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MENUS 2014 Turning Trends into Money Makers. Presented by Nancy Kruse The Kruse Company Atlanta, GA. Menus 2014 Objectives. Review menu directions Assess changes impacting R&D Address shifting consumer demands. Menus 2014 Agenda. Foods with Benefits Veggie Chic Reality Bites. - PowerPoint PPT Presentation
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MENUS 2014Turning Trends into Money Makers
Presented by Nancy KruseThe Kruse Company
Atlanta, GA
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Menus 2014Objectives
• Review menu directions• Assess changes impacting R&D• Address shifting consumer demands
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Menus 2014Agenda
I. Foods with BenefitsII. Veggie ChicIII. Reality Bites
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I. Foods with Benefits: Key Points
• Overview• Protein• Skinny• Super • Power• Outlook & Implications
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Foods with Benefits:Overview
Menu Health Equation Evolving• Yesterday: Subtraction Model
– Take it out: salt, fat, sugar• Today: Addition Model
– Put it in: fruits, vegetables, grains• Tomorrow: Defined Benefits Model
– What’s it do for me, functionality
Note: not mutually exclusive
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Foods with Benefits1. Protein Rich
• US largest market for high-protein products
• 20% new product intros at retail grocery in 2012
• Technomic menu mentions: +67% past 5 years
Chobani Soho’sSmoked Salmon & Dill Greek Yogurt
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• All-Natural Chicken or Tofu• Low-Cal Whole Wheat Wrap
Protein Bar’sSignature Grilled Protein Bar-rito
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POD UK’sPortable Protein
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Foods with Benefits:2. Super
Metz Culinary Management’s Super Natural Salmon Sandwich
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Panera Bread’sFat-Free Superfruit Power Smoothie
• Superfruit Purée• Organic Greek Nonfat Yogurt• And Ginseng
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Big Bowl’sSpicy Cashew Chicken
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Foods with Benefits3. Skinny
PHENOMENON CROSSES CATEGORIES
Baja Fresh Skinny Wahoo Bowl
Benihana New Year’s Skinny Dining Promotion
Kona Grill Skinny Sashimi, Skinny Ceviche
Ledo Pizza Skinny Avocado Tuna Salad
Melting Pot Skinny Dipping Fondue Menu
Pie Five Pizza Skinny Pie
Ruby Tuesday Skinny Lavender Lemon Drop Cocktail
Taco Bueno Chicken Skinny Bowl
Wing Zone Skinny Dippers
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Sbarro’sSkinny Slice
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Chili’sSkinny Margarita
• Sugar-Free Triple Sec• Fresh Lime Juice• 110 Calories
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Cheesecake Factory’s SkinnyLicious Soft Chicken Tacos
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Foods with Benefits:4. Power
Panera Bread Offers Power Menu
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Uno Pizzeria & Grill’sChopped Power Salad• Almonds• Soy Nuts• Pepitas• Dried Cranberries• Carrots• Goji Berries• Raisins• Red Grapes• Plum Tomatoes• Feta Cheese• Spinach• Chicken
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Taco Bell’sPower Protein Menu
• 20+ Grams of Protein• Fewer Than 450 Calories
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Foods with Benefits:Implications & Outlook
• Functional foods will increase on menus– Powerful consumer drivers
• Category broad, ill-defined– Multiple opportunities to address
• Flashpoint for fads– Evaluate carefully
• Monitor evolving trends– Impact/appeal to your patrons– Promote smartly
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Implications & Outlook:Gender-Based Marketing
“Brogurt” Appeals to Men
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II. Veggie Chic Key Points
• Overview• Avocado Everywhere• Cruciferous Crossover• Root Revival• Implications & Outlook
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Veggie Chic:Overview
Why Produce? Why Now?• Center-of-Plate Volatility• Culinary Sensibility• Consumer Health Interests• Diet Trends, Fads• Range of Options• Versatility/Flexibility• Availability/Formats
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Veggie Chic1. Avocadoes Everywhere
All Other
Add-On
Appetizer
Entrée
15
67
282
1331
30
83
355
1553
Q2-2013 Q2-2011
Source: Technomic, Inc. Menu Monitor
AVOCADO MENU MENTIONS GOING UP, UP, UP
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Avocadoes UbiquitousOn Menus…
Whataburger’s Avocado Bacon Burger
Burger King’s Avocado Swiss Whopper
Steak ‘N Shake’s California Burger
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…As CondimentUsage Increases
Chick-fil-A’s Grilled Chicken Cool Wrap
With Avocado-Lime Dressing
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California Pizza KitchenPuts Avocado Front and Center…
Avocado Club Egg Rolls White Corn Guacamole
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…Cheesecake FactoryBreads and Fries It
Portabella Mushroom,
Avocado & Zucchini Fries
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Crop Bistro & Bar’sThe Avocado Deviled Egg
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Pie Five’sChicken Awesome-Cado Pie
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Popbar’sAvocado PopSorbetto
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Curra’s Grill’sAvocado Margarita
• Frozen Margarita Mix• Avocado Pulp• Cilantro
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Veggie Chic2. Cruciferous Craze
California Pizza Kitchen’s Brussels + Bacon Pizza
Herbed Goat Cheese, Caramelized Onion, Romano Cheese
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Barnwood’sWhite Pizza with Broccoli & Red Pepper
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Stella 34 Trattoria’sCavolfiore Pizza
Meyer Lemon, Breadcrumbs
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No. 7 Subs’Brussels Sprouts Sandwich
Granny Smith Apples, Crushed Peanuts
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No. 7 Subs’Broccoli Sandwich
• Fresh Mozzarella• Thai Basil Pesto• Fried Lemon
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No. 7 Subs’Roasted Cauliflower Sub
Fried Shallots, Romaine, Chutney Mayo
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Sarma’sBrussels Sprouts Brava
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Mellow Mushroom’s Sriracha Broccoli Slaw
With Chicken Curry Pops
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Brennan’s of Houston’sChicken-Fried Cauliflower Steak
Purple Majesty Potato Salad, Vegan Mushroom Gravy
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Did Kale Craze Open Door For Cruciferous Crossover?
