant. We saw it as an opportunity to earn a living doing what we love.” – Jeff Jacobson, COO of Costa Vida with locations across the U.S. “I opened because I was an upstart kid that worked in restaurants my whole life and was convinced I could do it better.” – Nick VanArsdell, owner of Lucky Slice in Utah “I opened my first restaurant because I was looking for a local opportunity to make people smile!” – Kim Wilhelmson, owner of Koehn Bakery in Butler, Montana “I opened because I wanted to bring something to my community that they would be proud of.” – Logan Hostettler, general manager of The 1894 Lodge in New Washington, Indiana Personal inspiration is a key component, fueling a restaurant's success by creating an authentic concept that resonates with customers and provides a clear "why" for the entire team. This passion translates into a strong brand identity, exceptional guest experiences, and a motivated, engaged staff who feel a sense of purpose and ownership. By aligning operations with this core inspiration, a restaurant can build a loyal customer base and achieve sustainable growth. Sharing your mission or "why" with your team is crucial, helping them understand the restaurant's purpose from day one and how their individual roles contribute to the larger purpose and positively affect guests and the community. The positive vibe created by a team inspired by the owner's passion leads to happy customers who become brand ambassadors and generate consistent business through recommendations.

Few decades pique American interest as much as the 1950s. From sock hops to drive-ins, poodle skirts to rock n’ roll, there’s a lot to remember. Who can forget the towering Jell-O molds grandma used to serve or the tuna casserole that made an appearance at every church potluck. There was SPAM and Chex-Mix and pineapple, too. While many of us today are used to grabbing a granola bar or smoothie for breakfast—if we even eat at all – it may surprise you to realize what people ate for breakfast in the ’50s. A full-fledged meal with bacon, eggs and toast accompanied by a glass of milk and orange juice…even on weekdays! The 1950s was also an era of invention, when many homemakers were inundated with new appliances, products and electronics. (Like the television!) This innovation made its way into the grocery store as well, where many new convenience products hit the market. Lunch in the 1950s, in many cases, was just a pared-down version of dinner, consisting of meat, potatoes, and veggies. Sandwiches were also popular, particularly bologna, as were soups packed in a thermos. There was a lot to celebrate in the 1950s—particularly the end of World War II just a few years before. Theme dinners—think Hawaiian luau—and outdoor barbecues were popular, as were traditional cocktail parties. Therefore, before dinner, all sorts of finger foods, snacks and apps were served, oftentimes dictated by the occasion. Stuffed celery was always a popular choice, as were pinwheels, shrimp cocktail, pigs in a blanket and canapés. There was no such thing as the keto diet in the 1950s—so for dinner, meat and potatoes reigned supreme. You’d find hearty main dishes like Salisbury steak, beef stroganoff and meat loaf on a ‘50s dinner menu. Casseroles were also popular, particularly those featuring seafood or ham, like a Tuna Noodle Casserole. Finally—everyones’ favorite course! 1950s desserts were downright iconic. You have Jell-O mold recipes, of course, plus show-stoppers like Baked Alaska. Other popular recipes featured new-to-the-U.S. ingredients like pineapple and coconut, reflecting the era’s new obsession with global cuisine. Pre-dinner drinks were fairly common in the 1950s…the reason most homes had a bar cart front and center! Classic drinks—like Manhattans, martinis and old-fashioneds were always on the menu. Hot Buttered Rum, the Mint Julep, Champagne Punch, and the Daiquiri were other 1950’s favorites. Food consumption was heavily influenced by convenience and traditional home cooking in the 50s, with a focus on simple, often overcooked, meals, simple dishes, and a focus on fresh ingredients, though processed foods were becoming more prevalent. The 1950s food culture in the United States was characterized by a mix of postwar abundance, technological advancements in the kitchen, and a fascination with convenience foods. This era saw the rise of TV dinners, Jell-O molds, and other experimental dishes that often combined sweet and savory flavors. While some of these dishes are now considered odd or unappetizing, they reflect a unique period in American culinary history.

