New York Expedition May 2013

New York Inspiration Expedition
May 23rd – 28th 2013
Introduction
Bord Bia’s Inspiration Expedition programme is an experiential tool designed to discover
international influences, traditional dishes, liquors and beverages which in turn stimulate
new food, ingredients, drink and packaging ideas. Whilst on the trip, participants can
acquire experts’ opinions and insights on how best to transfer practices to their own
business as we talk with local food and drink experts. These expeditions aim to stimulate
new ideas, inspire and also bring business relationships together through networking
opportunities.
We spent 6 days in New York visiting, tasting and experiencing the best of the latest trending
cuisines. With over 8 million people residing in New York you’d expect some great culinary
diversity – and that’s exactly what you get. New York manages to bring dishes from all over
the world and make them their own. Whether it’s the Jewish Delis to the Mexican Taco
Trucks to the oriental dishes in Little Korea and China Town or the European influences
found in Little Italy and Spanish Harlem. New York is a melting pot for culinary cultures and
innovations and like the city itself these trends and specialities move fast.
Throughout the week we embarked on numerous activities including store visits, food tours
with local experts, kitchen visits and experiencing the cuisines through different
restaurants. In order to capture, understand and retain as much information as possible the
group were set tasks for the week. These tasks focussed on ethnographic research whereby
it was a requirement to take photos, videos, barcode scans and pack purchases so as to
record our findings and to share with the group at a later time.
We implemented the Buddy System assigning a “buddy” to each participant who then had
to learn about their buddy’s business and look out for new ideas or strategies over the week
which could be applied to their buddy’s business. This way of working gives a fresh
perspective into a business since the owner/manager is often very involved and close to the
business.
Overall, it was a very eye opening and informative expedition as we explored the current
trends within NYC and the US. We were able to validate these trends first hands and to
identify which are growing and which could be applied to Irish food and drink companies.
As the learnings from the trip digest we hope that the participating companies will
implement some of these into their future business plans where possible.
This report is a topline look at the main trends and learnings that we uncovered during our
expedition. Each trend is represented by an associated trend icon (top right corner of each
page) from our Consumer Lifestyle Trends programme, thus highlighting the relevance and
similarity of trends between the Irish & UK market and the US market.
Trend 1:
Food Trucks
Street Food Trucks
[Top Left] David Weber talking about the NYC Food Truck movement. [Remaining 3] Milk Truck Grilled Cheese truck located in the Wall Street area.
We have seen the Street Food truck trend explode over the last couple of years with the
trend being mainly driven from the US and especially NYC. Different elements of the food
truck movement exist such as the Food Truck Rodeos in Miami, in which trucks meet at a
specific location usually a park for an organised meet up. Consumers here are more likely to
bring a rug/chairs and relax for a while as there will often be live music going on and there
is more of a picnic atmosphere to the event.
Convenience
[All] Two brothers running a truck which specialises in Ecuadorian and Mexican cuisine, located in the Wall St vicinity.
Consumers benefit from an on the go convenient offering which reduces the waiting and
ordering time when selecting a meal option. Twitter is the main form of technology used to
communicate with their consumers as they can communicate their location via twitter and
in some instances even take food orders so that it is ready for collection. Websites and apps
have also been created to allow a continuous GPS tacking of the trucks as they move to
different locations throughout the week.
Diverse Cuisines
[Bottom Right] Josh with Veronica at “Veronica’s Kitchen” food truck. She serves traditional West Indian cuisine at her Wall street location.
These food trucks offer a diverse choice of cuisines and flavours to consumers at
convenient locations around cities. Food truck flavour and cuisine trends that emerge in
NYC will often surface in LA two months later. Korean Mexican fusion is the most popular
flavour trend at the moment with a particular focus on dumplings. Within this movement
there is a noticeable lack of American focus on flavours and foods which are best left to
the smaller cart vendors who locate on the city’s sidewalks.
Brand Extensions
[All] Hibachi Heaven is a Korean inspired food truck serving spicy Korean dishes. They advertise their Facebook & Twitter on the side of their truck.
The cost involved in establishing a food truck (est. €100,000) can be up to a fifth of the
price associated with a brick and mortar restaurant. Unlike restaurants, the food trucks can
travel to different areas of the city to see which area resonates most with customers so as
to capture the best market. Restaurants also use food trucks as a way to create brand
awareness and also to access new customers. Food trucks can be a novel mobile business
unit to commercial restaurants if the brand is strong.
