When I worked as a produce industry reporter, I got to the point where I asked my sources upfront not to use the words quality or service to describe what made their company or product exceptional. Those are the go-to words everyone uses. But what does it mean?
That was a decade ago. Today, the foodservice industry, at least, has become specific about defining quality. They do it in terms of chickens.
Papa John’s recently announced that by summer 2016, all the chickens it uses on the menu will be raised without human and animal antibiotics. Why? “It’s just one of many proof points that supports Papa John’s unwavering commitment to quality,” (qsrmagazine.com). Quality = chicken. Oh, and let’s not lose sight of the bragging rights that go with this. “Papa John’s will be the first national pizza chain to pledge removal of antibiotics from its grilled chicken pizza toppings and chicken poppers.”
Same story, but substitute in Taco Bell for Papa John’s. In its effort to “deliver quality food,” the chain will exclusively serve cage-free eggs by Dec. 31, 2016, making it the “first national quick-service restaurant to completely implement the change, outpacing some competitive implementation timelines by years,” (qsrmagazine.com).
Ah. And then there’s Dunkin’ Donuts. They pledge to use 100% cage-free eggs by 2025. But here’s something interesting. They aren’t doing it under the guise of improved quality. They are doing it for the cooped-up chickens. “We have a responsibility to ensure the humane treatment of animals,” (qsrmagazine.com). Is this an overlooked quality-defining marketing message?
Actually, chickens aren’t the only way to define quality. The foodservice industry has found a bevy of ethical causes with direct ties to quality.
Take Noodles & Co., for example. Its new marketing campaign is “Made. Different. –Real Food, Real Cooking, Real Flavors.” What does that mean? They are glad you asked. Because the answer is quality defined. Before it launched the campaign, it had to change everything. It removed artificial colors, flavors, preservatives and sweeteners from the core menu. It already uses cage-free eggs systemwide. By 2017, all its meat and poultry will come from animals raised without antibiotics or hormones. It’s also shifted to hormone-free cheese. So, for this fast-casual operation, quality means “cleaner ingredients,” that can be defined.
The reason folks are doing this is to please Millennials. Who hasn’t read research that shows Millennials are out to buy a cause? This discussion can’t go any further without bringing up Chipotle. The chain is held up as the Millennial-loving standard for operating with its “Food with Integrity” ideal.
Until a week or so ago, part of that meant buying local. This “local” standard of the past 5-10 years changed everything for the produce industry and the entire foodservice industry. Look at the National Restaurant Association’s 2015 “What’s Hot” survey results. Some 1,300 chefs nationwide ranked “locally sourced meats and seafood” and “locally grown produce” as the No. 1 and No. 2 top 20 food trends.
And then E.coli happened to Chipotle customers. Food safety trumps trends, slogans and the quest for Millennials. The chain is walking back its stand for local produce. Good for it. In this case, quality is not defined by that ethical sourcing ideal. The first point of quality has to be safety.
But aside from that safety wake-up call, what a new day it is for restaurants in defining and changing quality. And what a day for the posterchickens of the new definition.
Tell me what you think.
Jody
