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BREAKOUT SESSION C5
Making Fruits and Vegetables Half the Plate Emerging Chains That Are Doing This Well
Kevin Higar Flying Feathers Foodservice Consulting
CIA-Harvard Menus of Change®
National Leadership Summit
June 11, 2014 Cambridge, MA Breakout Session C5
2
The Landscape Around Us: Developing A Winning Strategic Formula
3
The Spider Web Approach: Plots, Sub-Plots, And Cross-Overs
The World Tour
The Chipotle Effect
Better For You
The Back Story
Edu-Sumption Grab And Go
Common Core
Drink Like A Meal
Satisfying Kid Concerns
Vamoosing The Veto
Vote
Supporting Lifestyle Programs
Societal Sightings
• Consumer Trends
Restaurant Relevance
• POD’s
Operator Opportunities
• POD’s In Action
Offered Fruit and Vegetable-Inspired Menu Items
Seasonality And Local On
Display
Home Sweet Home Small
Plates
Flatbread Frenzy
Comfort Foods Meatless
Mondays
No Sacrifice Sandwiches
The Salad Spectrum
Fixed Price
Contemporary Cafeteria
Superfood Spotlight Hunter
Gatherer
Focus On Fruit
4
The Millennial Consumer Landscape: Strategic Observations – The Fresh Undercurrent
Moving To The Purchasing Forefront – Positive For Fruits and Vegetables:
• Those over 25 will make up roughly 19% of the population by 2020.
• This culturally diverse group exhibits ethnic food desires.
• Instantaneous information access continues to be incorporated into lifestyles and encourage trial.
• Consumption on their terms.
• Fresh/Healthy and Natural/Organic important attributes.
• Specialty stores sought to satisfy Flavor desires. Source: Jefferies-AlixPartners Customer Research;
Trouble In Aisle 5 – June 2012
-Fruits and Vegetables-
5
The Boomer Consumer Landscape: Strategic Observations – The Fresh Undercurrent
Influence Should Be Reckoned With In Their Golden Years– Fruits And Vegetables Perfect For Lifestyle Demands:
• Will fall below 20% of population in next 8 year.
• Focus will continue to turn toward lifestyle preservation
• Seek Fresh/Healthy products addressing specific dietary concerns
• Desire for safe culinary adventures with elements of familiarity
• Income levels splitting, creating multiple purchasing behaviors
• Haves and Have Nots Source: Jefferies-AlixPartners Customer Research; Trouble In Aisle 5 – June 2012
-Fruits and Vegetables-
6
Appealing To Multiple Demographics Critical: Minimum Strategies – Maximum Consumer Appeal
Since The Recession Boomers Have Outpaced Millennials
240 229
216
181
211 215 220 195
18-47 48-54 55-64 65+
2008 2012Source: The NPD Group/CREST 2013
-Industry Meals And Snack Occasions Per Capita- (Commercial Foodservice Industry Traffic)
-Fruit and Vegetable Specific Strategy Opportunities-
The Spider Web Approach
8
1. Hunter Gatherer: The Noticed Understudy
Dallas, TX
9
Hunter Gatherer: The Noticed Understudy
Dallas, TX
• Often Regional And Local Ingredients
• Unique Flavor Profiles
• Seasonal Creates LTO/Daily Specials
• Branding Differentiation
Fruit/Vegetable Focus Doesn’t Mean That’s It On The Plate:
10
2. The World Tour – Offering Flavor: Consumer Trends
Keep In Mind-
• Unique flavors alone not enough – Must deliver taste
• Friends and family strong motivators for trial
• Social Media Opportunities
• Branding
• Preparation powerful
• Pricing Power situational. Consumers expect
“What best describes your willingness to try new and different cuisines/food types from around the world?”