High Demand
[Top Left] Vegetarian pancakes from Bid D’s Grub which was located alongside [Bottom Left] Morris Truck which served more grilled cheese
offerings. [Bottom Right] Mexican cuisine which is one of the current trending flavours.
In order to set up a food truck, a permit must be attained from the City which costs $295
and is valid for two years. However there is a cap on the number of these handed out which
currently stands at 3000 permits for Manhattan, NY. These permits cover both food trucks
and the regular hot dog carts and since demand exceeds the number of available permits,
there is an off the books market of permit transfers between traders. The street price for
one of these transfers is not cheap, costing approximately €20,000.
Flexibility
[Top Left] An award winning food truck serving a mix of Indian cuisine. The Chicken Kati roll [top centre] is made using a traditional paratha bread.
[Bottom Left] A rare fixed premises at Times Square offering the flavour of the month, dumplings (owned by David Weber). Muchas Empanadas
also located at Times Square offer Artisan Argentinean Empanadas.
A good day’s sales for a Manhattan food truck would be in the region of $1500 however not
all food trucks would be turning a profit on that figure. Food trucks do not seem to be a high
return business venture and they require a certain flexibility and irregular working hours.
Some food trucks do turn a sizeable profit and one of the trucks that we visited, Veronica’s
Kitchen, was reported to generate over $200k per year. This truck offers traditional West
Indian cuisine which is prepared by Veronica, a Trinidad native and her team.
Trend 2:
Transparency
In-Store Comms
[Left & Bottom Right] Transparent signage in Eataly deli and gourmet store. [Top Right] Wholefoods transparent signage informing shoppers of
animal welfare practices.
As part of our Consumer Lifestyle Trends programme we have the Keeping it Real trend
(represented by the icon in the top right corner of the page) which explains the consumer
need for transparency and their demand from companies to ensure that their production
practices are open. This trend is quite strong among Irish consumers and we didn’t expect it
to be as prominent as it was in NYC particularly due to the size of the country and also the
nature of a more developed processed food and drink industry. Many retailers that we
visited were making the most of any in-store signage to inform shoppers of their values and
both their products and production processes, especially within the meat category.
Packaging Comms
[Left & Bottom Left] The sausage category is well developed and the majority of packaging looks to communicate transparency. [Top Right] Having
most of the product on view reflects the brand’s transparent nature. [Bottom Right] Transparency around ingredients
As retailers are making use of in-store signage as much as possible, brands are using their
packaging to communicate their values and display their transparency. Again, within the
meat category, evidence of this is strong as brands communicate that they are “antibiotic
and preservative free” and there is often emphasis on the US farmer who is committed to
sustainable farming practices and who is concerned with animal welfare. As more and more
consumers become interested and engaged with where their food is coming from and how it is
produced, they are looking to brands to help them with this information, which in turn helps
them to make their purchase decision more easily and quickly.
In-Store Production
[Left] Mast Brothers Chocolate, Brooklyn, produce their chocolate on site in their store. [Bottom Right] Blue Bottle Coffee, Brooklyn, roast their
coffee products on site in their coffee store.
Several of the retail stores and producers that we visited actually produced their products
on site which would often be fronted by the retail store open to the public. A local chocolate
company in Brooklyn produced their chocolate on site which was visible to everyone and
they also offered on the spot tours and explanations of how it is made and the background
to their ingredients. Blue Bottle Coffee in Brooklyn, roast all of their products on site with
their coffee shop. They too have an open plan store in which you can see the various
machines and processes involved in roasting coffee. This “behind the scenes” look is one of
the best practices of Transparency that we have come across on these expeditions.
Production Process
[Top & Left] The people behind the products showcasing their skills in Eataly. [Bottom Right] Chobani yoghurt store employee putting together the
store’s products behind a clear window at the back of the retail store.
One store that stood out during the week was that of Eataly. In most other stores we had to
be careful when taking pictures and browsing, however in Eataly their signage asked you to
take as many photos as you like (we didn’t need to be told twice) and to send them any good
photos. Eataly has behind the scenes workspaces where you could watch the people and the
processes behind the products. You could see exactly what was going on and you could also
stop and chat with them. Chobani yoghurt store has the production area at the back of their
store which is behind a big piece of glass so that the consumer can see their order being made.
The laboratory feel to the production area also added something special to the product.
