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a Datassential solution
MENUS OF CHANGE General Session 3 │ June 18, 2015
“Changing Consumer Behaviors and Attitudes”
Maeve Webster, Senior Director, Datassential
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Contact Datassential (Maeve Webster)
802-430-7085 [email protected]
June 2015
SHIFTING THE PROTEIN FOCUS Menus of Change –The Culinary Institute of America
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Objectives & Methodology 3
Methodology
Objectives
Determine operator and consumer opinions on key protein issues
Explore the role foodservice should play in environment related concerns
Discover menuing concerns around issues relating to protein
Identify current and future consumption and menuing patterns of proteins
Assess operator ability to react to shifting consumption patterns
Enable operators to make meaningful changes to protein menuing
ONLINE survey of 634 operators by Datassential
Qualification requirements:
All are decision makers for their operation
From a variety of segments including restaurants and on-site foodservice
ONLINE survey of 1,013 consumers by Datassential
Survey fielded February – March 2015
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Several options exist to reduce animal protein consumption and resonate with consumers.
• Options such as mixed grill items and the use of protein as a garnish (pastas, stir fries, etc.).
• These options have been well received among patrons of operators that have already rolled them out.
• Reduced portion sizes are of interest to patrons, but have value implications and greater push-back when tied to reduced animal protein sizes versus overall item sizes.
Key Lessons 4
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Gap Consumer Operator
Create/ offer more vegetarian items +9% 24% 33%
Reduce the portion size of animal proteins +5% 27% 32%
World cuisines inspired dishes +5% 19% 23%
Reduce portion sizes overall +4% 24% 28%
Create more “mixed grill” items +2% 27% 29%
Blends of meat and plant-based ingredients +2% 16% 18%
Menu fewer items that feature animal protein -0% 16% 16%
Menu less red meat, more seafood -1% 17% 17%
Plant-based items with meat featured as condiment -3% 29% 26%
Menu less red meat, more poultry -3% 19% 16%
n=1,013 634
Consumers/ Operators: What are the top three MOST IMPORTANT things the foodservice industry could do right now to help address issues concerning animal protein production and consumption?
Options where operators are leading the way
Options where consumers are leading the way
Top Three Things the Industry Could Do About Animal Consumption
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Responded Well (Top four on 10-point scale)
Featuring more world cuisines
Featuring more high protein items
Using higher-quality meats
Using high-impact preparations on produce
Increasing use of less expensive meat cuts
Demanding antibiotic free animal products
Blending ground meat/ plant-based ingredients
Telling a story with menu descriptions
Eliminating traditional menu headers
Creating “mixed grills”
Utilizing vegetables in non-traditional preparations
Providing greater sourcing transparency
Creating items with animal proteins as garnish
Reducing animal protein focused entrées
Adding/replacing meat options with non-meat
Reducing overall menu size
Reducing portion size of animal proteins
Perceived Patron Responses to Menu Changes
86%
83%
78%
78%
77%
75%
75%
74%
71%
68%
65%
65%
61%
53%
50%
49%
45%
n=varies Operators: For each of the following, which you indicated earlier you are currently implementing in your operation, how well have your patrons responded to these efforts?
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Communication is key in driving patron acceptance of items reducing/ eliminating animal proteins.
• Changes made with the greatest acceptance among patrons are the changes that have been effectively communicated.
• Those changes not communicated to patrons in some way (made but not explained) were met by the most resistance according to operator feedback.
Key Lessons 7
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68% 67%
63%
58%
41%
36%
"Mixed grills”
Adding/replacingmeat withnon-meat
Animal meats as garnish Blend of meat/ plant-based ingredients
Reduce animal proteinportion size
Reduce animal proteinfocused entrées
Share of Operators Communicating Changes
Operators: For each of the following, have you communicated these changes to your customers? This communication may be on your menu, on your website, etc.
n=varies
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Occasion Fit for Meat Center-of-Plate vs. Meat as Garnish
Consumers: Thinking about entrées that feature a large cut of protein – steak, chicken breast, chops, tenderloin, etc. – when are you most likely to order these types of dishes? Consumers: Thinking about entrées that are primarily produce or plant-based with meat/ animal protein used more as a garnish or in a much smaller quantity, when are you most likely to order these types of dishes?
