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Mintel: 5 restaurant industry trends for 2012

December 5, 2011

Competition in the foodservice industry is always intense as restaurant chains are constantly jockeying for business and attention in a crowded marketplace. However, in 2012 five trends outlined byMintel Menu Insightswill shape how operators appeal to their customers with regional and imported menu options, customization and time-intensive preparation methods.

“Our trends are based on original consumer research, developments among restaurants and trends observed in other industries. Our goal with these trend predictions isn’t merely to identify what’s going to happen, but to deliver a roadmap on how to take advantage of these trends,” said Eric Giandelone, foodservice director at Mintel.

Mintel has outlined these five trends on track to change the operational landscape in 2012:

American regionalism.Consumers are not only more aware of global cuisine, they are also more aware and interested in the regional specialties that define American cuisine. Whether it’s Kansas City or Memphis barbecue, New England Chowder or Low Country grits, more consumers and restaurants are looking at the regions and cities in the U.S. to identify the "Best of" cuisine.

Double Sided Menus.It's unlikely that consumers are going to start demanding absolutely healthy menus in the near future and even less likely that restaurants are going to solely list these absolutely healthy options. However, consumers want choices, and the Double Sided Menu illustrates that choice. Menus will continue to feature widely indulgent options, but will be balanced with healthier, better for you options. This goes beyond healthy and indulgent to include premium and value pricing. Operators understand it’s not either or, it's both, so we'll continue to see both high-priced and low-priced options on the same menu.

Consumer control.Consumers expect that their voice will be heard and that their wants and needs will be met. The surest way to listen to the customer is to give them the ability to control their dining experience. Customized ordering systems will continue to proliferate, as will greater flexibility in menu design.

Slow it down. Fast casual and quick-service restaurants are able to drive margins through their standardized efficiencies, but more and more we are seeing both segments return to more time-intensive preparation methods. As such, items described as "handmade" or "home style" are popping up on restaurant menus as consumers recognize that they want more from their dining experience than efficiency. (Read also, Scratch cooking finds its way onto menus.)

Importing ideas.For many restaurant chains, growth lies elsewhere such as international markets. For those companies already with an international presence, menu concepts and product testing is taking place overseas. From there, good ideas are making their way to the U.S. market, as was the case with McDonald's new McBites, which first started in Australia. Given the importance of international markets for growth, this is one trend that will continue beyond 2012.

Click here for more information about these trends and to registerfor a webinar on this topic presented by Eric Giandelone and Kathy Hayden, foodservice analyst at Mintel, Dec. 8 at 2 p.m. CST.