Trend 3:
Natural & Fresh
Fresh Produce
[Bottom Left] Online delivery company for fresh produce. [Rest] Union Square Famers Market
We visited the Union Square famers market which runs during the week where in peak season
up to 140 regional famers can come to sell their local produce. Products include everything
from fresh fruit & veg, heritage meats, farmstead cheeses, artisan breads, jams, wines and
ciders. Many of the best NYC restaurants use this produce in their dishes as the chefs come
down every week or so to look for the best and freshest produce. Obviously with such a built
up population, garden space for home-grown produce is limited. Fresh Direct (bottom left)
are a company who offer fresh produce delivered to your door in Manhattan ensuring that
the consumer can still get the freshest from nature despite their location.
Freshly Prepared
[Bottom & Middle Left] Sushi preparation in Dean & De Luca [Right] Eataly’s meat preparation for gourmet sandwich counter .
With the on the go Manhattan pace of life, on the go meal options and are in demand and
especially those which emanate from fresh & natural produce. Dean & De Luca have an instore sushi chef who prepares fresh sushi for pre pack and also for individual shopper orders.
The pre-pack product reflect this freshness and naturalness. Eataly also provide fresh meal
options and components as we see with their fresh pasta selection (above) which is made in
house by their staff in their open plan kitchen. They also prepare their meat on show for the
shopper to see and this chicken rotisserie was located behind their gourmet sandwich counter
thus allowing the consumer to see all elements involved in the preparation of their meal.
Natural Displays
[Bottom & Middle Left] Sushi preparation in Dean & De Luca [Right] Eataly’s meat preparation for gourmet sandwich counter .
The majority of the retailers and gourmet stores that we visited, paid special attention to
their product displays. These showcases of fresh and natural produce are an effective selling
tool to capture a shopper’s interest or bring them into the store. There’s no better way to
communicate transparency and natural & fresh, than having the produce out on display for all
to see. The bright colours and clever displays certainly add value to stores and encourage the
shopper to focus on the fresh offering. The top left picture shows a fresh fruit and vegetable
display in Eataly. The produce sits in wicker baskets which add to that feeling of naturalness
and this display is the first thing you see when you walk into the store – thus setting the
standard for the rest of the store’s produce.
Products
[Top Left] Chobani yoghurt. [Bottom Left] Prepared vegetables for meal component. [Bottom Right] Fresh smoothie from Chelsea Market.
The Fresh & Natural trend is continually reflected in the presentation of a product. Chobani
yoghurts (top left) is a Greek yoghurt offering which combines fresh and natural ingredients
with exotic and unusual flavours. Again back to the on the go lifestyle and a demand for fresh
products within Manhattan, Wholefoods have a convenience fridge offering fresh and
prepared vegetables which can be added to a meal occasion to save time but ensure that you
are getting the health benefits of natural fresh food. Smoothies and juices was a booming
trend a couple of years ago and we still saw evidence of it in NYC and the price of $9 for this
wheatgrass smoothie, highlights the existing consumer demand for healthy & fresh beverages.
Trend 4:
Technology
Ordering & Info
[Top Left] Online food ordering service for various food outlets. [Bottom Left] Waiting device for a Burger chain restaurant to alert the consumer as
to when their meal is ready for collection. [Right] On shelf product information display.
As expected with NYC we touch back on the importance of convenience and on the go lifestyles.
Technology is playing an important role in saving time for consumers and helping them to make
more informed purchase decisions more quickly and easily. Foodtoeat.com (Top right) is an online
site which allows the user to order a meal from one of the many food truck options. They can
simply head down to the truck and collect their food without having to queue and order. We
came across an on shelf display screen as pictured above which displayed nutritional information
and the ingredient list of the crisp product that it sat next to on shelf. The information rotated
after a few seconds allowing the consumer to read all about the product and its ingredients.
Payment
[Left] Card payment system in Chobani [Left] iPad ordering and cash register systems .
The bottom right picture shows how an iPad is being used in one of the food trucks that we
visited. This piece of technology replaces the bulky cash register thus saving space but also allows
for online orders to come through directly and also for a continued communication with
consumers and the truck via Twitter. Brick & mortar stores are also making use of the iPad for a
cash register ensuring more efficient transactions and a lower risk of missing an order or making
a mistake. The picture on the right shows the portable touchless payment machine that allows
users to swipe or scan their card and enter their pin to make payment. It is an iPod touch with a
payment add on. These methods reduce the time involved in making a purchase thus saving time
for the consumer and helping to facilitate an easier and more efficient transaction process.
