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Dessert destinations: 4 trends that will inspire customers to indulge

Regardless of the path chosen, keeping an eye to flavor trends and offering a fast casual spin to these trends is the way to approach the opportunity.

December 31, 2015 by Mindy Armstrong — Insights Manager, FoodIQ

Dessert is a tricky menu part. Customers love it but are often too full to order it at the conclusion of a big meal. This reality has often led marketers to either treat dessert as an afterthought with little push behind it, or as an opportunity to push on it harder, knowing that the check averages often go up when it’s part of the meal occasion. In recent years, making dessert a separate occasion has been a strategy to create another visit.

The differing level of emphasis put against the dessert menu can be seen across segments. Although QSR menus have been noted in the past as the segment that has put the most emphasis against the category, menu trends tell us that the change and steadiness in the dessert mentions is happening in fast casual and casual dining segments. In fact, according to Mintel Menu Insights, they represent the two segments in commercial foodservice that hold a positive percentage of change over the last three years at 3 percent and 5 percebt, respectively.

Trending dessert themes

This brings new options for consumers to consider. The themes that have been noted of late include the use of cookies as an ingredient, spicy as a differentiator, dazzling coatings and emphasis on textures through crisp and crunch. Some launches seen in 2015 included Taco Bell’s Cap’n Crunch Delights, TGI Friday’s Tennessee Whiskey Cake and MOOYAH Burgers, Fries, & Shakes Jelly Donut Shake.

As we all know, fast casual has been a bit slower in grabbing a share of the dessert dollar. As a matter of fact, according to Mintel Menu Insights, when looking at dessert category mentions across all segments, fast casual still only has 6 percent of the share of desserts, whereas Quick Service more than doubles that number with 16 percent.

With the exception of some of the smaller, regional, better burger chains, like Smashburger, with its milkshake options, or dessert-destination chains, like Orange Leaf Frozen Yogurt, we haven’t seen the same level of innovation in the dessert category that we’ve experienced with the entrée.

A missed opportunity?

Are they missing an opportunity, or does the service model that has worked so well for the segment limit their ability to expand their menu?

Perhaps the answer isn’t a simple “yes” or “no,” but one that is rooted in what fast casual so readily offers to us: A made-to-order meal with fresh ingredients and personalized options at an approachable price point. And with emerging brands already offering dessert as part of their offering, it may begin to expand across the segment.

For instance, Giraffas Brazilian Kitchen & Grill, expanding into the U.S. from Brazil, offers a full menu of barbecue, beans, steak and chicken, as well as warm cheese bread and Brazilian wine, beer and desserts. Blazing Onion is relooking at the service model and introducing a fully interactive experience through its long-standing partnership with eTouch to offer guests full control of their service experience, from ordering their drinks and food from their table, along with dessert when they’re ready. To differentiate its brand, Noodles & Company plans to place a heavier focus on the dinner daypart, where dessert will play a role along with a limited number of appetizers, coffee, tea, beer and wine.

Regardless of the path chosen, keeping an eye to flavor trends and offering a fast casual spin to these trends is the way to approach the opportunity.

To start, look to the pillars of the segment as inspiration.

1. Offer a signature dessert item that is prepared while customers eat their entrées. They could order it as they walk down the line—it’s made fresh while they eat and then served at just the right time. Warm sauces and fresh toppings could be provided table side to complete the personalized service.
2. Fresh flavors and ingredients: Monthly or quarterly, offer house-made flavor combinations unique to the cuisine, season or region. Handling flavor as a rotating LTO-offering is another opportunity to create interest and a reason to come back for more.
3. Individually portioned pies or even cupcakes available with interesting flavor combinations can complete the visit.
4. Look beyond traditional desserts to signature drinkable desserts that can either accompany a meal or be a snack option for on-the-go guests. Again, this could be an opportunity to differentiate through unique flavor profiles or cuisine-driven opportunities.

We know that familiarity is key on the dessert menu, but we also know that consumers are expecting more from restaurants as they learn more about food and flavor, said Cristi Shipley, Food IQ Corporate Chef.

“Consumers have that drive for adventure, and it’s really taken off in the last couple years,” Shipley said. “We’ve become more exposed, more often, to new techniques and flavors, and our palates are evolving.”