Making Fruits and Vegetables Half the Plate
Transcription
Making Fruits and Vegetables Half the Plate
BREAKOUT SESSION C5 Making Fruits and Vegetables Half the Plate Emerging Chains That Are Doing This Well CIA-Harvard Menus of Change® National Leadership Summit June 11, 2014 Cambridge, MA Breakout Session C5 Kevin Higar Flying Feathers Foodservice Consulting The Landscape Around Us: Developing A Winning Strategic Formula 2 The Spider Web Approach: Plots, Sub-Plots, And Cross-Overs Supporting Lifestyle Programs Vamoosing The Veto Vote Better For You Common Core Fixed Price Hunter Gatherer No Sacrifice Sandwiches Home Sweet Home Societal Sightings Superfood Spotlight Meatless Mondays Contemporary Cafeteria Satisfying Kid Concerns • Consumer Trends Small Plates The Flatbread World Frenzy Tour Drink Like A Meal The Chipotle Effect Comfort Foods Grab And Go The Salad Spectrum The Back Story Restaurant Relevance • POD’s Focus On Fruit Edu-Sumption Operator Opportunities Seasonality And Local On Display • POD’s In Action Offered Fruit and Vegetable-Inspired Menu Items 3 The Millennial Consumer Landscape: Strategic Observations – The Fresh Undercurrent Moving To The Purchasing Forefront – Positive For Fruits and Vegetables: • Those over 25 will make up roughly 19% of the population by 2020. • This culturally diverse group exhibits ethnic food desires. • Instantaneous information access continues to be incorporated into lifestyles and encourage trial. • Consumption on their terms. • Fresh/Healthy and Natural/Organic important attributes. • Specialty stores sought to satisfy Flavor desires. -Fruits and Vegetables- Source: Jefferies-AlixPartners Customer Research; 4 Trouble In Aisle 5 – June 2012 The Boomer Consumer Landscape: Strategic Observations – The Fresh Undercurrent Influence Should Be Reckoned With In Their Golden Years– Fruits And Vegetables Perfect For Lifestyle Demands: • Will fall below 20% of population in next 8 year. • Focus will continue to turn toward lifestyle preservation • Seek Fresh/Healthy products addressing specific dietary concerns • Desire for safe culinary adventures with elements of familiarity • Income levels splitting, creating multiple purchasing behaviors • -Fruits and Vegetables- Haves and Have Nots Source: Jefferies-AlixPartners Customer Research; 5 Trouble In Aisle 5 – June 2012 Appealing To Multiple Demographics Critical: Minimum Strategies – Maximum Consumer Appeal Since The Recession Boomers Have Outpaced Millennials -Industry Meals And Snack Occasions Per Capita(Commercial Foodservice Industry Traffic) 240 211 229 216 220 215 181 18-47 48-54 55-64 2008 Source: The NPD Group/CREST 2013 195 65+ 2012 6 The Spider Web Approach -Fruit and Vegetable Specific Strategy Opportunities- 1. Hunter Gatherer: The Noticed Understudy Dallas, TX 8 Hunter Gatherer: The Noticed Understudy Fruit/Vegetable Focus Doesn’t Mean That’s It On The Plate: Dallas, TX • Often Regional And Local Ingredients • Unique Flavor Profiles • Seasonal Creates LTO/Daily Specials • Branding Differentiation9 2. The World Tour – Offering Flavor: Consumer Trends “What best describes your willingness to try new and different cuisines/food types from around the world?” Keep In Mind- Source: Jefferies-AlixPartners Customer Research; Trouble In Aisle 5 – June 2012 • Unique flavors alone not enough – Must deliver taste • Friends and family strong motivators for trial • Social Media Opportunities • Branding • Preparation powerful • Pricing Power situational. Consumers expect 10 The World Tour – Offering Flavor: International Inspiration Consumers’ Global Cuisine Passion Has Led Many Chefs To Seek These Recipes Out And Experiment. Many Emphasize Produce: Spanish USA Today Southeast Asia South American NRA Chef’s Survey Mediterranean Korean 11 The World Tour – Offering Flavor: Concept To Watch: POD Strategy In Action Small Plates – The Flavor Experience – Signature Spain: Upscale Or Side-scale Depending On Concept Application Washington, DC 12 The World Tour – Offering Flavor: Concept To Watch: POD Strategy In