Fries continue to be one of the most popular menu items at quick-service restaurants. In fact, 17.5 percent of all quick-service restaurant visits include french fries. However, the heightened consumer standards and the industry’s need for new and unique flavors called for an innovative spin on the classic, craveable, french fry.
One company leading the charge in the evolution of fries is Simplot. Simplot, known for their high-quality french fry solutions and extra-long hold time, released the world’s first waffle fry and battered potato bites that taste like waffles, on March 12. The introduction of Simplot® Maple City™ Waffle Flavored Waffle Fries is an exciting opportunity for operators and consumers alike.
Throughout Simplot’s brainstorming process, senior marketing manager Brian Sahr and his team wanted to offer a convenient and mobile twist to the popular, trendy, menu item chicken and waffles. “We brainstormed a lot of different ideas, and one of the ideas that we came up with was a waffle-flavored fry,” says Brian Sahr.
The inspiration came from the classic dish, chicken and waffles. “We traveled around the country and visited the top chicken and waffle casual dining restaurants,” Sahr says. “We took that experience and with it, our chef designed the delicious flavor profile of a waffle.”
The flavor profile includes notes of maple, vanilla, and nutmeg. “Our chef perfected the recipe and turned it over to our research and development team who then replicated the comforting and classic waffle flavor as a battered fry application,” Sahr says. “We called it Maple City Waffle flavored potatoes.”
The universal popularity and comfort of chicken and waffles alongside the innovative idea that no one has done something like this before pushed this new product forward. The Maple City Waffle flavored potatoes generate an exciting opportunity for operators to sell something brand new that’s innovative but comforting for consumers at the same time.
“The ideation journey led us to chicken and waffles,” Sahr says. “We completed a lot of qualitative and quantitative research and this idea bubbled to the top due to the rising trends surrounding chicken and waffles.”
MenuTrends Datassential found that since 2012 chicken and waffles menu penetration has been up over 600 percent. “Chicken and waffles is growing rapidly, and it’s growing across the United States,” Sahr says. “Where this dish is most underserved is in the quick-service restaurant industry. We decided to bring the portability of chicken and waffles on the go to fast food.”
Once the inspiration turned to reality, Simplot tested the waffle-flavored fry with internal teams. “Consumers thought we hit the mark on the taste, smell, and texture, and that’s how we knew we nailed it.”
The ability to serve chicken and waffles on the go is expected to benefit the quick-service restaurant industry, by driving traffic and interest across dayparts. “By releasing this new recipe, we’re bringing chicken and waffles to quick-service restaurants,” Sahr says. “We’re bringing them a new, innovative flavor.”
Furthermore, Simplot is expecting this product to be in demand across all dayparts. “Our waffle-flavored potato products aren’t just a breakfast item, they can be used in various applications across any menu,” Sahr says. “Their uniqueness allows them to be seen as a premium item.”
“Quick-service restaurants can also expect to compete against full-service restaurants that have previously served chicken and waffles,” Sahr says. So while chicken chain quick-service restaurants continue to grow in popularity, they will also continue to grow competitively against various types of restaurants.
Customers’ needs and wants continue to change over time. “Our research shows that 34 percent of customers want to try something new and unique, especially when it comes to flavor,” Sahr says. “On top of this, consumers are willing to pay for it.”
Making a traditionally static dish completely mobile, is also something that appeals to consumers’ changing needs. “Now our customers can have chicken and waffles on the go.” Sahr says. “The appeal of easy to handle, mobile products within the quick-service restaurant industry will always be trending.”
“I think customers are willing to pay a premium for an opportunity to try new flavors and to have better features like hold times,” Sahr says. “Operators like it because there’s an upcharge as well.”
With these statistics on the rise, it’s apparent that consumers are holding quality over price. “We’re seeing a shift from low-quality fries to more premium fries because people are willing to pay for special features such as hold times and deliverability,” Sahr says. “People will pay for something that’s unique, and the data supports it.”
Serving Simplot’s new Maple City Waffle-flavored potatoes may be beneficial to quick-service restaurants in multiple ways. “I think this product is geared toward the growth of mobile delivery and the need for portable products,” Sahr says.
Furthermore, the new flavor will provide restaurants the opportunity to release new, creative menu items. “It creates space for the creation of new LTOs,” Sahr says. “Quick-service restaurants want to come out with something new to compete against, not just other quick-service restaurants, but mid-scale, fast casual, and high-end restaurants as well.”
The new french fries are easily incorporated into any quick-service restaurant. “If a restaurant has any existing fry equipment then this product can be served,” Sahr says. “It’s so on trend, and only requires a traditional fryer.”
Adding Simplot’s new Maple City Waffle flavored potatoes to your menu, will lead to several overarching advantages. “This new product promotes uniqueness, portability, all daypart appeal, no additional training or equipment, and is on trend,” Sahr says.
For more information, visit simplotfoods.com.
