I think I can predict 2011 menu trends by looking at one menu item. French fries. Whatever is happening with them—America’s addiction—is happening across the menu board. Here we go.
Healthy does it. French fries aren’t inherently wholesome, but healthy is a trend, so keep your eyes on the fries. As we speak, Wendy’s is tossing out its old fries and introducing skin-on fries seasoned with sea salt. It’s part of Wendy’s new image/brand position “You Know When It’s Real.” And what could look more “real” than unpeeled French fries?
On the other hand, what could look more unreal than round fries—or fried rings? But lo, there’s a health story there. Tests show that ring-shaped potatoes fry healthier than straight fries. The ring shape absorbs 22% less oil and can be effectively seasoned with 26% less salt, according to a study by J.R. Simplot. Granted, they make frozen potatoes and would like to be “the source” for round ones. But we’ll give it to them for a minute. This means that curly fries have a health advantage—something Arby’s and Hooters could cheer about.
Sweet potato fries certainly conjure a healthier image. Look for more of those. Already in the past few months, T.G.I. Friday’s, Bob Evans and Hooters toyed with them for a limited time to see how they would sell. Let’s watch their menus over the next year to see if those don’t appear permanently.
Of course, those really looking at health would offer the option to take fries out of the value-meal equation. While Burger King has done it with BK Fresh Apple Fries on its kids’ menu, and McDonald’s has done it with Apple Dippers in its Happy Meals, there’s still a landslide to happen. IHOP just announced kids can choose fresh fruit rather than fries. Now, what about adults?
Just indulge. Some don’t care about health. Restaurants know that. So bring on more flavor, fat and calories. Fries are a wonderful host. Even by themselves, what’s better than a crisp, salty fry? Jack in the Box wondered the same thing, and earlier in the year, it bet the farm (sales overall were sliding) on French fries and developed new and improved fries that the chain claims are crispier, more flavorful and hold their temperature longer. Will they turn the chain around? Let’s watch.
Others are taking the “French” out of fries and playing interesting games. T.G.I. Friday’s just added steak fries, complete with identity crisis. They are described as “Thick, crisp, skin-on potato wedges served with ranch and bacon bleu cheese dressing for dipping.” Thick potato wedges and crisp don’t seem to go together. And if the idea of “skin-on” was to evoke health, it lost it with the ranch and bacon bleu cheese dressing. But let’s reserve judgment. They might be fabulous. Chili’s, on the other hand, just went for it. The chain just added Texas Cheese Fries with Chili “topped with our famous chili, jalapenos, green onions and finished with applewood smoked bacon, served with jalapeno-ranch dressing.” No need to even hint at health when you’re going for indulgent.
Add some value. With the continued weak economy, consumers are still looking for value when they order out. Fries and a drink may have been invented for such a time as this. Those who have not entered the realm of combo meals, step up. A&W just did. It now has $3 meal options combining French fries with one of four sandwiches. They are calling the deal “Big Taste Meals.” Better late than never.
And those, my friends, are the three big menu trends for 2011—health, indulgence and value—as seen through the lens of French fries.
What do you think?
Jody Shee
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