A Culinary Perspective on
Menu Development Presented by
Charlie Baggs President & Executive Chef
Charlie Baggs, Inc.
www.charliebaggsinc.com
Skip Julius CEC, CRC, CCS Product Development Leader
Gordon Food Service
www.gfs.com
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Presentation at a Glance •Consumer insights •Increased ingredient cost •Look at the menu •Rising cost strategy •How to capture customers interest •Tracking trends •Menu engineering •Concepting and menu descriptions •Pleasure principles
Consumer Desires Overlap
Most successful products meet these characteristics
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Healthy and Wellness trend • Berries • Calcium • Plant sterols • Gluten intolerance • Nuts • Omega 3’s • Soy • Blueberries • Pomegranate • Tea
• Natural • High fiber • Whole grain • Fresh perception • Customized for consumer • Fortified • Reduced “Bad” Ingredients: HFCS,
calories, trans fat, sodium,
• Portion controlled • Flax, nutritious
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Restaurant Trends Trend: Customization pick a pair, choose a combo and make my way. Source: Datassentials October 2007 Ideas: • Supper / Snack Combos – soup and sub or sub and dessert – separate (unbundled)
beverage
Trend: Decline in core diner dayparts (dinner and lunch) NPD Consumer Visits, August 2007 Ideas: • Add more snack-like foods
Trend: Niche Focused Menus Ideas: • LTO’s that celebrate a style, region, or daypart • Bistro Bakery LTO – baguette, croissant and Bahn Mi sandwiches • Breakfast for Dinner LTO sandwiches • Italian Bistro LTO – bun and flatbread sandwiches • Calorie Controlled Flatbreads and Wraps
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Restaurant Trends Trend: Upgraded offers for kids Ideas: • Make kid size Signature dishes • Fruits – fresh whole fruit, or cut fruit or cocktail available as side or dessert options or
vegetable sticks with dressing cup or pack • Nutritional information posted for children’s menus citing accordance with acceptable
standard of childhood nutrition, and awareness of childhood obesity concerns.
Trend: Restaurants and environmental responsibility Ideas: • Waste reduction theme posters in store, sustainable paper sourced products • Segregated waste recycling waste containers
Trend: Marketing lunch menu specials for workers Ideas: • Offer “buy two get a percent off” deals. • Offer daily weekday lunch special subs & combos • Offer frequent diner cards to local work places
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Food Trends Overview
Consumers Want Choices 1. Convenience: Dine in, dine at home, or dine on-the-go
– Cupholder Cuisine: Demands food that travels well
2. The Rise of Breakfast 3. Customization of Menu Items 4. Choice of Portion Sizes 5. Miniaturization of Treats/Indulgences 6. Choice of Sides 7. New Beverage Options 8. Bold New Flavors 9. Ethnic - Authenticity a must 10.Premiumization vs. Basic
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“Green” is “IN”
• Grass Fed • Hormone Free • Cage Free • Ethical • Fair Trade • Clean Foods • Carbon Footprint • Energy Efficient • Eco-Friendly • Free Range
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• Recyclable • Sustainable • Traceable • Vegetarian/Vegan • Locally Grown • Natural • Organic • Humanely Raised • Rainforest Alliance • Whole Foods
Food Trends Trend: Familiar with a Twist Ideas: • Take signature ideas and offer LTO variations
Trend: Moving to smaller portions Ideas: • Half portion sandwiches, salads, entrees • Differentiate by focusing on quality – unique
sauces, premium proteins and exquisite breads.
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Food Trends Trend: Fruit & Savory (sweet & savory) Ideas: • Savory proteins accented by sharp, sweet fruit
flavors - traditional or exotic (mango was 1st) • Fruit salsas or sweet glazes can be small in
quantity applied but still provide significant identifiable flavor and texture
Trend: Shrimp has greatest seafood share on restaurant menus.
Ideas: • Add shrimp to your sandwiches, soups, salads
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Consumer Trends Overview
Top Trends To Watch
• Healthy Foods • Reduced Portions/Tapas • Small plates menus • Bite-sized desserts • Bold Flavors (Mexican & Asian) • Local Foods & Organic Products
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Consumer Trends Trend: Communal dishes Ideas: • Combo platters, sharable Trend: Healthy, All-Natural, Better for You Items Ideas: • Incorporate nutrient-rich ingredients. perceived as
inherently good due to high levels of anti-oxidants • Fruits include: blueberries, mango, cranberries,
apples, kiwi, strawberry and oranges. • Bread ingredients could be: oats, walnuts, flax seed,
wheat grass, soy, chives, barley, buckwheat, other whole seeds.
