Restaurants: America’s Hottest Menu Trend: Calling Fried Foods “Crispy”
- InsightTrendsWorld
- Mar 19
- 7 min read
Why it is the topic trending:
Linguistic Shift in Food Descriptions: The change in terminology from "fried" to "crispy" reflects an interesting evolution in how food is marketed and perceived.
Consumer Perception of Health: The trend taps into consumer anxieties about unhealthy food and the negative connotations associated with the word "fried."
Restaurant Marketing Strategies: Restaurants are adopting this language to make their offerings sound more appealing and potentially justify higher prices.
Euphemism in Food Culture: The article explores the broader use of euphemisms in the food industry to enhance the perceived desirability of certain items.
Overview: The article discusses the growing trend in American restaurants, including high-end establishments, of using the word "crispy" as a euphemism for "fried" on their menus. This linguistic shift is attributed to the negative connotations associated with "fried," such as it being perceived as unhealthy and greasy. "Crispy," on the other hand, evokes a more desirable texture and avoids these negative associations, allowing restaurants to market fried foods more appealingly and potentially at a premium. The article explores the history of this usage, its prevalence across different types of restaurants, and connects it to the broader phenomenon of euphemisms in food culture.
Detailed findings:
Restaurants across America, including upscale ones, are increasingly using "crispy" instead of "fried."
The word "fried" is perceived as unhealthy and associated with grease, while "crispy" sounds more appealing.
Catch, a high-end restaurant chain, uses "crispy" to describe various fried items like leeks, potatoes, shallots, shrimp, and cauliflower.
Many other restaurants, from casual to upscale, use "crispy" for items that are traditionally fried, such as zucchini chips, chicken sandwiches, and brussels sprouts.
The term "crispy" was historically used to describe the freshness of salad greens.
Google's Ngram tool shows a significant increase in the use of "crispy" in books since around 2006, doubling since 2009.
Interestingly, the use of "fried" in books has also remained relatively high.
A 2016 academic paper suggested that "crispy" was more common in lower-middle-class price ranges, with high-end restaurants preferring descriptions based on ingredient origin. This seems to be changing.
The article compares this euphemism to other food rebrandings like rapeseed oil to canola oil and prunes to dried plums, but notes that this is a rebranding of a cooking method.
The author suggests that eventually, "crispy" might also develop negative connotations, following the "euphemism cycle."
The trend highlights a societal denial of the love for "unhealthy" snacks and the power of marketing language in shaping perceptions.
Key takeaway: American restaurants are increasingly using the word "crispy" instead of "fried" on their menus to create a more positive perception of these foods, tap into consumer preference for desirable textures, and potentially justify higher prices by distancing themselves from the negative connotations associated with "fried."
Main trend: The central trend is The Strategic Linguistic Rebranding of Fried Food as "Crispy" in the Restaurant Industry.
Description of the trend (The Strategic Linguistic Rebranding of Fried Food as "Crispy" in the Restaurant Industry): This trend describes the deliberate and widespread adoption of the adjective "crispy" by restaurants, ranging from fast-casual to fine dining, as a more palatable and appealing alternative to "fried" when describing food prepared using the frying method. This rebranding aims to overcome negative consumer perceptions of fried food related to health and greasiness, leveraging the universally positive association with the texture of crispiness.
What is consumer motivation:
Desire for Tasty Textures: Consumers generally find "crispy" textures appealing in food.
Avoiding Perceived Unhealthiness: The term "crispy" may subconsciously lead consumers to believe the food is lighter or less greasy than "fried."
Positive Sensory Experience: "Crispy" evokes a satisfying sound and feel when eating.
Trust in Restaurant Descriptions: Consumers generally rely on menu descriptions to inform their choices.
What is driving trend:
Negative Connotations of "Fried": Restaurants want to distance themselves from the perception of serving unhealthy or greasy food.
Marketing and Sales: "Crispy" sounds more appetizing and can make dishes more attractive to potential customers.
Potential for Higher Pricing: By using a more upscale-sounding term, restaurants might be able to charge more for familiar fried items.
Following Industry Norms: As more restaurants adopt this language, it becomes an expected norm in menu descriptions.
What is motivation beyond the trend: Consumers might also be subconsciously influenced by the association of "crispy" with freshness (historical usage) or simply find the word more pleasant-sounding.
Description of consumers article is referring to: The article primarily refers to American diners who frequent various types of restaurants, from fast food to upscale dining rooms. It suggests that this trend is driven by the general public's love for fried foods coupled with an underlying anxiety about their health implications. The willingness of even high-end restaurants to use "crispy" indicates that this linguistic shift is aimed at a broad consumer base.
Conclusions: The use of "crispy" as a substitute for "fried" on restaurant menus in America is a strategic marketing tactic designed to appeal to consumer preferences for texture while mitigating negative health associations. This trend reflects the power of language in shaping food perceptions and the ongoing efforts of restaurants to present their offerings in the most attractive light.
Implications for brands (Restaurants):
Consider Using "Crispy": Evaluate whether replacing "fried" with "crispy" on your menu could enhance the appeal of your dishes.
