Table of Contents
Executive Summary
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- The issues
- Foodies preferences are dramatically different from non-foodies
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- Figure 1: Interest in dishes/items at restaurants, July 2015
- Diners are hungry for new flavors
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- Figure 2: Statement agreement “strongly/somewhat agree,” “I like to experience new flavors when dining out at restaurants,” by household income, July 2015
- Lack of information may hinder food exploration
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- Figure 3: Enticing menu items, “Flavor profiles/spice level information on the menu,” July 2015
- The opportunities
- Freshness is universally appealing
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- Figure 4: Enticing menu items, “Fresh ingredients,” July 2015
- Menu descriptions may lead to increased item trial
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- Figure 5: Statement agreement “strongly/somewhat agree,” “I am more likely to try a dish with detailed flavor descriptions on the menu,” July 2015
- Italian, Chinese, and Mexican are the “Big Three” international cuisines
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- Figure 6: Interest in seeing cuisine at restaurants, by country, July 2015
- What it means
The Market – What You Need to Know
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- Consumers are being exposed to more international foods
- Restaurants should leverage social media
- Commodity prices force creativity
- Food to you
Market Factors
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- Multiculturalism in America
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- Figure 7: Share of US population, by race
- Social media and food trends are inherently linked
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- Figure 8: Mentions of “food” on social media, September 2014-15
- Unstable ingredient costs cause headaches for restaurant owners
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- Figure 9: Changes in food prices, July 2014-July 2015
- Delivery concepts continue to grow
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- Figure 10: Key players in foodservice delivery
MMI Analysis – Menu Ingredient Claims
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- Stake your claim
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- Figure 11: MMI: Distribution of ingredient claims at commercial restaurants, Q2 2012-Q2 2015
Trend – Spice
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- Today: Spicy is still a hot trend
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- Figure 12: MMI: Incidence of Sriracha as a menued ingredient, Q2 2012-Q2 2015
- Tomorrow: More nuanced/international spices set to explode
Trend – International Flavors
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- Today: Mexican foods are taking over the menu
- Tomorrow: Expanded Mexican offerings for all dayparts
- Tomorrow: Additional South American options
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- Figure 13: Consumer interest in dishes from the Americas, by type of cuisine, July 2015
Trend – New American
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- Today & Tomorrow: Mix and match international dishes
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- Figure 14: Enticing menu items, unique flavors/ingredients in familiar dishes, July 2015
Trend – Make it Yours
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- Today: Customization
- Tomorrow: Bowl concepts
- Tomorrow: Technology drives customization
Trend – Health
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- Today: Consumers are concerned with health
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- Figure 15: Attitudes and opinions about diet and health, February 2014-March 2015
- Tomorrow: Veggies take center stage
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- Figure 16: Attitudes regarding vegetable dishes, “I enjoy menu items that heavily feature vegetables,” July 2015
- Tomorrow: Going green for matcha
Trend – Savory
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- Today & Tomorrow: Savory satisfies
Trend – Ancient Grains
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- Today: Ancient grains gain superfood status
- Tomorrow: Differentiated ancient grains
- Tomorrow: Freshly prepared grains
Trend – Menu Descriptors
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- Today: Healthy prep
- Tomorrow: You’re fired
The Consumer – What You Need to Know
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- Foodies are different from gen pop
- Italian, Chinese, and Mexican are the “Big Three” international cuisines
- Men and women have different restaurant behaviors
Foodies
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- Foodie demographics
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- Figure 17: Foodie demographic profile, July 2015
- Foodies are remarkably different from the general population
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- Figure 18: Interest in dishes/items at restaurants, July 2015
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- Figure 19: Statement agreement “strongly/somewhat agree”, July 2015
International Foods
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- Italian, Chinese, and Mexican are the “big three” international foods
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- Figure 20: Mintel Menu Insights Q2 2012-Q2 2015
Race and International Foods
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- Asians tend to be interested in emerging international foods
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- Figure 21: Statement agreement “strongly/somewhat agree”, July 2015
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- Figure 22: Interest in seeing cuisine at restaurants, by country, July 2015
Hispanics
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- Reach Hispanics through spice, shareable plates, alt. proteins
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- Figure 23: Interest in seeing spices/peppers at restaurants, July 2015
Gender Differences
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- Women want healthy, seasonal offerings; Men crave spicy flavors
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- Figure 24: Statement agreement “strongly/somewhat agree”, July 2015
- Marketing to men and women
Age Differences
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- Freshness has cross-generational appeal, but prove it
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- Figure 25: Enticing menu items, “fresh ingredients”, July 2015
Income
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- The affluent express more interest in food trends
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- Figure 26: Innovation on the menu: segment visitation, July 2015
Segment Diners
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- Fine dining/fast casual diners tend to be foodies
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- Figure 27: Statement agreement “strongly/somewhat agree”, “I consider myself a foodie”, July 2015
Age
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- Millennials are trend-forward; how to reach Boomers
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- Figure 28: Statement agreement “strongly/somewhat agree”, “I consider myself a foodie”, July 2015
- Marketing to Boomers
CHAID Analysis
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- Methodology
- The alternative protein target customer
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- Figure 29: Enticing new ideas – CHAID – Tree output, July 2015
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- Figure 30: Statement agreement “strongly/somewhat agree”, July 2015
Key Driver Analysis
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- Methodology
- Drivers for interest in veggies
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- Figure 31: Key drivers of enjoyment of vegetable dishes, July 2015
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Mintel Menu Insights
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Key Driver Analysis
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- Interpretation of results
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- Figure 32: Key drivers of enjoyment of vegetable dishes – Key driver output, July 2015
Appendix – The Market
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- Figure 33: Share of US population, by race
- Figure 34: Changes in food prices, July 2014-July 2015
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