Done Right, ‘Customization’ Can Be a Game-Changer in Foodservice

It’s a step in the right direction when a server asks guests, “Are there any allergies at this table?” That means the operator is willing to make changes to most menu items—or at least guide customers to dishes that may be modified.

More and more, establishments are adopting the old Burger King motto, “Have it your way,” and allowing consumers to personalize dishes, whether directly or through technology.

“Consumers today are accustomed to expecting personalization in every aspect of life—and food and restaurant experiences should be no exception,” Datassential’s report, Operator Check-In: Personalization & Customization, stated.¹ “While increased customization can invite logistical challenges, it can also be an opportunity to enhance service, menu variety and customer loyalty.

“In a time of rising costs and supply chain disruptions, embracing flexibility can also allow operators to flex their creativity and adapt to new challenges. Done right, customization can truly be a game-changer.”

According to Datassential, 30% of operators¹ said their menus are designed to allow for and encourage customization, with the latter heavily relying on technology to get the job done. For example, at Aster Hall in Chicago, diners order their meals on cashless kiosks where they can decide on every topping, condiment and even the temperature of their burgers. Fast-casual chain Just Salad turns to AI² to help customers create offerings based on their preferences, nutrition goals and taste profiles. The system even generates personalized recommendations like nutrition information and dressing suggestions.

Yet another fast-casual spot, Honeygrow specializes in stir-fry dishes, salads and honeybars. Here, customers use digital tablets to create their ideal meals with various ingredients and sauces. In the end, concepts like these streamline the meal preparation process and improve efficiency.

Further, Datassential continued, 62% of operators maintained that they have a set menu, yet provide or accommodate some customizations upon request.¹ For example, several concepts like the Culinary Dropout gastropub chain, which boasts locations in Birmingham, Alabama; Charlotte, North Carolina; and Denver, guests can customize charcuterie boards right down to the cheeses, chutneys and choice of meats.

Customization of healthier meals at foodservice venues

As more consumers aim to lead healthier lifestyles, their approaches to dining out have changed. Datassential noted that 53% of consumers want healthy options to choose from for their entreés at restaurants.³ Here are some key statistics to note:

Digging deeper into personalized wellness on menus

It’s starting to sink in for many operators that consumers are serious about their health and wellness goals. Menus that were once dedicated to indulgent, decadent dishes are being modified to accommodate lighter offerings. It’s called balance, plus it’s a way to satisfy guests of all levels.

For example, Chicago’s Wax Vinyl Bar and Ramen Shop only offered Japanese noodle bowls and fried appetizers when it first opened in 2024. Now that owner Lee Farmer recognizes that many of his customers—mostly women—want lighter fare, he’s added a cucumber avocado salad and watermelon sushi poke bowl to the menu. His ramen bowls are customized, allowing guests to choose spice level and toppings, which include a soft-boiled egg, shiitake mushrooms, sautéed collard greens, raw dandelion greens and dashi.

According to Datassential, “‘Diet specific’ is an inception-level bowl mega trend. Bowls are endlessly customizable, which makes them an ideal platform for those with specific diet needs. Bowls marketed to those following paleo lifestyles, vegan diets, etc. are becoming more common.”⁵

The bowl trend shows no signs of slowing down, with dinner bowls up 25% in 2025 and projected to increase by 17% over the next four years. And veggie and grain bowls are predicted to perform especially well over four years, with a projected 51% and 91% four-year growth, respectively.⁶ Here are some additional statistics:

Bowls with consumers⁷

% of consumers who…

• Know It: 76%

• Have Tried It: 61%

• Had Many Times: 10%

• Love/Like It: 48%

• Love/Like It Among Those Who Have Tried It: 75%

• 18% of health-focused consumers love it

For establishments like Chipotle, True Food Kitchen and Panera Bread, serving dishes with functional ingredients—which offer specific health benefits beyond basic nutrition—is gospel. Think superfoods, nutrient-dense ingredients, and plant-based and antioxidant-rich options. This is especially important as one in 10 American consumers are on GLP-1 medications⁸ and are in need of personalized, proper nutrition.

“Personalized wellness is an inception-level health & wellness trend—now in its early stages,” Datassential reported, “it presents a prime opportunity to get ahead by offering personalized, customizable healthy menu options.”⁹

Operators should keep these statistics in mind when considering how to cater to this audience:

Functional foods and benefits¹⁰

• Gut health is a priority for many, with more than 80% of consumers saying they’ve adopted at least one strategy to improve it in the past year.

• 92% of consumers said they intentionally use food and drinks to achieve at least one health goal.

Where consumers said food and drink made the biggest impact on physical health:¹⁰

• Improving heart health: 86%

• Managing weight: 85%

• Improving gut and digestive health: 85%

• Managing or preventing diabetes: 81%

• Boosting your immune system: 80%

Where consumers said food and drink made the biggest impact on mental health:¹⁰

• Providing energy throughout the day: 87%

• Helping you live longer: 79%

• Reducing fatigue/tiredness: 78%

• Improving mental sharpness: 73%

• Helping you sleep better: 71%

• Improving/regulating your mood: 69%

For foodservice operators navigating today's personalization-driven market, the message is clear: Flexibility isn't just good customer service—it's good business.

Those who embrace customization technologies, train staff to accommodate dietary needs, and design menus with modification in mind aren't just serving meals; they're building loyalty in a competitive landscape where the ability to say "yes" to customer preferences may be your most powerful differentiator.

For more inspiration and ideas, check out these customizable recipes from the Simplot Culinary Team:

Mood-Boost Bowl with Sweet Potatoes, Mushrooms and Ancient Grains
Feed the body and mind with a vibrant, feel-good mood-boost bowl.
View Recipe »

Red Quinoa Infused Burger with Ginger-Garlic Dusted Conquest® Delivery+® Fries
Better-for-you comfort food that doesn't compromise on flavor.
View Recipe »

Black Garlic-Miso Avocado Butter, Steak and Frites
A bold, umami-packed twist on a classic.
View Recipe »

Reishi Dark Chocolate Agave Mousse with Raspberries and Blueberries
A decadent dessert with functional flair.
View Recipe »

¹ 2025 Operator Check-In: Personalization & Customization YE MAR ’25
² Just Salad turns to artificial intelligence to help guests build their lunch
³ Keynote: Healthy YE FEB’24
⁴ 2025 Operator Check-In: Healthy Menuing YE MAY’25
⁵ Inspiration Report: Bowls YE APR’24
⁶ MenuTrends YE MAR’25
⁷ Consumer Preferences YE MAR’25
⁸ 1 in 10 Americans Has Used GLP-1 Drugs For Weight Loss, Survey Says
⁹ Inspiration Report: Health & Wellness YE FEB’24
¹⁰ HotShot: Food as Medicine YE APR’24