THE KEYNOTE REPORT APPETIZERS - Datassential

MenuTrends Keynote | Appetizers 2015 1 Contact Datassential: 312-655-0594

APPETIZERS THE KEYNOTE REPORT

Brian Darr 312-655-0594 [email protected]

March 2015 MENUTRENDS KEYNOTE

SAMPLE SLIDES get the full report: 312-655-0594 or [email protected]

MenuTrends Keynote | Appetizers 2015 2 Contact Datassential: 312-655-0594 For the first time Datassential’s MenuTrends Keynote

Series is leveraging the power of MenuTrends, our trend-

tracking database, and combining it with extensive consumer

and operator survey data, from motivations to behaviors to

opportunities, in order to bring together trends, data, and

insights in a comprehensive report that dives deep into key

industry topics and categories.

For more details, please contact Brian Darr at: 312-655-0594 or [email protected]

The MenuTrends Keynote Breakfast report is an invaluable resource to help you understand the complete breakfast landscape…away-from-home and at-home, detailing consumer’s behavior, motivations and preferences.

Every day two-thirds of consumers eat breakfast, most of it at home. But in the past few years restaurants have been working hard to lure customers away from their kitchens by expanding into the breakfast day part and adding innovative breakfast items. In order to understand the breakfast landscape, from consumer habits and preferences to opportunities for operators, manufacturers, and distributors, Datassential focused on breakfast for the launch of our brand new MenuTrends Keynote report series.

Upcoming Topics 2015

* Non-Alcoholic Beverages * Kids Menus

* Side Dishes * Growing Spicy Flavors

* Burgers * Salads

* Alcoholic Beverages * The New Healthy

From red velvet to pumpkin, Cronuts to savory sweets, desserts have showcased a huge number of changing trends over the past few years. But what are consumers actually eating? And what do they want to eat? Datassential's MenuTrends Keynote Dessert report, combines survey data directly from consumers with menuing and trend data from our MenuTrends database. We dive deep into the current state of the dessert market providing insights on consumer behavior, motivations, and preferences, detailing cakes, pies, cookies, bars, brownies, and so much more. This report also includes insights from operators on what desserts they serve and product formats they purchase as well brand importance of those product, making this an impactful and invaluable dessert resource.


OBJECTIVES &

METHODOLOGY KEY INSIGHTS CONSUMERS

DRIVERS &

BARRIERS

INGREDIENT

SPOTLIGHT

8

24

57 33

27

CONTENTS

VARIETIES

LATIN

80

91

ASIAN FRIED

VEGGIES SAUCES &

FLAVORS 107 115

OPPORTUNITIES

& WATCHOUTS APPENDIX

126

99

123

OPERATORS

158 145

click to jump to a section

12

APPETIZER

LANDSCAPE 18

MEGATRENDS

45

178

SHOW, BUT DON’T GIVE OR LEAVE BEHIND

This report can be presented live or via webinar, but can not be distributed to outside companies.

If your company has purchased this report, you are encouraged to excerpt key exhibits and build them into your own presentations.

However, you should not provide significant sections of this report to any outside company without express written consent from Datassential.

EXHIBIT GUIDE Landscape

Appetizer Penetration by Segment

Appetizer Menu Average Sizes

Average Appetizer Prices

Appetizers Timeline

America’s Favorite Appetizers

Appetizers Eaten

Consumers

Last Appetizer Occasion: Recency

Appetizer: Consumed by Meal Part

AH vs. AFH Appetizer: by Meal Part

AFH: Where Purchased

Appetizers AH: Prep Methods

Drivers & Barriers

A Truly Great Appetizer is…

AH Appetizers: Attribute Importance, by Age

AH Appetizers: Drivers, by Age

AH Appetizers: Drivers (unaided)

AH Appetizers: Barriers, by Age

AFH Appetizers: Attribute Importance, by Age

AFH Appetizers: Drivers, by Age

AFH Appetizers: Drivers (unaided)

