SheeFood

Menu Snack Wraps - Get With it!

Restaurant breakfasts begone. Snacks are the next profit frontier. But wait. What exactly is a snack? Bite-size anythings is one logical answer. It fits with the crazy- wild small-plate thing going on. Others have determined that sandwiches can easily be positioned as snacks. So, I was thinking, how about wraps? They seem to be a skinnier, neater hand-held snack option. I consulted Mintel Menu Insights for the wrap scoop, and either wraps are bordering on too yesterday, or there’s an awakening ready to happen.

Wraps on restaurant menus over the past three years have increased 9%. Quick-serve restaurants lead with 34% of menu wrap mentions, but with only a modest 2% increase since 2007. This shows they aren’t the innovators and new launchers right now. Neither are fast-casual restaurants, though they have the second highest number of wrap mentions on their menus. That segment’s wrap numbers have decreased 2% over the past three years.

In fact, what is happening is that the more expensive and high-end the restaurant segment, the bigger the percentage increase in wrap mentions. The wrap rise among family/midscale, casual- dining and fine-dining restaurants could be their nod to health. Wraps have a more healthful connotation than sandwiches.

But to our point, one thing that is not happening is an increase in wraps as a snack among foodservice operators. Those who eat at the higher-priced restaurants are not there for snacks, and the lower-priced establishments are not coming out with much new in the category.

 

Where there are new things happening, it seems to be centered on chicken. There are more than twice as many chicken wraps as any other kind, and they have increased 34% since 2007, according to Mintel Menu Insights.

Of the top 10 wrap menu items on restaurant menus, four of them have decreased in the number of mentions over the past three years: vegetable, tuna, club and fajita. Asian wraps are the ones to watch going forward. Though they rank tenth in the top 10, they have increased a significant 27% since 2007. This is not surprising, as Asian flavors are the rage, and an Asian wrap could make easy use of the same ingredients as in egg rolls and spring rolls.

 

But, since chicken is where it’s at right now, it’s interesting to note the trends in chicken preparation. Grilled chicken is about three times more prevalent than fried chicken in wraps, but fried chicken is gaining ground. Within the past year, fried chicken overtook roasted chicken in restaurant wraps.

What will we see with wraps as snacks in the next year? It seems an area wide open for innovation. Let's watch together.

 

Jody Shee

 

French Fry View of 2011 Menu Trends

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

The Next Menu Trend

I thought I’d be smart and make a 2011 menu trend prediction. I’ve not read of this as a trend, but it just has to be, so let me be the first to say that yogurt will rise. Not necessarily all by itself, but as an important ingredient. “Health and wellness” will see to that as research chefs flex their culinary muscles and make some substitutions. Face it, with required menu transparency coming our way, 98% fat content, compliments of mayo and butter, doesn’t look good. There’s a way to modify using yogurt.

For trend backup evidence, I checked Mintel Menu Insights. The proof is there. From Q3 2007 to Q3 2010, yogurt as a menu ingredient has increased 49%. By far, beverages make up the most mentions, also at 49%. That is likely a result of the smoothie revolution. But more interestingly, entrees come in second, accounting for 17% of the menu mentions, and that is up 108% since 2007. Something has been quietly going on in restaurant kitchens.

I had a feeling about this six months ago, so I asked the editor of National Culinary Review magazine if I could write an article about yogurt on menus. She agreed. In that research, I found great reasons and ways for using plain yogurt. In baking, it gives the flavor of buttermilk, without the fat. Here’s a hint. If a batter recipe calls for a cup of buttermilk, use 1/3 cup of regular milk and 2/3 cup of yogurt. To deal with the yogurt’s acidity in that case, add a little baking soda. For yeast breads, the bacterium in yogurt helps to activate the yeast.

Additionally, I discovered that yogurt is a natural meat tenderizer. That’s one of the reasons tandoori chicken is so tender. Dressings and dips, which are often high in fat and calories, also can benefit from yogurt instead of mayo and cream. Use herbs and spices to add flavor.

There are many other ways yogurt is used, but I won’t spoil it for you. Just read my newly posted article to the right from the November/December issue of National Culinary Review, “Seven Menu Applications for Yogurt.”

I will say that chefs clearly prefer plain yogurt – adding their own flavor. Flavored yogurt, including vanilla, takes away from the health benefits. Now, watch 2011 with me and see if yogurt doesn’t get some respect.

Tell me what you think.

Jody Shee