There are exactly two weeks left in 2009, and it's time we begin to part ways with the old decade and set our sights on the New Year ahead. Without a doubt, 2009 was a tough year on consumers, businesses, and Tiger Woods. Quick-service did better than many other segments and industries, but this year's economic climate would not have been anyone's first choice of scenarios.
So we turn our attention to 2010. There are already lots of predictions about what trends will take off next year. But one study I always watch for around this time is the National Restaurant Association's chef survey. The study surveys more than 1,800 American Culinary Federation chefs and always comes away with some great predictions, and this year's survey is no different.
The clear trends are sustainability, local sourcing, and nutrition. And what often happens is that today's trends become tomorrow's menu staples. So if I were a betting woman, I wouldn't bank on any of these trends going away any time soon. If anything, the quick-serve industry needs to embrace them even more. Let's look at each individually.
The specific trends listed in the local category are locally grown produce, local meats, and local beers & wines. As big as this trend is, you don't see quick serves doing much on this front. Of course, there's Burgerville, which uses local cheeses on some of its cheeseburgers and Chipotle that prides itself on its ingredients, but there aren't many more. None of the Big Guys have tapped into the local trend and if one of them figures out the operations behind supplying a special local menu, consumers will reward the company in a big way.
Then there's nutrition. The quick-service industry was taught long ago to pay attention to calorie counts. But today's consumers are more sophisticated. They're worried about sodium levels and gluten and peanuts. It's essential for quick serves to let consumers know that they're worried about those things too. It's not necessary to transform your menu. Heck, I might hurt someone if I couldn't get my Taco Bell Mexi Melts (hold the fiesta sauce). But show consumers you care by offering gluten-free options and knowing what exactly is in your menu items.
The last category is sustainability. It's more than a buzz word now. Consumers can sniff out greenwashing, so it's not even worth trying to pull a fast one. Equipment, menu items, packaging--it all should be sustainable. Eventually. Consumers understand that it can't all happen at once, but those are great New Year's resolutions.
The full list of the chef's top trends is below. Take it to your next team meeting and figure out what trends would make sense at your brand.
- Locally grown produce
- Locally sourced meats & seafood
- Sustainability
- Mini desserts
- Local wine & beer
- Nutritious kids' meals
- Half portions
- Farm-branded ingredients
- Gluten-free
- Sustainable seafood
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