the future of fast food

ANALYZING TRENDS | TIM STOCK1

LECTURE EIGHT The Future of Fast Food

ANALYZING TRENDS | TIM STOCK

ANTHONY BOURDAIN AMERICAN CHEF, AUTHOR & TV PERSONALITY

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““The way people eat has changed...They’re as quick to brag about the greatest $3 bowl of laksa as a dinner at Ducasse.”


context

economics technology society

data

PAST PRESENT FUTURE

descriptive model of critical areas of change

predictive model for forecasting scenarios

patterns

1 2

3 prescriptive model for innovation platforming to these emerging scenarios

scenarios

patterns

sourcing trends to analyze how

consumption is shifting

transparentefficient


FAST FOOD IS INTEGRAL TO THE AMERICAN DIET • Eight in ten Americans report eating at fast-food

restaurants at least monthly.• Americans earning $75,000 a year or more are

more likely to eat fast food at least weekly (51%) than are lower-income groups.

• Also, due to more rigorous training and incentives, 75% of employees believe they have an upward career path.

Source: Gallup, 2014; NRAEF, 2016

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Daniel Schwartz, Chief Executive, Restaurant Brands International (Burger King & Tim Hortons)

the context of economics in fast food consumption

“It’s all about fewer, more impactful products that are operationally simple, and we felt grilled dogs would fit.”

-- Daniel Schwartz, WSJ, Feb. 16, 2016


HEALTHY ASPECTS ARE BEGINNING TO EVOLVE • 63-72% of kids’ meals follow national

calorie guidelines. But, only 25-33% met guidelines for calories, saturated fat and sodium.

• 53% of adults are watching their diet. • Still, 92% of adult meals are oversized,

having more calories than recommended.

Source: Packaged Facts; Dr. Sarah Sliwa, PhD, of Tufts University Friedman School of Nutrition in Boston, MA, in Journal of Nutrition Education and Behavior (JNEB); Medical News Today

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Nate Weir, executive chef, Modern Market, Boulder, CO Source: Gallup, 2014; NRAEF, 2016the context of society in fast food consumption

“If my mission is to start to change the way people eat and to introduce people to new things, I think you have to walk that fine line; you can’t just go too over the top with it. My goal is to have people come back.”

--Nate Weir interview by QSR Magazine, April 2016--Nate Weir, executive chef, Modern Market


TECHNOLOGY HELPS INFORM AND EXPEDITE 22% have ordered using a tablet. 23% have used a mobile app. 16% have used a kiosk. And nearly 25% used technology to pay for meals, either mobile app or digital wallet.

Source: Market Force Information, March 2016

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Gary Clough, COO, The Krystal Company, TN, at UTC College of Business. Photo by Contributed Photo/Times Free Press.

Source: Packaged Facts; Dr. Sarah Sliwa, PhD, of Tufts University Friedman School of Nutrition in Boston, MA, in Journal of Nutrition Education and Behavior (JNEB); Medical News Today

Source: Gallup, 2014; NRAEF, 2016the context of technology in fast food consumption

“Whether it’s order-confirmation boards or whether it’s mobile, I think everybody has to embrace technology. There are a lot of things that are out there that can really help not only with accuracy, but also with service.”

— Gary Clough


ON-SITE GROWING MAKES IT REALAt Tender Greens in California, there are aeroponic towers. Each stands about 8 feet tall, growing produce for the restaurant.

ALIVE

Signifiers

farmingseeingnature


VIRTUAL QSRs EVOLVE MEANING OF SENSE OF PLACENew York’s Maple eliminated the dining room. Customers order meals online or by mobile app, and a fleet of bike couriers deliver them.

EXPERIMENT

Signifierslinearsimplifiedefficient


DAVID Chang’s momofuku test kitchenEXPERIMENT

Signifiers

linearsimplifiedefficient“the dream would be to have it incorporated into everyday food”


CONSISTENCY OF CREATIVITY CALLS FOR TRAININGCalifornia-originated Dog Haus sends colorful training videos on how to assemble its newest chef creations to each of its franchisees.

CREATIVE

Signifiersvisualcreativeskilled


predictive DELIVERY ALLOWS FOR more creative menusSprig, a California startup has found a speedy way to deliver home-cooked meals to your doorstep.

SYNCED

Signifiersconnectiontransparentinvolvement


DELIVERY EN ROUTE MEANS FOOD CAN FIND YOUTravelkhana’s automated platform tracks trains in real time across India and ensures that fresh food orders are delivered to the passenger on time.

SYNCED

Signifiers

in momentau courantcravings


“when was the last time you have a craving for good food during a train journey?”Travelkhana


BLENDING LOCAL INGREDIENTS WITH GLOBAL FLAVORSCalifornia–based Heritage Eats establishes its rapport with local chefs and farmers as its franchise expands. The approach is scalable, and welcomed.

HYBRID

Signifiersuniquelocalrelational


The Future of Fast Food

The new mandate is to creatively conspire with consumers’ evolving tastes without any compromise for speed, safety and health.


Culture Mapping Model

FAST FOOD AS A CULTURAL SYSTEM OF EVOLVING HUMAN CODES

DOMINANT CODES

EMERGENT CODES

SYNCED

EFFICIENCY TRANSPARENCY

EXPERIMENT

2-3 years3-5 years

NOW/FADING 1-2 years


context

economics technology society

data

PAST PRESENT FUTURE

descriptive model of critical areas of change

predictive model for forecasting scenarios

patterns

1 2

3 prescriptive model for innovation platforming to these emerging scenarios

scenarios

patterns

transparentefficient passion

Bourdain Market


bourdain market frames the future passion of food

Bourdain Market

concept drawings


Anthony Bourdain in China “look down the street and everywhere you look is something to eat.”


Thank [email protected]

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