The definition of comfort foods can vary widely depending on cultural backgrounds and personal experiences, but it refers to dishes that evoke a sense of nostalgia, familiarity, and emotional satisfaction. These foods are typically associated with home-cooked flavors, traditional recipes, and hearty ingredients that provide a sense of warmth and contentment. While there is a wide range of dishes considered comfort foods across different cultures, some classic examples are: mac and cheese, chicken soup, lasagna, meatloaf, mashed potatoes, pizza, and chocolate chip cookies. The craving for comfort food often goes beyond just the flavor, driven by emotional and psychological factors as well. Comfort food can provide a sense of security and calm during stressful or uncertain times, and it is often associated with positive memories and feelings of love, care, or warmth. Many people crave comfort food because it brings back fond memories from childhood or special occasions, creating a strong emotional connection. Studies show that certain foods actually do influence mood, with carbohydrates, fats, and sugars often linked to releasing “feel-good” hormones like serotonin and dopamine. And comfort food can also reflect a person’s cultural identity, helping them feel connected to their heritage or roots. With the passage of time, comfort food also continues to evolve with some noteworthy trends shaping the comfort food landscape in 2025: 1) Affective cuisine - refers to foods that elicit an emotional response, and comfort food is a popular and significant component of this new trend. Recent research found that 66% of consumers believe a desirable experience is more important than price and convenience. 2) Environment of comfort and contemporary style Restaurants are now creating spaces that feel homey and inviting to complement their comfort food offerings. Warm lighting, cozy seating, and home-like decor that enhances the experience of eating comfort food, making the meal feel more intimate and personal. 3) The concept of comfort food is expanding to include health-conscious and plant-based options, reflecting modern dietary preferences. Dishes like cauliflower mac and cheese or vegan chicken pot pie maintain the comforting aspects of traditional meals while catering to new lifestyle choices.

Grilled onions, tomato, lettuce, pickles, roasted garlic Sriracha aioli

Like the American road trip, the old-school diner is making a comeback. Recently updated diners celebrate Americana through modern interiors while maintaining a respectful eye for the past. These modern renditions are carefully curated to retain the culture and essence of the old classic diner. Anyone from Long Island or New Jersey knows that diner culture is a holy, integral part of a developing youth's life. A solid place to grab fries with friends at any time of day or night, a spot that holds no judgment as to whether or not you're choosing to eat breakfast for dinner, or if dinner really just is your breakfast. Where life feels like the very sitcom version of itself in the best way. While New York's Upper West Side may be crawling with these fine, long-menu establishments, there’s been a noticeable absence in downtown. All that’s changing. The newly opened Soho Diner, tucked just next door to The Soho Grand, is a 24/7 modern rendition on an old classic that's anything but pretentious. The salmon pink booths and coin-operated Crosley Vinyl Jukebox and yellow formica counter all seem as though they've been there for decades - albeit well preserved decades. Of course, being in Soho, it does come with a few unexpected bougie elements, like your waiter asking, "Would you care for tap or bottled?". And when the menu includes Chia Pudding, Vegan Banana Pancakes, a Vegan Matcha Milkshake, Grilled King Salmon and Ahi Tuna, it’s obvious that this will be a diner of a different breed. Purists need not worry, however, there are plenty of classics like burgers, onion rings, disco fries, grilled cheeses, and non-vegan pancakes and milkshakes. On the West Coast, the recently opened Hilda and Jesse in San Francisco is an ode to the retro diners of the 1950s with a color palette of pastel pink, aqua, and red. In addition to playful striped walls, two-tone tufted banquettes, and hanging pendant lights, the design capitalizes on the natural light that pours in from the restaurant’s wraparound windows. “I wanted to bring to life an interpretation of the iconic diner that felt retro nouveau,” says designer Noz Nozawa. “One where you walk in and feel the nostalgia, but also the energy of the space as distinctly contemporary and quirky.” These new concepts serve up a sense of nostalgia for the laid back, old-school diners of the 1950s, along with a well-rounded and elevated diner experience that is reflected in the quality of the design.

