Making Fruits and Vegetables Half the Plate

BREAKOUT SESSION C5
Making Fruits and Vegetables Half the Plate
Emerging Chains That Are Doing This Well
CIA-Harvard Menus of Change®
National Leadership Summit
June 11, 2014  Cambridge, MA  Breakout Session C5
Kevin Higar
Flying Feathers Foodservice Consulting
The Landscape Around Us:
Developing A Winning Strategic Formula
2
The Spider Web Approach:
Plots, Sub-Plots, And Cross-Overs
Supporting Lifestyle
Programs
Vamoosing
The Veto
Vote
Better For You
Common Core
Fixed Price
Hunter
Gatherer
No Sacrifice
Sandwiches
Home Sweet
Home
Societal Sightings
Superfood
Spotlight
Meatless
Mondays
Contemporary
Cafeteria
Satisfying Kid
Concerns
• Consumer Trends
Small
Plates
The
Flatbread
World
Frenzy
Tour
Drink
Like A
Meal
The Chipotle
Effect
Comfort
Foods
Grab And
Go
The Salad
Spectrum
The Back
Story
Restaurant
Relevance
• POD’s
Focus On
Fruit
Edu-Sumption
Operator
Opportunities
Seasonality
And Local On
Display
• POD’s In Action
Offered Fruit and
Vegetable-Inspired
Menu Items
3
The Millennial Consumer Landscape:
Strategic Observations – The Fresh Undercurrent
Moving To The Purchasing Forefront –
Positive For Fruits and Vegetables:
•
Those over 25 will make up roughly
19% of the population by 2020.
•
This culturally diverse group exhibits
ethnic food desires.
•
Instantaneous information access
continues to be incorporated into
lifestyles and encourage trial.
•
Consumption on their terms.
•
Fresh/Healthy and Natural/Organic
important attributes.
•
Specialty stores sought to satisfy
Flavor desires.
-Fruits and Vegetables-
Source: Jefferies-AlixPartners Customer Research;
4
Trouble In Aisle 5 – June 2012
The Boomer Consumer Landscape:
Strategic Observations – The Fresh Undercurrent
Influence Should Be Reckoned With In Their Golden Years–
Fruits And Vegetables Perfect For Lifestyle Demands:
•
Will fall below 20% of population in
next 8 year.
•
Focus will continue to turn toward
lifestyle preservation
•
Seek Fresh/Healthy products
addressing specific dietary concerns
•
Desire for safe culinary adventures
with elements of familiarity
•
Income levels splitting, creating
multiple purchasing behaviors
•
-Fruits and Vegetables-
Haves and Have Nots
Source: Jefferies-AlixPartners Customer Research;
5
Trouble In Aisle 5 – June 2012
Appealing To Multiple Demographics Critical:
Minimum Strategies – Maximum Consumer Appeal
Since The Recession Boomers Have Outpaced Millennials
-Industry Meals And Snack Occasions Per Capita(Commercial Foodservice Industry Traffic)
240
211
229
216 220
215
181
18-47
48-54
55-64
2008
Source: The NPD Group/CREST 2013
195
65+
2012
6
The Spider Web Approach
-Fruit and Vegetable Specific Strategy Opportunities-
1. Hunter Gatherer:
The Noticed Understudy
Dallas, TX
8
Hunter Gatherer:
The Noticed Understudy
Fruit/Vegetable Focus Doesn’t Mean That’s It On The Plate:
Dallas, TX
•
Often Regional
And Local
Ingredients
•
Unique Flavor
Profiles
•
Seasonal
Creates
LTO/Daily
Specials
•
Branding
Differentiation9
2. The World Tour – Offering Flavor:
Consumer Trends
“What best describes your willingness to try new and
different cuisines/food types from around the world?”
Keep In Mind-
Source: Jefferies-AlixPartners Customer Research;
Trouble In Aisle 5 – June 2012
•
Unique flavors alone not
enough – Must deliver taste
•
Friends and family strong
motivators for trial
•
Social Media
Opportunities
•
Branding
•
Preparation powerful
•
Pricing Power situational.