• Condiment components include: olive oil, sesame, cinnamon, ginger, oregano, turmeric.
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Customization
• Offer sauce accompaniment
• Offer portion size alternatives
• Hot or cold serving option
• Kid or adult packaging choice
• Packaged for ‘the office’ or immediate consumption
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Increased Ingredient Cost
• Example: “The Clorox Story” Early in the 20th century hypochlorite became very
scarce and cost increased due to supply and demand.
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Your Menu is the Lifeblood of your Business.
Don’t Take it for Granted! • Capture customers'
interest • Encourage repeat visits • Review the menu now
– Profitability – Operational constraints – Labor capabilities – Current trends – Seasonal menu options
It can help to work with an
outside/objective source
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How do you create a menu that captures customers' interest?
• Demographics • Regional Issues • Psychographics • What does your customer
want • Who is your competition • What is the competition
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Know who your customer is!
Menu Strategies And Practices
• The Menu is the #1 Merchandising Tool • Rounding Theory • Eye Gaze Patterns • Shading, Boxing, Angled Specials, Top &
Bottom of a List • Price to the Consumer, Not to Formula • Branding drives Image and Value
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Rounding Theory • Under $5.00, guests only recognize price increments
of 25¢ • Above $5.00, guests only recognize price
increments of 50¢ and 95¢. • Over $10.00, the incremental price point is $1.00. • Common pricing strategy - a $2.54 food cost and a
33% cost percentage target should be priced at $7.62.
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Rounding Theory cont.
• Manager lowers pricing to $7.75 from $7.95 • In a year, most restaurants will serve in excess of
100,000 customers. • An extra 20¢ on just half of those customers (in
pure profit) would put an extra $10,000 to the bottom line.
• Restaurant only makes $50,000, so this is a 20% increase.
• Fact Based Selling!
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Eye Gaze Patterns • Customers don’t read menus. • Customers scan menus • The eyes follow a predictable path • Strategically place high-profit items • Customer spends less than 45 seconds
scanning the menu.
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Eye Gaze Patterns Mapped
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Shading, Boxing, Angled Specials, Top & Bottom Of Lists
• You can expect a minimum 20% increase – At the top or bottom of a list. – When you shade or box.
• Patrons only scan menus. • Eye gaze motion will be drawn to
variations in text, layout or format • Combine shading, boxing and special with
other forms of merchandising 25
Price to the Consumer, Not to Formula
• Formula pricing is lazy. • A formula price leaves Money on the table. • Customers have limited knowledge of raw
costs. • Set price points based on the value perception
of the guest and what the market will bear. • Use coffee as your example … • Fact Based Selling!
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Margin Dollars Increase by 30-50% !
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$1.50
$1.05
Where to get Trends • NRA • The Food Institute • CIA • Food Navigator • Technomic • Google • Datamonitor • Mintel • Datassentials • NPD • Publications (Trade & Consumer)
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But…what are the real trends?
