It used to be, in foodservice, that chefs from fine-dining establishments would set the trends, and those trends would then trickle down to other food segments. Or conversely there was fast food, which was available to those who needed to eat on the run, in a hurry, or inexpensively. But now things are changing, as consumers are becoming more aware of their health, their well-being, and their social responsibility when dining out, and the industry has become led by the diners who have replaced chefs as the trend-setters, now deciding what is important to them and choosing which restaurant to eat at accordingly.
This change has had strong effects on the foodservice industry, as operators are burdened with the task of keeping up with the wants and needs of their consumers in order to maintain their business and thus put money in their banks and keep their restaurants operational. Below are just a few of the things operations need to keep in mind when exploring different options within the industry.
Healthier Foods Equal Changes in Equipment
As society demands healthier food that tastes better, gone are the days of fryers and steam lines, especially in hospitals and schools. This is good news for students and hospital-stayers as, following this equipment out the door are the mushy foods we usually associate with our school days. Be prepared to see heated shelves in the kitchens, and with them, roasted and grilled foods that are much more appealing to the consumer. Also expect to find more intense flavors as kitchens are utilizing more marinating equipment or smokers as a means to add flavor without taking away from the value of the food.
Locally Grown and Raised
Fresh vs frozen. Local vs imported. Whole vs processed. More and more often, consumers are insisting on fresh, whole, local foods and this demand requires changes to how food is handled in the back-of-the-house. Larger cooler spaces but less freezer space for storing the onslaught of fresh produce while cutting back on the need to store frozen commodities. Labor costs may change as operators need to wash and trim produce before cutting and chopping, since locally grown food will generally come as-cut from the farm. Chefs will need to be creative and flexible when designing their menus, accommodating what is in season or a food item that may not be considered “mainstream,” such as root vegetables.
Catering to the Diners’ Desires
If you’ve been following Technomic’s trends for 2015, you already know that consumers, especially younger consumers, “desire to have what they want when they want it.” While this movement is manageable in the fast-food and fast-casual industry (add this, please, or take away that please), formal and casual dining has had to conform to a more focused menu if the operation opts for locally sourced foods. This is contradictory to the trending attitudes towards variety and flexibility, but what seems to be happening is that restaurants are specializing in their culinary selections and diners can choose their restaurant based on the type of culinary experience they are looking for on any given day. Going to eat at an establishment with few menu items, knowing that the food will be authentic and fresh, is trumping the larger-menu operations whose huge variety causes one to wonder about the origin and freshness of the dish they order.
Educational Marketing
The increase of allergies in children and adults has changed the way food is approached, prepared, and processed. Responsibly operating a restaurant requires that chefs separate allergen ingredients and ensure the proper equipment is used to manage their dietary needs. For example, for someone with a life-threatening nut allergy, it is imperative that different pans, utensils, grills, or other kitchen implements are used in preparing food for this particular guest, as any residue of nuts could cause a reaction.
Additionally, there has been a shift in food preparation that relates to food origins—and how to avoid the less-than-stellar practices of some of the larger animal farming companies, where overcrowding affects the quality of animals, and the subsequent slaughter of such ill animals is at issue. FDA menu labeling requirements that mandate restaurants show the calorie counts of their menu items have done wonders to educate consumers about their calorie intake. Further requirements about the food—such as where the beef you are about to eat comes from, and whether or not the cows were grass fed—can also help to educate the consumer and give them reason to trust your operation and therefore want to return.
What’s Next?
Operators will need to remain vigilant in their research into customer trends and how these trends will affect their establishment, and if so, how should they adapt in order to accommodate them? Technomic sees “more focused and local menus in the future…[and] a decline in the traditional chain segment that doesn’t adapt to the consumer evolution.” Because while there is still a segment of the dining industry that eats fast, fried, and processed food, and wants them for cheap, these numbers will continue to dwindle over time as more and more customers are seeking out the healthier alternatives.
How will your restaurant manage these changes, if they haven’t already begun the process of change? And how will you continue to adapt to the ever-changing foodservice industry?