Consumers expect
10
The World Tour – Offering Flavor:
International Inspiration
Consumers’ Global Cuisine Passion Has Led Many Chefs To Seek These Recipes
Out And Experiment. Many Emphasize Produce:
Spanish
USA Today
Southeast Asia
South American
NRA Chef’s Survey
Mediterranean
Korean
11
The World Tour – Offering Flavor:
Concept To Watch: POD Strategy In Action
Small Plates – The Flavor Experience – Signature Spain:
Upscale Or Side-scale Depending On Concept
Application
Washington, DC
12
The World Tour – Offering Flavor:
Concept To Watch: POD Strategy In Action
Healthy Halo – The Mediterranean:
Vegetable Attributes Leveraged Across Multiple Menu
Categories
San Diego, CA
Kabob•
Healthy Prep Halo
•
Popular Eastern European Fast
Food item
•
United Kingdom Late Night Snack
•
Blends well with Mediterranean
marinades, sauces, and spices
•
2012 – GrubHub named the Kabob
a “warm weather culinary trend”;
Orders rose 27% versus prior year
13
The World Tour – Offering Flavor:
Concept To Watch: POD Strategy In Action
Visual Validation - Korean:
Presentation And Plateware
Boston, MA
14
The World Tour – Offering Flavor:
Concept To Watch: POD Strategy In Action
Cooking Technique – Hot Pots – Southeast Asia:
Produce Upfront/Story Told/Influence Value Perception
Boston, MA
15
The World Tour – Offering Flavor:
Concept To Watch: POD Strategy In Action
Unique Fruits Create Innovative Flavor Layers:
South America
Venetian Hotel
Las Vegas, NV
-Prickly Pear SaladGrilled Shrimp, Baby
Greens, Jicama, Dried
Fruit, and Prickly Pear
Vinaigrette
16
3. The Chipotle Effect:
Consumer Trends
The Fast Casual Segment
-Drivers Of Food Product Purchases(Extremely Important %)
-The Fast Casual Segment(Traffic % Change Vs. Year Ago)
9%
8%
6%
6%
YE Nov
'10
YE Nov
'11
4%
YE Nov
'09
Source: NPD Group/CREST
YE Nov
'12
YE Nov
'13
Source: Jefferies-AlixPartners Customer Research;
17
Trouble In Aisle 5 – June 2012
The Chipotle Effect:
Concept To Watch: POD Strategy In Action
Mediterranean:
Better For You Customization – WebMD
Chicago, IL
18
The Chipotle Effect:
Concept To Watch: POD Strategy In Action
Asian:
Preparation/Unique Ingredients
Washington, DC
19
The Chipotle Effect:
Concept To Watch: POD Strategy In Action
Italian Street Food:
Surround Produce With Similar Halo Products
Columbus, OH
20
4. Better For You:
Consumer Trends
Less Pain: More “Right”
“People who are not overweight look a lot more
attractive”
Chicago, IL
(% Primary Meal Preparers Completely Agreeing With Statement)
Source: NPD National Eating Trends
21
Better For You:
POD: Support The WebMD Syndrome
Multiple Definitions
Chicago, IL
Nutritional
Intolerance
Lifestyle
Support
22
Better For You:
Concept To Watch: POD Strategy In Action
Consumer Selects The Appropriate Definition
Chicago, IL
23
5. Contemporary Cafeteria:
Guilt-Free Portion Sizes
Mix and Match Opportunities
Newport Beach, CA
24
6. The Back Story:
Consumers Becoming More “Generalist” In Nature
“I frequently check labels to determine whether the foods I buy contain anything I’m
trying to avoid.”
(Percentage of Homemakers Completely/Mostly Agreeing With Statement)
64.9%
55.0%
1990
2000
Source: NPD National Eating Trends Service 2014
51.8%
2010
48.3%
2013
25
The Back Story:
Consumers Meet Suppliers
Different Strategies.. Same Effect
LTO’s Spotlight
Sourcing
DecisionMaking
Assistant
Static “Nice
To Know”
26
The Back Story:
Consumers Meet Suppliers
Strategy 1: LTO’s Spotlight Sourcing:
Expand Consumer “Zone of Creativity”
Perceptions
Greenmarket To Gotham:
•
Vegetarian Prix Fixe Lunch
•
Summer Special
•
Featured Produce From
Different Union Square
Greenmarket Farms
New York, NY
Green Garlic and New
Potato Soup – With
Shaved Sunchokes,
Leeks, Spring Onions,
and a Parmesan
Emulsion
Summer Squash,
Zucchini Blossom With
Goat Cheese, Smoked
Eggplant, Panisse, and
Sauce Vert
Strawberry Shortcake –
With Market
Strawberries, White
Chocolate Ganache, and
Thai Basil Ice Cream
27
The Back Story:
Consumers Meet Suppliers
Strategy 2: Static “Nice To Know”
Boston, MA
28
The Back Story:
Consumers Meet Suppliers
Strategy 3: Decision-Making Assistant
Chicago, IL
Spence Farm Nettle Soup – Seasons first
tomatoes, whipped ricotta, poblano
29
7. Comfort Foods:
Come For The Classics – Connect With Contemporary
100% Plant-Based Interpretations
Northwest And
Western U.S.
30
8. Edu-sumption:
Consumer Trends
Consuming Foods And Knowledge:
•
Many Consumers Are Interested
In What They Are Putting In Their
Bodies.
•
A Hallmark LYFE Kitchen Element
Is The Iconic Herb Wall.
