What's driving menu development?
By Lizzy Freier and Patricia Cobe on Dec. 13, 2017It’s no surprise that operators cooking for college-age palates are tapping into different flavor profiles than those creating dishes for senior living. What is surprising, though, are some of the common flavor threads. For example, hot and spicy appears across the segments but is manifested in different ingredients: Poblano and Sriracha lead in C&U, while jalapeno is a favorite in hospital venues. B&I and senior living operations go for more general hot-flavor descriptors: spicy and chili, respectively. Fruity flavors also pop up in all operations, with watermelon trending in C&U, apple in B&I, grape and apricot in senior living, and raspberry in hospitals.
To pinpoint the other sweet, savory, sour and ethnic flavors that are gaining traction on today’s menus—along with the dishes where they are showcased—we went beyond hot peppers, sauces and fruits in mining the database of Technomic’s MenuMonitor, powered by Ignite, to find the fastest-growing flavors in each segment.
Business & Industry
While tech companies have gotten a lot of press for their innovative food and diversity of choices, corporate dining overall seems to take a less risky approach to menu development. The more general flavors that dominate—Asian, Italian, spicy and sweet—play to the broader B&I demographic, which encompasses workers of many ages and backgrounds.
Fastest-growing flavors in B&I:
- Asian - 63.6%
- Spicy - 37.5%
- Sweet - 28.6%
- Garlic - 25%
- Italian - 22.2%
- Apple - 20%
- Mozzarella - 11.1%
- Cheddar - 8.3%
- Tomato - 4.5%
College & University
College dining operators are focusing on global cuisines and plant-based dishes to appeal to their Gen Z customers. This group of diners is characterized by their more adventurous taste buds and health-conscious thinking, and the flavors trending in C&U reflect these traits. Growth of poblano peppers, masala and mole shows how operators are taking a deeper dive into global ingredients, while watermelon is a healthy, natural way to infuse flavor into food and drink.
Fastest-growing flavors in C&U:
- Poblano - 92.3%
- Sriracha - 77.4%
- Honey BBQ - 75%
- Thyme - 50%
- Watermelon - 45.5%
- Mole - 44.4%
- Vinegar - 34.9%
- Masala - 34.5%
- Bourbon - 31.3%
- Sour - 27.3%
Hospital
Hospitals are increasingly looking to herbs, fruits and vegetables to freshen and lighten up menus. Chefs are pairing fresh dill with seafood, basil with grilled chicken or sauces, and cucumber in veggie sandwiches and wraps as heart-healthy options.
Fastest-growing flavors at hospitals:
- Dill - 83.3%
- Basil - 25%
- Cucumber - 25%
- Raspberry - 20.8%
- Mustard - 20%
- Buttermilk - 18.2%
- Lemon - 17.9%
- Tomato - 14.9%
- Jalepeno - 14.3%
- Vinegar - 12.5%
Senior Living
Despite the influx in more adventurous dishes in senior living facilities to appeal to boomers, the fastest-growing flavors continue to be more simple and old school. Grape—in juices and salad in particular—is seeing the highest growth, followed by sour cream, which is typically paired with mashed or baked potatoes in these facilities.
Fastest-growing flavors in senior living:
- Grape - 33.3%
- Sour cream - 16.7%
- Apricot- 14.3%
- Rosemary - 14.3%
- Italian - 12.9%
- Coffee - 12.5%
- Chili - 11.1%
- Cinnamon - 11.1%
- Cheddar - 10.5%
- Honey - 6.7%
Recreation
At recreation facilities where consumers are often seeking entertainment and pleasure, indulgent and bold flavors reign supreme. Salted caramel flavors are naturally peaking in desserts, but they’re also popping up in indulgent breakfast dishes such as French toast; and chorizo is also seeing growth in the morning, particularly in omelets and breakfast burritos at theme parks and casinos.
Fastest-growing flavors in recreation:
- Salted caramel - 100%
- Chorizo - 85.7%
- Ricotta - 71.4%
- Sriracha - 62.5%
- Brownie - 55%
- Sea salt - 42.9%
- White chocolate - 41.7%
- Cilantro - 41.4%
- Pico - 41.4%
- Honey - 40.7%
Check out the full State of the Industry report.