There is something quietly fascinating about watching a food trend go from “groundbreaking” to “everywhere” to “please, no more.” It happens faster than you might think. What starts as a creative idea in some chef’s kitchen in Brooklyn or London eventually lands on every chain restaurant menu, TikTok feed, and airport food court in the …
We live in an era of food theater. Fancy labels, origin stories printed on kraft paper, and pastel-colored packaging have convinced millions of us to spend considerably more on things that, honestly, deliver very little extra value. It’s a clever game, and the food industry plays it brilliantly. Consumers are paying roughly 30% more for …

