•
Represents The Flavorful Herbs
And Spices Found In The Meals.
•
Lyfe Kitchen Culver City And
“Harvest To Home” Installed A
Hydroponic Wall That Grows
More Than 60,000 Micro Greens.
Culver City, CA
31
Edu-sumption:
POD: The Fat Albert Philosophy
Culver City, CA
•
The wall contains over 10
varieties of plants growing
including Arugula, Red
Russian Kale, Black Kale,
Collard Greens, Ruby
Lettuce, Mustard Greens,
Red Romaine Lettuce,
Boston Prize head Lettuce,
Broccoli, and Bok Choy.
32
Edu-sumption:
Concept To Watch: POD Strategy In Action
Culver City, CA
33
9. Home Sweet Home:
Domestic Road Trips – Spotlight Regional
Uptown… Down South –
Classic Ingredients In A Contemporary Setting/Formal Plating
Charleston, SC
Fried Green Tomatoes, House-made
Pimento Cheese, Sautéed Spinach,
Green Beans, and Succotash
34
10. Satisfying Kid Concerns:
Consumer Trends
$83.7
B
Restaurant Visits By
Families – 20% of total
restaurant sales
1
Billion
Fewer visits by families
with kids to U.S.
restaurants over the
past six years. 306
million by adult-only
parties
70%
FSRs experienced the
majority of visit losses,
accounting for this
percent of all declines
from 2008 to 2013
NPD Parties With Kids: Motivating More Visits Report 2014
Glendale, CA
35
Satisfying Kid Concerns:
POD: Execute Menu Against Parent And Kid Perspectives
Glendale, CA
-Dining With KidsTop Hot Buttons
•
Overall Good
Service/Servers
•
Overall Menu Selection
(Not Kids Menu)
•
Healthy Menu Selections
For My Kids
Kids and Parents Discovery Survey 2007-2014;
The Restaurant Mom
36
Satisfying Kid Concerns:
Concept To Watch: POD Strategy In Action
Healthy Menu Selections For My Kids
Glendale, CA
Mom’s Tricky Secret Sauce:
•
“Secretly add a full serving
of vegetables to your
child’s meal. We blend
fresh organic vegetables to
add to your child’s entrée
in a way that they won’t
see or taste.”
37
Satisfying Kid Concerns:
Concept To Watch: POD Strategy In Action
Strategy For Parents And Kids Extends Throughout Concept
Glendale, CA
38
Satisfying Kid Concerns:
Other Concepts To Watch: POD Strategies In Action
Hand-Held
Norman, OK
Kid Menu Options Are Fun For The
Child And Appealing For The Parent
Double
Digit
Snack Bar growth across
foodservice channels.
Convenient; Portable;
Better-For-You
15%
Total volume of snack
bars shipped through
broadline foodservice
distributors to total
foodservice outlets
Double
Digit
Total dollars of snack
bars shipped to eating
and drinking
establishments, noncommercial channels,
and retail foodservice
Source: NPD Supply Track 2014
39
Satisfying Kid Concerns:
Other Concepts To Watch: POD Strategies In Action
Toronto, ON
Overall Menu Offers
Options Satisfying Older
Kids
40
11. Grab And Go:
Consumer Trends
Stress Levels For Americans Takes A Decidedly Downward Turn…
Except For Young Adults
Austin, TX
-Top Sources Of Stress Among Millennials(Age 18 to 33)
Source: 2013 USA Today article based on an online survey of 2,020 U.S. adults 18 and older,
conducted in August by Harris Interactive for the American Psychological Association.
41
Grab And Go:
Concept To Watch: POD Strategy In Action
Think Processes
Austin, TX
42
12. Common Core:
Consumer Trends
Satisfying Curiosity
•
According to Wikipedia,
Fear OF Missing Out is
defined as “a form of
social anxiety… a
compulsive concern
that one might miss… a
satisfying event.”
•
In a 2013 MyLife.com
survey, 56% of social
networkers suffer.
43
Common Core:
POD: Culinary Skill Sets And Creativity On Display
We Are Family
Chicago, IL
Scottsdale, AZ
44
13. Small Plates:
The Sum Of The Parts Can Make A Meal
Hip – The Common Denominator Meets Prep Techniques
Scottsdale, AZ
House Pickled Peppers, 12 Hour Roasted Tomatoes,
and Roasted Beets
45
14. Drink Like A Meal:
Consumer Trends
Stingy Moms:
Educated mother who struggles to balance
her part-time job with frequent family
responsibilities. She is the frugal gatekeeper
of the family budget.
Seattle, WA
Armchair Homeopaths:
Tends to be a mom who likes to cook and is
always looking for ways to live healthier
even if they’re non-traditional
Working Balanced:
Tend to be older college grads who enjoy a
balance of working, spending time with
friends, and exercising out in the open air.
