Many a restaurateur has told me that “more butts in seats” is the prime goal of restaurants. That means return customers are gold, and keeping them coming back is the biggest challenge. Cheap prices is one way. But operators who know and respond to the collective customer psyche have more up their sleeve than coupons.
Dining-out consumers are responding right now to fresh and local, genuine ingredients, premium ingredients, customization, variety and food that hints at healthfulness, according to Nancy Kruse, president of The Kruse Co., Atlanta. She spoke at the “Menus 2011: Turning Trends into Money Makers” workshop session in May at the National Restaurant Association Restaurant, Hotel-Motel Show. Following are some examples she pointed out of what restaurants are doing along these lines:
- Olive Garden is on top of it in the premiumization department with its Artisanal Ravioli Pear & Gorgonzola with Shrimp. Who combines gorgonzola and pears in an entrée? What a great idea. It also has gone premium with Chianti-Braised Short Ribs with Portabella Risotto. It sounds upscale, and that’s a recurring theme. Quick-serve and casual-dining restaurants are upping their game, and now customers expect premium items, like McDonald’s new frozen strawberry lemonade. They are spoiling us.
- Premiumization of burgers has been well thought out and addressed, as in Arby’s new Angus Beef Sandwich (three cheese and bacon!) and Red Robin’s Prime Chop House Burger. As Nancy pointed out, now it’s part of the diner’s DNA to expect premium items.
- Which Wich’s sandwiches come out winners in customization. Guests are handed a brown paper bag on which is written a list of proteins, breads, cheeses and condiments. Guests check off which they want, putting them in complete control of what they get.
- Red Lobster has grasped the importance of allowing guests to choose preparations, like wood grilled, blackened, fried, etc. The more that restaurants offer choices, the more we diners will demand it.
- Ruby Tuesday has long been in the game of offering health on the menu. When low-carb was the craze, the chain was on it. Now it has a menu section called Fit & Trim where each item is 700 calories or fewer. Salad Creation has a Diabetes-Friendly menu. And anyone who’s eaten at Five Guys Burgers & Fries knows that grease is part of the package. But even it makes some health claims… Zero Artificial Trans Fats; Cooked in Pure, No-Cholesterol, Tasty Peanut Oil.
I would add that in the quick-serve realm, I think Wendy’s is one to watch. It started on the “healthy” trail about a year ago when it began working on its crisper, skin-on French fries flavored with sea salt. Results are in, and the fries are wildly popular. Now Wendy’s has added a new salad to its Garden Sensations line, and it’s one the chain is quite proud of… Berry Almond Chicken Salad with fat-free raspberry vinaigrette that combines raspberries and acai berries. What women’s magazine hasn’t done a feature on the healthfulness of those? The company has itself stated that it’s a casual dining salad without the casual dining price. Wendy’s has raised the bar on fast-food salads—in fact, on casual-dining salads.
I’m curious to watch what happens on menus in the coming year as restaurants are finally paying attention to what drives consumers to the restaurant.
Tell me what you think.
Jody
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