Comfort Plus:

The Rise of Comfort Plus in Modern Dining

In a time when economic pressures shape spending behaviors, a new culinary movement is captivating diners by hitting the sweet spot between approachability and extravagance. Dubbed “Comfort Plus,” this trend takes familiar, affordable comfort foods and gives them a luxurious lift. It’s not about full-blown fine dining—it’s about elevating what people already love with unexpected, premium touches. For today’s value-conscious but experience-driven consumer, it’s a way to indulge without splurging.

This is not about adding foie gras to a burger for the sake of spectacle. It’s about intentional layering: using nostalgic formats as a base and enhancing them with high-quality ingredients or surprising presentations that deliver both comfort and curiosity. The effect is a “little luxury” that feels like a reward—something Gen Z and millennials, shaped by uncertainty but driven by discovery, are especially drawn to.

Take Chef Joe Schafer’s Cheeto Shishitos, for instance: blistered peppers fried in beef tallow, dusted with neon orange Cheetos seasoning, and balanced with lime crema and Cotija. It’s playful, familiar, and just bougie enough to feel special. Or consider the Honey Jalapeño Chicken Sandwich from Crisppi’s Chicken in Miami, Florida—fried chicken served on a brioche bun with Crisppi’s sauce, scallions, sweet pickle, American cheese, coleslaw, honey, and jalapeño. These dishes embrace comfort, but they dress it in something new.

High-low pairings are not just flavor combinations—they’re cultural cues. Diners crave familiarity in uncertain times, but they also want fun, creativity, and a sense of occasion. A humble filet becomes Bran Beef Prime Filet Mignon at The Allendale Social in Allendale, NJ—served with brown butter, creamed spinach, maitake mushrooms, and tarragon bearnaise. It’s a rich reimagining of steakhouse comfort with refined elegance. On the same note, The Best Damn Mac & Cheese at the Ainsworth Hoboken in Hoboken, NJ pushes creamy rigatoni into high-end territory with a trio of cheeses and fresh black truffle—comfort food meets culinary theater. In Atlanta, Betty Sue’s, the brunch concept from Chef Bryant “Chef Baul” Williams and his wife Daniella, channels Southern heritage and comfort with a refined hand. Their Fried Lobster Tail Lollipops are a perfect example—crispy, golden, and elegant enough for special occasions, yet grounded in Southern soul. Pair that with Southern Lobster Deviled Eggs or Levi’s Salmon Croquette & Grits, and you get dishes that honor the past while

winking at the future.

What’s fascinating is how this trend bridges casual dining and upscale presentation. Bobby Flay’s Bacon Crunchburger, for example, features an Angus beef patty with American cheese, crispy bacon, potato chips, and signature sauce—all tucked into a glossy brioche bun. It’s a fast-food format reengineered with chef energy and bolder textures. The same can be said for the Surf n’ Turf Burger, where a juicy beef patty is topped with butter-poached lobster and garlic herb aioli—decadent, nostalgic, and undeniably Comfort Plus. Pair it with a side of Truffle Fries, tossed in white truffle oil, shaved Parmesan, and fresh herbs, and you’ve turned a burger-and-fries combo into a luxury experience.

And the surprises aren’t only in ingredients. Presentation plays a key role. The plate, the plating, and the story all contribute to how “plus” the comfort becomes. Instead of a disposable container, diners are seeing comfort dishes presented with dramatic flair—served in hot cast-iron skillets, topped with microgreens or edible gold, or paired with craft cocktails instead of fountain soda.

Even pizza gets the Comfort Plus treatment, like the Black Truffle Burrata Pizza—a hand-stretched sourdough crust topped with roasted garlic cream, melted mozzarella, dollops of fresh burrata, shaved black truffle, and a drizzle of white truffle oil. Finished with arugula and flaky sea salt, it turns a beloved comfort food into a rich, shareable indulgence that feels right at home in a modern gastropub or upscale casual setting.

This evolution is also influencing how restaurants market and structure their menus. Comfort Plus items often become signature dishes—conversation starters that travel well on social media, spark curiosity, and bring guests through the door. Think of the buzz created around a dish like truffle fries or gold-dusted wings. They’re not just eaten—they’re experienced.

Even better, these mashups allow operators to balance food costs creatively. You can use accessible bases like fries, rice, or mac and cheese and splurge on one or two standout ingredients—truffle oil, artisanal cheese, duck confit. The margins make sense, and the dish still feels premium. It’s value engineering that doesn’t compromise on appeal.

As consumers continue to seek joy in the everyday, Comfort Plus offers a delicious middle ground between indulgence and pragmatism. Whether it's lobster in your deviled eggs, truffle on your fries, or burrata on your pizza, the message is clear: comfort food is no longer basic—it’s brilliant.

IN CONCLUSION

In uncertain times, we go “Back to the Hearth”—but with an upgrade. It’s not about luxury, but about elevating the familiar. National chains can create menu excitement by leaning into this Comfort Plus trend. No need for caviar—just thoughtful, simple ingredients used in ways that feel special. Think blistered or oven-dried tomatoes (even better if you name the variety), or panko breadcrumbs boosted with 18-month aged Reggiano. Mac and cheese? Try topping it with Cabot white cheddar or Tillamook. Brand names and prep buzzwords matter.

Our Palate Post each quarter highlights a single trending topic, and we generate concept ideas around this topic. Let us know if any catch your attention, and we’d be happy to prepare samples for you.

CONCEPTS

Street Corn Mac and Cheese

Topped with roasted street corn, cotija cheese, and green onions

Short Rib Mac and Cheese

Classic homestyle mac and cheese topped with braised short ribs

Jalapeño Jack Mac

Tender elbow noodles tossed in a jalapeño jack cheese sauce (queso meets mac and cheese)

Chili Mac

Seared Angus ground beef with onions, bell peppers, jalapeños, and hatch chili on elbow noodles with a five-cheese sauce

Glazes

Amarillo Honey

Different than hot honey; take ají amarillo chiles with citrus and cayenne pepper for a twist on the traditional hot honey

Pomegranate Pepper Jelly

Classic pepper jelly that's great for glazing chicken, pork, and steak, upgraded with pomegranate juice

Yuzu Barbecue Glaze

A sweet and sour blend of Japanese yuzu with traditional barbecue flavors