September 10, 2025 – That crisp you feel in the air, the leaves changing colors, and the sound of football playing on the TV in the background can only mean one thing – it’s fall. With cooler weather comes the appeal for flavors that warm your soul and bring a sense of comfort that only your favorite sweater or a warm meal can. For some, fall is synonymous with one flavor: pumpkin. For the rest, pumpkin is played out.
Rubix Foods launched a proprietary study to determine what fall flavors consumers are the most drawn to and the seasonal staples they are ready to retire. Not only did we find that 51% of consumers are ready for new fall-themed flavors, but 47% told us they think pumpkin is overrated. Furthermore, 25% said they are completely over pumpkin-flavored items.
It’s time to get out of the pumpkin patch and look elsewhere for inspiration. This season, we’re dumping pumpkin and revealing the most underrated, craveable flavors consumers told us they want to see on menus this fall.
Apple is fall’s workhorse – reliable, timeless, and always in the mix. When asked about which fall flavors consumers are most excited to see on menus this year, the top three all included a variant of apple, and 12% of consumers say apple is the most underrated fall flavor1. Additionally, #Apples content spikes on TikTok in September and remains elevated throughout October2. But “apple” is a versatile term, almost as versatile as the flavor itself. So, how exactly do consumers like them apples? Here’s what they told us.
Apple butter is the top fall flavor, with 49% of consumers saying they’d be excited to see it on menus1. And what consumers want, they deserve to get. Apple butter’s sweet and tart flavor is a tasty fit for all kinds of menu items. In just the past 12 months, apple butter has grown 196% on breakfast starch menus and 100% on pork menus3. That’s quite an attention-grabbing, cross-functional flavor, if we (and the data!) do say so ourselves.
Whether it’s hot, spiked, in a shake, or over ice, nothing screams “fall” like apple cider. Apple cider’s tangy profile, complemented by warm spices and earthy notes, is why 46% of consumers from our proprietary study selected it as a leading fall flavor. Those consumers aren’t alone in their feelings either. Social media conversations about apple cider have increased 19% over the past year3. Additionally, apple cider is projected to grow 22% on QSR menus over the next 4 years3. Sounds like the beginnings of an LTO success story, don’t you think?
If you want to turn pumpkin spice stans into apple fans, apple cinnamon is the route we suggest you take. 79% of consumers who love/like pumpkin spice also love/like apple cinnamon3. How’s that for an apples-to-apples flavor swap? While 45% of all consumers from our study were intrigued by apple cinnamon, this flavor was the top choice among Gen Z. Apple cinnamon would add a sweet touch to just about anything, but you’re most likely to see it in pastries, pies and ice cream at restaurants. This is your sign to say “yes” to innovating the dessert menu.
1 of every 4 consumers from our study said they want to see spiced apple on fall lineups. But what exactly is the spice in spiced apple? That’s up to you! You can go warm with cardamom, ginger, or nutmeg, or take a swicy approach with cayenne or paprika. Either way, it’ll be a hit – and that’s why this flavor is projected to grow 10% on U.S. restaurant menus through 20293.
When sweet and salty cross paths, harmonious flavor combinations come to life. We’re calling it now – swalty flavors will dominate fall-themed menus. With 22% of consumers telling us they most often crave sweet and salty flavors1, you can’t ignore the growing demand this mouthwatering combination brings to the table.
The complexity and versatility of brown butter is why 25% of consumers want to see it as a fall offering1. From savory steaks to the viral Whole Foods brown butter cake, this flavor adds depth to both sweet and savory applications. It’s most often found in pasta and seafood dishes on U.S. restaurant menus, but you’ll soon see brown butter gain popularity in the AM. In just the past 12 months, brown butter has increased 68% on breakfast bakery menus3.
Salted caramel is comforting and nostalgic – two important qualities for a traffic-driving seasonal flavor. FoodBeast describes consumers’ love for salted caramel best: “It bridges generations, offering familiar flavors that feel like a warm hug, especially in uncertain times.” 1 in 5 consumers from our study were drawn to salted caramel, and the possible placements for this flavor are limitless. But so far in 2025, consumers are looking at beverages. YouTube searches for “salted caramel cold foam” have increased 60%4.
Take brown sugar, the favorite sweet flavor from our study, and pair it with bacon, the top-rated salty flavor, and you get a beautifully balanced swalty combo. Brown sugar is a staple in fall-themed dishes, but bacon adds the unexpected twist that consumers are craving. Through concept testing, we found that 53% of consumers said they would visit a restaurant specifically for brown sugar-glazed bacon5. It’s delicious enough on its own, but also an easy swalty add-on to sandwiches, burgers, and even desserts.
DoorDash declared pecan as the new flavor of the fall, but we’re taking it one swalty step further and calling maple pecan the real flavor to watch. Pecan’s nutty warmth merging with maple’s sweet comfort is the mashup the season needs. But, in what area of the menu does it belong? Coffee. Among those research participants who said they want to see more fall-themed items introduced on coffee menus, 42% were drawn to maple, and 38% were drawn to pecan.
