Food & Beverage
Snacking: The death of the daypart?
Snacking is driving morning sales for Juice It Up and late-night sales for Zaxby's.
June 9, 2025 by Cherryh Cansler — Editor, FastCasual.com
Whether it's fries or pretzel bites at 10 p.m., a mid-morning smoothie or a 3 p.m. coffee treat, people love their snacks, and that desire is only growing.
The global snacking industry will surpass $1 trillion by 2029, according to IGD's Global Convenience Trends, which also revealed 60% of consumers were splitting meals into several small snacks. And it's even higher — 74% — for millennials and Gen Zers.
"We began noticing a clear shift in guest behavior last year, with more guests seeking smaller, functional options to round out their meals," Juice It Up CEO Susan Taylor said in an email interview with FastCasual. "That insight led to the launch of items like our Toasted Waffles with five grams of protein, Dave's Killer Bread organic bagels with 29 grams of whole grains in the Epic Everything and sweet and savory toasts that work for breakfast, lunch or a midday snack. Pretzel Bites quickly became a fan favorite, offering portability and a craveable bite-sized format."
Mondelez International's 2024 State of Snacking Report supported Taylor's assessment, revealing 91% of global consumers were snacking daily, and 61% consumed at least two daily snacks. It also found 65% said they were snacking more than they did a year ago.
Snacking is self-care
Snacking is no longer solely about convenience, it's also about self-care.
The Snacking Report revealed 73% of millennials and Gen Zers said a favorite snack can immediately put them in a better mood, while 81% snacked to escape daily stress.
Snacking is love
Who needs words of affirmation when you can bond over a plate of fries? In a poll conducted by Harris, 64% of the 4,000 adults surveyed said they "regularly snacked to bond with others, up 8% from last year. It was even higher with millennials and Gen Z, with 68% considering snacking a "social ritual."
Snacking at night
The popularity of snacking inspired Zaxbys to not only add snack-specific LTOs to the menu but also extend its late-night hours after testing them in corporate stores.
"The response from our guests was overwhelmingly positive," Patrick Schwing, chief marketing and strategy officer, told FastCasual in an email interview. "With our Gen Z customers over-indexing in off-peak and late-night eating, we saw an opportunity to lean in with a craveable, customizable offering that fits how and when our guests want to eat."
The chain saw a significant increase in digital orders after 10 p.m., with volume up to three times higher than typical late-night levels.
"By expanding our hours systemwide, introducing menu offerings designed for groups like the Zax Packz, and launching the Zappetizer Trio — a customizable snack sampler available only after 8 p.m. — we're making Zaxbys more accessible through third-party delivery and drive-thru channels later into the evening to better serve evolving guest needs."
Zaxbys is also leaning into the snack trend by highlighting its menu diversity.
"Our lineup goes far beyond our famous chicken Fingerz and 12 signature sauces with options like Fried Pickles, Egg Rolls, Cheddar Bites and more," Schwing said. "That variety gives guests the flexibility to craft combinations that fit their cravings. Our apps, sides and shareables let guests create a personalized Zaxbys experience, perfect for a solo snack run or sharing with friends.
Snacking in the AM
While Zaxbys is enjoying a surge in late-night snacking sales, Taylor said she's seeing increases much earlier.
"Since expanding our food offerings, we've seen the most significant growth during the breakfast daypart," she said. "The addition of new snack and light meal items has driven meaningful gains in morning traffic compared to the previous year."
Snack items range in price from $2.50 to $6.99, offering an affordable complement to smoothies, juices and acai bowls.
"Whether guests are looking for something to pair with their favorite smoothie or just want a satisfying bite on its own, our price range offers variety to fit any budget," Taylor said.
Juice It Up's innovation team is testing other snack options, including two chia pudding parfaits, which will likely join the chain's seasonal menu later this year.
"We measure success through a combination of guest satisfaction, feedback, daypart success and category performance," she said. "Understanding when and how guests order these items helps inform our innovation strategy. The addition of food items like toasts, bagels and Pretzel Bites has had a noticeable effect on average unit volume. In fact, our annual AUV per store is currently trending upward as a direct result of these menu enhancements."
About Cherryh Cansler
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