Trend 5:
Flavours
Chipotle/Spicy
[Left] Chili and hot sauce selection in store. [Top Right] Real Sticks Chipotle flavoured meat jerky [Right] Cheese based products with addition of
spicy flavours.
Chipotle is currently one of the main flavours trending in the US for 2013. Chipotle is a smoke
dried chili which is primarily used in Mexican dishes and is usually created using the jalapeno
chili. The sauces, dressings and condiments category is huge in the US, something that we saw on
the 2012 US expedition . Within this category the most common products are hot sauces and
spicy marinades. Chipotle and spicy flavours are being embraced by other categories as we see
above with a spreadable cheese and also a cheese based sauce. The demand for spice is evident
and even in smaller snack options such as Real Sticks, pictured above. This range of spiced meat
jerky offers consumers a tasty, healthy single serve snacking option for on the go consumption; a
product that touches across many of the current consumer trends.
BBQ/Smokey
[Top Left] Jack Daniels at home marinade in a bag [Left Centre] Trader Joes BBQ sauce [Right] Vendor at Brooklyn flea market serving smoked
brisket sandwiches.
One of the other main trending flavours is that of BBQ or smoked flavours. This trend has been
steadily increasing over the last few years with its influence coming from the South and the
Southern states. A saturated sauce and marinade category offers consumers many different
options to re-create that barbeque taste at home and offering value added products that can
add another layer to cooking a meal at home. Jack Daniel’s marinade in a bag is an innovative
concept that we came across last year in New Orleans and its current presence on shelf
highlights how well it is doing. The product encourages consumers to pre-marinade their meat in
a convenient and mess free marinade bag which contains a pre-made BBQ marinade with
bourbon flavours so that they can enhance and add value to their meal occasions at home.
Restaurants
Lombardi’s
New York was the birth place of the New York style pizza and during 1905 Lombardi’s was licensed
by the city of New York, becoming America’s first pizzeria. This pizza institution is still thriving
today however the restaurant hasn’t altered its menu options or decor too much. The restaurant
plays it simple and is almost nostalgic with its red and white checked Italian tablecloths and its
encouragement of family style sharing. The menu is simple with several pizza options, a selection
of salads and breads. Their starter and dessert options are limited and they don’t offer coffee
which we found to be quite bizarre. Then again its all about the pizza which takes centre stage
and therefore Lombardi’s becomes more than a restaurant, its a destination.
Aquavit
Aquavit is a renowned restaurant offering seasonal Nordic dishes and combinations.
Appetizers
Fennel Salad – air dried wagu beef, frisee, vasterbotten cheese, compressed pear
Gravlax – cured salmon, lemon, dill, hovmaster sauce
Entrees
Arctic Char – herb tapioca, creamed kale, chorizo, lemon vinaigrette
Grilled Beef Tenderloin – cheese potato gratin, sautéed gem lettuce, truffle
Desserts
Black Cardamom Panna Cotta – blueberry preserves, almond brittle
Tarte Tatin – local apples, vanilla whipped cream, dulce de leche
WD-50
Famed for its molecular gastronomy, WD-50 is headed by Chef Wylie Dufresne
From the Vault Menu
Amuse Bouche
Pickled Beef Tongue, Cherry Miso, Quinoa Fries, King Oyster
Popcorn Soup, Shrimp, Shiso, Jicama
Monkfish, Red Pepper Oatmeal, Black Olive Mochi, Turnip
Smoked Duck Breast, Parsnip “Ricotta”, Cocoa Nibs, Black Vinegar
Passion Fruit Tart, Sesame, Argan Oil, Meringue
Mignardise
Fette Sau
Fette Sau is rated New York’s best BBQ joint and can be found tucked away in a converted auto
garage in a bohemian area of Brooklyn. They exclusively use organic/and or small family farmed
heritage breed animals. However since they cannot get endless supplies of every cut they would
like, their menu often changes making best use of what’s available and in season. The barbecue is
dry rubbed and sauce isn’t applied during the cooking process which is unusual in such a sauce
orientated cuisine. Fette Sau think that the flavour of their meat and dry rub is best served
unsauced. An open plan restaurant with trestle tables encourages the family style sharing of big
meat platters and accompaniments. Their quirky bar offers local craft brews of varying strengths
and a traditional cider all served in glass jars to replicate that outdoor barbecue feel.
Nobu Sushi
Nobu Sushi is a chain of one of the world’s most recognised Japanese restaurants.