Source: Jefferies-AlixPartners Customer Research; Trouble In Aisle 5 – June 2012
11
The World Tour – Offering Flavor: International Inspiration
USA Today NRA Chef’s Survey Mediterranean
Spanish
Korean
South American
Southeast Asia
Consumers’ Global Cuisine Passion Has Led Many Chefs To Seek These Recipes Out And Experiment. Many Emphasize Produce:
12
The World Tour – Offering Flavor: Concept To Watch: POD Strategy In Action
Washington, DC
Small Plates – The Flavor Experience – Signature Spain: Upscale Or Side-scale Depending On Concept Application
13
The World Tour – Offering Flavor: Concept To Watch: POD Strategy In Action
San Diego, CA
Healthy Halo – The Mediterranean: Vegetable Attributes Leveraged Across Multiple Menu Categories
Kabob-
• Healthy Prep Halo
• Popular Eastern European Fast Food item
• United Kingdom Late Night Snack
• Blends well with Mediterranean marinades, sauces, and spices
• 2012 – GrubHub named the Kabob a “warm weather culinary trend”; Orders rose 27% versus prior year
14
The World Tour – Offering Flavor: Concept To Watch: POD Strategy In Action
Boston, MA Visual Validation - Korean: Presentation And Plateware
15
The World Tour – Offering Flavor: Concept To Watch: POD Strategy In Action
Boston, MA Cooking Technique – Hot Pots – Southeast Asia: Produce Upfront/Story Told/Influence Value Perception
16
The World Tour – Offering Flavor: Concept To Watch: POD Strategy In Action
Unique Fruits Create Innovative Flavor Layers: South America
-Prickly Pear Salad- Grilled Shrimp, Baby
Greens, Jicama, Dried Fruit, and Prickly Pear
Vinaigrette
Venetian Hotel Las Vegas, NV
17
3. The Chipotle Effect: Consumer Trends
4%
6% 6%
9% 8%
YE Nov'09
YE Nov'10
YE Nov'11
YE Nov'12
YE Nov'13
Source: NPD Group/CREST
The Fast Casual Segment
-The Fast Casual Segment- (Traffic % Change Vs. Year Ago)
-Drivers Of Food Product Purchases- (Extremely Important %)
Source: Jefferies-AlixPartners Customer Research; Trouble In Aisle 5 – June 2012
18
The Chipotle Effect: Concept To Watch: POD Strategy In Action
Chicago, IL Mediterranean: Better For You Customization – WebMD
19
The Chipotle Effect: Concept To Watch: POD Strategy In Action
Washington, DC Asian: Preparation/Unique Ingredients
20
The Chipotle Effect: Concept To Watch: POD Strategy In Action
Columbus, OH
Italian Street Food: Surround Produce With Similar Halo Products
21
4. Better For You: Consumer Trends
Less Pain: More “Right”
Source: NPD National Eating Trends
“People who are not overweight look a lot more attractive”
(% Primary Meal Preparers Completely Agreeing With Statement)
Chicago, IL
22
Better For You: POD: Support The WebMD Syndrome
Chicago, IL
Nutritional
Lifestyle Support
Intolerance
Multiple Definitions
23
Better For You: Concept To Watch: POD Strategy In Action
Chicago, IL Consumer Selects The Appropriate Definition
24
5. Contemporary Cafeteria: Guilt-Free Portion Sizes
Mix and Match Opportunities Newport Beach, CA
25
6. The Back Story: Consumers Becoming More “Generalist” In Nature
64.9%
55.0% 51.8%
48.3%
1990 2000 2010 2013Source: NPD National Eating Trends Service 2014
“I frequently check labels to determine whether the foods I buy contain anything I’m trying to avoid.”
(Percentage of Homemakers Completely/Mostly Agreeing With Statement)
26
The Back Story: Consumers Meet Suppliers
Different Strategies.. Same Effect
LTO’s Spotlight Sourcing
Static “Nice To Know”
Decision-Making
Assistant
27
The Back Story: Consumers Meet Suppliers
New York, NY
Greenmarket To Gotham:
• Vegetarian Prix Fixe Lunch
• Summer Special
• Featured Produce From Different Union Square Greenmarket Farms
Strategy 1: LTO’s Spotlight Sourcing: Expand Consumer “Zone of Creativity” Perceptions Green Garlic and New
Potato Soup – With Shaved Sunchokes,
Leeks, Spring Onions, and a Parmesan
Emulsion
Summer Squash, Zucchini Blossom With Goat Cheese, Smoked Eggplant, Panisse, and
Sauce Vert
Strawberry Shortcake – With Market
Strawberries, White Chocolate Ganache, and
Thai Basil Ice Cream
28
The Back Story: Consumers Meet Suppliers
Boston, MA Strategy 2: Static “Nice To Know”
29
The Back Story: Consumers Meet Suppliers
Chicago, IL Strategy 3: Decision-Making Assistant
Spence Farm Nettle Soup – Seasons first tomatoes, whipped ricotta, poblano
30
7. Comfort Foods: Come For The Classics – Connect With Contemporary
100% Plant-Based Interpretations Northwest And Western U.S.
31
8. Edu-sumption: Consumer Trends
• Many Consumers Are Interested In What They Are Putting In Their Bodies.
• A Hallmark LYFE Kitchen Element Is The Iconic Herb Wall.
• Represents The Flavorful Herbs And Spices Found In The Meals.
