Offering what feels like a worthwhile experience to guests is important at U.S. restaurants, particularly as restaurant inflation continues to outpace grocery store inflation. One way restaurants are approaching this is through menu innovation. According to new research from Datassential, only 16 percent of restaurant operators are not planning to change their menus this year. Making updates can boost the intrigue of your restaurant and make dining out (or ordering out) an easier decision for people. But as you innovate, it’s important to find ways to make the new dishes tempting by relating them to something familiar. For example, according to Datassential, a growing number of Latin American restaurants are enticing American guests to try birria by describing it as a twist on the French dip sandwich – an American favorite that also feels experiential because of the dipping involved. The Latin American approach, on some menus, involves quesadillas or tacos served with a brothy soup for dipping instead of a beefy sandwich served with au jus. So a dish that could feel adventurous (but maybe a little out of reach) to a guest feels comfortably adventurous because of the connection to a French dip. As you innovate your menu this year, consider your menu favorites. What dishes could be appealing templates for introducing the new flavor profiles that upgrade the experience you offer? At a moment when consumers are looking for convenience, portability and affordability, your sandwich menu can meet some, if not all, of those needs. Consider changing up the proteins you offer between the bread or prepare them in new ways, adding some global flavor or spice to the accompanying condiments, and weaving in some in-season produce. Your sandwich menu can offer you some low-risk areas to test your roster of limited-time offers as well — something that will keep guests interested in returning. After a summer of unseasonably hot temperatures, the thought of cooler weather and cozy foods may be especially appealing to your guests. Think hearty soups and stews, pasta bakes, potato dishes and creative takes on macaroni and cheese. As you plan menus for the months ahead, consider how you can stretch your ingredients on hand, whether that includes produce that can support a pasta dish as well as a sandwich, or cuts of meat that you wouldn’t normally feature at the center of the plate but which can elevate a soup or savory pie. Summer is sandwich time as your guests seek out foods they can eat at the beach or on the go. To make your menu stand out from anything people would prepare at home, weave some of the excitement of your appetizer or entrée menu into your sandwich offerings. Is there a popular item on your menu that, with a little creativity, could be reinvented as a sandwich (and help you make your ingredients go even further in the meantime)? As the pandemic has forced restaurant operators to adjust their menus, sandwiches have been among the items needing an update. Many of the consumers who once worked outside the home and grabbed a sandwich during their lunch hour are – for now – staying in at lunchtime and preparing food at home. But even if your lunchtime business has declined, there may still be room for sandwiches on your menu – especially if you look beyond lunch. Could a new lineup of breakfast sandwiches help people start the day? Could you make sandwiches a more enticing takeout option for dinner with special sauces and sides? Maybe there’s room for small sandwiches on your menu as an afternoon snack option. Consumers will continue to look for foods that are easy to consume on the go – and sandwiches are among them. Do yours fit the current environment?
Adam Byatt, chef of Michelin-starred Trinity restaurant, predicted that 2020 would be “the year of the sandwich.” And why not? Sandwiches are ideal foods to order to go and to eat outdoors in groups. They also provide a solid foundation for innovation – from the varied tastes and textures of sandwich breads to the marinades, sauces and other ingredients you can combine to build layers of flavor in unexpected ways. Is there space on your menu for a signature sandwich?
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