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TRACKING TRENDS IN FLAVOUR FROM INTRODUCTION THROUGH GROWTH STAGES TO MATURITY

The Flavour. Lifecycle. TRACKING TRENDS IN FLAVOUR FROM INTRODUCTION THROUGH GROWTH STAGES TO MATURITY. Table of Contents. Slide #. Appetizers……………………………………………………………………………………………………………………………………………………… 3 Appetizers—Introduction Stage (Full-Service Independents)

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TRACKING TRENDS IN FLAVOUR FROM INTRODUCTION THROUGH GROWTH STAGES TO MATURITY

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  1. The Flavour Lifecycle TRACKING TRENDS IN FLAVOUR FROM INTRODUCTION THROUGH GROWTH STAGES TO MATURITY

  2. Table of Contents Slide # • Appetizers……………………………………………………………………………………………………………………………………………………… 3 • Appetizers—Introduction Stage (Full-Service Independents) • Appetizers—Growth Stage (Casual-Dining Chains) • Appetizers—Maturity Stage (Limited-Service Chains) • Entrées…………………………………………………………………………………………………………………………………………………………. 9 • Entrées—Introduction Stage (Full-Service Independents) • Entrées—Growth Stage (Casual-Dining Chains) • Entrées—Maturity Stage (Limited-Service Chains) • Desserts………………………………………………………………………………………………………………………………………………………… 15 • Desserts—Introduction Stage (Full-Service Independents) • Desserts—Growth Stage (Casual-Dining Chains) • Desserts—Maturity Stage (Limited-Service Chains) • Methodology…………………………………………………………………………………………………………………………………………......... 24 • About Technomic…………………………………………………………………………………………………………………………………………… 27

  3. Appetizers—Introduction Stage (Full-Service Independents) Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

  4. Appetizers—Introduction Stage (Full-Service Independents) Colour Key Ethnic Other Fruity Piquant Citrus-flavoured appetizers are trending at FSR independents Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

  5. Appetizers—Growth Stage (Casual-Dining Chains) Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

  6. Appetizers—Growth Stage (Casual-Dining Chains) Colour Key Ethnic Other Fruity Piquant Mexican-flavoured appetizers are trending at CDR chains Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

  7. Appetizers—Maturity Stage (Limited-Service Chains) Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

  8. Appetizers—Maturity Stage (Limited-Service Chains) Colour Key Ethnic Other Fruity Piquant Asian-flavoured appetizers are trending at LSR chains Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

  9. Entrées—Introduction Stage (Full-Service Independents) Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

  10. Entrées—Introduction Stage (Full-Service Independents) Colour Key Ethnic Other Fruity Piquant Truffle-flavoured entrées are trending at FSR independents Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

  11. Entrées—Growth Stage (Casual-Dining Chains) Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

  12. Entrées—Growth Stage (Casual-Dining Chains) Colour Key Ethnic Other Fruity Piquant Cilantro-flavoured entrées are trending at CDR chains Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

  13. Entrées—Maturity Stage (Limited-Service Chains) Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

  14. Entrées—Maturity Stage (Limited-Service Chains) Colour Key Ethnic Other Fruity Piquant Bacon-flavoured entrées are trending at LSR chains Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

  15. Desserts—Introduction Stage (Full-Service Independents) Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

  16. Desserts—Introduction Stage (Full-Service Independents) Colour Key Sweet Other Fruity Nutty Pear-flavoured desserts are trending at FSR independents Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

  17. Desserts—Growth Stage (Casual-Dining Chains) Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

  18. Desserts—Growth Stage (Casual-Dining Chains) Colour Key Sweet Other Fruity Nutty Dark chocolate-flavoured desserts are trending at CDR chains Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

  19. Desserts—Maturity Stage (Limited-Service Chains) Note: The closer a flavour is to the innermost circle, the more ready it is to move to the next stage in the flavour lifecycle.

  20. Desserts—Maturity Stage (Limited-Service Chains) Colour Key Sweet Other Fruity Nutty Cinnamon-flavoured desserts are trending at LSR chains Note: Larger words are more ready to jump to the next stage in the flavour lifecycle. Words are color-coded based on the type of flavour.

  21. Methodology & About Technomic

  22. Methodology • The results of this study were found using Technomic’s MenuMonitor database. MenuMonitor is an online trend-tracking resource that houses menu information from across the globe. Data presented in this report identifies trends on Canadian menus during the January—March 2013 time period. Results were separated into the following three stages: • Introduction Stage—flavours in the introduction stage are first being introduced. These flavours are found on only a handful of menus, and are represented by 99 menus from independent full-service operators. • Growth Stage—flavours in the growth stage show an increase in acceptance, though they are not yet widely adopted. This stage is represented by 86 menus from casual-dining chains. • Maturity Stage—flavours in the maturity stage have widespread appeal and can be found on all types of menus. This stage is represented by 148 menus from limited-service chains. To determine in which stage a particular flavour falls, Technomic set strict guidelines for each mealpart. Any flavour with more than 7.5% limited-service chain penetration falls in the maturity stage. If a flavour is found on at least 7.5% of casual-dining chains, it is classified in the growth stage. Finally, if a flavour is found at more than 4.5% of independent operators, the flavour is placed in the introduction stage. • Each flavour tracked in this report is assigned a single stage for each mealpart. As flavours move through this progression, they will still appear on menus from the previous stages. For instance, a mature flavour (like chocolate-flavoured desserts) with a large presence on limited-service menus still appears on independent and casual-dining menus because that flavour transitioned through each stage to reach its mainstream status. However, flavours new to the lifecycle (found in the introduction stage) are rarely found in subsequent stages. • The flavours tracked in this report are plotted on a bullseye chart, which is divided into quadrants based on flavour types. All charts within the same mealpart have identical flavour quadrants. The bullseye chart’s vertical axis represents the incidence of a flavour on menus and the horizontal axis shows the percentage of operators showcasing the flavour in their restaurants. The closer a flavour falls to the center circle of the chart, the higher its incidence and operator count.

  23. Methodology (continued) • The followingchart is used to map the flavours. Those around the outermost ring are new or stagnant flavours within this stage of the mealpart. Flavours near the second ring are growing in terms of either number of operators menuing or menu incidence, or both. Flavours near the innermost circle, particularly those that fall within it, are the most likely to jump to the next stage of the flavour lifecycle within this mealpart. Flavour Quadrant 1 Flavour Quadrant 2 New or Stagnant Flavour Growing Flavour Ready to Move Flavour Flavour Quadrant 4 Flavour Quadrant 3

  24. About Technomic • For over 45 years, Technomic, Inc. has provided food and foodservice clients with the research, insights and strategic consulting support they need to enhance their business strategies, decisions and results. Its services include category and channel analyses, customer satisfaction studies, opportunity assessments, benchmarking programs and brand equity enhancement. • Technomic’s market-research branch has been tracking the foodservice industry since 1970, providing industry intelligence, forecasts, data, training support and consumer insights to manufacturers, operators, distributors and others allied to the field. Our numerous publications and digital products—quick-read newsletters, analytical annual reports, training handbooks, sales guides, restaurant chain profiles and searchable consumer data—help industry leaders keep a finger on the pulse of the entire foodservice industry. Our reports have set the standard for tracking the chain restaurant industry and are widely recognized as the most authoritative source of industry data.

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