With disruption dominating in areas such as the economy and technology, consumers increasingly are attracted to restaurant offerings that take a “back to basics” approach, according to a menu-trends presentation at the 2015 National Restaurant Association Restaurant, Hotel-Motel Show in Chicago.
Nancy Kruse, president of Atlanta-based consultancy The Kruse Co., said consumers overall are feeling overwhelmed, and smart restaurant marketers are responding by emphasizing empathy and the integrity of their products.
Kruse highlighted three overlapping characteristics frequently being emphasized on current restaurant menus:
1. Real
Consumers want “real” food, Kruse said, although just how that is defined varies. “The foundation has to start with freshness,” Kruse noted.
Restaurants are showcasing freshness with product, preparation and presentation, as evidenced by the rise of house-made ingredients and open kitchens, for example.
The drive for “real” food also is being seen in specific menu items, Kruse explained, with offerings such as bone broth, butter, lard and even offal gaining prominence. As chefs feel increasingly compelled to use all of the animal, Kruse said, even mainstream restaurants are serving items such as a bone-marrow burger.
“Bone marrow is the new black in culinary terms,” Kruse joked. “It is everywhere.”
2. Clean
“Clean” foods free of additives such as preservatives, hormones and antibiotics are becoming more prevalent on all types of restaurant menus, Kruse said.
Among specific examples she cited was an all-natural burger from quick-service chain Carl’s Jr., which has restaurants chiefly in the western United States, featuring a grass-fed, free-range beef patty with no added hormones, steroids or antibiotics.
3. Authentic
Even quick-service chains are focusing on the authenticity of their menu offerings, Kruse noted.
Kruse highlighted Arby’s Smokehouse Brisket, which she said was the chain’s most successful limited-time offering ever. Marketing for the sandwich stated it was “smoked at least 13 hours in a pit smoker in Texas.”
Another example came from quick-service chain Del Taco, which offered carnitas “slow-cooked until tender in small-batch kettles.”
“Consumers want to know the story of their food,” Kruse said.