Gen Z & Millennials aren’t tuning out the madness, they’re embracing it with memes, mood-boosting meals, and small splurges that make a Tuesday feel like Friday.
When the economy wobbles, food is the relief valve. The brands winning now aren’t trying to fix the chaos, they’re playing in it.
Welcome to Food for Thought from RMD. Insights, trends, and ideas for food brands who want to grow. Let’s dive in.
Budget Luxury in Action
When money’s tight but joy is non-negotiable, consumers grab “budget luxuries” — $6 coffees, extra guac, or a cheeky dessert that brings joy without blowing the budget.
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KFC – Kentucky Fried Comeback: Nostalgia + comfort food = record-breaking app signups.
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Burger King – Summer drinks at a friendlier price, so Millennials sip without Dave Ramsey’s glare.
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Domino’s – Cheeky ads targeting McDonald’s & BK, pitching pizza as the better bang-for-buck.
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McDonald’s – New adult Happy Meal turns a millennial childhood staple into a culture-savvy, collectible experience—making nostalgia feel fresh and cool.
Social Media: The Vibe is the Message
Budget-luxury brands win when they meet audiences where they laugh — and when they make their nostalgia plays shareable.
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Goodles – Healthy mac & cheese wrapped in playful colors, fun recipes, and zero corporate speak.
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MaryRuth’s Organics – Wellness meets BFF energy, baked into relatable daily routines.
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McDonald’s – The adult Happy Meal’s character art, mystery shake, and collectible tins are tailor-made for Instagram and TikTok — nostalgia with a content engine built in.
The takeaway: Don’t overcomplicate it. Show up, be human, stay relatable.
News & Resources - a 3 Course Meal
 Main DishConsumers are eating out less, in more, says Kroger CEO (MarketWatch) |
 Savory SideGoodbye Aperol Spritz, hello Spaghett — drink of the summer and a recession indicator (Business Insider) |
 Something Sweet(ICYMI) the internet had a field day dunking on Celsius after its High Noon related recall (FOX Business)
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Wrapping Up - Leftovers Worth Saving
Want your brand to be the comfort food people crave in chaos? We’ll help you land in the cultural moments that matter, naturally. Just hit reply.
