Quick-service chains like Starbucks, Taco Bell, and Potbelly are leaning into secret menus as a low-risk, high-reward strategy to spark buzz, drive app engagement, and crowdsource product innovation. “Secret” is one of the most powerful words in the marketing playbook—it signals exclusivity, discovery, and insider access. For QSRs, secret menus turn that intrigue into action, gamifying loyalty, testing new flavors, and tapping into cultural trends—all without disrupting operations. By inviting fans to co-create, brands get viral traction and fresh product ideas, often using ingredients already in stock. It’s a low-lift, scalable strategy to boost visits and stay relevant in a crowded, fast-moving category.
Amazon is expanding same-day delivery for fresh groceries to over 1,000 US cities, with plans to reach 2,300 by late 2025. The rollout integrates perishables into its core app for single-cart checkout alongside other goods, offering Prime members free delivery on orders over $25. Early pilots saw strong adoption, especially from first-time grocery buyers who shopped more frequently after trying fresh food. The move pressures rivals like Walmart, Instacart, and Kroger in a slowing but sizable $271 billion online grocery market. If Amazon can convert trial users into loyal customers, it could reshape expectations for grocery delivery speed and convenience.
A key inflation gauge that excludes food and energy prices picked up in July, suggesting tariff-related cost increases are being passed along to consumers. Core CPI, which strips out energy and food, rose 3.1% YoY, up from 2.9% in June. On a monthly basis, that closely watched measure rose 0.3%, the highest increase since January and up from June’s 0.2% advance. Retailers and producers are exhausting their early strategies to shield consumers and will need to plan for sustained cost pressures. Some strategies retailers can take on include negotiating with suppliers on cost-cutting measures or the use of lower-cost materials, exploring investments in onshoring production to avoid tariffs, and increasing D2C sales in a bid to improve profit margins.
Quick-service restaurants (QSRs) are no longer seen primarily as budget-friendly dining. Just 14% of consumers view them as a good value, while nearly a quarter (23%) now consider them a treat or reward, per consumer insights platform Zappi. That’s a notable shift for a category long associated with affordability. That helps explain why nearly a third (31%) of US adults have cut back spending on fast food. As inflation erodes fast food’s traditional value proposition, QSRs must sharpen their brand strategy or risk alienating diners. Brands that lean into indulgence and novelty can help position meals as a “treat,” while doubling down on affordability with compelling promotions and budget-friendly meal deals can reengage price-sensitive consumers.
More Amazon Prime shoppers purchase groceries from Walmart than from the ecommerce retailer, according to Coresight Research data reported by Grocery Dive. While grocery is a hugely important category for Amazon to conquer, its efforts so far have been hampered by a complex ecosystem. The retailer’s attempts to unify that system could result in a more seamless experience for shoppers, while its fast delivery capabilities could make it a more appealing place to shop for perishables.
Over half (56%) of US adults commonly purchase private label grocery/food and beverage products, the most popular category of private label purchased, according to April 2025 data from First Insight.
As consumers trade traditional search engines for social feeds, brands are approaching these platforms as drivers of brand awareness and conversion. TikTok Shop has rapidly become the eighth-largest beauty retailer in the United States, according to a February report from NielsenIQ. 41% of Gen Z turns to social platforms first for finding information, ahead of search engines (32%), AI chatbots (11%), and friends and family (9%), according to a May Sprout Social survey.
The challenge: Sweetgreen is feeling the squeeze. Macroeconomic headwinds—especially in major urban markets—are prompting more cost-conscious consumers to think twice before splurging on a salad. After a second straight quarter of weak performance, the chain slashed its same-store sales guidance from flat to down between 4% and 6% for the year. Our take: With value top of mind for many consumers, Sweetgreen needs to do more than tweak pricing or portion sizes; it must convince customers that its offering is worth the premium pricing. Without a clearer value narrative, it risks losing relevance in an increasingly budget-conscious dining landscape.
The news: Seven & i Holdings is making a bold expansion push to modernize 7-Eleven and better align with evolving consumer expectations. Our take: Convenience stores face an array of challenges, from slowing growth to rising competition across brick-and-mortar and ecommerce. That’s why Seven & i’s push toward larger-format stores, fresh food offerings, and strategic expansion is a bold attempt to reposition 7-Eleven in North America. That won’t be easy. But if the brand can deliver on food quality and reimagine the in-store experience, it has a real shot at winning over a new generation of consumers.
The news: Instacart’s efforts to win over more cost-conscious consumers and its growing suite of enterprise and advertising solutions helped the company handily beat Q2 expectations. Coming on the heels of record quarters for DoorDash and Uber, Instacart’s strong results point to resilient demand for delivery services in an otherwise challenging consumer environment. Instacart’s strong Q2 shows that the company is well-equipped to manage any slowdown in US digital grocery sales—as well as fend off growing competition from Uber and DoorDash. The surge in orders will be particularly reassuring to advertisers, particularly the many CPGs looking to increase marketing spend.
