From Dawn to Dusk
Coffee and a doughnut is a legitimate fast-breaker at 6 a.m., but as celebrated chef Thomas Keller saw clearly when he introduced his own version at the French Laundry in California’s Napa Valley about 16 years ago, it’s also a viable crossover treat.
Keller’s decidedly upscale version of the morning ritual consisted of a tiny cappuccino pot de crème accompanied by perfect little doughnut holes that worked beautifully as a post-dinner temptation. Of course, the price tag ran a bit higher than that of most quick-serve combo meals, but the effect was at once indulgent, nostalgic, and highly flavorful. Most importantly, the dish was an instant hit.
As it turns out, those same qualities—nostalgia, big flavor, and indulgence—were also evidenced in a dessert introduced a couple of years ago by a restaurant with a slightly higher profile and a slightly broader clientele—Carl’s Jr. The chain’s Cap’n Crunch shake set the Internet food world aflutter in 2008 with the same basic formula favored by Thomas Keller: childhood favorite + imaginative twist + clever presentation = delighted guest.
What follow are a handful of suggestions for applying this same formula in other quick-serve contexts:
Take the (Pan)cake: A pancake, as it turns out, is really just a thicker version of the hearty French crêpe. Wouldn’t it be interesting to come up with either a thicker crêpe or a thinner pancake that’s large, foldable, and handheld? Imagine it filled with the chocolate-hazelnut spread Nutella or some sort of jam, fruit, or cream.
Griddle me this: A Portland, Oregon, street cart called Flavourspot serves a handheld waffle (they’ve dubbed it a Dutch Taco) that functions almost as a large tortilla that’s been slathered with a maple spread and stuffed with roasted, salted pecans. But quick-serve menu developers could tinker with this basic formula to arrive at a crispier, waffle-cone-like carrier rather than the traditional doughy incarnation. And adding fresh fruit and preserves, whipped cream, and caramel or hot fudge sauces could make for endless variations on an already-impressive theme.
Re-envisioning oatmeal: We can’t expect consumers craving cake or a cookie to take a liking to a bowl of hot cereal at 8 p.m., but if the breakfast staple were reworked and reconfigured as a warm cinnamon-oatmeal cookie, strudel, dessert bar, or oatmeal cake, you could almost smell the appeal to quick-serve treat-cravers. In San Francisco, Beautifull!, a prepared-foods shop, has found success with a room-temperature oatmeal soufflé that presents as a puffier, creamier version of the morning engine-starter we know and love.
Customizable breakfast cookies: In Toronto, the Sweet Flour bake shop developed a way to offer freshly baked cookies and muffins made to order in just a few minutes. The process, reminiscent of what Cold Stone Creamery has done so successfully with ice cream, begins with a handful of standard dough options, including peanut butter and oatmeal. Guests then choose from more than 20 mix-ins, such as chocolate chunks, dried sweet fruit, and crunchy nuts. The shop proceeds to mix the works together and deliver a customized cookie in two minutes through its “signature baking process.”
Offering cookies-made-to-order, perhaps made with whole-wheat, high-fiber doughs and healthy mix-ins, would likely present challenges for most large quick-serve chains. But what about offering packets of drizzle icing or dipping sauces that could turn warm cookies into an interactive dessert?
Cold cereal with a cool twist: If customized cookies aren’t in the cards, some enterprising establishment could try something similar with that favorite cereal-dessert crossover, the Rice Krispies treat. If a chain could devise a few variations on the basic marshmallow “glue” that binds the treat together, customers could choose which cereal they want to be included in the sticky concoction. The low-tech preparation could be shoveled into a single-serving mold, pressed, and popped out warm, crunchy, chewy, and irresistibly sweet.
The list goes on: three-layer cappuccino or latte milkshakes, dessert-flavored sweet rolls or coffee cakes, sticky pecan buns, doughnut ice-cream sandwiches, fresh doughnuts with yogurt filling. Transferring sweet breakfast favorites from their morning point of origin to the after-dinner decadence category opens a world of options to chains intent on appealing to customers with a hankering for a post-meal reward. Good morning, and good night!
Food & Beverage
Move Over 4-Leggers, 2-Leggers Coming In!
Just ran across some surprising breakfast info and thought it was worth sharing, then watching where it goes. Although McDonald’s has offered its Southern Style Chicken Biscuit on the breakfast menu for several years now, and of course, Chick-fil-A menus chicken at breakfast, it came as a surprise to this writer that both chicken and turkey have gained significant ground on the breakfast menu. It seemed worthy of further investigation.
It turns out that both turkey and chicken have been getting more popular as a component of the morning meal. In a report published earlier this year, Technomic found that 24% of consumers surveyed said they’ve been eating turkey at breakfast more often than they had two years before, while 11% had been eating more chicken.
I dug further. Technomic also found that 70% of those saying their poultry consumption had risen mentioned a desire to eat more healthfully was the motivator behind their choices.
Okay, so chicken or turkey in the morning. But where were these people getting their wake-up proteins? Were they all firing up their broilers in the morning? Seemed unlikely.
So were they were going to McDonald’s or Chick-fil-A? Could be, but I discovered there are many operators offering chicken or turkey items in the a.m., I just hadn’t had my radar tuned in right.
Some of the options hew closely to the classics, with bacon or sausage made from chicken or turkey:
- Energy Breakfast Sandwich (Energy Kitchen) uses five egg whites with low-fat American cheese and turkey bacon on a honey whole-wheat English muffin.
- Power Panini Thin with Chicken Apple Sausage (Corner Bakery) is made with scrambled eggs or egg whites, chicken apple sausage, and Parmesan and Cheddar cheeses on thinly sliced whole-grain harvest toast.
- Santa Fe Egg Wrap (Einstein Bros Bagels) includes eggs, turkey sausage with ancho lime salsa, jalapeño schmear and pepper jack cheese.
Others use the more familiar forms of the poultry:
- Power Wrap (First Watch) is made with fluffy egg whites, turkey, spinach, house-roasted crimini mushrooms and Swiss in a sun-dried tomato basil tortilla.
- 2 Egg & Cheddar Sandwich with Roasted Turkey (Au Bon Pain) has a self-explanatory name and is served on a choice of breads.
- Breakfast Burrito with Chicken (Qdoba) is a flour or whole-wheat tortilla filled with grilled chicken, eggs, potatoes, choice of sauces and salsas, and optional shredded cheese or sour cream.
Did you note something in common in all those descriptions? Each one of them includes eggs!
Now I know what you’re thinking: this is a blog for the American Egg Board, so of course those items all include eggs. But foodservice operators are pretty savvy about the American consumer and they don’t include eggs just for fun. Eggs are a tasty, nutrient dense protein and just happen to be delicious.
Oh, by the way, are there eggs on the breakfast sandwiches you normally order? Uh huh. I thought so.
For more, visit www.AEB.org