• Lyfe Kitchen Culver City And “Harvest To Home” Installed A Hydroponic Wall That Grows More Than 60,000 Micro Greens.
Culver City, CA Consuming Foods And Knowledge:
32
Edu-sumption: POD: The Fat Albert Philosophy
• The wall contains over 10 varieties of plants growing including Arugula, Red Russian Kale, Black Kale, Collard Greens, Ruby Lettuce, Mustard Greens, Red Romaine Lettuce, Boston Prize head Lettuce, Broccoli, and Bok Choy.
Culver City, CA
33
Edu-sumption: Concept To Watch: POD Strategy In Action
Culver City, CA
34
9. Home Sweet Home: Domestic Road Trips – Spotlight Regional
Charleston, SC
Uptown… Down South – Classic Ingredients In A Contemporary Setting/Formal Plating
Fried Green Tomatoes, House-made Pimento Cheese, Sautéed Spinach,
Green Beans, and Succotash
35
10. Satisfying Kid Concerns: Consumer Trends
Glendale, CA $83.7
B
NPD Parties With Kids: Motivating More Visits Report 2014
Restaurant Visits By Families – 20% of total restaurant sales
70%
FSRs experienced the majority of visit losses, accounting for this percent of all declines from 2008 to 2013
1 Billion
Fewer visits by families with kids to U.S. restaurants over the past six years. 306 million by adult-only parties
36
Satisfying Kid Concerns: POD: Execute Menu Against Parent And Kid Perspectives
Glendale, CA
• Overall Good Service/Servers
• Overall Menu Selection (Not Kids Menu)
• Healthy Menu Selections For My Kids
-Dining With Kids- Top Hot Buttons
Kids and Parents Discovery Survey 2007-2014; The Restaurant Mom
37
Satisfying Kid Concerns: Concept To Watch: POD Strategy In Action
Glendale, CA
Mom’s Tricky Secret Sauce:
• “Secretly add a full serving of vegetables to your child’s meal. We blend fresh organic vegetables to add to your child’s entrée in a way that they won’t see or taste.”
Healthy Menu Selections For My Kids
38
Satisfying Kid Concerns: Concept To Watch: POD Strategy In Action
Glendale, CA
Strategy For Parents And Kids Extends Throughout Concept
39
Satisfying Kid Concerns: Other Concepts To Watch: POD Strategies In Action
Norman, OK
Kid Menu Options Are Fun For The Child And Appealing For The Parent
Double Digit
Source: NPD Supply Track 2014
Snack Bar growth across foodservice channels. Convenient; Portable; Better-For-You
Double Digit
Total dollars of snack bars shipped to eating and drinking establishments, non-commercial channels, and retail foodservice
15%
Total volume of snack bars shipped through broadline foodservice distributors to total foodservice outlets
Hand-Held
40
Satisfying Kid Concerns: Other Concepts To Watch: POD Strategies In Action
Toronto, ON
Overall Menu Offers Options Satisfying Older
Kids
41
11. Grab And Go: Consumer Trends
Stress Levels For Americans Takes A Decidedly Downward Turn… Except For Young Adults
Source: 2013 USA Today article based on an online survey of 2,020 U.S. adults 18 and older, conducted in August by Harris Interactive for the American Psychological Association.
Austin, TX
-Top Sources Of Stress Among Millennials- (Age 18 to 33)
42
Grab And Go: Concept To Watch: POD Strategy In Action
Austin, TX Think Processes
43
• According to Wikipedia, Fear OF Missing Out is defined as “a form of social anxiety… a compulsive concern that one might miss… a satisfying event.”
• In a 2013 MyLife.com survey, 56% of social networkers suffer.
12. Common Core: Consumer Trends
Satisfying Curiosity
44
Common Core: POD: Culinary Skill Sets And Creativity On Display
We Are Family Chicago, IL
Scottsdale, AZ
45
13. Small Plates: The Sum Of The Parts Can Make A Meal
Scottsdale, AZ
Hip – The Common Denominator Meets Prep Techniques
House Pickled Peppers, 12 Hour Roasted Tomatoes, and Roasted Beets
46
14. Drink Like A Meal: Consumer Trends
Seattle, WA
Average Guilty Janes: Tends to be a working woman who is just too busy to get a full handle on her health or her life.
Working Balanced: Tend to be older college grads who enjoy a balance of working, spending time with friends, and exercising out in the open air.
Armchair Homeopaths: Tends to be a mom who likes to cook and is always looking for ways to live healthier even if they’re non-traditional
Stingy Moms: Educated mother who struggles to balance her part-time job with frequent family responsibilities. She is the frugal gatekeeper of the family budget.
