Article
Rearview 2014: Here's what we were hungry for
What did we want to nosh on in 2014? Not gluten. And maybe we're getting sick of pumpkin spice, too.
December 15, 2014 by Brenda Rick Smith — Editor, Networld Media Group
What did consumers' taste buds crave in 2014?
Not gluten.
Gluten-free options are now available in 9 percent of U.S. restaurants, according to research from Food Genius. That's a five-point increase in 2014.
Mentions of "gluten-free" on restaurant menus increase 200 percent between 2010 and 2013, according to Mintel.
Several notable fast casual brands made gluten-free menu additions in 2014::
- Smashburger rolled out gluten-free buns in May
- Fatburger added its "Skinnyburger" – a hamburger patty sliced in half with sandwich fixings wedged in between – in August
- Jason's Deli added gluten-free chicken nuggets in September
And at least one expert thinks the gluten-free trend isn't going away any time soon. The FDA has added a definition of "gluten-free" to its designations, said MenuTrinfo CEO Betsy Craig, and that demonstrates the importance of the issue.
Having gluten-free offerings on the menu helps not only diners who have been diagnosed with celiac disease, but also with diners who have other allergies or sensitivities, a population that has grown 50 percent since 1997. Restaurants benefit when they add gluten-free options, said Craig, with sales lifting 3 to 4 percent over the long term.
But naysayers might begin to rise up in 2015. Utah-based chain Costa Vida Fresh Mexican Grill is partnering with "Fit2Fat2Fit's" Drew Manning to "debunk the gluten-free diet trend, showing consumers the wrong way and the right way to maintain a gluten-free or gluten-friendly lifestyle." Manning points out that unless a consumer has been diagnosed with celiac disease of a gluten-intolerance, a gluten-free diet is not the equivalent of a healthy diet, a mistake some diners make.
Protein powerhouse
American consumers seem to have an insatiable appetite for meat. Menu mentions of protein have risen 67 percent in the last five years, according to the NPD Group.
Why the fascination with protein? Consumers believe it is beneficial to their health, helps build muscle, provides energy and makes them feel fuller longer.
Brands have been happy to oblige. Even with costs for proteins like beef at record levels, restaurants have added meat to their offerings this year.
Schlotzsky's rolled out a whole new limited time offer based on beef in the last quarter of the year.
San Francisco-based grilled cheese purveyor The Melt also announced the addition of burger melts and chicken melts to its menu.
Look for protein prices across the board to remain high in 2015, with restaurants passing the higher cost on to consumers in the form of increased menu prices.
Another alternative for restaurants may be an increased interest in pushing vegetables to the center of the plate.
Veggies make their move
Chipotle Mexican Grill rolled out its vegan Sofritas offering across the South and Southeast, and plans to add the item, which features organic shredded tofu braised with chipotle chille, roasted poblano pepper and spices, to its permanent menu nationwide by the end of the year.
Other concepts added vegan and vegetarian options, as well, in an effort to appeal to vegans and non-vegans alike. Smothie King added two new vegan smoothies, citing "growing interest in plant-based diets among all consumers."
Garbanzo Mediterranean Grill also added vegetarian-friendly falafel and Portobello protein options to its gyro selection.
Houston-based Salata added quinoa, falafel and tofu to its menu.
Traditional vegetarian fast casual concepts also saw growth in 2014. Native Foods added its first East Coast unit, with two more in the works.
Vegan bakery Cinnaholic got a lot of attention thanks to its appearance on Shark Tank, and is now trying to attract franchisees.
Beyond vegan/vegetarian menu additions and the growth of vegan/vegetarian concepts, there's other evidence that Americans are finally going to start eating their veggies: well-known chef Jose Andres announced plans to open a fast casual concept called Beefsteak in the hot DC market. The concept will serve meat, but vegetables will be center of the plate.
The increased interest in vegan/vegetarian options – even for consumers who do eat meat – fits well with the overall interest in healthier options as well as sustainable, locally grown food.
Did Pumpkin Spice finally jump the shark?
Sick of pumpkin spice? Blame Starbucks.
Since Starbucks rolled out the frothy beverage in 2003, it's taken over fall menus, and probably a little piece of your soul. Each year, the number of pumpkin spice-flavored offerings seems to increase. But this year, the offerings stretched far beyond the usual suspects – frozen yogurt, bagels, smoothies, cookies -- to burgers.
Umami Burger cooked up a Pumpkin Spice Latte burger featuring a beef patty topped with a garlic aioli, tempura Kabocha (an Asian winter squash), spiced Mascarpone and a coffee glaze.
That, coupled with the fact that Starbucks rolled out its Pumpkin Spice Latte in August this year, leads us to wonder if Americans might just be a little weary of fall's signature flavor.
Late night host John Oliver ranted for more than three minutes about "the coffee that tastes like a candle."
Not to be outdone,Jimmy Fallon listed the pros and cons of PSL.
So what will take the place of pumpkin spice in 2015?
That's tough to predict, but we're pretty sure the world is not ready for a Chestnut Praline Burger.
image courtesy of Wikimedia
Rearview 2014 is a five-part series where we take a look back at the big trends of 2014.
- Part 1 - Fast Casual is kind of a Big Deal
- Part 2 - Millennials take the wheel
- Part 3 - Here's what we were hungry for
- Part 4 - Cause marketing moves from fundraising to partnerships
- Part 5 - Mobile helps brands reduce friction, stay connected
About Brenda Rick Smith
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