Roger Williams University’s
Tuscan-Style Spaghetti
With Kale
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Veggie Chic 3. Root Revival
Hot Scandinavian Restaurants Take Center Stage;Put Focus on Root Vegetables
Noma in Copenhagen
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Memorial Sloan Kettering’sBeet & Potato Gratin
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Root Revival:Carrots Cropping UpAmerican Cut Carrot-Glazed Carrot
Au Bon Pain Carrot Ginger Soup
Crossroads Spicy Moroccan Carrots
DeepWood Restaurant Carrot Risotto
Domenica Roasted Carrot Pizza with Goat Cheese
LYFE Kitchen Kale-Carrot Side Salad
Mei Mei Kitchen Smoked Carrots with Black Sesame Purée
Partake Caramelized Carrots with Pepita Brittle
Peet’s Coffee & Tea Hummus & Carrot Chips
Sitka & Spruce Roasted Carrot Salad with Chickpea Purée
Stone Oven Bakery Curry-Carrot Soup
Willi’s Wine Bar Tunisian Roasted Carrots with Pine Nuts
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Massachusetts’ Farm-to-School Project
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Smashburger’sVeggie Frites
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Narcissa’sCarrots Wellington
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Carrots Also InDoughnuts, Drinkables
Doughnut Plant’s
Carrot Cake Doughnut
Smoothie King’s
Berry Carrot Dream
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Veggie ChicImplications & Outlook
1. More Produce at Breakfast
Au Bon Pain’s Hummus Breakfast Sandwich With Fresh Spinach
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Corner Bakery’sMorning Offerings
Avocado & Spinach Power Panini Thin Anaheim Scrambler Bowl
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Implications & Outlook2. Decommoditized Sides
Top Round Roast Beef’s
Fresh Cuts Fried in Beef Tallow
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Fresh-Cut FriesShaking Up Sides
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University of Maryland’sCuban Potato Salad
Black Beans, Green Olives, Lime Juice, Cumin
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Applebee’sFresh-Cut Garlicky Green Beans
Chunky Roma-Pepper Relish
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III. Reality BitesKey Points
“Real” Foods the Next Wave• Overview• Products• Process• Presentation• Implications & Outlook
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Reality Bites:Overview
Selected • Organic• Natural• Sustainable• Artisanal• Rustic• Authentic• Local• Regional• Heirloom
Buzzwords• Homemade• Handmade• Seasonal• Farm Grown• Farm to Table• Craft(ed)• Small Batch• Unprocessed• Fresh!
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Reality Bites1. Product
BREAD FASHIONS CHANGING
Arby’s Whole-Grain Honey Wheat
Au Bon Pain Ancient-Grain Ciabatta
Blue Cow Kitchen Grilled Rustic White Bread
Crisper’s Artisan Bread
Jason’s Deli 9-Grain Artisan, Organic Wheat Wrap
McAlister’s Deli Harvest Wheat
Panera Bread Artisan Rye, All-Natural White Bread
Piada Natural, Organic Flour
Mendocino FarmsRustic White Bread
Quizno’s Artisan Sandwich Breads
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Applebee’sArtisan Grilled Chicken Ciabatta
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Golden-Oldie GrainsReappearing on Menus
• Amaranth• Barley• Farro• Freekeh• Groats• Millet• Oats• Quinoa• Wheat Berries Orange County, FL School’s
Quinoa Wrap
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Rattlesnake Club’s Buckwheat Risotto
• Pear-Cipollini Chutney
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The Rivers School’sWheat Berry, Lentil & Kale Salad
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Comeback Kid:Butter Rides Real Wave
• Butter consumption +24% past decade• 5.6 lbs per capita 2013 vs. 4.1 lbs in 1997• “Wholesome, pure, not a lot of other ingredients”
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Reality Bites2. Process
TGI Friday’s Sizzling Sirloin & Spinach Skillet
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Gordon Biersch’sBaby Brats
Made with House-Brewed Beer
• Märzen Lager• Märzen Mustard
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Pizza Hut’sHand-Tossed Pizza
“One of a Kind, Every Time”
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Campania’sNeapolitan Pizza
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Clyde Common’s Barrel-Aged Cocktails
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Hot Lips Pizza’sHousemade Soda
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Reality Bites3. Presentation
Wendy’s Natural-Cut Fries
• With Sea Salt
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Domino’s Show Us Your Pizza Promotion
Real Photos from Real Customers
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LYFE Kitchen’sHerbs
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White Castle’sFull-View Kitchen
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Reality BitesImplications & Outlook
• Quality expectations shifting– “Real” foods growing
• Powerful consumer drivers– Both boomers, millennials
• Signifies better-for-you– Standards of identity not established– Challenge and opportunity for operators, suppliers
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Menus 2014In Conclusion…
• Common thread = stealth health– Functionals, grains, produce, “real” foods
• More innovation around neglected categories– Sides, grains, produce
• Foodservice will take leading role– Watch indies, small chains, on-sites--esp. campus dining– Also watch parallel demand for over-the-top indulgence