At this time of year, it feels as if there are two types of people – those embracing winter and those trying to escape it. Between December and early January, one of the most popular destinations for escapists is Hawaii. But if the islands aren’t in your immediate future, we have several suggestions for sampling it here on the mainland, with the cuisine gaining traction due to its unique fusion of flavors, e.g., Native Islander, Asian, Portuguese, and even Puerto Rican influences, as well as its role in the comfort food space.
Here are some of the trends we are seeing in food and drink:
Restaurants
According to Technomic’s recent Top 500 Chain Restaurant list, Hawaiian chains have produced several breakout stars:
| Concept | Geography | Locations | 2023 Sales | 2023 Sales Growth | 2023 Unit Growth |
| Mo’Bettahs (LSR) | ID, KS, MO, OK, NV, TX, UT | 50 | $80M | +40% | +31% |
| L&L Hawaiian Barbecue (QSR) | HI, CA, WA, NV, AZ, CO, OR, UT, TX, NY, NC, TN, VA | 227 | $221M | +11% | +6% |
| Ono Hawaiian BBQ (FC) | CA, AZ | 108 | $227M | +11% | +6% |
| Hawaiian Bros. Island Grill (LSR) | AK, KS, NY, IL, TX | 48 | $111M | +10% | +30% |
Sources: Nation’s Restaurant News, Restaurant Business, The New York Yorker
Their “fast food” menus are typically centered around the traditional “plate lunch” format, pairing 2-3 meats with a scoop each of rice and macaroni salad. Guests can choose from proteins like Asian-inspired teriyaki chicken, steak, shrimp tempura, chicken katsu, and short ribs, as well as popular island fare e.g., kālua pig, pūlehu or huli huli chicken, loco moco (gravy and fried egg-topped-hamburger patties), or SPAM® musubi.
And speaking of stars, five Hawaii chefs were nominated for the 2024 James Beard “Best Chef” award:
- Andrew Le (The Pig & The Lady), Nae Ogawa (natuRe), Jason Peel (Nami Kaze), Jeff Scheer (Marlow), and Sheldon Simeon (Tin Roof)
Cookbooks
- “Cook Real Hawai’i” and “Aloha Kitchen: Recipes from Hawaii,” the cookbooks they’re talking about at Taste of Home, CNN, and The New York Times
Beverages
- The emergence of Bad Ass Coffee locations across the country, featuring drinks made with premium Kona coffee
- Tiki bars, like Chopper Tiki in Nashville, TN, or newer establishments like Paradise Lost, in New York, NY
- The “farm to glass” tour at KōHana Distillers in O’ahu, beginning with a visit to the sugarcane fields and barrel house, and wrapping up with a rum flight tasting at the distillery
Sauces, Spices & Condiments
- Spiceology bestseller “Maui Wowee,” a Hawaiian Teriyaki blend of brown sugar, garlic, pineapple powder, black sesame seed and tamari soy granules
- Adoboloco brand sauces, including “Island Wings” featured on cult favorite YouTube hit, Hot Ones
- Poi, from Seattle Poi Company, a probiotic “superfood,” which can be eaten in a myriad of ways, although commonly used as a side, fans on YouTube suggest consuming it like yogurt, or as a dip for pork rinds, etc.
- Hawaiian chili pepper water, that you make yourself with a mixture of water, white vinegar, Hawaiian rock sea salt, Hawaiian chili peppers, garlic, ginger and soy sauce
Snacking
- Club Crackers recently launched “Sweet Hawaiian” flavor, available in select locations
- Peanut butter SPAM® shell recipes, an intriguing alternative to mac & cheese
We hope the above provides both personal and professional inspiration, and respite from winter. Whether you are testing Hawaiian flavors at home or working to develop new products, we recommend that you set the mood. According to Pinterest, the “tropical chic” trend is IN, and characterized by an “escapist aesthetic” of tropical color palettes, fruit elements, statement plants, island trinkets, and rattan textures – just imagine the potential for tablescapes, social posts, and package design!
Katherine Plueger
Vice President, Strategy & Insights at JT Mega
Katherine Plueger conducts category, competitive and consumer research to develop the actionable insights that lead to better strategy for our clients.
