Craveable technologies: the science (and strategy) behind irresistible flavors in foodservice

Why craveability is now a key topic in foodservice

In today’s foodservice landscape, differentiation relies on taste. The concept of craveable food refers to products capable of generating recurring desire in customers, turning each dining experience into a memorable one. For buyers and corporate decision-makers, craveability is a strategic metric: it boosts purchase frequency, enhances loyalty, and strengthens brand identity.

In Europe and India, markets rich in culinary heritage and undergoing rapid transformation, the demand for sensory experiences is growing. According to Kerry, 2024, 67% of European consumers say they return to venues offering "memorable" tasting dishes, even if they’re healthy.

The neuroscience of food cravings

Craveability is rooted in science. Foods high in umami, sugar, and fat stimulate the brain's dopamine pathways, creating a rewarding effect. But it’s not just about taste: temperature, texture, smell, color, even sound (like crunchiness), shape desirability.

This is why craveable solutions are designed around the full sensory experience. The world’s most addictive foods (pizza, chips, chocolate) are case studies that inspire replicable logic in tech-enabled food design.

The sensory experience as a loyalty lever

A satisfied customer is one who comes back. Today’s leading foodservice brands build multisensory experiences: visible preparation, ambient aromas, visually appealing plating, and personalized interaction.

Chains like Vapiano and Pret a Manger emphasize visual and olfactory elements. In India, Barbeque Nation has implemented at-table grills that allow customers to cook food themselves—boosting engagement and memorability.

Technologies that enhance flavor

Flavor mapping and AI-driven food pairing

Artificial intelligence enables analysis of thousands of molecular combinations to identify ingredient mixes that maximize taste. NotCo, 2023 uses its algorithm Giuseppe to create plant-based products with the same appeal as animal-derived ones.

Data-driven menus

Craveable Brands, 2023 has revolutionized menu management with Google Cloud: real-time digital menu updates, predictive customer behavior analytics, and a 75% reduction in operational costs.

Advanced aromatization and fermentation

Controlled fermentation, microencapsulated aromas, and umami boosting technologies enable intense, replicable, and scalable flavor profiles, ideal for franchises and expanding chains.

Zappfresh, 2024

Indian startup Zappfresh leverages consumer data to tailor its ready-to-cook offerings to regional preferences, optimizing taste, cuts, and marinades according to craveability criteria.

Craveability and health: a possible match

Today’s consumers demand both pleasure and wellness. Leading brands apply technology that allows them to retain indulgence in products that are low in sugar, fat, or animal protein.

Sweetgreen, 2023

Sweetgreen’s food lab designs bowls and salads using preference and flavor data, producing dishes that are both healthy and craveable.

The Brooklyn Creamery, 2023

This Indian brand offers sugar-free, high-protein ice cream by combining flavor engineering techniques with functional ingredients to maintain indulgence.

NotCo, 2023

NotCo’s AI replicates the taste of animal products in fully plant-based recipes, increasing plant-based adoption among mainstream consumers.

How to integrate craveable technologies into your business model

For foodservice buyers and decision-makers, the challenge is implementing craveable solutions in scalable, measurable ways. Here are some practical steps:

• Identify specialized foodtech partners

• Test limited SKUs or locations

• Collect sensory and behavioral data post-launch

• Use digital platforms for real-time menu updates

• Train staff in experiential food principles

A typical strategy: introduce a craveable flagship item, track repeat order growth, gather feedback, and scale from there.

Conclusion: innovating to be desired

Craveability is now a strategic lever in foodservice. It’s not just about making good dishes—it’s about designing irresistible products using sensory tech, AI, and data. For brands seeking innovation, the future of flavor is already here: scalable, measurable, and deeply human.