Action Healthy Halo – The Mediterranean: Vegetable Attributes Leveraged Across Multiple Menu Categories San Diego, CA Kabob• Healthy Prep Halo • Popular Eastern European Fast Food item • United Kingdom Late Night Snack • Blends well with Mediterranean marinades, sauces, and spices • 2012 – GrubHub named the Kabob a “warm weather culinary trend”; Orders rose 27% versus prior year 13 The World Tour – Offering Flavor: Concept To Watch: POD Strategy In Action Visual Validation - Korean: Presentation And Plateware Boston, MA 14 The World Tour – Offering Flavor: Concept To Watch: POD Strategy In Action Cooking Technique – Hot Pots – Southeast Asia: Produce Upfront/Story Told/Influence Value Perception Boston, MA 15 The World Tour – Offering Flavor: Concept To Watch: POD Strategy In Action Unique Fruits Create Innovative Flavor Layers: South America Venetian Hotel Las Vegas, NV -Prickly Pear SaladGrilled Shrimp, Baby Greens, Jicama, Dried Fruit, and Prickly Pear Vinaigrette 16 3. The Chipotle Effect: Consumer Trends The Fast Casual Segment -Drivers Of Food Product Purchases(Extremely Important %) -The Fast Casual Segment(Traffic % Change Vs. Year Ago) 9% 8% 6% 6% YE Nov '10 YE Nov '11 4% YE Nov '09 Source: NPD Group/CREST YE Nov '12 YE Nov '13 Source: Jefferies-AlixPartners Customer Research; 17 Trouble In Aisle 5 – June 2012 The Chipotle Effect: Concept To Watch: POD Strategy In Action Mediterranean: Better For You Customization – WebMD Chicago, IL 18 The Chipotle Effect: Concept To Watch: POD Strategy In Action Asian: Preparation/Unique Ingredients Washington, DC 19 The Chipotle Effect: Concept To Watch: POD Strategy In Action Italian Street Food: Surround Produce With Similar Halo Products Columbus, OH 20 4. Better For You: Consumer Trends Less Pain: More “Right” “People who are not overweight look a lot more attractive” Chicago, IL (% Primary Meal Preparers Completely Agreeing With Statement) Source: NPD National Eating Trends 21 Better For You: POD: Support The WebMD Syndrome Multiple Definitions Chicago, IL Nutritional Intolerance Lifestyle Support 22 Better For You: Concept To Watch: POD Strategy In Action Consumer Selects The Appropriate Definition Chicago, IL 23 5. Contemporary Cafeteria: Guilt-Free Portion Sizes Mix and Match Opportunities Newport Beach, CA 24 6. The Back Story: Consumers Becoming More “Generalist” In Nature “I frequently check labels to determine whether the foods I buy contain anything I’m trying to avoid.” (Percentage of Homemakers Completely/Mostly Agreeing With Statement) 64.9% 55.0% 1990 2000 Source: NPD National Eating Trends Service 2014 51.8% 2010 48.3% 2013 25 The Back Story: Consumers Meet Suppliers Different Strategies.. Same Effect LTO’s Spotlight Sourcing DecisionMaking Assistant Static “Nice To Know” 26 The Back Story: Consumers Meet Suppliers Strategy 1: LTO’s Spotlight Sourcing: Expand Consumer “Zone of Creativity” Perceptions Greenmarket To Gotham: • Vegetarian Prix Fixe Lunch • Summer Special • Featured Produce From Different Union Square Greenmarket Farms New York, NY Green Garlic and New Potato Soup – With Shaved Sunchokes, Leeks, Spring Onions, and a Parmesan Emulsion Summer Squash, Zucchini Blossom With Goat Cheese, Smoked Eggplant, Panisse, and Sauce Vert Strawberry Shortcake – With Market Strawberries, White Chocolate Ganache, and Thai Basil Ice Cream 27 The Back Story: Consumers Meet Suppliers Strategy 2: Static “Nice To Know” Boston, MA 28 The Back Story: Consumers Meet Suppliers Strategy 3: Decision-Making Assistant Chicago, IL Spence Farm Nettle Soup – Seasons first tomatoes, whipped ricotta, poblano 29 7. Comfort Foods: Come For The Classics – Connect With Contemporary 100% Plant-Based Interpretations Northwest And Western U.S. 30 8. Edu-sumption: Consumer Trends Consuming Foods And Knowledge: • Many Consumers Are Interested In What They Are Putting In Their Bodies. • A Hallmark LYFE Kitchen Element Is The Iconic Herb Wall. • Represents The Flavorful Herbs And Spices Found In The Meals. • Lyfe Kitchen Culver City And “Harvest To