Diners transport us back in time. The décor, booths, and jukebox contribute to a sense of nostalgia for a simpler time. Even if we didn't grow up in the era of diners, we can appreciate their timeless charm and warm atmosphere. Diners are a beloved part of American culture, typically serving classic American comfort food. These dishes evoke feelings of nostalgia and offer a sense of comfort and familiarity. What are the most iconic diner foods? Most folks think of burgers, fries and shakes, but it turns out that there are many other tasty choices that make the cut on rankings of the 10 best classic diner foods EVER. Here are just a few … WAFFLES – a breakfast staple, whether you throw them in the toaster at home or order them from your favorite diner. There are few things better than biting into your waffle and being met with a pocket of melted butter and warm syrup. REUBEN – Corned beef isn’t just for St. Patrick’s Day! You’ll find this sandwich with layers of corned beef, Swiss cheese, sauerkraut and Russian or Thousand Island dressing on marble rye bread on many a diner menu. HASH BROWNS – What’s the most iconic breakfast side? Hash browns. No matter where you get breakfast, you’ll more than likely find these crispy potato strings on the menu. MILKSHAKE – You can’t go to a diner without getting a milkshake. Almost every movie or TV show from the 50s and 60s features a diner scene where someone orders one milkshake with two straws. And, what goes best with a milkshake? A burger and fries, of course. BACON CHEESEBURGER – The easiest way to beef up your burger is to add cheese and bacon. Adding bacon strips to a cheeseburger is nothing short of magical since the crispiness and smoky flavor of bacon contrasts nicely with the tenderness of the patty and the classic tangines of cheddar cheese. LOADED FRIES – Smother your fries with chili, cheese, onions and sour cream and you have the perfect diner comfort food! Forks optional, but recommended. EGGS BENEDICT – A great combination of flavors and textures. An English muffin provides a crispy, buttery base with Canadian bacon or ham adding a salty, savory flavor. The poached egg adds a rich, creamy texture, and the hollandaise sauce provides a tangy, buttery flavor that ties everything together. And BISCUITS AND GRAVY – in some form go back as early as the Revolutionary War!

You'll find milkshakes at just about every fast-food chain, but you'll probably need to visit an old-fashioned diner to find a malt, or what's sometimes called a malted shake. This soda fountain staple is a classic American treat, but how is it different from a milkshake, or is it just another name for the same thing? Here's what you need to know. Malts and milkshakes are not the same. To be fair, they have a lot in common, but one key ingredient sets them apart… malted milk powder, invented in 1897 by William Horlick who actually thought he was inventing health food! While the malted milkshake occupies a safe but basically humble position at soda fountains, probably nobody drinking a malt today suspects its colorful and downright heroic history. Disease! Starvation! Prohibitionism! The South Pole! The story goes like this… Malt is technically just a mixture of sugars produced from starch and usually fermented and turned into beer or whiskey. But, because malt sugars are easy to digest, 19th Century doctors often prescribed malt for children and invalids. In liquid form, however, it tended to ferment, which was problematic. For years every attempt to produce a stable dried form of malt failed until Horlick succeeded, making a malt powder he called Horlick’s Food. He quickly patented it and set up business in Racine, Wis. Doctors blessed his name and prescribed their patients Horlick’s Food, which made a tasty drink when mixed with milk. However, there was a glitch. In the late 19th Century, before modern refrigeration and pasteurization, milk was commonly infected with diseases, such as the dreaded tuberculosis. The 19th Century expression “the summer sickness” referred to diseases spread by milk. Unhappy about this, Horlick conceived the idea of making a form of Horlick’s Food that wouldn’t need to be mixed with milk. In 1882 he perfected the process of drying milk right along with the wheat and malt, making a product that only needed to be mixed with water. It was a convenience food as well as a health food! Travelers carried it to the tropics, the Himalayas and the Poles. Horlick’s Malted Milk Tablets were renowned as a cheap, reliable food during the Depression, when they were a standard item in school and work lunch pails. Even as late as the ‘50s, members of the Depression generation often made sure to keep malted milk tablets in the pantry for emergencies. In the late 19th Century, another factor would serendipitously contribute further to Horlick’s wealth and renown. The Temperance Movement was constantly trying to wean men away from saloons. One bright idea along these lines was the milk bar, also known as the ice cream parlor or soda fountain, where only ice cream and nonalcoholic beverages were served. Malted milk was a natural for the soda fountain. It was not only nonalcoholic but regarded as healthful. As tens of thousands of ice cream parlors sprang up across the country, Horlick became a very wealthy man. He became a public benefactor, donating a school, a hospital and a park to the city of Racine, as well as supporting wholesome youth movements like the Boy Scouts. Out of a sense of gratitude to the Scandinavians of Wisconsin, he also donated to many Norwegian causes. King Haakon of Norway made him the first American to receive the Order of St. Olaf as one of the principal backers of Roald Amundsen’s expedition to find the South Pole. Today, if you look at a map of Antarctica, about 125 miles from the South Pole--you will find the Horlick Mountains. The man to whom ice cream had been so good has been memorialized on the continent of ice!