There are three important features a foodservice menu must emphasize to be successful in today's market: freshness, flavor and health. This is according to Nancy Kruse, a menu trends analyst and president of The Kruse Company in Atlanta, who led an educational session Monday at the National Restaurant Association's 89th annual Restaurant, Hotel-Motel show.
"If you cannot deliver on the big three, I cannot imagine that you could stay in business and thrive for very long," she said.
Kruse discussed various ways in which a brand can incorporate the big three in an innovative manner. She cited menu examples from brands such as Quizno's, Arby's and Panera Bread to highlight trends such as fresh mozzarella, toasted sandwiches, wasabi and cucumber. Another way to incorporate freshness is to offer "made to order" options on your menu.
"There are analysts who suggest that the fast-casual segment is completely built on making things to order in front of the customer," she said.
Kruse also discussed the importance of an emphasis on ethnic flavors and the juxtaposition of tastes (hot/cold, sweet/sour). The good thing, she said, is that any foodservice operator should be able to incorporate current menu trends. "If we're talking about flavor, we're talking about multiple approaches, which mean multiple opportunities for you."
Healthy options
Kruse also stressed the significance of including healthy options on your menu, but perhaps in non-traditional ways.
Pointing out that there is no huge diet trend (such as Atkins) right now, she maintained that operators must allow people to choose items from the menu that still taste and look delicious, but provides the opportunity to add "superfoods" such as salmon, spinach and tomatoes to their diet.
"The smart way to approach health is not to expect your customer to subtract foods that they love," Kruse said.
Kruse, who based her analysis on a recent NRA chef's survey, also talked at length about opportunities to maximize menu options with minituriazation and premiumization, as well as the vast potential of a broad beverage menu that incorporates iced tea (the fastest growing menu item in 2007) and demonstrates artful food and beverage pairing options.
As you wade through all the trends and decide how to keep your establishment relevant in an ever-changing industry, Kruse said it's important to remember there will always be work to do when it comes to your menu.
"It is a constant process," she said. "You can't stop, and you can't let down your guard."