n=1,013
Center-of-Plate As Garnish Difference
Casual lunch 19% 43% +24% Quick bite 9% 24% +15%
Work lunch 8% 19% +11%
Brunch 9% 16% +7%
Hold over meal 8% 15% +7%
Running errands 8% 14% +6%
Cheap bite 8% 15% +6%
Work break 6% 11% +5%
Last minute dinner 13% 17% +4%
Food for Fuel 12% 16% +4%
Relaxing at home 24% 23% -1%
Dinner on the way home 17% 15% -2%
Weekend breakfast 10% 7% -2%
Hanging out with friends 19% 16% -3%
Road trip 12% 8% -4%
Casual dinner 39% 35% -5%
Social gathering 22% 17% -5%
Festive 13% 7% -6%
Guy’s night out 11% 4% -7%
Romantic meal 24% 14% -11%
Family meal 43% 30% -13%
Special occasion 31% 11% -20%
Formal dinner 39% 12% -27%
I'd never order this entrée 8% 16% +8%
Greatest opportunity for items featuring meat as a garnish
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Consumer interest in and demand for alternative protein sources appears to be outpacing operator activity.
• Current demand and future demand among patrons will outpace by a significant degree the menuing behavior of operators.
• In fact, more operators report they are likely to drop items such as nut butters/ flours, Greek yogurt and tofu from their menu than will add/ increase the use of over the next two years.
• The result could be a significant demand/ supply gap, which may be filled by retail – stealing AFH traffic share.
Key Lessons 10
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95%
94%
91%
89%
88%
85%
83%
82%
80%
62%
56%
50%
44%
90%
87%
78%
71%
77%
63%
47%
44%
54%
32%
14%
7%
17%
Chicken
Beef
Eggs
Seafood/ fish
Processed Meats
Pork
Whole/intact grains
Nuts
Legumes
Greek yogurt
Nut butters
Nut flours
Tofu, seitan, etc.
Consumer Operator
Consumer AFH Ordering vs Availability
Consumer: When eating away from home – at a restaurant, cafeteria, convenience store, etc. – how often do you look for items that feature each of the following? (five-point scale) Operators: Which of the following do you currently feature or use as an ingredient on your menu? Please select all that apply.
n=1,013 634
Note: Operator percentages are penetration (% offering at
least one item featuring), while consumer percentages are
share ordering at least rarely away from home.
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a Datassential solution
THANK YOU!
Maeve Webster: 802-430-7085
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n=490 to 522 per concept
non-fried fried
*top three scores for each
metric shown in green
APPENDIX
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10%
41%
37%
12%
634 OPERATORS
West
South
East
KITCHEN PREP
small (under $250k)
medium ($250k - $1mm)
large ($1mm+)
ANNUAL F&B PURCHASES
23% are contract managed
QSR 9%
Fast Casual 15%
Midscale Dining 10%
Casual Dining 15%
Upper Casual 7%
K-12 12%
C & U 7%
B & I 4%
Lodging 6%
Long-term care 8%
Hospital 6%
56% restaurants
44% on-site
All scratch
Mostly scratch
Mostly pre-made
Equal scratch & pre-made
Midwest
DECISION MAKERS
Owner / operator 29%
General Manager 22%
F&B Purchaser 15%
Manager 11%
Executive Chef / Chef 11%
Kitchen Manager 4%
Other 7%
24% use a GPO
75% self- owned
10% company- owned chain
15% franchise- owned chain
REGION
PRIMARY DISTRIBUTOR
Sysco 35%
US Foods 20%
GFS 6%
PFG 6%
Cash and Carry 4%
FSA 4%
Reinhart Food Service 4%
Club stores 2%
Shamrock Foods 1%
Ben E. Keith 1%
Maines Paper and Food Service
1%
Cheney Brothers 1%
Other 16%
33% 51% 16%
22%
34% 24%
20%
DAILY PATRONS
Fewer than 75 9%
75-150 25%
151-250 21%
251-500 21%
501-1,000 10%
Over 1,000 15%
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49%
Consumer Profile Geography
51%
REGIONS
foodies excited by food
Demography
urban suburban rural
1013 Consumers
QSR 79%
Fast Casual 65%
Family Style 60%
Casual 60%
Fine Dining 33%
C-Store 42%
Cafeteria 28%
HH INCOME
Under $50k
$50 - $100k
Over $100k
65% have no kids in home
17% have kids < 6
18% have kids 6 to 12
West: 22% Midwest: 23%
N. East: 20%
South: 35%
indifferent
ETHNICITY %
White 67%
Black 12%
Hispanic 15%
Asian 5%
Other 1%
FOOD ATTITUDE
91% are primary grocery shopper
AGE
DINE AT LEAST MONTHLY
41% full time
12% part time
47% not employed
38% single
11% have significant other
51% married
MARITAL STATUS EMPLOYMENT
Strict diet 6%
I carefully watch what I eat 34%
Generally healthy, not closely 52%
Not concerned with healthy
foods 15%
FOOD CONCERNS
33% 52% 15%
51%
37%
12%
31% 49% 20%
33%
23%
39%
5%
Millennial Gen-X Boomer SilentGeneration
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1. Though operators understand the importance of broader issues, many of which are tied to animal protein production/
consumption, the relevance to day-to-day operational decisions is lost. To effect more significant changes in operator
behavior, it will be important to tie these issues directly to relevant operational issues including cost, availability, and quality.
