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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