COVID-19
“Not every trend will move through the entire cycle, some will be stuck in the first stage for a long time. They may be too expensive, hard to find or simply too ‘out there’”
predictions and reports can be very useful tools even if the information doesn’t directly impact them as they work on the development of products, menus and concepts. “Knowing that grapefruit is appearing more on menus, that more consumers have been purchasing grapefruit, that more farmers are growing grapefruit and prices are falling, that two cuisines where we see growing consumer demand also prominently feature grapefruit,
to strategically plan and allocate (as an example) expenses, investment in resources, staffing or marketing.” Putting the reality of what a design consultant works with into perspective, he says operational layouts should have at least a 10-15-year life span, which means that having that future insight is helpful. It’s no different for MAS consultants.
“We help our clients plan for the future through strategic and master plans for their foodservices; they typically have recommendations that span three-to- 10-year plans,” says FCSI Associate Sojo Alex, senior associate with US-based foodservice consultancy Envision Strategies. “Understanding foodservice trends and combining that with the client’s overall master plan and vision makes it important for us to know what is coming up. This way
that grapefruits have a key health benefit that consumers have been seeking out and so on is valuable information when making a business decision and that’s the type of information we consider when we put together our trend reports, to use one made-up example in the case of grapefruit,” explains Kostyo.
Sources of intelligence
For foodservice consultants who start working on commercial kitchen designs several years before they open, having an idea of what to expect in the future matters, too. “It is absolutely crucial to know what is coming down the track,” says John Thomas FCSI, director of Sangster Design Group in Australia. “The larger the team and the overall running expenses, the greater the need to be able
we can assist in business planning, revenue, demand and space projections, future foodservice site selections and potential cost estimates.”
Alex and her team collect intelligence through a variety of sources, including focus groups and surveys. “They help us understand current dining patterns and expectations while benchmarking peers provides comparison data of programs that are already in place,” she explains. “Other ways we gather information about future trends are through our educational networks, foodservice data assessment companies, conferences, learning from findings of related services such as housing, admissions on higher education campuses and more.”
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