Editor's note: The August/September issue of Produce Retailer magazine focuses on foodservice inspiration and what retailers should make of it. Below is the cover story. For more, check out our digital edition here.
Trends excite consumers and therefore intrigue retailers and restaurant operators as well — especially in the Instagram era.
But how does one determine what is a meaningful, marketable trend and what is just a fad? And how important is it to be trendy? And when and how much do consumers really want to hear about any of it?
Restaurateur Danny Meyer and a panel of foodservice buyers considered those questions at the recent PMA foodservice conference in Monterey, Calif. – and some produce marketers also weighed in.
When it comes to identifying and evaluating trends, Markon Cooperative president Tim York and Sizzler USA director of food culture Tamra Scroggins both mentioned attending events like those held by the Culinary Institute of America, and they also said they pay attention to foodservice-focused publications.
York mentioned that Markon has a person whose job is to watch social media and keep up with what topics and themes are gaining steam. Scroggins said using suppliers as a resource has been helpful, as are data and insights regarding what is happening in different categories.
Dean Taylor, director of sales for Kingsville, Ontario-based Mastronardi Produce, said the company collaborates with celebrity chef Roger Mooking to decide which items to offer in its Gourmet Chef Inspired retail line. The latest addition is shishito peppers, popular on menus currently because they are quick to prepare and a profitable appetizer for restaurants.
Dennis Christou, vice president of marketing for Coral Gables, Fla.-based Del Monte Fresh Produce, said the company strategizes about new products with its customers.
“We examine the trends, we talk about different opportunities, we test certain items depending on what we think might be trending, and it’s also regional,” Christou said.
Communicating with consumers
Transparency in sourcing has been a big topic lately. The foodservice buyers on the panel noted the best way they have found to convey that kind of information is via websites or social media.
Celebrity chef Jet Tila, who moderated the panel, suggested Facebook and Instagram as the platforms on which to focus, and he urged operators to tailor their information and message for each platform.
“Videos are powerful if they’re short and concise,” Tila said.
Using digital avenues to answer questions about sourcing works well because, while some people are interested, many people walking into a restaurant simply want a good meal and great service.
Health and wellness has also been a major trend, with consumers wanting to understand more about how what they eat contributes to how they feel and how well their bodies can function.
Again, however, that information tends to serve people best on alternative platforms.
Sophie Egan, editorial director for strategic initiatives at the Culinary Institute of America, noted some recent research by Stanford University on the effects of different menu descriptions on purchasing.
The results of the study – which are now being replicated on other campuses – were basically that flavor rules when it comes to what messaging gets people to bite.
“Consistently, if you used flavor-focused descriptions, decadent or indulgent-sounding descriptions, it dramatically increased the percentage of people who would take the vegetable of the day,” Egan said. “And interestingly, if you used any reference of health, it decreased the likelihood that someone would take it because of Americans’ deeply held associations that healthy can’t be delicious.”
People should not interpret those results to mean people are not interested in health but should take the results as instruction on when people want nutrition information and when they do not, Egan said.
“When you’re making the decision, you don’t want that information at the point (of purchase),” Egan said. “You’re hungry, you want something satisfying, you want to be delighted … You don’t want to be educated at the moment that you’re consuming it. It’s still very important and very central in people’s minds.”
Use your discretion
While it can be tempting to chase after all the latest talking points, York said restaurants in particular will benefit from being choosy. Fine dining establishments get to experiment, and many trends flow from those places, but chains have an identity to respect.
“There’s got to be some authenticity,” York said, explaining companies should remain true to their core competencies.
After all, people should get what they are expecting when they come to your restaurant. Sometimes trends are not all they are cracked up to be, and sometimes they are simply not a fit for a particular company. Ultimately, your customers will show you the way.
Keep your ears open
Meyer shared the story of Shake Shack switching to fresh fries — because fresh is best, say the trendsetters — but the company struggled to provide consistent quality and flavor after making the move.
After listening to feedback from diners, Shake Shack switched back to frozen, with much success.
Brinker International senior vice president of supply chain management Charlie Lousignont gave another example, interpreting the growth in the company’s takeout and delivery business.
“What that tells us is the consumer wants to use our brand differently,” Lousignont said.
Another factor in evaluating the viability of trends, of course, is cost to the operator.
The anti-plastic movement continues to gain momentum, and many companies agree with the idea in principle, but alternatives can be expensive.
“Cardboard costs more than plastic ...” York said. “That’s one of the reasons plastic is big.”
Buyers on the panel discussed several trends, including the consumer desire for food with a story.
While the latest and greatest might get some people in the door, however, the experience is what retains them.
As Meyer said in his address, “I cannot take a picture of the way you make me feel.”
Trends may come and go, but wonderful service never goes out of style.