With 2025 well underway, the shift in the culinary world is clearly visible. After a long stretch of prioritizing simplicity, food culture is swinging with gusto in the opposite direction. The era of minimalism is drawing to a close, making way for a new age of unapologetic maximalism.
The End of Austerity in Food
For the past few years, food trends have been defined by a philosophy of “just enough”—low-calorie alternatives, muted flavors, and restrained plating that prioritized aesthetics. Health-conscious menus trumpeted low-calorie alternatives, and even indulgences came with qualifiers: we had “guilt-free” desserts, “better-for-you” snacks, and the ubiquitous ethos of “everything in moderation.” This restraint made sense in its context. We emerged from a global pandemic into economic uncertainty. Climate anxiety and health consciousness pushed us toward more mindful consumption. The resulting food culture—thoughtful, measured, restrained—reflected these broader concerns. But cultural aesthetics rarely stay in one place for long. And the signs of change have been building for months. 2025 is shaping up to be the time for a celebration of flavor, texture, and culinary showmanship.
The Butter Renaissance
Perhaps the first indication that the tide was turning came with dairy. After years of dairy alternatives commanding premium shelf space, full-fat dairy began its unexpected comeback tour. Butter, in particular, has become the standard-bearer for this new indulgence. Specialty butter boards—once a flash-in-the-pan TikTok trend—have evolved into elaborate centerpieces at dinner parties, featuring cultured butters whipped with everything from black truffles to aged balsamic vinegar. This isn’t just about taste—after years of demonizing fat and embracing alternatives, we’re witnessing a collective embrace of richness and depth. The message is clear: we want the real thing, in all its caloric glory.
Decadent Plating and Theatrical Presentations
The visual aspect of food is undergoing its own revolution. Gone are the days of minimalist plating and restrained garnishes. Restaurants are embracing this trend, offering extravagant experiences that go beyond mere sustenance. Tasting menus are becoming more elaborate, flambé desserts prepared tableside are making a comeback.
The table itself has become a canvas for artistic expression too. Table decoration has evolved into a haute art form, where food becomes both sustenance and spectacle. This trend has inspired a new generation of hosts and event designers to create immersive tablescapes that transform dining into multi-sensory installations, featuring butter sculptures, towering bread displays, and whimsical arrangements of fruits and vegetables.
The New Era of Craft Cocktails
The world of mixology is not immune to this shift either. We’re witnessing a resurgence of cocktail culture that harkens back to the golden age of bartending, but with a modern twist. Elaborate martinis, once considered passé, are back in vogue, with bartenders experimenting with unique infusions and garnishes.
Even the glassware itself reflect this maximalist turn—cut crystal, ornate vintage coupes have replaced the simple, minimal glasses of recent years. The drink is no longer just about the liquid inside but the entire sensory experience.
Cultural Context: Why Now?
For one, we’re witnessing a reaction to years of restriction. The pandemic forced us into an extended period of limitation—limited social contact, limited experiences, limited pleasures. Economic factors play a role as well. Though inflation concerns persist, we’re seeing what economists call “selective splurging”—consumers cutting back in some areas to allow for indulgence in others. Food and beverage experiences have become a primary target for this discretionary spending, with consumers willing to pay premium prices for moments of pleasure and connection.
There’s also a generational component. Gen Z, now fully entering adulthood and economic influence, shows less interest in the ascetic wellness trends that dominated millennial culture. Instead, they’re embracing a more pleasure-positive approach to food and drink, one that values sensory experience over restriction.
Popular culture reflects and reinforces these tendencies. Films like Saltburn with its notoriously decadent feast scenes or series like The Bear that romanticize the intense sensory experiences of professional kitchens have helped shift our collective aesthetic toward richness and intensity. Even social media, once dominated by minimalist, clean eating aesthetics, now rewards visual abundance.
Not Just More, But Better
It’s important to note that we’re not returning to the supersized era of the 1990s. Instead, we’re embracing a more sophisticated form of indulgence. The most successful restaurants and products in this new landscape share a commitment to quality and thoughtfulness. The butter is cultured, the chocolate is single-origin, the cocktail ingredients are housemade. The excess isn’t mindless—it’s purposeful and considered.
The Takeaway
For food brands, restaurants, and beverage companies, this cultural shift presents both opportunities and challenges. The opportunity lies in consumer openness to premium offerings that deliver genuine indulgence. The challenge is that today’s consumers have developed sophisticated palates and high expectations—they want real indulgence, not the mere appearance of it. Successful products will embrace complexity, narrative, and sensory richness. They’ll tell stories about traditional preparation methods, specialized ingredients, or the labor-intensive processes that create truly exceptional experiences.
For consumers, this means permission to seek out experiences that prioritize pleasure and sensory abundance. For creators, this shift represents a chance to break free from restraint and explore a more lavish aesthetic—embracing bold visuals, dramatic compositions, and sensory abundance that celebrates the beauty of excess.
The pendulum will eventually swing back—cultural aesthetics always do. But for now, 2025 is shaping up to be the year we collectively decide that more isn’t just more—it’s exactly what we’ve been hungry for.
