#1 Iced Coffee Hour
Iced coffee has evolved from a summer treat into an all-year ritual, embraced especially by younger consumers. More than a third of under-35 adults now drink it daily, even in colder months, making the “iced coffee hour” a permanent part of lifestyle culture. Most of the week’s gain arrived in one sharp step rather than through a slow build. Iced coffee remains a permanent lifestyle habit with strong cultural presence and multi-operator adoption, though its novelty is low as an established category.
#2 Butter-Shell Soft Serve
Soft serve is dipped in melted butter that hardens into a savory-sweet shell, often finished with salt. Ice-cream shops and fair vendors are adapting the shock-value coating as a premium cone upgrade and reaction-driven menu item. Most of the week’s gain arrived in one sharp step rather than through a slow build. The trend has transitioned from a viral social media curiosity to a recurring, niche feature in independent ice cream shops and fair settings, showing sustained but limited geographic adoption.
#3 Arby’s Buffalo Wild Wings
The fast-food world is abuzz with talk of Arby’s and Buffalo Wild Wings under one roof. Whether it’s the anniversary of a big acquisition or cross-over menu rumors, this buzz merges Arby’s roast beef legacy with Buffalo Wild Wings’ spicy flair and has fans imagining the tasty possibilities. Most of the week’s gain arrived in one sharp step rather than through a slow build. Co-branded concept activity by Inspire Brands shows isolated live commercial examples, but store closures limit broader market expansion.
#4 2-Ingredient Protein Bagels
Two-ingredient protein bagels trend as a high-protein bread swap made from blended cottage cheese (or yogurt) plus flour, baked into chewy bagels. Creators push macro-friendly toppings and batch baking, turning a ‘diet’ recipe into a repeat breakfast. Most of the week’s gain arrived in one sharp step rather than through a slow build. Strong ongoing interest in home-baked protein bagels keeps the trend relevant, supported by recent Allrecipes and Verywell Health coverage, though commercial market impact remains low.
#5 Tsukimi Burger
Each autumn, McDonald’s Japan reintroduces the Tsukimi Burger, topped with a fried egg symbolizing the harvest moon. The limited-time burger has become a nostalgic tradition and a seasonal signal for Japanese consumers. The rise was uneven, with gains interrupted by softer checks rather than forming a clean straight line. The Tsukimi Burger seasonal campaign is actively running in Japan with high-profile marketing initiatives and strong multi-operator market participation.
A rise is only the first step. The coming weeks will separate lasting momentum from temporary acceleration. Explore the WBC Trend Watch.