AFH Appetizers: Barriers, by Age

MegaTrends

MAC: Appetizers MegaTrends

MegaTrends Interest Rating, by Age

18

19

20

21

22

23

24-26

27

28

29

30

31

32

33

34

35, 135

36, 137

37-38

39, 136

40, 138

41, 140

42-43, 156

44, 139

45

46

47,153

Unique Proteins

Ethnic Comfort Foods

Charcuterie

Pasta Appetizers

Premium Cheeses

Seasonal Veggies

Flatbreads

Small or Shared Plates

Tailgate Favorite

Ingredient Spotlight

MAC: Appetizer Ingredients

Taleggio, Time Trend

Shishito Peppers, Time Trend

Giardiniera, Time Trend

Quinoa, Time Trend

Harissa, Time Trend

Aioli, Time Trend

Brussels Sprouts, Time Trend

Sriracha, Time Trend

Kale, Time Trend

Cilantro, Time Trend

Seasonal Appetizer Ingredients

Varieties

MAC: Appetizer Varieties

Top Appetizer Varieties

Top Appetizer Items by Segment

Top Appetizer Items by Region

48

49

50

51

52

53

54

55

56

57

58

59-60

61-62

63-64

65-66

67-68

69-70

71-72

73-74

75-76

77-78

79

80

81

82

83

84

EXHIBIT GUIDE Varieties (cont’d)

Fastest Growing Appetizer Varieties

Healthy Terms: QSR vs. FSR

Trending Appetizer Flavors & Terms

Appetizer Varieties: Interest Rating

Appetizer Varieties: Interest by Gender & Age

Appetizer Varieties: Interest by Income &

Ethnicity

Unique Appetizers: Interest Rating

Unique Appetizers: Interest by Gender & Age

Unique Appetizers: Interest by Income & Ethnicity

Latin Appetizers

MAC: Latin Appetizers

Top Latin Appetizers

Penetration by Segment

Penetration by Region

Trending Latin Appetizers

Average Menu Price

Latin Appetizers: Interest Rating

Latin Appetizers: Interest by Gender & Age

Latin Appetizers: Interest by Income & Ethnicity

Asian Appetizers

MAC: Asian Appetizers

Top Asian Appetizers



Trending Asian Appetizers

Average Menu Price

85

86

87-88

89

141

142

90

151

152

91

92

93

94

95

96

97

98

143

144

99

100

101

102

103

104

105

Asian Appetizers (cont’d)

