2025 begins with a change in consumption trends in gastronomy of Argentines. In a context of certain economic stability marked by a sustained low inflation -in November it was 2.4%, the lowest since July 2020 -, the resurgence of free menus in numerous restaurants, a strategy, a strategy, a strategy that seeks to attract especially the young public.
The “Free Menu” or “All You Can Eat” modality allows diners to enjoy an unlimited variety of dishes for a fixed price. This proposal, popular in previous decades, is living a rebirth in the Argentine gastronomic scene. Restaurants of various types of kitchen are adopted this modality to capture the attention of a young audience, avid of varied culinary experiences and, above all, accessible.
The 90s in free version
The known as free holders and reached great popularity in the country offering the possibility of enjoying a variety of dishes in unlimited quantity per person for a fixed price. However, over time, concerns related to food quality, waste, the additional charges that, added to inflation led him to his discontinuity arose.
The last year, a resurgence of this format was observed but adapted to the new demands of consumers. In Argentina, recent economic stability allowed restaurants to successfully reintrate the proposal of free menus. A pioneer case was Otaku Sushi that was encouraged in 2022 to offer free sushi betting on this trend in advance.
“We seek to offer an option that includes everyone, offering a rich and accessible sushi with an experience based on the customization of the pieces. We point to volume and that allows us to offer quality and abundance. In a year we went from serving 4500 guests per month in 2 stores, more than 10,000 per month already opens 4 stores“he explains Pablo KohanGeneral Manager of Otaku sushi, On the success of this proposal that offers free sushi options every day of the week.
At the global level, this tendency towards personalization and the offer of unique gastronomic experiences is also perceived. Restaurants in various regions are adopting approaches that combine the abundance of options with quality and sustainability, adapting the traditional concept of “everything you can eat” to the current preferences of consumers. It is important to note that, in the current context, establishments that offer free menus usually implement measures to minimize food waste and guarantee the quality of the dishes served, thus responding to a growing awareness about sustainability in gastronomy.
Free menu: 3 success cases
An emblematic case is that of Otaku sushi, which successfully offers the free sushi modality. This brand managed to combine quality and price, allowing more people to enjoy Japanese gastronomy without restrictions. According to internal data, Otaku Sushi experienced an increase of 89.78% in sushi pieces consumed, which translates into more than 3.5 million pieces per year. This figure reflects the popularity of the free sushi and how access to this kitchen has democratized.
Following this trend, The Milanese Club He incorporated a free Milanese menu day. This proposal allows customers to taste various varieties of milanesas, from classic to gourmet options, in a relaxed environment and for an accessible price. The initiative has been well received, attracting groups of young people who seek to share an abundant and varied meal.
But the free menu is not limited to sushi and the milanesas. Other proposals such as tacos, the Mexican cuisine chain are also added No Mames Wey He launched on Wednesdays a proposal that allows you to try all tunts of tacos as many times as each one wants, allowing customers to enjoy their products without limit. This strategy increased the influx of young people looking for quality and quantity at a fixed price.
Thus, this phenomenon not only energizes the culinary offer, but also promotes socialization and enjoyment of food in a relaxed environment and without the formalities of traditional restaurants. The trend of the free menu seems to consolidate as an effective strategy to attract new clients and revitalize the Argentine gastronomic scene.
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By Marcelo Alfano