Operators do not appear to be making these connections themselves.
2. Consumer interest in and demand for alternative protein sources appears to be outpacing operator activity. Though
consumers may be interested in nut products (whole, flours, butters), legumes, and Greek yogurt for reasons other than animal
protein substitution, it appears both current demand and future demand among patrons will outpace by a significant degree the
menuing behavior of operators. In fact, more operators report they are likely to drop these types of items from their menu than will
add/ increase the use of over the next two years. This could result in a significant demand/ supply gap.
3. True patron acceptance of alternative proteins, reduced animal protein dishes is both the greatest unknown and potential
hurdle. Though patrons express interest in reduced portions and animal protein alternatives, past industry experience suggests this
expressed interest likely won’t match actual away from home behavior, and operators are well aware of this dichotomy.
“Aspirational” eating versus actual ordering my not align immediately, and operators are leery of making significant menu changes
as a result.
4. Several options exist for operators that would help to reduce animal protein consumption and resonate with consumers.
Specifically, consumers are interested in options such as mixed grill items and the use of protein as a garnish (pastas, stir fries,
etc.), and these items have been well received by the patrons of operators that have already rolled them out. Reduced portion sizes
are of interest to patrons, but have value implications and are less appealing when specifically related to animal proteins rather than
menu portions on an overall basis.
5. To drive acceptance of items that have reduced or eliminated animal proteins, communication is key. Among the changes
already implemented by operators, those that have been best accepted by patrons are the changes that have been effectively
communicated. Those changes not communicated to patrons in some way (made but not explained) were met by the most
resistance according to operator feedback.
6. Reduced animal protein items have the greatest opportunity at more casual, family-centric meals. As with anything,
occasion-focused marketing and ideation may be the key to successful introduction of items that contain reduced animal protein
portion sizes.
Key Lessons 16
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Consumer Foodservice Issue Concerns (Top four box; 10-pt scale)
30%
29%
32%
35%
34%
32%
32%
25%
35%
28%
28%
31%
28%
26%
26%
50%
46%
42%
37%
38%
35%
35%
41%
30%
35%
35%
31%
26%
27%
24%
Food safety
Antibiotics, steroids, etc. in animal proteins/ dairy products
Food-related health issues (high blood pressure, diabetes, etc.)
Local farmers/ food manufacturers surviving
Impact of regional droughts in U.S. on food price/ availability
Obesity in U.S.
Impact of crop diseases on produce prices/ availability
GMOs
Current food production practices meeting demand/ population needs
Climate change
Imported ingredients/ food products
Use of non-recyclable materials
Farming impact on environment
Impact of animal protein production on environment
Current consumption levels of animal proteins in U.S.
Extremely concerned Concerned
n=1,013 Consumer: How concerned are you with the following issues?
No broader issue is more important to consumers than food safety, and those issues related to animal
protein consumption rank far lower than other issues. Consumers appear more engaged in environmental and
health-related issues while operators are more concerned with business-oriented issues such as cost and consistent supply.