How to filter out the “noise”
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Mc Cormick Spice
Food Prod Design
NRA Stagnito's Bell Flavor Mintel Food Processing
1 Oregeno/ Heirloom Beans
Capers Fresh Herbs Chocolate - Artisan Mango Blood
Orange Acia
2 Vanilla/ Cardamom Coconut Exotic
MushroomsTea Achiote Madaga-car
Vanilla Yuzo
3 Chile/ Cocoa
Heirloom Salts Spicy Sofrito Spicy - Habenero Pomegranate
4 Coriander/ Coconut
TamarindPomegranate P-butter Ras-al-
hanout
Chocolate - Artisan, White
Blood orange
5 Lemon Grass
/Lychee
Specialty Sugars Starfruit Vanilla Tandoori Lemon -
Meyer Mocha
6 Red Curry/Masa Sea Salts Kiwi Combo
flavorsTea
Smoked
Chipotle - non trad
usesTea
7 Orange Peel/Wood Mint Coffee
flavors CharmoulaBasil - non traditional
usesSpicy
8 Allspice/ Exotic Meat Yogurt Sweet/
Hot Cumac Pomegranate Bourbon
9 Poppy Seed/Rose Chai Smokey Kaffir lime Yuzu Tamarind
10 Sage/Rye Whiskey
Lemon Grass Tamarind Acai Combo
Flavors
Flavor Trends
Flavor Trends 1
Oregano/ Heirloom
Beans Capers Fresh Herbs Chocolate -
Artisan Mango Blood Orange Acia
2 Vanilla/ Cardamom Coconut Exotic
Mushrooms Tea Achiote Madagascar Vanilla Yuzu
3 Chile/ Cocoa Heirloom Salts Spicy Sofrito Spicy - Habañero Pomegranate
4 Coriander/ Coconut Tamarind Pomegranate P-butter Ras-al-hanout Chocolate -
Artisan, White Blood orange
5 Lemon Grass /Lychee
Specialty Sugars Starfruit Vanilla Tandoori Lemon -
Meyer Mocha
6 Red Curry/Masa Sea Salts Kiwi Combo
flavors Tea Smoked Chipotle - non trad uses Tea
7 Orange Peel/Wood Mint Sour Orange Coffee flavors Charmoula
Basil - non traditional
uses Spicy
8 Allspice/ Exotic Meat Yogurt Sweet/ Hot Cumac Pomegranate Bourbon
9 Poppy Seed/Rose Chai Smokey Kaffir lime Yuzu Tamarind
10 Sage/Rye Whiskey Lemon Grass Tamarind Acia Combo
Flavors
1 Farmers Market Cuisine
Probiotics Mini Desserts
Small Plates Local Flavor (trumps health)
Curbside
2 Lightweight Sauces
Organic/ Natural
Local Artisan Burgers
Ethical Convenience
Build-a-Meal
3 Made-in-House Foods
Fresh Organic Local Sourcing
Green Tradition made new
Indulgent
4 Hi-Impact Ingredients
Superfruit Flatbread Serious Pizza
Emerging Cuisines
Combo Ingredients
Guilt Free
5 Global Street Food
New World Cuisine
Specialty Sandwich
Savory Desserts
Umami Fruit = Health
Organic/Natural/Fresh
6 Local Bold Flavor
Asian Apps Molecular Gastronomy
Crossover flavors
Asian + Citrus
Heritage/Local/Heirloom
7 Slow Cooking
Caffeine Power
Whole Grain
New World Cuisines
Asian/Thai/ Island
8 Eggs Meditteranean
Meditteranea
9 Hi Tech Tools
Pan Seared Sweet 'n Spicy
10 Latin Smoked
Macro Trends
Flavor & The Menu
Data-monitor NRA NY Eats Food Navigator
COEX Mintel
1 Farmers Market Cuisine
Probiotics Mini Desserts Small Plates Local Flavor (trumps health)
Curbside
2 Lightweight Sauces
Organic/ Natural
Local Artisan Burgers Ethical Convenience Build-a-Meal
3 Made-in-House Foods
Fresh Organic Local Sourcing Green Tradition made new
Indulgent
4 Hi-Impact Ingredients
Superfruits Flatbread Serious Pizza Emerging Cuisines
Combo Ingredients
Guilt Free
5 Global Street Food
New World Cuisine
Specialty Sandwich
Savory Desserts
Umami Fruit = Health Organic/Natural/Fresh
6Local Bold Flavor Asian Apps Molecular
Gastronomy???Crossover flavors
Asian + Citrus Heritage/Local/Heirloom
7 Slow Cooking Caffeine Power Whole Graion New World Cuisines
Asian/Thai/ Island
8 Eggs Meditteranean Meditteranean9 Hi Tech Tools Pan Seared Sweet 'n Spicy10 Latin Smoked
Macro Trends
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Menu Engineering Your approach to menu analysis must have a plan
“What is your culinary Brand identity?”
