Snacks Drive Growth Across Every Daypart

What used to be an in‑between‑meals behavior has evolved into an all‑day ritual driven by micro‑interruptions, mood shifts and the constant cognitive drain of modern life. According to Datassential, nearly 90% of consumers had a snack outside traditional mealtimes in the past month, and three‑quarters replaced a meal with a sweet or salty snack.¹

As eating psychology expert Jenny Eden Berk² explained, “Snacks can become a pattern interrupter…a way to reset,” which is why spontaneous visits are rising across foodservice. Consumers aren’t waiting for traditional dayparts anymore; they’re snacking in the morning, mid‑afternoon, late at night, whenever the moment hits. For operators, that shift opens the door to incremental sales in the margins of the day, where craveable snacks can meet emotional needs and drive traffic.

Snacking is now a daily ritual and a substitute meal

Datassential’s insights indicate that snacks‑as‑meal behavior is “frequent, not fringe,” with Gen Z and Millennials leading the shift. Berk sees this reflected in social trends: “Girl dinners…butter boards…hummus boards. It allows for this snacking mentality versus a full hot meal.”

Major operators have already adapted. Starbucks turned its bakery case, protein boxes and grab‑and‑go bites into all‑day rituals, while Shake Shack’s fries, chicken bites and limited‑time savory snacks deliver the craveable, sensory‑forward experiences younger consumers seek. Both chains prove that when operators design for spontaneity, not just traditional dayparts, they capture incremental visits driven by emotion, impulse and nostalgia.

Simplot’s portfolio is uniquely positioned to help operators meet this shift head‑on. Snack‑ready formats like Tater O's™, Stars, Parmesan and Garlic Fries and Tater Squares™ offer kitchens the flexibility to build high‑impact snacks to fit any daypart. These items are fast, fun and familiar, tapping directly into the nostalgia and sensory cues younger consumers crave.

Beverage pairings: The quiet engine behind snack cravings

If snacks are the emotional reset, then beverages are the spark that activates the moment. Across foodservice, drink‑led occasions dominate the very dayparts where snacking thrives, and they give consumers the “permission” they need to treat themselves.

Datassential’s research indicated that coffee chains lead mid‑morning snacking, frozen‑treat chains rule the afternoon and late night, and C‑stores report that 48% of their sales are coming from non‑alcoholic beverages.³ When a consumer grabs a latte, lemonade, Slurpee® or cold brew, they’re already halfway to a snack decision.

The beverage sets the stage, and the snack completes the moment. Snack‑ready formats like Tater Os™, Junior Cut Clear Coated SIDEWINDERS™ Fries, Stars and Footballz™ are built for beverage attachment. Their playful shapes, crispy textures and bold flavors create instant visual triggers. And because these items hold well, cook fast and deliver sensory payoff, they fit seamlessly into the beverage‑led workflow that defines modern snacking.

Snacking is emotional: The psychology behind the break

Consumers snack differently, depending on whether it’s part of their daily routine or a spur‑of‑the‑moment decision. Of course, operators should be prepared for both. Datassential shows that 45% of consumers choose a treat on impulse and 80% use snacks as a reward, which means operators should build menus and merchandising that capture those spontaneous occasions without sacrificing consistency for everyday repeat buyers.

Operators already see this dynamic in action. At Goddess and the Grocer, guests reach for miniature charcuterie platters, English muffin breakfast sandwiches and spicy dips, formats that are easy to execute during routine service but also deliver the quick satisfaction customers want when they make an unplanned snack stop.

Simplot’s extensive lineup is built for these moments as well with items that have been developed into recipes like Blackened Bistro Fries, Sporty Loaded Guacamole or Pizza Stack Pack. Each spotlights bold crunch, layered textures and playful formats. They’re ideal for consumers needing a quick reset, reward or small bite that feels comforting and indulgent.

Spontaneous visits: The new battleground

Technomic reported that spontaneous occasions account for 56% of restaurant occasions and 51% of restaurant spending, with cravings as the #1 trigger (51%).⁴ Modern consumers aren’t planning snack occasions; they’re reacting to mood, environment and impulse. Snacking fits this spontaneous behavior perfectly because of elements like visual appeal, quick fulfillment and easy beverage pairing.

As Berk explained, “Even if you’re not hungry, the visual cue alone is enough to activate the urge to eat.” She added, “We’re constantly switching tasks…and we’re always looking for a quick relief.”