Consumer Operator
75% 68%
73% 66%
72% 80%
67% 80%
66% 58%
65% 79%
63% 66%
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25%
53%
22% 27%
53%
20%
Consumers/ Operators: Which of the following best represents your belief?
Role of Foodservice Industry in Protein
Production and Consumption The majority of both operators
and consumers believe the
industry plays some role in
impacting protein production/
consumption, but a fifth absolve
the industry of any
responsibility. Both consumers and operators, interestingly,
place a lower emphasis on the industry’s role
in addressing protein production/
consumption than in broader issues such as
public health and the environment.
n=1,013 634
Consumer
Operator
Plays a
Significant
Role
Plays Some
Role
Plays No
Role
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46%
40%
37%
36%
34%
31%
28%
27%
26%
26%
Fluctuating protein costs
Creating healthier items patrons will pay the same/ more for
Changing menu to reflect seasonal produce
Incorporating more produce in current items
Increasing healthfulness of items without losing patrons
Changing consumer preferences/ tastes
Incorporating trends without losing identity
Creating menu descriptions that increase appeal
Creating appealing produce-focused items
Finding natural, high-quality value-added produce products
Menu Challenges – Most Significant
Operators struggle with finding
ways to make their menu
healthier while maintaining pricing
and patron appeal.
Fluctuating protein costs could
prove to be a strong motivator
for using less animal protein or
smaller portions.
Operators: What are some of the more significant issues you’re facing with regard to your menu? This can include issues with items currently on your menu as well as items you are developing for your menu. Please select all that apply.
n=634
Given the prominence of produce-related challenges,
operators appear to be working to incorporate more
produce onto the menu. But, several issues
including innovation, sourcing, and potential
patron appeal may be limiting advances.
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43%
38%
33%
32%
31%
30%
29%
28%
27%
27%
25%
25%
19%
18%
15%
13%
21%
13%
12%
21%
12%
16%
14%
15%
Antibiotic/hormone free animal products
Sourcing noted
Higher-quality meats offered in smaller portions
Menu items that are high in protein
High-impact preparations on fruits/ vegetables
Ground meat blended with plant-based ingredients
Menu descriptions, information that tell a story
World cuisine dishes
Non-traditional menu headers
Smaller menus
"Mixed grill" items
Smaller meat protein entrées
Consumer
Operator
Food Trends – Consumer Interest vs Operator Action (consumers very interested vs. operators very likely to or already offering)
n=1,013 634
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Challenging (Top Four Box)
Very
Challenging (Top Two Box)
Neutral (5 or 6)
Not Challenging (Bottom Four)
Reducing portion sizes of all dishes, including but not limited to animal proteins
21% 26% 23%
Reducing the portion size of animal proteins in items 20% 24% 25%
Creating dishes that are primarily plant-based 19% 30% 21%
Menuing fewer items that feature animal protein and more plant-based choices
20% 30% 21%
Blending plant-based ingredients with ground meats 20% 32% 20%
Using world cuisines to develop new dishes 16% 26% 28%
Menuing fewer red meat items and more seafood items
18% 29% 26%
Menuing fewer red meat items and more poultry items
16% 28% 29%
Creating and offering more vegetarian items 16% 29% 30%
Creating more “mixed grill” items 14% 30% 32%
n=634 Operators: How challenging do you believe each of the following would be to implement in your operation?
Challenges in Changing Animal Protein Usage/ Menuing
Interestingly items that are viewed as least appealing to patrons are also those operators think would be the most
challenging to implement. Operators may not be considering consumer preferences, but in fact their own concerns.
51%
51%
50%
49%
47%
46%
45%
43%
40%
39%
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17%
60%
22%
Call it a “new
recipe”
Remove for a
while and
reintroduce
as “new”
State that
meat has
been
reduced
Operators: If you have or were to reduce the amount of meat featured in a menu item, which would you be most likely to do?
Communicating Reduced Meat Portions
Operators are more likely to “spin”
reduced meat portions rather than
stating the change overtly. Communication is a key tool in driving patron acceptance of
menu changes – reduced meat portions or otherwise.
n=634
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59%
32%
24%
24%
Use phrases in the menu description such as “topped with” or “served with” for the meat
Don’t list meat as the first ingredient in the menu description
Rely on the servers to explain and romancethese types of dishes
Group all similar items under a menu headerthat suggests meat is not the primarily
ingredient of the dishes
Describing Smaller
Portions of Meat to
Patrons
Most operators use
“topped with” or
“served with” as
descriptors.
