What consumers’ CashApp behavior reveals about modern dining trends

Mentions of Crumbl cookies increased 125% year-over-year. | Photo by Jonathan Maze

Consumers are indulging in more cookies, mocktails and “girl dinners” this year.

That’s according to peer-to-peer transactions on CashApp, a mobile app that allows people to send each other payments along with personalized notes.

The company took stock of these notes last June and July and compared the contents to the same period last year to see how spending habits were changing. It’s a unique look at consumer behavior because it shows not only what people buy, but also how they talk about it through slang and emojis.

For example, the report found that “rizz” (that’s Gen Z for “charisma”) remains deeply entrenched in the cultural lexicon, up 143% year-over-year.

Meanwhile, usage of the pink bow emoji increased by 141%, driven by the popularity of “coquette core,” a fashion trend characterized by lace, pearls and puffed sleeves.

If you’re already lost, don’t worry: Many of the findings in the report involved food, which has been the most frequently mentioned item in CashApp notes since the app’s launch. The next four are “gas,” “love,” “thanks,” and “happy.”

Here’s a closer look at some of CashApp’s food-related insights This is the Money 2024 Trend Report.

The treat economy is booming

People seem to be obsessed with buying little treats.

The term “sweet little treat” is up 500% year-over-year on CashApp, as are “sweet treat” (349%) and “little treat” (170%).

This makes sense since consumers tend to splurge on fun and affordable items during tough financial times like these. For example, lipstick sales often increase during recessions, a phenomenon known as the lipstick effect.

This trend has recently been reflected in restaurants. According to Technomic Top 500 data, sales at chains specializing in snacks and drinks rose nearly 14% last year compared to 2023 – far faster than the rest of the industry.

In fact, mentions of Crumbl cookies on CashApp increased by 125% year-over-year. Known for its giant, sugary cookies and social media savvy, the fast-growing cookie chain has seen its sales increase more than sevenfold since 2020.

TikTok has influence

Alongside the growing treat economy is the rise of “girl dinner,” a term that didn’t exist on CashApp before July 2023 but has grown more than 8,000% since then.

Girl dinner originated on TikTok and refers to a meal made up of all sorts of little things you have on hand when you’re alone and too tired to cook. The result often resembles a somewhat random charcuterie board: a piece of cheese, some bread, grapes, and cucumbers could pass for girl’s food.

The popularity of girls’ meals could be seen as part of consumers’ continued demand for cheap and easy meals. But it also reflects how TikTok trends are penetrating into the real world and influencing consumer behavior.

The girl dinner has even found its way into restaurant chains. Popeyes offered a “Girl Dinner” option last year, which was essentially a variety of pages from the chain grouped together under the “Girl Dinner” tab on its website.

Let the mocktails and matcha flow

Mocktail mentions have increased 500% on CashApp since 2020, following the continued rise of “sober-curious” consumers.

Matcha rose 28%, on par with coffee. The report concluded that more people are turning to the green tea-based drink instead of java to give themselves “calm, caffeine and focus.”

And for consumers looking to drink some alcohol with their buzz, the Espresso Martini remained a go-to, up 89% year-on-year. According to the report, this was driven by Generation Z, which noted that Millennials still dominate mentions of the classic martini on CashApp.

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