Average Guilty Janes:
Tends to be a working woman who is just
too busy to get a full handle on her health
or her life.
Cluster Personas Produced For Better Health
Foundation – March 2013 Annual
Conference
46
Drink Like A Meal:
POD: Premium Product Assists With Lifestyle Demands
Seattle, WA
47
Drink Like A Meal:
Concept To Watch: POD Strategy In Action
Seattle, WA
48
15. Superfood Spotlight:
Needstate Application
Las Vegas, NV
Chicago, IL
Hangover Rescue Remedy – Beets, Carrots,
a Variety of Greens and other ingredients
to Rehydrate, Restore, Recover
49
16. Focus On Fruit:
From Classic To Contemporary
A Sensory Experience Adding Taste, Color, And Texture To the Plate
Top 10 Foods and Beverages in the American Diet - 2013
1. Sandwich
2. Fruit
Vegetables
4. Carbonated
Soft Drinks
8. Salty
Snacks
7. Potatoes
6. Coffee
5. Milk
9. Fruit Juice
10. Cold
Cereal
Source: NPD Group National Eating Trends In-Home and Away From Home Database
50
Focus On Fruit:
From Classic To Contemporary
The Strategy Spectrum
Upscale Halo
Artisan
Influence
Surprise Me!
51
Focus On Fruit:
Concepts To Watch: POD Strategy In Action
1. Upscale Halo – Different Grape Varieties Can Create
Different Flavor Sensations
Chicago, IL
52
Focus On Fruit:
Concepts To Watch: POD Strategy In Action
2. Surprise Me! Core Menu Item With Rotating
Ingredients
San Diego, CA
This interpretation included grilled peaches,
thin slices of Asian pear, and red grapes
53
Focus On Fruit:
Concepts To Watch: POD Strategy In Action
3. Artisan Influence
Paris, France
Check Out The Menu:
www.leparadisdufruit.fr
54
17. Vamoosing The Veto Vote:
Consumer Trends
Appealing To Flexitarian-Minded Consumers
Veg News – September 2012
Chicago, IL
55
Vamoosing The Veto Vote:
POD: “Better For You” Meets Mouth Feel And Flavor
What Do You See? A Concept Full of Millennials and
Gen X Consumers.
Chicago, IL
Millennials and Gen X individuals
have a strong desire for concepts to
create great tasting foods that are
healthy but seem indulgent and
filling.
56
Vamoosing The Veto Vote:
Concept To Watch: POD Strategy In Action
Healthy Offering Spotlights Roasted Butternut
Squash In An Indulgent Manner
Chicago, IL
57
18. Flatbread Frenzy:
Tapping Into Artisan And Premium Halos
Powerful Perceptions… 3D Ingredient Utilization A
Critical Strategy
Houston, TX
Fresh Toppings
A Primary
Desire
Premium
Ingredient
Availability
Specialty
Ovens A
Draw
58
19. Supporting Lifestyle Programs:
Consumer Trends
Scottsdale, AZ
Market Research firm Global Industry
Analytics projects a Boomer-Fueled
consumer base “seeking to keep the
dreaded signs of aging at bay” will
push the U.S. market for anti-aging
products to more than $114 billion
by 2015.
59
Supporting Lifestyle Programs:
POD: Supporting The Anti-Inflammatory Food Pyramid
Site Selection Supporting The Correct
Demographics Critical For This Strategy
Scottsdale, AZ
60
Supporting Lifestyle Programs:
Concept To Watch: POD Strategy In Action
Both Anti-Inflammatory Fruits and Vegetables
Incorporated As Center Of Plate Ingredients
Scottsdale, AZ
Sustainable Salmon
with Roasted Apples,
Carrots, Celery Root
and Mustard
Vinaigrette
61
20. Seasonality And Local On Display:
Consumer Trends
Chicago, IL
Whole Foods Market Food Shopping Trend Tracker Survey - 2012
62
Seasonality And Local On Display:
POD: Seasonal Credibility Established and Accepted
Translates To Dish Purchases and Premium Price Points
Chicago, IL
•
Picked When Ripe
•
•
Great Flavor
•
•
Nutrients,
Antioxidants, and
Flavor At Peak
Translates To a
Perception of
Desirability
Desirability
•
Increased
Consumption
Habit
63
Seasonality And Local On Display:
Concept To Watch: POD Strategy In Action
Tied To International And LTO’s
Chicago, IL
64
The Final Word
-Branding Your Strategic Spider Web-
Branding The Spider Web:
Focus On Product And People
Dallas, TX
Product and People… Most desired Topics Of
Discussion – Latter Often Under-Represented
Social Media Target Audience In-Store
66
Branding The Spider Web:
Focus On Product And People
Dallas, TX
67
Thank You!
kevin@alwaysletthechickenlead.com