The news: McDonald’s delivered strong Q2 results that topped analysts’ expectations, signaling a rebound in its core US market. Our take: McDonald’s regained its footing in Q2 after posting its steepest same-store sales drop since the pandemic. While rivals like Yum Brands and Chipotle struggled with consumer pullback, McDonald’s played to its strengths by leaning into value, nostalgia, and limited-time promotions.
Demand for food delivery strengthened in Q2, DoorDash and Uber said, as more customers become used to ordering restaurant meals and groceries online. Order frequency on Uber’s delivery platform reached all-time highs during the quarter, CEO Dara Khosrowshahi said in prepared remarks, while volumes and profitability for the unit also hit record levels. Delivery bookings jumped 20% YoY, while revenues surged 25%. DoorDash also broke records, with total orders (up 20% YoY), marketplace GOV (up 23%), and revenues (up 25%) all surpassing previous quarterly highs. Food delivery is one area that is so far immune to uncertainty—a sign that consumers are increasingly wedded to services that offer convenience, and are willing to pay a premium (or at least a membership fee) to get food and other goods delivered quickly to their doors.
The news: Yum Brands Q2 earnings and revenues fell short of analysts’ expectations. Our take: Despite Yum Brands’ efforts to sharpen its value proposition, economic uncertainty still took a bite out of its performance. Consumers are thinking twice about where and when they eat out amid growing concerns over tariffs and a weakening labor market. That caution is hitting nearly every quick-service chain, from Chipotle to McDonald’s, and Yum Brands isn’t immune.
Ulta Beauty is tapping into trends like Korean beauty and wellness to stay relevant with younger consumers while Pop Mart has created viral excitement around its collectibles through smart digital marketing and gamification. In addition, Urban Outfitters has launched a back-to-school dorm makeover contest and Away Luggage is enhancing the travel experience with a giveaway. Here are the eight most interesting retailers and brands from last month, as ranked on our “Behind the Numbers” podcast.
9 in 10 Americans (93%) plan to cook at home as much or more in the next 12 months compared with the previous year, according to HelloFresh’s State of Home Cooking report. That shift is as much due to financial considerations as it is to a general desire among consumers to eat healthier. The shift to eating at home creates a prime opportunity for meal kit providers like Hello Fresh, provided they can make the case to consumers that their menus offer value for money—while also satisfying their seemingly-unquenchable desire for protein.To that end, these companies could highlight their budget-friendly options, as well as put the nutritional value of their meals front-and-center, while emphasizing the convenience that such kits provide.
The gap between retail’s most and least digitized categories will grow even wider.
The playbook: Amid mounting pressure across the grocery sector, Publix and Sprouts Farmers Market are gaining ground by leaning on four core pillars—each executed with their own twist: A sharp focus on value Convenient, high-quality prepared food options Loyalty programs that drive repeat visits Disciplined, strategic expansion The formula is working: In the most recent quarter, Publix’s revenues grew 7.0% YoY and its same-store sales rose 6.0%. Sprouts delivered even stronger results, with revenues up 17.2% and same-store sales jumping 10.2%. Our take: Publix and Sprouts show that even in a tough retail climate, disciplined execution on fundamentals still pays off. By doubling down on value, convenience, loyalty, and strategic expansion, both are positioning themselves for durable growth in a category where shopping habits tend to stick. Their clear, consistent playbook is helping them gain ground while many competitors stand still.
The trend: Protein is having a moment. Some 44% of US consumers—and 51% of Gen Z and millennials—are actively trying to boost their intake, turning protein into a must-have across categories. Our take: Protein-rich, better-for-you products are proving to be a rare bright spot amid a challenging consumer landscape. Shoppers—especially younger, health-conscious ones—are still willing to pay a premium when the nutritional value feels worth it. For CPG brands and foodservice chains, protein is a high-impact lever to drive growth and relevance. But sustaining that momentum requires more than a nutrition label. If the taste, format, or experience falls flat or feels like a gimmick, consumers won’t hesitate to walk away.
Consumer goods giants Kraft Heinz and Unilever are moving to stimulate demand in a challenging sales climate by increasing marketing spending on their most popular products. Both companies are betting on marketing to spur demand and improve brand equity in a slower-growth climate. But the question is whether stepped-up marketing will be enough to overcome rising consumer caution, particularly in categories like snacks and personal care, where purchases are more discretionary in a tariff-driven environment. Increased investments in promotions could pressure margins in coming quarters.
As tariffs push prices up, consumers are reevaluating their brand loyalties—and many are walking away for good. What once felt like long-term relationships are now being tested by sticker shock, with even high-income shoppers turning to discount retailers and finding satisfaction in switching.