Create and maintain a brand Organization of menu / menu layout Use a “Daily Menu” / daily specials Maintain quality and consistency Menu positioning 34
Engineering Menu Profit
Real Time Pricing Set menu item performance levels
-Don’t become emotionally attached -If items don’t perform or contribute: 86 ‘em
SKU Utilization- Get Creative Specials – your best friend (BFF)
-Steer customers to higher margin items
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Consumer Food Prices Unadjusted Mar. ‘08 • All Items 4.9% • All Food 4.9 • Beef & Veal 4.7 • Pork 1.8 • Poultry 8.3 • Fish & Seafood 4.1 • Eggs 34.7 • Dairy Products 12.8 • Sugar & Sweets 2.8 • Fats & Oils 6.9
– Source: www.usda.com
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Concepting A “hamburger” doesn’t always sell itself
Less descriptive A ground beef patty with melted cheese
on a grilled bun with bacon, lettuce and tomato
More descriptive A fire grilled angus ground beef patty
topped with Wisconsin cheddar cheese, Apple wood crispy bacon, fresh lettuce and ripe tomato slices on a toasted Sour dough bun
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Menu Descriptions
• Include ingredients: spring onions, portabella mushrooms, etc.
• Add terms to make ingredients alive: caramelized, sautéed, basted, glazed, crispy, chunky, rich
• Describe colors/temperatures/sensations: chilled, cool, refreshing, soothing, blush, rosy, vibrant green
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Concepting Action Words
• Flavors (zesty, tangy, salty, etc…)
• Cooking Methods (roasted, fried, caramelization, etc…)
• Textures (soft, crispy, chewy, etc…)
• Shape & Size (chopped, julienne, minced, etc…)
• Cooking Action (drizzled, shaved, stuffed, etc…)
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Making Food Irresistible
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Great Food Gives Great Pleasure
• Food and beverage is one of three essential human needs for basic survival
• Yet, aside from love, nothing else evokes as much pleasure and passion as food!
We Choose the Food That Gives Us The Most Pleasure!!!!!
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Why it Works
Understanding Why Food Tastes So Good…or Doesn’t
PLEASURE
Genetics: Why We Respond to Food Pleasure
Humans begin 5,000,000 BC
Hunter-Gathers
Agriculture begins
8,000 BC
0 AD
Industrial Age 1900
AD
Genetics: Why We Respond to Food Pleasure
• 4.998 % of human history is as hunter gathers • Natural selection results in our genes being
predisposed as hunter gathers • The brain and body have 5 million years of
developing mechanisms that respond to pleasure stimulus: it’s how we survived this long!
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Food Pleasure Equation
• When you have a food choice the brain calculates how much pleasure will be generated during the eating and digestion of any food. EXPECTATIONS!
• Goal of the brain, gut and fat cell is to maximize the pleasure extracted from the environment in both food sensation and macronutrient content
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Pleasure Rule #1 Taste Hedonics
• Salt, Sugar, MSG, 5’ Nucleotides in solution yield most pleasure
• Glutamates = Umami (MSG is but one) • Umami signals presence of protein
– Salt + Glutamates = powerful hedonics • Emulsions –
– Salt-fat: butter, salad dressings, mayo – Sugar-fat: chocolate, ice cream, cream
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Pleasure Rule #2 Foods High in Umami/Glutamates
Many preferred food are naturally high in
Glutamates: • Soy Sauce • Parmesan Cheese • Tomato • Potato • Sardines • Fish Sauces
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Pleasure Rule #3 Taste Hedonics
• Salivation Response – We prefer foods that are moist or evoke saliva – Saliva is critical for solute contact with taste buds (no
taste, no pleasure) – Saliva fosters food lubrication, enhances the eating
experience – Why is there salt on crackers? – Add salt and fat (think potato chips) = perfect
“salivation” food
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Pleasure Rule #4 Balance the BASICS™ Balance Acid Sweet Intended flavor and texture Color Salt
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Pleasure Rule #5 Texture
About Texture • The brain has more difficulty “reading” a flavor
when a food has more texture • The brain reads temp first, then texture and
finally flavor • Foods like ice cream, foie gras and risotto are
sensed as richer and more sensual
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Pleasure Rule #6 Sugar and Fat Pleasure
• Pleasure magnified when mixed with fat: Emulsion Pleasure Theory
• Brain Loves Emulsions with sugar/salt
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To Summarize
Your menu is the most important thing you have. Never take it for granted!
Culinary Quotes
•"It is the sauce that distinguishes a good chef. The saucier is a soloist in the orchestra of a great kitchen." - Fernand Point
•"Come quickly I am tasting the stars!" - Dom Pérignon, upon discovering Champagne
•"Burgundy makes you think of silly things; Bordeaux makes you talk about them, and Champagne makes you do them." - Brillat-Savarin
•"Poultry is for the cook what canvass is for the painter." - Brillat-Savarin
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