By Rieva Lesonsky
Restaurant owners have had a challenging few years. Are things looking up for 2011? Foodservice research and consulting firm Technomic recently released its 11 top trends for the coming year.
1. Action in adult beverages. Americans will be ready to celebrate with “Mad Men”-style retro cocktails, gin and bourbon, craft beers and punch (including sangria). Cocktails with herbal and floral ingredients and “skinny” cocktails will be hot, and more fast-casual chains will start adding alcoholic beverages.
2. Beyond bricks-and-mortar. Food trucks are proliferating nationwide, with restaurants using them as brand extensions and for catering. The latest twist on the trend? Temporary or seasonal pop-up restaurants and kiosks.
3. Celebrity farmers. The locally-sourced mentality is putting farmers and producers in the spotlight. Chefs like Emeril Lagasse became famous in recent years; now farmers will become famous and restaurants will highlight them by offering special menus, hosting visits from famed farms and referencing them in menu descriptions.
4. Social media and technology. Marketing and operations technology will change constantly. Couponing websites and location-based social media will grow, as will apps.
5. Korean and beyond. The Korean taco signals the rise of Korean barbecue and Korean food in general; multicultural tacos; and portable street food from around the world.
6. Frugality fatigue. Anyone who can afford it will get back into luxury dining in 2011. High-end restaurants will make a comeback, and feature extravagant, indulgent specials. Average consumers will seek reasonably priced restaurants that have a great experience and memorable menus.
7. How low can you go? Consumers will continue to demand low prices and deals. As food prices rise, operators will face a juggling act to stay profitable.
8. Carefully calibrated brand action. As spending picks up, full-service restaurants and even non-restaurant brands will expand into fast-casual brand extensions. Ultra-niche eateries that focus on one menu item will be hot. Existing operators will revamp their brands and remodel their units. New restaurants will be smaller, sustainably built, and often in nontraditional locations.
9. Back to our roots. Americans are craving comfort food and hot menus include homestyle Southern fare; retro Italian; gourmet donuts and popsicles for dessert; family-style service; and family-size portions.
10. New competition from c-stores. It’s not news that retailers are encroaching on restaurant turf. The latest trend? Convenience-store operators are upgrading their foodservice offerings and ambience.
11. Healthful vs. indulgent. Federal menu labeling requirements take effect in 2011. Restaurants will feature more items and detailed descriptions on “healthy” menus—including gluten-free and low-calorie items. Limited-time offers will proliferate because they don’t require posting nutrition data.
Are you already incorporating some of these trends into your menu? If not, consider how you can take advantage of these changes.
Photo courtesy: Karen Axelton
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