Major operators have mastered this. Cracker Barrel’s all‑day biscuit sandwiches, hash brown casseroles and shareable sides function as snack‑as‑meal formats for travelers and families seeking comfort on demand. Starbucks’ peanut‑butter‑forward snacks, such as Perfect Bar Peanut Butter and Justin’s Dark Chocolate Peanut Butter Cups, create instant visual triggers and pair naturally with beverages.

The break‑in‑the‑routine opportunity across dayparts

Datassential reported that opportunities vary widely by operation type, but the biggest wins come from designing snacks around routine breaks rather than rigid dayparts. In fact, nearly every major segment shows strong demand outside traditional meal windows. C‑stores, for example, see exceptionally high snacking activity throughout the day, with 91% of operators reporting strong AM snack demand and 94% seeing the same in the afternoon. Delis mirror that pattern almost exactly, proving that consumers are just as likely to grab a quick bite between errands or after school as they are during lunch.

QSRs show even more range, capturing 78% of AM snack traffic, 94% in the afternoon and 60% late at night. Even casual dining, traditionally anchored in lunch and dinner, reported strong PM and late‑night snacking potential as guests look for smaller, comforting bites during off‑hours.⁵

Starbucks has perfectly illustrated this trend for several years. The company has repeatedly emphasized that the 2–5 p.m. window is one of its strongest for food attachment, driven by customers seeking “something fast, handheld and easy to pair with a beverage.”⁶ Similarly, SONIC’s “Snacky Hour,” also 2-5 p.m., attracts high traffic for $1 snacks of corn dogs, mozzarella sticks and soft pretzel twists.

Sharpe shared that she has seen the same pattern at her operations: “People come in during those in‑between moments — mid‑morning, mid‑afternoon, after work — and they want something small, flavorful and satisfying. That’s why I build my menu around things you can grab quickly and enjoy on the go.”

Sweet vs. savory: Who will win the snack category?

Datassential’s latest snacking research showed a clear divide between what consumers currently choose and where the next growth opportunity lies. While sweet snacks dominate [candy (59%), cookies (53%), ice cream (50%)], there is a widening savory gap, with a major opportunity for operators.

Savory snacks, including fries, tots and hash browns (27%), along with wings and tenders (20%), significantly trail sweet formats in overall penetration. Yet Datassential noted that savory snacks are far more popular with Gen Z and Millennials, two important consumer demographics driving the future of foodservice.

This generational shift matters. Younger consumers snack more often, snack across more dayparts and increasingly treat snacks as meals. They’re looking for hot, crispy, craveable formats that feel substantial, not just sugary treats that satisfy a momentary craving, explained eating‑psychology expert Jenny Eden Berk.

“Savory snacks give you a sensory journey: texture, warmth, crunch and flavor progression,” she said. “That’s why they feel more satisfying when you’re actually hungry.”

Chef Debra Sharpe observed this shift firsthand at her Goddess and the Grocer locations. “When people want something that actually tides them over, they go savory,” she explained. “A warm, salty bite feels like real food, not just a treat.”

There’s victory in savory snack innovation

Savory innovation, plus a strong snack identity, may help operators stand out in a crowded marketplace and capture spontaneous visits across all dayparts. It has certainly worked for Sharpe, whose signature snack packs are huge hits. What makes these grab-and-go offerings distinct is that they’re globally themed, featuring house-made dips, sauces and spreads to complement miniature sandwiches, cheeses, crackers, fruits, etc.

“Our snack packs work because they’re craveable and quick; people want something salty, warm and satisfying that they can eat while they’re still moving through their day,” Sharpe said. “Some guests don’t want a big commitment; instead, they want a couple of small things they can mix and match.”

It’s safe to say that snacking isn’t a side hustle anymore. Operators who treat snacks as a strategic, all‑day platform will win the spontaneous visit, the emotional reset and the next generation of consumers. The future belongs to those who build it bite by bite.

¹ Datassential, Little Treat Culture, 2025 ² Jenny Eden Coaching ³ Datassential, Chain Performance Update – Snack Winners, May 2025 ⁴ Technomic, Reaching the Consumer, February 2026 ⁵ Datassential, PULSE Industry Overview Segment Detail, April 2026 ⁶ CEO Interviews