The search for certainty in uncertain times leads to comfort food. It’s something I don’t see diminishing any time soon. During the height of pandemic shelter-in-place restrictions, 72% of consumers surveyed for Datassential’s ONE TABLE initiative said they were eating/cooking more comfort food. According to a OnePoll survey conducted on behalf of Farm Rich, 69% of consumers say they will continue to enjoy the same amount of comfort food post-pandemic.
Of course, comfort food is as individual as there are individuals, but for sure the category speaks to nostalgia and foods that bring back fond memories of happy times—like what you ate and loved as a kid. It’s up to operators to find new angles for such comfort items as mac n cheese, ice cream, fried chicken and beyond.
Some have brilliantly tapped into the word campfire, calling to mind the experience as much as the particular food. Campfire conjures happy memories of vacations and outings, experiences out in nature, spending fun times with family and friends, staying up late, etc. Campfire food is not on the same plane with current health, nutrition and plant-based trends, but rather looks back through the lens of glowing memories. Trends didn’t matter, and they don’t matter now in a comfort food/campfire context. Operators have license to call upon memories as they build summer LTOs around the campfire theme—on any part of the menu.
Right now, Voodoo Doughnut is running a Smoky Campfire Cannolo promotion through Sept. 13, 2021. Catch the s’mores vibe in their description: Cannolo drizzled with chocolate, filled with marshmallow cream cheese and both sides dipped in crushed graham crackers on both ends.
Considering beverages, America’s largest bubble tea chain, Kung Fu Tea, recently partnered with Hershey’s on three drinks, two of which called on s’mores. Its S’mores Slush blended Hershey’s chocolate with ice and marshmallow on bottom, while its S’mores Slush with Coffee included the chocolate with hints of coffee and marshmallow on bottom.
Mooyah Burgers, Fries & Shakes developed a summer Campfire Burger. The company wisely found a way to extend the theme beyond the obvious connection burgers have with campfires by including a hickory smoked “campfire sauce” on the burger. The sauce ingredients are a mystery, but the burger combines beef, bacon, grilled onions, melted cheddar and potato chips on a potato bun.
An ideation session could lead to other interesting menu items. Just add an appropriate descriptor like campfire potato jackets; bonfire burgers and/or dogs; charcoal fire tent vegetables; campfire stove coffee; picnic potatoes or cookies; or campfire kettle hot cocoa. I made those up. Maybe you could add to it.
Comfort food, while taking folks to their happy place, is a tired menu theme. Campfire is a refreshing subtheme. So is carnival, which takes you to cotton candy, carnival corn dogs, fried pickles, funnel cakes and on and on. Summer is the perfect excuse to take the menu outside the regular world of menu trends and allows you and your guests to indulge in indulgence.
Tell me what you think.
Jody
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