A Culinary Perspective on Menu Development Presented by Charlie Baggs President & Executive Chef Charlie Baggs, Inc. c.baggs@charliebaggsinc .com www.charliebaggsinc.com Skip Julius CEC, CRC, CCS Product Development Leader Gordon Food Service [email protected]www.gfs.com 1
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Presentation at a Glance•Consumer insights•Increased ingredient cost•Look at the menu•Rising cost strategy•How to capture customers interest•Tracking trends•Menu engineering•Concepting and menu descriptions•Pleasure principles
Consumer Desires Overlap
Most successful products meet these characteristics
• Natural• High fiber • Whole grain• Fresh perception• Customized for consumer• Fortified• Reduced “Bad” Ingredients: HFCS,
calories, trans fat, sodium,
• Portion controlled • Flax, nutritious
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Restaurant Trends Trend: Customization pick a pair, choose a combo and make my way. Source: Datassentials October 2007Ideas: • Supper / Snack Combos – soup and sub or sub and dessert – separate (unbundled)
beverage
Trend: Decline in core diner dayparts (dinner and lunch) NPD Consumer Visits, August 2007Ideas: • Add more snack-like foods
Trend: Niche Focused MenusIdeas: • LTO’s that celebrate a style, region, or daypart• Bistro Bakery LTO – baguette, croissant and Bahn Mi sandwiches • Breakfast for Dinner LTO sandwiches • Italian Bistro LTO – bun and flatbread sandwiches • Calorie Controlled Flatbreads and Wraps
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Restaurant TrendsTrend: Upgraded offers for kidsIdeas: • Make kid size Signature dishes• Fruits – fresh whole fruit, or cut fruit or cocktail available as side or dessert options or
vegetable sticks with dressing cup or pack • Nutritional information posted for children’s menus citing accordance with acceptable
standard of childhood nutrition, and awareness of childhood obesity concerns.
Trend: Restaurants and environmental responsibility Ideas: • Waste reduction theme posters in store, sustainable paper sourced products• Segregated waste recycling waste containers
Trend: Marketing lunch menu specials for workers Ideas: • Offer “buy two get a percent off” deals. • Offer daily weekday lunch special subs & combos• Offer frequent diner cards to local work places
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Food Trends Overview
Consumers Want Choices1. Convenience: Dine in, dine at home, or dine on-the-go
– Cupholder Cuisine: Demands food that travels well
2. The Rise of Breakfast
3. Customization of Menu Items
4. Choice of Portion Sizes
5. Miniaturization of Treats/Indulgences
6. Choice of Sides
7. New Beverage Options
8. Bold New Flavors
9. Ethnic - Authenticity a must
10.Premiumization vs. Basic8
“Green” is “IN”
• Grass Fed• Hormone Free• Cage Free• Ethical• Fair Trade• Clean Foods• Carbon Footprint• Energy Efficient• Eco-Friendly• Free Range
• Customers don’t read menus.• Customers scan menus• The eyes follow a predictable path• Strategically place high-profit items• Customer spends less than 45 seconds
scanning the menu..
• Customers don’t read menus.• Customers scan menus• The eyes follow a predictable path• Strategically place high-profit items• Customer spends less than 45 seconds
scanning the menu..
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33
44
77
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11 55
66
Eye Gaze Patterns Mapped
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Shading, Boxing, Angled Specials, Top & Bottom Of Lists
• You can expect a minimum 20% increase – At the top or bottom of a list.– When you shade or box.
• Patrons only scan menus.• Eye gaze motion will be drawn to
variations in text, layout or format• Combine shading, boxing and special with
other forms of merchandising25
Price to the Consumer, Not to Formula
• Formula pricing is lazy.• A formula price leaves Money on the table. • Customers have limited knowledge of raw
costs. • Set price points based on the value perception
of the guest and what the market will bear.• Use coffee as your example …• Fact Based Selling!
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Margin Dollars Increase by 30-50% !
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$1.50
$1.05
Where to get Trends• NRA• The Food Institute• CIA• Food Navigator• Technomic• Google• Datamonitor• Mintel• Datassentials• NPD• Publications (Trade & Consumer)