Asian Appetizers: Interest Rating

Asian Appetizers: Interest by Gender & Age

Asian Appetizers: Interest by Income & Ethnicity

Fried Veggie Appetizers

MAC: Fried Veggie Appetizers

Top Fried Veggie Appetizers



Trending Fried Veggies

Average Menu Price

Fried Veggies: Interest Rating

Fried Veggies: Interest by Gender & Age

Fried Veggies: Interest by Income & Ethnicity

Sauces & Flavors

MAC: Appetizer Sauces & Flavors

Top Appetizer Sauces & Flavors

Top Sauces & Flavors by Segment

Top Sauces & Flavors by Region

Trending Appetizer Sauces & Flavors

Top Appetizer Sauces & Flavors: Avg. Price

Sauces & Flavors: Interest Rating

Sauces & Flavors: Interest by Gender & Age

Sauces & Flavors: Interest by Income & Ethnicity

Opportunities & Watchouts

106

145

146

107

108

109

110

111

112

113

114

147

148

115

116

117

118

119

120

121

122

149

150

123-125

EXHIBIT GUIDE Appendix

Share of Stomach: AH vs. AFH

Average Share of Visitations: by Restaurant Type

Consumer Demography

AFH Dining: Selection Criteria

Overall AFH Dining Opinions

Overall AFH Dining Opinions, by Generation

Appetizer Consumption Frequency: AH vs. AFH

AH Appetizers: Attribute Importance, by Age

AH Appetizers: Barriers, by Age

AH Appetizers: Drivers, by Age

AFH Appetizers: Attribute Importance, by Age

AFH Appetizers: Barriers, by Age

AFH Appetizers; Drivers, by Age

Appetizer Varieties: LOVE IT, by Gender & Age

Appetizer Varieties: LOVE IT, by Income & Ethnicity

Latin Appetizers: LOVE IT, by Gender & Age

Latin Appetizers: LOVE IT, by Income & Ethnicity

Asian Appetizers: LOVE IT, by Gender & Age

Asian Appetizers: LOVE IT, by Income & Ethnicity

Fried Veggies: LOVE IT, by Gender & Age

Fried Veggies: LOVE IT, by Income & Ethnicity

Sauces & Flavors: LOVE IT, by Gender & Age

Sauces & Flavors: LOVE IT, by Income & Ethnicity

Unique Appetizers: LOVE IT, by Gender & Age

Unique Appetizers: LOVE IT, by Income & Ethnicity

MegaTrends: Interest Rating, by Age

Appetizer Trends: QSRs

Appetizer Trends: Full-Service Restaurants

Appetizer Trends: Independent Restaurants

126

127

128

129

130-131

132

133

134

135

136

137

138

139

140

141

142

143

144

145

146

147

148

149

150

151

152

153

154

155

156

Appetizer Trends: Chain Restaurants

Operators

Operator Profile

Average Appetizer Food Cost %

Fried Appetizers: Products Purchased

Fried Appetizers: Brand Importance

Non Fried Appetizers: Products Purchased

Non Fried Appetizers: Brand Importance

Challenges to Selling Appetizers

Operator Focus: On-Trend vs. Classic Appetizers

157

158

159

160

161

162

163

164

165

166

MenuTrends Keynote | Pizza 2014 8 Contact Datassential: 312-655-0594

Soup Varieties: Detailed

Profiles

8

SAMPLE SLIDES


85% of all restaurants offer appetizers, not including salads and soups.

MENU PENETRATION: of all restaurants, % that offer appetizers

Appetizer Penetration by Segment (% of restaurants serving appetizers)

FSR operators are more likely to

feature appetizers.

Source: Datassential MenuTrends

70%

60%

88%

97% 97%

85%

QSR Fast Casual

Midscale Casual Fine Dining

ALL


6

8

10

12

14

16

18

20

22

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

QSR Midscale Casual Fine Dining ALL

Appetizer Menu Average Sizes (Average number of appetizers)

Total US: 15.0 +27%

Casual: 18.2 +29%

Average Number

of Appetizers

9-Year

Growth

Source: Datassential MenuTrends

Casual and fine dining operators tend to offer

the largest appetizer selection.

QSR: 9.3 +10%

Midscale: 14.5 +27%

Fine Dining: 18.8 +39%


2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Small plates continue

to appear outside of

tapas restaurants

APPETIZERS IN TIME

Marie

Callender’s

Coconut

Shrimp

features a

chipotle

dipping sauce

Chili’s releases their

Triple Dipper, a pick-

three appetizer

Lobster mac & cheese

becomes a popular

appetizer at higher-end

restaurants

TGI Friday’s

introduces apps

like Fried Mac &

Cheese and

Crispy Green

Bean Fries

Small plates are

now present at

22% of the Top

500 major chains

Flatbreads appear

on appetizer

menus at a dozen

major chains

Ethnic mashups,

sweet potato fries,

Sriracha, Brussels

sprouts, and kale

are the new

appetizer standards

Food truck inspired

dishes and flavors are

now showcased in major

chain appetizers

Potstickers appear

at Mimi’s Café and

Uno Chicago Grill

Olive Garden rolls out

its Taste of Italy small

plates menu

Spinach

artichoke dip

arrives at the

Outback

Steakhouse

BBQ Pulled

Pork, French

Dip, and

Southern

Chicken

sliders debut

at Applebee’s

The small plate boom

begins at major chains

around the country

Jack in the Box debuts

their Sampler Trio with

stuffed jalapenos,

cheese sticks, and Spicy

Chicken Bites

Joe’s Crab Shack

“crosses the

border” with their

Crab Nachos

Classic and Asian-

inspired wings appear at

Ruby Tuesday, KFC,

Pizza Hut, and Wendy’s

CPK features Korean

BBQ Steak Tacos on

their “Small Cravings”

menu


QD4: Still thinking back to this very last appetizer…where was that last appetizer from? n=556

Among consumers who have eaten an appetizer within the last 2 weeks; excludes soups & salads.

