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Menu trends: Consumers want functionality from their food

The word 'fresh' is the most powerful driver of menus because it has a connotation that it is real food being served.

September 12, 2014 by Alicia Kelso — Editor, QSRWeb.com

The restaurant industry is on the cusp of a "major change" that will impact every segment, and consumers are driving the trend. This is a different story than before, when chefs and vendors and marketers did much of the steering.

Nancy Kruse, a menu analyst and president of The Kruse Company, outlined what these more influential consumers are demanding during her presentation, "Menus 2014: Turning Trends into Money Makers" held earlier this week. Here are some highlights:

Foods with benefits

Diners at least say they want healthier options when they visit a restaurant.

"In the old days," Kruse said, "that meant taking out the bad stuff – fat, salt. Consumers started to push back, saying ‘you're also taking out the enjoyment.'"

Now, menu developers are putting the "good stuff" into dishes instead, such as fruits, vegetables and grains. This is also leading to the demand for more functionality.

"Consumers want to know ‘what does this food do for me?'" Kruse said. One current example of this is protein enrichment, which is becoming part of the restaurant industry's marketing repertoire (for example, Taco Bell's Cantina Power Menu). The U.S. has the largest market for high protein products because of their functionality, Kruse said, including building muscle, providing energy and making us feel fuller longer.

Menu mentions of protein has risen 67 percent in the last five years. In the grocery channel, 20 percent of new product introductions in 2012 were protein-related (such as Cheerios Protein).

Another subset of the functionality category is super foods. Although there isn't a set federal standard for what defines a "super food," these products typically are nutrient dense, Kruse said, and include salmon, berries, Greek yogurt, ginseng, nuts and more. The idea has been translated into the restaurant industry; Panera, for example, has a fat-free super fruit power smoothie with super fruit puree.

Because of their currently-positive perceptions, adding "protein" or "super food" to your marketing lingo will likely resonate with a solid group of consumers. So, too, will the word "skinny."

"The buzzword of the moment is ‘skinny.' It cuts across a broad cluster of food categories, including beverages. But you don't want the consumer to assume you've taken out the good stuff," Kruse said.

Sbarro walks this delicate line with its Skinny Slice marketing strategy that states "we're delivering on superior taste with only 270 calories," Kruse said. Baja Fresh, Ledo Pizza and Cheesecake Factory are other concepts that have embraced the skinny trend. Cheesecake Factory even has an entire menu called "Skinnylicious."

"Nobody does skinny marketing better than Cheesecake Factory. They've reconfigured some of their existing dishes and have very specific caloric requirements," Kruse said. "The CEO said it's going gangbusters for them and the heaviest users are the Baby Boomers."

Kruse said the idea of "foods with benefits" appeals to both Baby Boomers and millennials for different reasons – the former is seeking vitality and youthfulness, while the latter is simply more aware and dedicated to eating better.

Veggie Chic

Another accelerating menu trend is the evolution of the side dish into a creative, center-of-the-plate option.

"We have entered the era of veggie chic," Kruse said. "The industry has made produce irresistible to customers."

Produce is on a roll partially because of high protein costs, but also because of their health benefits, variety and culinary creativity. Kruse said this year's hot ingredient is the avocado (last year's was the egg). Concepts from Chick-fil-A to California Pizza Kitchen have incorporated avocados into their menu, and there are even some restaurants experimenting with avocado popsicles and margaritas.

Also gaining steam are crucifers – Brussels sprouts, broccoli, cauliflower, cabbage and kale. California Pizza Kitchen launched a Brussels sprouts and bacon pizza, while No. 7 Subs offers a Brussels sprouts and broccoli sandwich.

"I think it all started with kale about three years ago. Now crucifers are moving forward," Kruse said. "And they have wonderfully creative applications."

Kruse predicts the next trend on the horizon to be root vegetables, such as rutabagas, turnips, beets and parsnips.

"It's a very broad category that gets little respect," she said. "For tomorrow, the smart money is on root vegetables. Where do you really want to put your money? How about carrots? Customers know them and restaurants are using them."

Other trends to watch

Sides take the spotlight.In addition to functionality and "veggie chic," Kruse said side dishes in general are becoming a bigger deal.

"Historically, side dishes were just throwaways or giveaways. They're now a wonderful selling opportunity and I think we're overdue," Kruse said, adding that Wendy's fresh-cut French fries with sea salt is a good example of how a brand can present a signature side dish in a whole new light.

"If you're doing something special (like adding sea salt), romance that fact," she said.

Additional buzzwords. "Fresh" will be the clutch buzzword for marketers, or the "number one most powerful driver of menus," Kruse said. "Fresh has a connotation that this is real food and you're delivering on the real thing."

Other selected buzzwords include organic, natural, sustainable, rustic and artisan.

"I'm not sure what artisan means but it's like catnip to customers," Kruse said. "My sense is that it ultimately communicates expertise, that someone in the kitchen knows what they're doing."

Idea generation. Kruse tied her presentation together by stating that all of these trends have one common theme – healthier. She suggested that restaurant operators look to independents, small chains and especially on-site campus dining concepts to get creative ideas on how to capitalize on these trends.

"The most creative foodservice in the world is being done on college campuses because they're dealing with that difficult millennial demographic," Kruse said.

"The demand is for real, better, whole foods. Consumers are introduced to new foods and habits by (the restaurant industry) and you will stay in business by delivering on what customers want."

_{Photo provided by Pixaxabay.}

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