Tasting Menu
Yellowtail Tartar with Wasabi soy
New style Sashimi with Fluke
Sashimi salad with Tuna Tataki
Black Cod Butter lettuce
Beef Tenderloin
Chef’s Selection Assorted Sushi
Chocolate Fondant
Per Se
Per Se was recently voted the 11th Best Restaurant in the World and it easy to see why.
Hawaiian Hearts of Palm “Bavarois”
Grilled Garden State Asparagus, Brooks Cherries, Pickled Ramps. Cipollini Onions & Mache
Sauteed Fillet of Atlantic Halibut
“Cassoulet” of Spring Pole Beans, Oregon Cepes & Wholegrain Mustard Emulsion
Herb Roasted Rib-Eye of Snake River Farms’ Beef
Yukon gold potato “Mille-Feuille”, Garlic Scapes, Carrot “Bouchons”, Watercress
Tea & Toast
Whipped Black Tea with Manjari Chocolate Pudding and Toasted Pain au Lait Ice Cream
Appendix
Appendix 1- Store Visits
•Trader Joe’s
•http://www.traderjoes.com/
•Wholefoods Market
•http://www.wholefoodsmarket.com/
•Dean & Deluca
•http://www.deandeluca.com/
•Chobani’s Soho
•http://chobanisoho.com/
•Eli’s of Manhattan
•http://www.elizabar.com/
•Grace’s Marketplace
•http://gracesmarketplace.com/
•Citarella
•http://www.citarella.com/
•Mast Brothers Chocolate
•http://mastbrothers.com/
Appendix 2- Store Visits
•Bedford Cheese
•http://bedfordcheeseshop.com/
•The Meat Hook & Brooklyn Kitchen
•http://www.thebrooklynkitchen.com/
•Marlow & Daughters
•http://marlowanddaughters.com/
•Balducci’s
•http://www.balduccis.com/
•Williams Sonoma Gourmet
•http://www.williams-sonoma.com/
•Eataly
•http://www.eataly.com/
•Garden of Eden
•http://www.edengourmet.com/store/
Appendix 3- Visits/Tours
•Union Square Market
•http://www.grownyc.org/
•Downtown Food Truck Tour
•http://sidewalksofny.com/index.php/food-truk-tours
Souvlaki GR - Vendy winner: 2010 Best Rookie Truck
Big D's Grub Truck - Delicious Bulgogi tacos & grinders
Veronica's Kitchen - Corner of Front & Pine Streets
Wafels & Dinges - 2009 Vendy award winner for Best Dessert
Jiannetto's - Award winning Grandma Thin-Crust Sicilian Pie
Bistro Truck - Moroccan-Mediterranean influenced street food
•Mid Town Food Truck tour
Biryani Cart - People's Choice Vendy Award Winner in 2008 & 2009
Kwik Meal (The Original) - People's Choice Vendy Award Winner in 2007
Phil's Steaks - 2012 Vendy Award Rookie of the Year
Wafles & Dinges - 2009 Vendy award winner for Best Dessert
Schnitzel & Things - Hand pounded, lightly breaded thin cutlet of meat fried to golden
perfection
Big D's Grub Truck - killer Korean - Mexican fusion tacos
•Blue Bottle Coffee
•http://www.bluebottlecoffee.com/
•Chelsea Market
•http://chelseamarket.com/
•The Grey Dog
•http://www.thegreydog.com/
Appendix 4-Restaurants
•Lombardi’s
•http://www.firstpizza.com/
•Aquavit
•http://www.aquavit.org/restaurant/newyork/index.asp
•WD-50
•http://wd-50.com/
•Fette Sau
•http://www.fettesaubbq.com/
•Nobu Sushi
•http://www.noburestaurants.com/newyork/experience/introduction/
•Per Se
•http://www.perseny.com/
•Chipotles
•http://www.chipotle.com/
Appendix 5 - Consumer
Lifestyle Trends
The Consumer Lifestyles Trends programme is a foundation of
knowledge that allows the Irish Food and Drinks Industry to better
predict and prepare for consumers’ future needs and wants.
Trends help companies be more outward-looking, future-focused and
consumer driven. Using Trends helps companies to anticipate change
in consumers’ lives and not just be responsive. Trends help organisations
make sense of, and plan for, change and also act as a catalyst for new
thoughts and ideas.
http://www.bordbia.ie/industryservices/information/publications/bbrep
orts/pages/consumerlifestyletrends2.aspx
Thank You
For more information please
contact info@bordbia.ie