Got a sweet tooth? You’re not alone. 41% of consumers said they most often crave sweet or indulgent flavors in the fall1. However, delivering standard flavors like chocolate and vanilla will give you expected, lackluster results. The secret ingredient is creativity and finding unique ways to implement indulgence across menu parts. Bonus points if you can make it nostalgic, too. After all, 35% of product purchases are made because consumers grew up with said products3.
Cinnamon roll, in all its soft, gooey goodness, was one of the top flavors from our study. Before you slap a cinnamon roll on your LTO calendar, hear us out. Among those who said they would be excited to see cinnamon roll-flavored items on a fall menu, they also shared that low sugar (55%) and high protein (53%) options would motivate them to purchase an item1. Ironic? Maybe. An opportunity for functional innovation? Absolutely. Take Legendary Foods as an example. The snack brand has a Cinnamon Protein Sweet Roll with 20 grams of protein and 0 grams of sugar… indulgence without the guilt.
Ah, candy corn. You either love it or hate it. Say what you want, but this sugary treat is projected to grow 218% on U.S. restaurant menus over the next 4 years3. Gen Zers were the most impressed by candy corn concepts, with 24% saying they’d be excited to see it on a menu1. So where, besides your candy dish, does candy corn belong? Your social media feed – and the best way to get it there is by creating colorful, scroll-stopping beverage builds with multiple layers.
Cookie butter was another favorite among Gen Z consumers, with 21% saying they’d want to see it on a fall menu1. And considering that 72% of all consumers love/like cookie butter3, this flavor is an ageless traffic driver. While your first experience with cookie butter was probably in its spreadable form, your future tastes of this addictive flavor will likely be in coffee. Dutch Bros, Dunkin, Biggby Coffee, and McDonald’s have all released cookie butter cold brews or lattes within the past year.
It’s time for cranberry to take a back seat because there are new fruits ready to ride shotgun on fall menus. Cherry and blood orange both outscored cranberry in our study, and pears are showing promising signs of being a new seasonal favorite.
1 in 5 consumers told us they would be excited to see cherry on a fall-themed menu1, but it’s Gen Zers and millennials who are truly “cherry-coded.” Cherry-coded was one of the major themes covered in Pinterest’s 2025 Predictions Report, meaning there’s a growing interest in cherry as a flavor and color. This tart fruit is very versatile – much more so than cranberry. Think cherry-infused glazes for various cuts of protein, cherry fillings for desserts, or cherry as a not-too-sweet yet vibrant addition to trendy beverages like dirty sodas.
Question: Why isn’t blood orange on every Halloween-themed cocktail menu? Your customers think it should be! Among those consumers who selected blood orange as a fruit they’d like to see more of in the fall, 42% specifically mentioned wanting to see it in alcoholic beverages1. It’s not just blood orange’s fruity flavor that’s drawing consumers in, though – it’s the functional benefits. Google searches for “blood orange health benefits” have increased by 200% so far this year4. A flavor that tastes good and makes you feel good? We’ll take it.
Save a spot for pears in your Thanksgiving spread this year to really impress your guests. Pears were one of the top choices among Boomers, with 38% selecting them as a seasonal favorite1. If you were to do TikTok recon on recipes featuring pear, you’ll see video after video of pear butters, desserts, spritzes, or even pears as a standalone dish. For real – pears, which have been coined as “the new apple,” are THAT good.
There’s more to fall than Halloween and Thanksgiving. And with 91% of consumers saying they want to see more global flavors at chain restaurants6, menu makers have a unique opportunity to draw inspiration from other cultures to develop their fall-themed menus.
Ube, best known for its natural purple color, is a yam originating from the Philippines that is starting to make its way onto U.S. restaurant menus, especially in the fall. Ube’s sweet and earthy flavor profile with notes of vanilla, coconut, and pistachio make this ingredient an effortless fit for dessert and beverage menus. It’s projected to grow 97% over the next 4 years3, but major players like Dunkin’ and Jack in the Box will take credit for being the earliest adopters. Dunkin’s Potion Macchiato and Jack in the Box’s Witch Please Shake both featured ube and were introduced onto fall LTO menus in 2024.
Gen Z is the generation most likely to observe Día De Los Muertos, or Day of the Dead, and 25% are interested in seeing LTOs inspired by the Mexican holiday on restaurant menus3. While traditional Mexican dishes like tamales or pan de Muerto are often served during the celebration, birria, which has a strong affinity with Gen Zers and millennials, would also be a viable option for LTO menus. After all, 38% of all birria menu launches in the U.S. occur between September – November3. And you can make it as spicy as you want! 25% of consumers told us they most often crave spicy flavors during the fall1.
Pumpkin had its run and now it’s time to pass the mic to flavors with real range and for menu makers (like you!) to explore new traffic-driving seasonal flavors. Grab your flannels and collaborate with us on your fall-themed LTO menu.
1 – Rubix Foods, Fall Flavor Trends Survey, August 2025
2 – TikTok Creative Center, August 2025
3 – Datassential, August 2025
4 – Google Search Trends, August 2025
5 – Rubix Foods, Concept Testing, August 2025
6 – Rubix Foods, The NEXT Flavor Report, August 2025