Top of mind appetizers are predominantly hot offerings consumed away from home. Hot appetizers may be appealing or indulgent choices away from home for consumers who forgo these same

items at home, particularly fried items.

74%

HOT

Hot vs. Cold

Appetizers

At Home vs. AFH

Appetizers

65%

AFH

QD3: Still thinking back to this very last appetizer…was is a hot appetizer or cold appetizer?


Appetizers Eaten

n=556 QD2: Think back to the very last time you had an appetizer. What type of appetizer was it?

RANK ITEM % WHO HAVE EATEN (past 2 weeks) AT/FROM

HOME AFH

1 French Fries, Potato Skins 31% 69%

2 Chips & Salsa 20% 80%

3 Wings 33% 67%

4 Onion Rings 21% 79%

5 Fried Cheese Sticks 31% 69%

6 Nachos 39% 61%

7 Dip: Spinach, Taco, Queso, etc. 43% 57%

8 Shrimp Cocktail 12% 88%

9 Spring / Egg Rolls 13% 87%

10 Quesadilla 59% 41%

11 Chicken Strips 35% 65%

12 Hummus 56% 44%

13 Calamari 13% 88%

14 Cheese Ball, Cubes, Slices, etc. 73% 27%

15 Guacamole 64% 36%

When consumers want appetizers, they reach for a variety of easily shareable finger

foods.

10%

9%

8%

7%

6%

6%

5%

5%

4%

4%

4%

3%

3%

3%

3%

Among consumers who have eaten an appetizer within the last 2 weeks; excludes soups & salads.

MenuTrends Keynote | Appetizers 2015 14 Contact Datassential: 312-655-0594 The majority of at-home appetizers are refrigerated and frozen options. Consumers rely heavily on value-added prepared foods, not surprising considering some of America’s favorite appetizers (wings, fries, shrimp cocktail, onion rings, etc.) may be more time consuming to prepare from scratch.

At Home Appetizer: Preparation Methods

QD5 : For this last appetizer that you had FROM HOME, was it… n=195

46%

29%

25%

100%

Made or assembled from scratch

Refrigerated, pre-packaged A frozen appetizer Total


n=1002

While consumers are cost conscious when dining away from home, great taste and

quality for the price are what consumers seek. Consumers indulge with items they don’t typically

prepare at home and look for unique, non-fried options.

84%

72%

72%

72%

69%

61%

59%

55%

53%

52%

49%

47%

47%

46%

44%

44%

40%

34%

33%

26%

Great taste

Best value (quality for the price)

Quality of appetizer options

Cost

Visually appealing

Unique appetizers I wouldn't prepare at home

Speed of service

Shareable with a group

Healthier options

Non-fried, non-greasy options

Large appetizer portions

Meal combo special

Signage or menu photos of appetizers

Small appetizer portions so that I don't fill up

More upscale/gourmet appetizers

All natural or organic ingredients

Nutritional labeling, calorie counts, fat, etc.

Limited-time-offers

Rewards or loyalty program

Gluten free options

AFH Appetizers: Attribute Importance (Top 2)

QE6: When you want an appetizer AWAY FROM HOME, how important are each of the following? 5-point scale where 1-Very Important to 5-Not at all important.


QE9 : Please complete this thought: “Other than lower cost, I would be more likely to have an appetizer AT RESTAURANTS if…”

AFH Appetizers:

Drivers (unaided)

“I think having a choice of 4 or 5 appetizers that you could sell by the pound

would be great. Have them already done and warm so that you can take them

home and serve it with your meal at home.”

