Article
Fast casual execs predict 2014 menu trends
Healthy, tasty cuisine will be all the rage in 2014.
December 31, 2013 by Cherryh Cansler — Editor, FastCasual.com
As 2013 comes to an end, it's time for restaurant executives to focus on updating their menus to give consumers what they demand. According to some of fast casual's top execs, the No. 1 demand will be healthy, tasty fare. Below are their thoughts on how to incorporate that trend. They also make a few other menu predictions.
Cynthia Hess, Elevation Burger
"This year, customers asked for healthier menu options, we believe that next year this trend will not only continue, but expand. Customers will be interested to know where their food came from and how it was grown. In 2014, we will see an increased interest in family-operated farms and sources of produce and livestock. As food awareness is changing and more people are trying to lead healthier lifestyles there will be a growing demand to accommodate food sensitivity and food allergies. In the coming year, we will hear more about gluten-free options that serves patrons with gluten allergies. Restaurants will have to offer alternatives to wheat, rye and barley based ingredients."
Trend in action: Elevation is partnering with the DC Metro Celiac Organization and other local associations to drive gluten-allergy awareness. The chain already offers gluten-free options, such as lettuce wrapped burgers and fries which are not coated in flour and cooked in 100 percent in olive oil, and the 2014 menu is on trend with accommodating gluten allergy and sensitivity.
Don Fox, CEO, Firehouse
"The consumer continues to express a strong desire for more healthy options when they dine away from home. I think we will see more and more restaurants in 2014 offering healthier options on their menu."
Trend in action: Founders, Robin and Chris Sorensen, along with the R&D team, have been working on a Hearty & Flavorful Menu extension, which features six new sandwiches and four made-to-order chopped salads under 500 calories.
"In the tradition of Firehouse Subs, all of the new items have very distinct, unique flavor profiles; the creativity we have used in our selection of sauces, toppings, and dressings is impressive," Fox said. "Each of the sandwiches feature the same hearty 4-ounce portion of meat as our standard medium sub. Our existing and new customers alike will be amazed that both the sandwiches and salads are all under 500 calories."
Sean Kennedy, CEO Cowboy Chicken
"Our guests are increasingly interested in delicious, convenient and healthy options. I believe today's diners are becoming more educated about food ingredients and their relation to individual health. For that reason, I think minimally processed items will continue to grow in popularity. Specifically, I think creative and delicious uses of seasonal, fresh vegetables and fruits will be popular in 2014."
Trend in action: Cowboy Chicken, which specializes in all-natural, hormone-free, wood-fired chicken, already offers healthy side items but will be adding to those in 2014.
"We are testing some new fresh, healthy vegetable side dishes cooked by our favorite method...a real wood burning fire. Our goal at Cowboy Chicken is to add several new fresh, seasonal vegetable or fruit items, for limited times, during the year," Kennedy said. "As an example, last year's summer promotion of Fresh Cut Watermelon was extremely popular. It will absolutely be returning in 2014. "
Carl Howard, CEO, Fazoli's
"I really think you will see gluten-free items continue to slowly emerge. I cannot tell you how many of my good looking friends are gluten-free because they are really into health and well being. They will just not do complex carbohydrate anymore or even enriched flours. Honestly, I think its why you are seeing some softness in the Italian segment. Name an Italian brand besides Fazoli's that is up in sales YOY in the last 12 months? Is this the next Akins phase or is it truly a trend?I think it will become a cultural way of living. Is flour the next trans fat?"
Julio Ramirez, Giardino Gourmet Salads
"We're focusing on nutritional empowerment with our guests. Because we offer the largest variety of salad combinations, we enable our customers to make their own decision on what meal best fits their lifestyle and standards for health. "Even though health is integral to our brand , our gardener chefs are very focused on delighting our guests with great tasting salads & related products such as wraps & soups, along with signature ancillary items like our home baked croutons."
Trend in action: The chain has developed and is now testing "Grain Bowls" in two of its locations. The bowls, which are doing well and will be a staple in every Giardino by Spring, feature three grains, quinoa, brown rice & jasmine white rice, Ramirez said.
Other 2014 trends
Matt Andrew, founder of Uncle Maddio's Pizza, expects "bold, spicy, Asian flavors" to be hot and for that reason is launching a Thai Asian Pizza for the new year.
Kennedyexpects innovative beverages to keep trending for 2014 and is adding a new Peach Tea in 2014. Watermelon and Blackberry teas were a big hit in 2013, he said.
Hessagreed, saying Elevation Burger will roll out seasonal shakes to accommodate different taste buds and seasonal trends. The Ann Arbor restaurant is following guests' requests and is now starting to offer organic tea and coffee. She also expects "fancy fries," to explode.
Howardsees "bowling" as a hot trend for 2014.
"Everyone is using the term and the consumer not only relates to the idea but they are buying bowls of food," he said. Fazoli's is joining Team Bowling in 2014, by rolling out a few limited-time pasta bowls.
Scholtzsky's CEO Kelly Roddy said that fast casual consumers will continue to demand more sophisticated flavors and fresher, more flavorful, higher-quality products.
"We're addressing this trend in 2014 with the rollout of our new Artisan-style Flatbreads. We're using fresh Basil, fresh Mozzarella, Avocado, and roasted tomatoes," he said. We're hand-carving grilled chicken and adding sauces and spices like Balsamic-fig glaze, sun dried tomato, and chipotle pesto for a bold element that really satisfies the 'more-flavorful' part of the trend.
Foxagreed with Roddy, saying that over the past couple of years, taste and flavor of food have risen to the top of the list of most important attributes customers are seeking when selecting a restaurant.
"With that in mind, in 2014, I believe you will see brands strive to set themselves apart in terms of having bold and unique flavors," he said. "The challenge from a menu development standpoint is to not offer something that is too polarizing, and at the same time, not being too 'vanilla' out of fear of alienating part of your customer base."
Read more about trends.
Cover photo: Courtesy of Flickr
About Cherryh Cansler