Home” Installed A Hydroponic Wall That Grows More Than 60,000 Micro Greens. Culver City, CA 31 Edu-sumption: POD: The Fat Albert Philosophy Culver City, CA • The wall contains over 10 varieties of plants growing including Arugula, Red Russian Kale, Black Kale, Collard Greens, Ruby Lettuce, Mustard Greens, Red Romaine Lettuce, Boston Prize head Lettuce, Broccoli, and Bok Choy. 32 Edu-sumption: Concept To Watch: POD Strategy In Action Culver City, CA 33 9. Home Sweet Home: Domestic Road Trips – Spotlight Regional Uptown… Down South – Classic Ingredients In A Contemporary Setting/Formal Plating Charleston, SC Fried Green Tomatoes, House-made Pimento Cheese, Sautéed Spinach, Green Beans, and Succotash 34 10. Satisfying Kid Concerns: Consumer Trends $83.7 B Restaurant Visits By Families – 20% of total restaurant sales 1 Billion Fewer visits by families with kids to U.S. restaurants over the past six years. 306 million by adult-only parties 70% FSRs experienced the majority of visit losses, accounting for this percent of all declines from 2008 to 2013 NPD Parties With Kids: Motivating More Visits Report 2014 Glendale, CA 35 Satisfying Kid Concerns: POD: Execute Menu Against Parent And Kid Perspectives Glendale, CA -Dining With KidsTop Hot Buttons • Overall Good Service/Servers • Overall Menu Selection (Not Kids Menu) • Healthy Menu Selections For My Kids Kids and Parents Discovery Survey 2007-2014; The Restaurant Mom 36 Satisfying Kid Concerns: Concept To Watch: POD Strategy In Action Healthy Menu Selections For My Kids Glendale, CA Mom’s Tricky Secret Sauce: • “Secretly add a full serving of vegetables to your child’s meal. We blend fresh organic vegetables to add to your child’s entrée in a way that they won’t see or taste.” 37 Satisfying Kid Concerns: Concept To Watch: POD Strategy In Action Strategy For Parents And Kids Extends Throughout Concept Glendale, CA 38 Satisfying Kid Concerns: Other Concepts To Watch: POD Strategies In Action Hand-Held Norman, OK Kid Menu Options Are Fun For The Child And Appealing For The Parent Double Digit Snack Bar growth across foodservice channels. Convenient; Portable; Better-For-You 15% Total volume of snack bars shipped through broadline foodservice distributors to total foodservice outlets Double Digit Total dollars of snack bars shipped to eating and drinking establishments, noncommercial channels, and retail foodservice Source: NPD Supply Track 2014 39 Satisfying Kid Concerns: Other Concepts To Watch: POD Strategies In Action Toronto, ON Overall Menu Offers Options Satisfying Older Kids 40 11. Grab And Go: Consumer Trends Stress Levels For Americans Takes A Decidedly Downward Turn… Except For Young Adults Austin, TX -Top Sources Of Stress Among Millennials(Age 18 to 33) Source: 2013 USA Today article based on an online survey of 2,020 U.S. adults 18 and older, conducted in August by Harris Interactive for the American Psychological Association. 41 Grab And Go: Concept To Watch: POD Strategy In Action Think Processes Austin, TX 42 12. Common Core: Consumer Trends Satisfying Curiosity • According to Wikipedia, Fear OF Missing Out is defined as “a form of social anxiety… a compulsive concern that one might miss… a satisfying event.” • In a 2013 MyLife.com survey, 56% of social networkers suffer. 43 Common Core: POD: Culinary Skill Sets And Creativity On Display We Are Family Chicago, IL Scottsdale, AZ 44 13. Small Plates: The Sum Of The Parts Can Make A Meal Hip – The Common Denominator Meets Prep Techniques Scottsdale, AZ House Pickled Peppers, 12 Hour Roasted Tomatoes, and Roasted Beets 45 14. Drink Like A Meal: Consumer Trends Stingy Moms: Educated mother who struggles to balance her part-time job with frequent family responsibilities. She is the frugal gatekeeper of the family budget. Seattle, WA Armchair Homeopaths: Tends to be a mom who likes to cook and is always looking for ways to live healthier even if they’re non-traditional Working Balanced: Tend to be older college grads who enjoy a balance of working, spending time with friends, and exercising out