making fruits and vegetables half the plate - menus of · pdf filemaking fruits and...

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


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


Boston, MA Visual Validation - Korean: Presentation And Plateware

15


Boston, MA Cooking Technique – Hot Pots – Southeast Asia: Produce Upfront/Story Told/Influence Value Perception

16


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


Washington, DC Asian: Preparation/Unique Ingredients

20


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


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


Boston, MA Strategy 2: Static “Nice To Know”

29


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


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


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!

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