TRACKING TRACKING TRENDS IN FLAVOUR TRENDS IN FLAVOUR FROM INTRODUCTION THROUGH GROWTH STAGES TO MATURITYFROM INTRODUCTION THROUGH GROWTH STAGES TO MATURITY

LifecycleLifecycleThe FlavourThe Flavour

2©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Table of Contents

Appetizers……………………………………………………………………………………………………………………………………………………… 3

Appetizers—Introduction Stage (Full-Service Independents)

Appetizers—Growth Stage (Casual-Dining Chains)

Appetizers—Maturity Stage (Limited-Service Chains)

Entrées…………………………………………………………………………………………………………………………………………………………. 9

Entrées—Introduction Stage (Full-Service Independents)

Entrées—Growth Stage (Casual-Dining Chains)

Entrées—Maturity Stage (Limited-Service Chains)

Desserts………………………………………………………………………………………………………………………………………………………… 15

Desserts—Introduction Stage (Full-Service Independents)

Desserts—Growth Stage (Casual-Dining Chains)

Desserts—Maturity Stage (Limited-Service Chains)

Methodology…………………………………………………………………………………………………………………………………………......... 24

About Technomic…………………………………………………………………………………………………………………………………………… 27

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3©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Appetizers—Introduction Stage (Full-Service Independents)

Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

Flavours to Watch

1. Hazelnut

2. Cumin

3. Horseradish

4. Wild Mushroom

5. Maple

4©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Appetizers—Introduction Stage (Full-Service Independents)

Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

Notable Menu Mentions1. The Wine Bar’s Grilled Citrus Calamari

2. Trafalgars Bistro’s Pickled Beet Salad with hazelnut mulch

3. EdGe’s Housemade Cured Meats with truffle oil

Colour KeyEthnic Other Fruity Piquant

Citrus-flavoured appetizers are trending at FSR independents

5©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Appetizers—Growth Stage (Casual-Dining Chains)

Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

Flavours to Watch

1. Sea Salt

2. Smoked

3. Wasabi

4. Cajun

5. Avocado

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Appetizers—Growth Stage (Casual-Dining Chains)

Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

Notable Menu Mentions1. The Boathouse’s Jalapeño Popcorn Shrimp

2. Kelsey’s Garlic Spinach Bread

3. D’Arcy McGee’s Ale & Cheddar Dip

Mexican-flavoured appetizers are trending at CDR chains

Colour KeyEthnic Other Fruity Piquant

7©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Appetizers—Maturity Stage (Limited-Service Chains)

Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

Flavours to Watch

1. Asian

2. Barbecue

3. Chili

4. Spicy

5. Buffalo

8©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Appetizers—Maturity Stage (Limited-Service Chains)

Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

Notable Menu Mentions1. Freshii’s Asian Vegetable Soup

2. Good Earth Coffeehouse and Bakery’s Italian Bread Salad

3. Greco Pizza’s Garlic Fingers

Asian-flavoured appetizers are trending at LSR chains

Colour KeyEthnic Other Fruity Piquant

9©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Entrées—Introduction Stage (Full-Service Independents)

Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

Flavours to Watch

1. Cinnamon

2. Tart

3. Preserved Lemon

4. Truffle

5. Coriander

10©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Entrées—Introduction Stage (Full-Service Independents)

Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

Notable Menu Mentions1. CinCin’s Risotto Di Aragosta with truffle vinaigrette

2. Cava’s Salmon with Saffron Rice

3. Saege Bistro’s Squash Ravioli with tarragon hazelnut cream

Truffle-flavoured entrées are trending at FSR independents

Colour KeyEthnic Other Fruity Piquant

11©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Entrées—Growth Stage (Casual-Dining Chains)

Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

Flavours to Watch

1. Wild Mushroom

2. Maple

3. Cilantro

4. Sweet Chili

5. Honey Garlic

12©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Entrées—Growth Stage (Casual-Dining Chains)

Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

Notable Menu Mentions1. Chili’s Grill & Bar’s Cilantro Pesto Pasta

2. Cactus Club Café’s Thai Red Curry Pacific Lingcod

3. White Spot Restaurant’s Granny Smith Apple Cinnamon Waffle

Cilantro-flavoured entrées are trending at CDR chains

Colour KeyEthnic Other Fruity Piquant

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Entrées—Maturity Stage (Limited-Service Chains)

Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

Flavours to Watch

1. Bacon

2. Jalapeño

3. Chili

4. Lemon

5. Barbecue

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Entrées—Maturity Stage (Limited-Service Chains)

Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

Notable Menu Mentions1. Second Cup’s Bacon ’N Egg Sandwich

2. Manchu WOK’s Honey Garlic Chicken

3. BG Urban Café’s Smoked Turkey Club House Panini

Bacon-flavoured entrées are trending at LSR chains

Colour KeyEthnic Other Fruity Piquant

15©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Desserts—Introduction Stage (Full-Service Independents)

Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

Flavours to Watch

1. Honey

2. Cardamom

3. Pistachio

4. Passion Fruit

5. Citrus

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Desserts—Introduction Stage (Full-Service Independents)

Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

Notable Menu Mentions1. Marcel’s Normandy Style Pear Tarte

2. Mistura’s Baked Pistachio & Ricotta Strudel

3. The Salmon House Restaurant’s Honey Passion Fruit Cheese Cake

Pear-flavoured desserts are trending at FSR independents

Colour KeySweet Other Fruity Nutty

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Desserts—Growth Stage (Casual-Dining Chains)

Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

Top Flavours

1. Spiced

2. Toffee

3. Berry

4. Mocha

5. Red Velvet

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Desserts—Growth Stage (Casual-Dining Chains)

Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

Notable Menu Mentions1. Johnny Rockets’ Dark Chocolate Shake

2. D’Arcy McGee’s Red Velvet Doughnuts

3. Earls Kitchen & Bar’s Hot Toffee Sundae

Dark chocolate-flavoured desserts are trending at CDR chains

Colour KeySweet Other Fruity Nutty

19©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Desserts—Maturity Stage (Limited-Service Chains)

Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

Flavours to Watch

1. Caramel

2. Cinnamon

3. Walnut

4. Coffee

5. Banana

20©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Desserts—Maturity Stage (Limited-Service Chains)

Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

Notable Menu Mentions1. Blenz Coffee’s Cinnamon Sticks

2. Mamma’s Pizza’s Caramel Apple Cheesecake

3. Starbucks’ Lemon Cranberry Scone

Cinnamon-flavoured desserts are trending at LSR chains

Colour KeySweet Other Fruity Nutty

21©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Methodology & About Technomic

22©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

Methodology

The results of this study were found using Technomic’s MenuMonitor database. MenuMonitor is an online trend-tracking resource that houses menu information from across the globe. Data presented in this report identifies trends on Canadian menus during the January—March 2013 time period. Results were separated into the following three stages: •Introduction Stage—flavours in the introduction stage are first being introduced. These flavours are found on only a handful of menus, and are represented by 99 menus from independent full-service operators.•Growth Stage—flavours in the growth stage show an increase in acceptance, though they are not yet widely adopted. This stage is represented by 86 menus from casual-dining chains. •Maturity Stage—flavours in the maturity stage have widespread appeal and can be found on all types of menus. This stage is represented by 148 menus from limited-service chains.

To determine in which stage a particular flavour falls, Technomic set strict guidelines for each mealpart. Any flavour with more than 7.5% limited-service chain penetration falls in the maturity stage. If a flavour is found on at least 7.5% of casual-dining chains, it is classified in the growth stage. Finally, if a flavour is found at more than 4.5% of independent operators, the flavour is placed in the introduction stage.

Each flavour tracked in this report is assigned a single stage for each mealpart. As flavours move through this progression, they will still appear on menus from the previous stages. For instance, a mature flavour (like chocolate-flavoured desserts) with a large presence on limited-service menus still appears on independent and casual-dining menus because that flavour transitioned through each stage to reach its mainstream status. However, flavours new to the lifecycle (found in the introduction stage) are rarely found in subsequent stages.

The flavours tracked in this report are plotted on a bullseye chart, which is divided into quadrants based on flavour types. All charts within the same mealpart have identical flavour quadrants. The bullseye chart’s vertical axis represents the incidence of a flavour on menus and the horizontal axis shows the percentage of operators showcasing the flavour in their restaurants. The closer a flavour falls to the center circle of the chart, the higher its incidence and operator count.

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Methodology (continued)The following chart is used to map the flavours. Those around the outermost ring are new or stagnant flavours within this stage of the mealpart. Flavours near the second ring are growing in terms of either number of operators menuing or menu incidence, or both. Flavours near the innermost circle, particularly those that fall within it, are the most likely to jump to the next stage of the flavour lifecycle within this mealpart.

Flavour Quadrant 1

Flavour Quadrant 4

Flavour Quadrant 2

Flavour Quadrant 3

New or Stagnant Flavour

Growing Flavour

Ready to Move Flavour

24©Technomic, Inc., 2013, The Flavour Lifecycle, Vol. I

About Technomic

For over 45 years, Technomic, Inc. has provided food and foodservice clients with the research, insights and strategic consulting support they need to enhance their business strategies, decisions and results. Its services include category and channel analyses, customer satisfaction studies, opportunity assessments, benchmarking programs and brand equity enhancement.

Technomic’s market-research branch has been tracking the foodservice industry since 1970, providing industry intelligence, forecasts, data, training support and consumer insights to manufacturers, operators, distributors and others allied to the field. Our numerous publications and digital products—quick-read newsletters, analytical annual reports, training handbooks, sales guides, restaurant chain profiles and searchable consumer data—help industry leaders keep a finger on the pulse of the entire foodservice industry. Our reports have set the standard for tracking the chain restaurant industry and are widely recognized as the most authoritative source of industry data.