Anyone interested in trying out the new oatmeal? McDonald’s oatmeal TV commercials make it look absolutely delicious. But I look at it another way. The behemoth chain is shining a huge spotlight on a really healthy, trendy item. Because of that, I’ll bet Quaker Oats oatmeal sales will spike and other quick-serve restaurants will add it to the menu.
Actually, specialty establishments have already been quietly adding oatmeal to their lineup. Starbuck’s started it in 2008, causing others to follow, like Jamba Juice and Caribou Coffee. Fast-casual chain Corner Bakery also offers oatmeal.
In fact, according to Mintel Menu Insights, oatmeal listed on menus as its own item (not as an ingredient) has increased 286% in the past three years. In December 2007, there were only seven incidences of oatmeal listed as a menu item dish. Here’s the way the trend looks:
Incidences of restaurant oatmeal menu mentions over time
|
Q4 2007 |
Q4 2008 |
Q4 2009 |
Q4 2010 |
|
|
Oatmeal |
7 |
11 |
17 |
27 |
Source: Mintel Menu Insights
It’s good to get this at-a-glance look at oatmeal that ends just before McDonald’s made its grand introduction and as quick-serves are ramping up their breakfast menus to increase sales during that underdeveloped daypart. We should keep our eye on Burger King, Hardee’s and Wendy’s.
While we’re at it, we should look at the ingredients that are along for the ride with oatmeal that add color, flavor and interest. Staying with the healthy theme, the fruit industry stands to gain. Consider the apples, raisins and dried cranberries McDonald’s is topping its oatmeal with. That’s huge for those industries. Dried fruit and nuts are the natural benefactors. (Think of Starbuck’s oatmeal.)
As for Quaker Oats, sales have not boomed so far for the company. It is developing new products to try to capitalize on the restaurant oatmeal fame. But I predict that sales will do better as consumers watch those McDonald’s television commercials and consider that they could make that delicious item at home.
What do you think?
Jody
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