Focus on Achieving Actual Crispiness: Ensure your frying techniques result in a truly crispy texture that lives up to the menu description.
Be Mindful of Authenticity: In some contexts, particularly for traditional or ethnic cuisines, "fried" might be the more appropriate and authentic term.
Don't Overuse the Euphemism: Using "crispy" for everything might eventually become meaningless.
Implication for society: This trend reveals a potential disconnect between what consumers desire (fried food) and what they feel they should desire (healthier options), leading to linguistic masking.
Implications for consumers: Consumers should be aware that "crispy" often means "fried" and make their dietary choices accordingly, regardless of the terminology used on the menu.
Implication for Future: The "euphemism cycle" suggests that "crispy" might eventually lose its positive connotations and be replaced by yet another term to describe fried food.
Consumer Trend (name, detailed description): The Desire for Health-Haloed Indulgence: Consumers often want to indulge in foods they enjoy while still feeling like they are making a somewhat healthy choice, leading to the acceptance and even preference for euphemisms that mask less healthy preparation methods.
Consumer Sub Trend (name, detailed description): Texture as a Key Driver of Food Appeal: The texture of food, particularly crispiness, plays a significant role in its palatability and overall enjoyment for consumers.
Big Social Trend (name, detailed description): The Power of Language in Shaping Perception: This trend highlights how carefully chosen words can significantly influence how consumers perceive products, especially in areas like food where health concerns are prevalent.
Worldwide Social Trend (name, detailed description): The use of more appealing language to describe less healthy food options is likely not unique to America and could be observed in other regions as well, including Australia.
Social Drive (name, detailed description): The Conflict Between Pleasure and Health: Consumers often experience a tension between their desire for pleasurable, sometimes less healthy foods and their concerns about maintaining a healthy diet.
Learnings for brands to use in 2025:
Understand the Power of Menu Language: Choose your words carefully to create the desired perception.
Highlight Positive Attributes: Focus on the appealing aspects of your food, such as texture and flavor.
Be Authentic When Necessary: In some cases, direct and traditional terminology might be preferred.
Strategy Recommendations for brands to follow in 2025:
Audit Your Menu Language: Review your menu descriptions and consider if using "crispy" could be beneficial.
Test Different Descriptors: Experiment with different words to see how they impact customer orders and perceptions.
Maintain Transparency When Necessary: For health-conscious consumers, providing detailed preparation methods might be appreciated.
Final sentence (key concept) describing main trend from article: American restaurants are strategically rebranding "fried" foods as "crispy" to tap into consumer preference for appealing textures while navigating anxieties about unhealthy eating.
What brands & companies should do in 2025 to benefit from trend and how to do it: In 2025, restaurants can benefit from the trend of using "crispy" by:
Reviewing their menus and strategically replacing the word "fried" with "crispy" for appropriate items to enhance their appeal and potentially distance them from negative health connotations.
Ensuring that their frying techniques consistently deliver a truly crispy texture that aligns with the more desirable imagery evoked by the term.
Remaining mindful of their target audience and the specific cuisine, as in some cases, traditional terminology like "fried" may still be preferred or expected for authenticity.
Final note:
Core Trend:
Name: The "Crispy" Cover-Up
Detailed Description: Restaurants are widely adopting "crispy" as a euphemism for "fried" to make these dishes sound more appealing.
Core Strategy:
Name: Language as a Marketing Tool
Detailed Description: Restaurants can strategically use language on their menus to influence consumer perception and drive sales.
Core Industry Trend:
Name: The Evolution of Food Descriptors
Detailed Description: The way restaurants describe their food continues to evolve, reflecting changing consumer preferences and cultural attitudes towards food.
Core Consumer Motivation:
Name: Seeking Pleasure with Perceived Healthiness
Detailed Description: Consumers often desire indulgent foods but appreciate when they are presented in a way that minimizes perceived unhealthiness.
Final Conclusion: The trend of using "crispy" for "fried" in American restaurants highlights the ongoing dance between consumer desires, health concerns, and the power of marketing language in the food industry. Restaurants can leverage this trend in 2025 by carefully choosing their menu descriptions to enhance appeal.
Core Trend Detailed (words on Core Trend): The core trend of "The Strategic Linguistic Rebranding of Fried Food as 'Crispy' in the Restaurant Industry" reveals a fascinating insight into the psychology of food marketing in America. As the article points out, while fried foods remain a beloved indulgence for many, the term "fried" itself has developed negative associations with being unhealthy and greasy. In response, restaurants across the spectrum, from casual diners to high-end establishments, are increasingly employing the euphemism "crispy" to describe these same dishes. This linguistic maneuver cleverly taps into the universally appealing texture of crispiness, subtly shifting the perception away from the less desirable aspects of frying. By renaming familiar favorites like chicken tenders and fried shrimp as "crispy," restaurants aim to make them sound more appetizing, potentially justify premium pricing, and cater to consumer desires without explicitly highlighting the less health-conscious cooking method. This trend underscores the significant role that language plays in shaping our perceptions of food and the strategic lengths to which the restaurant industry will go to present their offerings in the most positive light.