Cluster Personas Produced For Better Health Foundation – March 2013 Annual Conference
47
Drink Like A Meal: POD: Premium Product Assists With Lifestyle Demands
Seattle, WA
48
Drink Like A Meal: Concept To Watch: POD Strategy In Action
Seattle, WA
49
15. Superfood Spotlight: Needstate Application
Chicago, IL
Las Vegas, NV
Hangover Rescue Remedy – Beets, Carrots, a Variety of Greens and other ingredients
to Rehydrate, Restore, Recover
50
16. Focus On Fruit: From Classic To Contemporary
1. Sandwich 2. Fruit Vegetables 4. Carbonated
Soft Drinks
5. Milk 6. Coffee 7. Potatoes 8. Salty Snacks
9. Fruit Juice 10. Cold Cereal
Source: NPD Group National Eating Trends In-Home and Away From Home Database
Top 10 Foods and Beverages in the American Diet - 2013
A Sensory Experience Adding Taste, Color, And Texture To the Plate
51
Focus On Fruit: From Classic To Contemporary
The Strategy Spectrum
Upscale Halo
Surprise Me! Artisan
Influence
52
Focus On Fruit: Concepts To Watch: POD Strategy In Action
Chicago, IL
1. Upscale Halo – Different Grape Varieties Can Create Different Flavor Sensations
53
Focus On Fruit: Concepts To Watch: POD Strategy In Action
San Diego, CA
2. Surprise Me! Core Menu Item With Rotating Ingredients
This interpretation included grilled peaches, thin slices of Asian pear, and red grapes
54
Focus On Fruit: Concepts To Watch: POD Strategy In Action
Paris, France
3. Artisan Influence
Check Out The Menu: www.leparadisdufruit.fr
55
17. Vamoosing The Veto Vote: Consumer Trends
Veg News – September 2012
Chicago, IL Appealing To Flexitarian-Minded Consumers
56
Vamoosing The Veto Vote: POD: “Better For You” Meets Mouth Feel And Flavor
What Do You See? A Concept Full of Millennials and Gen X Consumers.
Millennials and Gen X individuals have a strong desire for concepts to create great tasting foods that are healthy but seem indulgent and
filling.
Chicago, IL
57
Vamoosing The Veto Vote: Concept To Watch: POD Strategy In Action
Chicago, IL
Healthy Offering Spotlights Roasted Butternut Squash In An Indulgent Manner
58
18. Flatbread Frenzy: Tapping Into Artisan And Premium Halos
Powerful Perceptions… 3D Ingredient Utilization A Critical Strategy
Fresh Toppings A Primary
Desire
Premium Ingredient Availability
Specialty Ovens A
Draw
Houston, TX
59
19. Supporting Lifestyle Programs: Consumer Trends
Scottsdale, AZ
Market Research firm Global Industry Analytics projects a Boomer-Fueled consumer base “seeking to keep the dreaded signs of aging at bay” will push the U.S. market for anti-aging products to more than $114 billion
by 2015.
60
Supporting Lifestyle Programs: POD: Supporting The Anti-Inflammatory Food Pyramid
Scottsdale, AZ
Site Selection Supporting The Correct Demographics Critical For This Strategy
61
Supporting Lifestyle Programs: Concept To Watch: POD Strategy In Action
Scottsdale, AZ
Both Anti-Inflammatory Fruits and Vegetables Incorporated As Center Of Plate Ingredients
Sustainable Salmon with Roasted Apples, Carrots, Celery Root
and Mustard Vinaigrette
62
20. Seasonality And Local On Display: Consumer Trends
Chicago, IL
Whole Foods Market Food Shopping Trend Tracker Survey - 2012
63
Seasonality And Local On Display: POD: Seasonal Credibility Established and Accepted
Translates To Dish Purchases and Premium Price Points
• Picked When Ripe
• Nutrients, Antioxidants, and Flavor At Peak
• Great Flavor
• Translates To a Perception of Desirability
• Desirability
• Increased Consumption Habit
Chicago, IL
64
Seasonality And Local On Display: Concept To Watch: POD Strategy In Action
Chicago, IL Tied To International And LTO’s
-Branding Your Strategic Spider Web-
The Final Word
66
Branding The Spider Web: Focus On Product And People
Dallas, TX
Product and People… Most desired Topics Of Discussion – Latter Often Under-Represented
Social Media Target Audience In-Store
67
Branding The Spider Web: Focus On Product And People
Dallas, TX
Thank You!