The smaller share using menu
headers as the key indicator is
not surprising, given “healthy”
or better-for-you dishes are
increasingly scattered
throughout menus rather than
grouped under menu headers.
Operators: Consider dishes that feature meat more as a condiment, offered in smaller cuts throughout the dish. Which do you think would be effective ways of describing these to customers to make the items appealing but also set expectations? Please select all that apply.
n=634
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65% 35%
“If I could just get my patrons to order plant-forward dishes, with meat in
much smaller portions (1-2.5 ounces), I know they would love them but it’s
hard to get them to move away from traditional meat-forward items.”
of operators agree of operators disagree
Operators: “If I could just get my patrons to order plant-forward dishes, with meat in much smaller portions (1-2.5 ounces), I know they would love them but it’s hard to get them to move away from traditional meat-forward items.”
n=634
Most operators
believe patron trial
is a key hurdle to
increasing the
presence of plant-
forward items
where meat is a
garnish rather than
the main ingredient.
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29%
42%
29%
For an entrée, allowing patron to select a “reduced” portion size or a “regular”
portion size of meat
Offering patrons a no meat/vegetarian version of an
entrée that includes meat
Both
Patron Options
Most operators are
likely to either allow
for customization of
meat portions or
menu vegetarian/ no
meat options but few
offer both.
n=634 Operators: Which of the following options do you allow your patrons?
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8 oz. to 6 oz. beef
8 oz. to 6 oz. chicken
7 oz. to 5 oz. pork
6 oz. to 4 oz. other poultry
6 oz. to 4 oz. seafood
6 oz. to 5 oz. fish
5 oz. to 3 oz. processed meats
Portion Size Shifts (current to reduced size)
Regardless of protein, the
typical decrease in portion size
is 2 ounces.
n=varies Operators: For each protein that you plan to reduce portion sizes, on average what is the CURRENT portion size and what do you plan to REDUCE the size to?
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Defining “Value”
Operators believe size and
uniqueness are key value
drivers for patrons, but
quality is under-estimated.
Though consumers are less likely to indicate
the size of an item is a key value drive, they
are looking for large amounts of food for low
prices, which essentially is the same issue.
The amount of animal protein is only one
element of this “size matters” mentality, and
produce could help to “bulk up” servings
without adding costs and increasing the
healthfulness of an item.
Given quality is a key driver for consumers –
and this has born out in the success of fast
casual operators – leveraging quality may
help to counteract “more for less” value.
Gap Consumer Operator
Perceptions
Overall size of item +15% 36% 51%
Uniqueness of dish +15% 27% 42%
Ability to customize +3% 22% 25%
Amount of animal protein +3% 24% 26%
Story behind dish +2% 13% 15%
Calories in dish +0% 13% 14%
Amount of food for lowest possible price -4% 40% 36%
Quality of animal protein -12% 40% 27%
n=1,013 634
Consumers: When considering items on a menu, what do you use to determine what will be a good value for you? Please select all that apply. Operators: Which do you think is true for the majority of your customers? Among my patrons… Please select all that apply to your patrons. Value perceptions are ...
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n=634 Operators: How do you think each of the following would impact the perceived value of dishes in your operation?
25%
37%
38%
38%
41%
42%
44%
48%
63%
63%
58%
54%
64%
61%
61%
62%
74%
68%
More fruits, vegetables, grains, legumes, etc. in dish
Swapping seafood/ fish for beef
“Narrative” menu descriptions, telling a story
Smaller portions of higher quality proteins
Mixed grill/ mix of proteins
Descriptors like “healthy,” “better for you,” etc.
Swapping chicken for beef
Variety of portion sizes to select from
Descriptors like “seasonal,” “fresh,” “local,” etc.
Consumers Operators
Menu Options - Impact on Value Perceptions vs Patron Appeal (top four box; ten-point scale)
Operators and patrons agree on the impact of “fresh,” “local,” and other similar
descriptors, but operators under-estimate the appeal of other possible changes.
Consumers: How would each of the following impact how appealing a menu item is to you?