in the open air. Average Guilty Janes: Tends to be a working woman who is just too busy to get a full handle on her health or her life. Cluster Personas Produced For Better Health Foundation – March 2013 Annual Conference 46 Drink Like A Meal: POD: Premium Product Assists With Lifestyle Demands Seattle, WA 47 Drink Like A Meal: Concept To Watch: POD Strategy In Action Seattle, WA 48 15. Superfood Spotlight: Needstate Application Las Vegas, NV Chicago, IL Hangover Rescue Remedy – Beets, Carrots, a Variety of Greens and other ingredients to Rehydrate, Restore, Recover 49 16. Focus On Fruit: From Classic To Contemporary A Sensory Experience Adding Taste, Color, And Texture To the Plate Top 10 Foods and Beverages in the American Diet - 2013 1. Sandwich 2. Fruit Vegetables 4. Carbonated Soft Drinks 8. Salty Snacks 7. Potatoes 6. Coffee 5. Milk 9. Fruit Juice 10. Cold Cereal Source: NPD Group National Eating Trends In-Home and Away From Home Database 50 Focus On Fruit: From Classic To Contemporary The Strategy Spectrum Upscale Halo Artisan Influence Surprise Me! 51 Focus On Fruit: Concepts To Watch: POD Strategy In Action 1. Upscale Halo – Different Grape Varieties Can Create Different Flavor Sensations Chicago, IL 52 Focus On Fruit: Concepts To Watch: POD Strategy In Action 2. Surprise Me! Core Menu Item With Rotating Ingredients San Diego, CA This interpretation included grilled peaches, thin slices of Asian pear, and red grapes 53 Focus On Fruit: Concepts To Watch: POD Strategy In Action 3. Artisan Influence Paris, France Check Out The Menu: www.leparadisdufruit.fr 54 17. Vamoosing The Veto Vote: Consumer Trends Appealing To Flexitarian-Minded Consumers Veg News – September 2012 Chicago, IL 55 Vamoosing The Veto Vote: POD: “Better For You” Meets Mouth Feel And Flavor What Do You See? A Concept Full of Millennials and Gen X Consumers. Chicago, IL Millennials and Gen X individuals have a strong desire for concepts to create great tasting foods that are healthy but seem indulgent and filling. 56 Vamoosing The Veto Vote: Concept To Watch: POD Strategy In Action Healthy Offering Spotlights Roasted Butternut Squash In An Indulgent Manner Chicago, IL 57 18. Flatbread Frenzy: Tapping Into Artisan And Premium Halos Powerful Perceptions… 3D Ingredient Utilization A Critical Strategy Houston, TX Fresh Toppings A Primary Desire Premium Ingredient Availability Specialty Ovens A Draw 58 19. Supporting Lifestyle Programs: Consumer Trends Scottsdale, AZ Market Research firm Global Industry Analytics projects a Boomer-Fueled consumer base “seeking to keep the dreaded signs of aging at bay” will push the U.S. market for anti-aging products to more than $114 billion by 2015. 59 Supporting Lifestyle Programs: POD: Supporting The Anti-Inflammatory Food Pyramid Site Selection Supporting The Correct Demographics Critical For This Strategy Scottsdale, AZ 60 Supporting Lifestyle Programs: Concept To Watch: POD Strategy In Action Both Anti-Inflammatory Fruits and Vegetables Incorporated As Center Of Plate Ingredients Scottsdale, AZ Sustainable Salmon with Roasted Apples, Carrots, Celery Root and Mustard Vinaigrette 61 20. Seasonality And Local On Display: Consumer Trends Chicago, IL Whole Foods Market Food Shopping Trend Tracker Survey - 2012 62 Seasonality And Local On Display: POD: Seasonal Credibility Established and Accepted Translates To Dish Purchases and Premium Price Points Chicago, IL • Picked When Ripe • • Great Flavor • • Nutrients, Antioxidants, and Flavor At Peak Translates To a Perception of Desirability Desirability • Increased Consumption Habit 63 Seasonality And Local On Display: Concept To Watch: POD Strategy In Action Tied To International And LTO’s Chicago, IL 64 The Final Word -Branding Your Strategic Spider Web- Branding The Spider Web: Focus On Product And People Dallas, TX Product and People… Most desired Topics Of Discussion – Latter Often Under-Represented Social Media Target Audience In-Store 66 Branding The Spider Web: Focus On Product And People Dallas, TX 67 Thank You! [email protected]