“If it was a unique item that I’ve not tried before. Or if it was an item that I

wouldn’t make at home because of the ingredients needed or it being too

complicated to make at home. “

“If they made individual appetizers so I could get what I want rather than

having to pick one thing to share with the other people in my party.”

“They have a wider choice, healthier options, and enough for the group without

having to order multiple appetizer plates. Nothing is more annoying when there

are five people in the group and only 4 appetizers on the plate.”

“Servers were friendly and knowledgeable of the menu. Healthy non-fried

options. Many condiment choices. Not over-priced for the amount of food.”

“It is something amazing, obscure, that I do not have access to while I am at

home. I tend to lean more to exotic foods or seasonal foods grown locally.”

“Small ‘samplers’ were offered, non-fried apps were offered. More interesting

items…seems like almost every restaurant offers the same old things – fried

mozzarella sticks, fried wontons, cheese/artichoke dip, nachos, fried veggies if

you’re lucky.”

“The appetizer would have to be something I’m really craving, so if the

selection has something I really like I’m more likely to order.”

n=1002


MENU ADOPTION CYCLE

APPETIZER MEGATRENDS

INCEPTION ADOPTION PROLIFERATION UBIQUITY

Pasta Appetizers

Seasonal Veggies

Pickled Ingredients

Charcuterie Plates

Gnocchi Pretzel Breads

Unique Proteins

Poutine

Premium Cheeses

Ethnic Comfort

Foods

Brussel Sprouts

Beet Salads Kale

Quesadillas

Mac & Cheese

Sweet Potato Fries Tailgate Favorites

Tacos

Sliders Wings Flatbreads

Mexican Cheeses:

Manchego, Cotija,

Chihuahua, Queso

Ethnic Spicy:

Harissa, habanero,

Sriracha, serrano

Small/Shared

Plates


QF1: Described are some appetizer trends you might not already be familiar with. For each, please indicate how interested you are in trying that type of appetizer trend/item. 5-point scale, top 2 (very interested and interested)

Interest Rating: MegaTrends (Top 2)

n=1002

The popularity of tailgate favorites as a MegaTrend is supported by consumers’ ‘most loved’ and ‘last chosen’ appetizers which include foods in this category such as chicken wings, nachos, and chips & salsa.

58%

56%

48%

48%

41%

41%

41%

40%

28%

Tailgate Favorites

Small or Shared Plates

Flatbreads

Premium cheeses

Charcuterie

Ethnic Comfort Foods

Seasonal Veggies

Pasta Appetizers

Unique Proteins


These classic finger-foods

feature both familiar and

trending flavors.

Small twists such as a new spicy pepper,

unique cheese, or naturally, bacon and/

or kale bring a modern update.

UBIQUITY: Tailgate Favorites

Notable

Flavors

RESTAURANT ITEM DESCRIPTION

BJ’S RESTAURANT BJ’S FRITOS NACHOS the great flavor of pranha pale ale chili, crispy fritos corn chips and cheese

dip topped with shredded jack and cheddar cheese, jalapenos, smoked

bacon, sour cream, diced tomatoes and green onions.

BUFFALO WILD

WINGS

SMOLDERING SANTA FE

WINGS

with guajillo, chipotle and jalapeno peppers, smoldering santa fe is

bringing the deep southwest to wherever it is your mouth resides.

MIMI’S CAFE WARM SPINACH ARTICHOKE

DIP

rich & creamy, with aged parmesan and chopped kale. warm house-

made tortilla chips.

RAM RESTAURANT

& BREWERY

BACON STUFFED TATER

TOTS

stuffed with cheddar jack cheese, hickory-smoked bacon, green

onion. With tomato chili aioli.

Wings

Nachos

Cheese Fries

Buffalo Chicken

Artichoke Dip

Chips & Salsa

Cheese Sticks

Quesadillas

Onion Rings

Fried Chicken

APPETIZERS

ON THE MENU

Source: Datassential INSIDER


Small plates have also become

an important component of

appetizer menus at chains.

22% of the Top 500 Chains now feature

some variety of small/shared plates on

their menu.

