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
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