“Succeeding as a restaurant supplier or operator today is truly a take-share game. And taking share requires being creative to stand out from the crowd” Aimee Harvey
The US view T
echnomic’s latest forecast shows sales growing 1% after inflation in 2014, just as they did in 2013. It’s no wonder US chains are no longer showing significant increases in unit counts. American consum- ers are cautious about spending disposable income on non-necessities. Rising fuel prices and sluggish employment rates have restau- rant-goers feeling skittish about spending dol- lars on dining out. And, in many cases, they see little differentiation between restaurants within a competitive set; as a result, more and more consumers are turning to other forms of foodservice in search of something new. Fresh-prepared foods and ready-to-heat meals from grocers and other retailers are increasing in quality, variety and consumer acceptance. So for the US restaurant industry, the boom
years before the economic recession may not be coming back any time soon. Succeeding as a restaurant supplier or operator today is truly a take-share game. And taking share requires being creative to stand out from the crowd.
Five hot trends to watch Restaurant operators in the US are push- ing creativity and innovation in ways that are geared towards freshness, uniqueness and indulgence, bigger and bolder flavours, and
Restaurant Insight Report | September 2014
The UK restaurant industry still looks across the pond for developments and new trends. Aimee Harvey, editor of global content at US-based foodservice analyst Technomic, assesses the best US brands and biggest trends
service elements, which are interactive and convenient within the consumer lifestyle. � The fresh factor Fresh foods communicate a quality message, which is highly appeal- ing to a growing proportion of American restaurant-goers. Fresh ingredients are easy for operators and suppliers to position as being ‘better for you,’ which conveys health and wellness to consumers. Additionally, presenting an array of fresh ingredients for guests to customise their own made-to-order meal heightens the perception of uniqueness. Local and/or all-natural produce, never-fro- zen beef for burgers, artisan breads for sand- wiches all emphasise freshness and quality. � Barbecue flavours Regional Ameri- can interpretations of slow-cooked barbe- cue continue to have broad appeal. The latest tendency calls for barbecue sauces and flavours applied to sandwiches and pizzas, often with barbecue pulled pork as the core protein. Conventional barbecue chains are also exploring the appeal of barbecue fla- vours in non-traditional handhelds that fall outside their typical menu spectrum, like the BBQ Chicken Lettuce Wrap at Lucille’s Smokehouse Bar-B-Que. � Customer-facing technologies Restaurants are employing new technology to speed
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service and ‘wow’ guests who expect the restaurants they visit to keep pace with a tech- integrated lifestyle centered on smartphones, apps, internet connectivity and social media. More and more restaurant chains are roll- ing out mobile payment. Others (usually full- service restaurants) have invested in tabletop tablets, which allow patrons to order and pay without help from a server; still others (usu- ally limited-service places) have installed on- site kiosks for ordering and payment to speed up counter service. Some restaurants are experimenting with multiple systems. � Hot, peppery and spicy ingredients First, jalapeño peppers were all the rage on US menus, which led to chipotle (a smoked jala- peño pepper) becoming a hot trend. Now that chipotle has fully matured into the main- stream, Sriracha, Thailand’s chile and vinegar condiment, has stepped into the limelight. Amer- ican customers are seeking newer and bolder tastes imparted by peppers and sauces from Asia, Latin Amer-
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