Trendy in ’08
Executive Advice
By Genevieve Diesing   
Thursday, 24 January 2008
smc NRA reveals 2008 food trends
Bite-size desserts ranked as the No. 1 hottest menu item in America, according to an NRA chef survey.

Flatbreads. Pomegranate martinis. Bite-size desserts and cage-free eggs. These are just some of the culinary concepts expected to draw consumers into restaurants this year, the National Restaurant Association (NRA) says. According to the NRA’s annual survey of more than 1,000 American chefs, the hottest gastronomic trends include ethnic-fusion entrees, organic produce, more humane treatment of poultry and livestock and novelty-sized confections.

Topping the charts of 194 food items, 86 percent of chefs ranked bite-size desserts as “hot,” with small plates and tapas coming in at 73 percent. Last year’s trendy pomegranates are still popular, raking in 62 percent of approval, compared to the same percent of chefs who believe star fruit is passé. The same amount of chefs surveyed consider berries to be a perennial favorite.

Alcoholic beverages such as mojitos and flavored martinis are still trendy, as well as micro-distilled liquors and specialty beer. Energy drink cocktails were also considered hot by 64 percent of chefs.   

Consumers’ ethical considerations are popping up in their food choices – 81 percent of chefs say locally grown produce will be popular, and 65 percent currently feel grass-fed livestock is appealing.

The green movement is also taking shape in the restaurant industry, according to the NRA. Low-energy light bulbs and supplies, waterless urinals and recycled packaging have replaced water and energy-saving kitchen equipment as the latest green measures. Just a minority of restaurants use organic ingredients and sustainable seafood and meats in their menus, although customers are looking for them: Sixty two percent of consumers say they are prone to select a restaurant based on its level of environmental friendliness.

This year, when it comes to food, consumers want it all, the NRA reports. Interest in healthy menu options is increasing along with the demand for quick and easy ordering, through such methods as self-activated ordering and payment systems.

“Also, a growing consumer trend is interest in more options to place orders, including online, by fax or via cell phone,” the NRA says. “In restaurant dining rooms, self-ordering and payment systems draw consumer attention. While only a small percentage of restaurants currently offer it, 44 percent of consumers say they would be likely to use an electronic ordering system at their table if offered and 53 percent would utilize electronic payment systems at the table. In quick-service restaurants, 57 percent of consumers who have not used a self-serve ordering terminal say they would if it was offered.”

Even though consumers want more individualized ordering options, they also want better quality of food. Seventy six percent of Americans say they are trying to eat healthier than they did two years ago.

Last year represented the biggest surge in wholesale food prices in 27 years, according to the NRA. This still won’t deflect the enormous appetite Americans have for eating out, as 2008 restaurant sales are predicted to show a 4.4 percent increase since last year, totaling a projected $558 billion.

Americans purchase restaurant food an average of 5.8 times per week, each spending $1,078 annually on restaurants.

Full-service restaurant revenue is expected to increase 4.3 percent, to $187.4 billion. This growth will be a result of more menu and service options, such as take-out, delivery and curbside service. Quick-service restaurants’ sales will rise 4.4 percent, to $156.8 billion, which will most likely be due to creating healthier menu selections and speedier payment technology.

Restaurants will remain a major driver in the weakening 2008 economy, with a work force growing faster than the U.S. population. The industry is expected to add two million positions by 2018. “The industry is heading into 2008 as an economic powerhouse,” the NRA says.

 
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