PROLIFERATION: Small/Shared Plates

Notable

Flavors

RESTAURANT ITEM DESCRIPTION

GORDON BIERSCH

BREWERY REST.

MINI BRATWURST

SLIDERS

sausages simmered in fresh gordon biersch lager and finished on the

griddle. served in a warm pretzel roll with caramelized onions and our

märzen mustard.

OLIVE GARDEN PARMESAN OLIVE FRITTA

a bite-sized blend of olives and Italian cheeses, rolled together and lightly

fried. Served with your choice of a citrus aioli or gorgonzola cream

dipping sauce.

OUTBACK

STEAKHOUSE

MINI CRAB & AVOCADO

STACK

avocado and marinated crab meat topped with minced tomato basil and

a drizzle of wasabi vinaigrette and served with white corn tortilla chips.

UNO CHICAGO

GRILL

MEDITERRANEAN HALF

FLATBREAD

spinach, plum tomatoes, kalamata olives, pesto, feta, parmesan and

fresh basil. Available in five-grain or traditional crust (both all-natural).

ON THE MENU

Source: Datassential INSIDER

Sliders

Flatbreads

Mac & Cheese Bites

Pretzels

Tacos

Wraps

Meatballs & Lollipops

Fried Bites

APPETIZERS


SPRING SUMMER

FALL WINTER

APPETIZERS: Seasonal Ingredients & Flavors

American Cheese Artichokes

Asparagus Balsamic Glaze

BBQ Chicken Fontina

Ginger Mayo

Source: Datassential MenuTrends INSIDER

Potato Skins Spicy Buffalo

White Cheddar Wrap

Ahi Brioche

Cheddar Jack Citrus

Coconut Shrimp Garlic Aioli

Hummus Pepper Jack

Pineapple Pulled Pork

Tempura Zucchini

Artichokes Butter

Cheese Dip Chile

Chipotle Ranch Garlic Bread

Lobster Monterey Jack

Pineapple Roasted Corn

Sweet Potato Fries Tempura

Apple Cocktail Sauce

Flatbread Green Beans

Grilled Shrimp Hickory

Horseradish Mediterranean

Olive Oil Pepperoni

Poblano Slider


31% AVERAGE FOOD COST

What is your average food cost % for appetizers?

QD9 (Operator): What do you estimate is your average food cost % for appetizer? n=318

Appetizers as an offering run nearly as high in food cost percentage as entrées. Analyzing how appetizers contribute to operators’ gross profit and how costs compare to established

performance goals, may require re-evaluating offerings, costs or menu pricing.


WE KNOW FOOD

for more information, contact BRIAN DARR at

312-655-0594 or [email protected]

DATASSENTIAL is your best source for food industry insights – from the

latest menu trends to the products shoppers want at the grocery store.


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MONTHLY

QUARTERLY

BI-MONTHLY

ON THE MENU keeps you up-to-date, covering six key trends every month, each with consumer data, menu examples, and expert commentary. Plus, we gather and examine the hottest LTOs from major chains across the country.

TIPS brings you deep analysis of trends at different stages along the menu adoption cycle. Each issue is packed with extensive research, foodservice/menu availability, media coverage, and both consumer AND operator data.

WORLD BITES bring you foods, flavors, and trends from around the globe. Each issue covers 10+ authentic dishes from a single cuisine, with background, menu examples, and extensive consumer data, including market demand.

CREATIVE CONCEPTS is your monthly, in-depth look at the latest trends in restaurant and foodservice concepts. Each issue includes representative establishments, complete with extensive overviews and menu examples.

DINE AROUND takes you on a trendspotting tour of the country. Each month we focus on one city, with an overview of the city and region’s food culture; in-depth operator and manufacturer profiles; menu examples; and consumer data .

INTERNATIONAL CONCEPTS, launching in 2014, brings you chain activity from around the globe, highlighting up-and-coming concepts, trends, and ethnic flavors. Each issue covers six chains in a single market, complete with menu examples.

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CALL MAEVE WEBSTER AT 312-655-0596 OR EMAIL AT [email protected]

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