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Healthy diets continue to drive foodservice menus with CBD coming on strong

Attendees at the National Restaurant Show at Chicago's McCormick Place got a full rundown on menu trends for 2020 from researchers.

Photo: Technomic

May 29, 2019 by Elliot Maras — Editor, Kiosk Marketplace & Vending Times

Is the keto diet here to stay? Is Korean cuisine still on a roll? Are CBD-infused beverages the next big thing? Attendees at the National Restaurant Show at Chicago's McCormick Place got a full rundown on menu trends for 2020 from researchers Lizzy Freier, managing editor of menu analysis for foodservice researcher, Technomic and Nancy Kruse, president of foodservice consultancy, The Kruse Company.

Lizzy Freier and Nancy Kruse discuss menu trends at the National Restaurant Show.

The pair began with an overview on how menu categories have fared in the last five years. Add-ons posted the biggest change, with the average number jumping by 32.5%, followed by kids' menu items, up 15.4%, adult beverages, 4.3%, nonalcohol beverages, 3.3% and sides, 3.2%.

"Add ons are clearly the big story here," Freier said.

On the losing end, senior menu items dropped the most, losing 12.2%, followed by appetizers at 3.7%, entrees, 3.4% and desserts, 0.6%. While the declines in entrees and appetizers were not great, they are the highest ticket categories, she said.

To counter the decline in these two high-ticket areas, foodservice operators have introduced more LTOs, which posted a 63.9% 5-year gain.

Health concerns rising

As the population ages, health concerns continue to play a bigger role in what customers are ordering.

"It's all about health," Kruse said.

In the last two years, more than half of consumers said they are basing more food choices on nutritional benefits, according to a 2018 Technomic survey. Fourteen percent said they "agree completely" they are doing this, while 20% said they "agree" they are doing it and 30% said they "somewhat agree." 

Technomic found 67% of consumers would be more likely to buy food with functional benefits and 32% would be willing to pay more for it.

During the 2016 Olympics in Rio De Janeiro, McDonald's removed antibiotics and artificial flavors from its Chicken McNuggets, Freier said.

Healthy diets like paleo, keto, whole 30, vegetarian and gluten-free, are fueling new menu items, according to the 2018 Technomic report. Thirty-eight percent of consumers said they would try a paleo menu item. 

Restaurants embrace healthy fare

Dairy-free, which Kruse described as the liquid equivalent of gluten-free, has also made inroads. For example, Starbucks has introduced oat milk at some locations. The 16 Handles restaurant chain offers chocolate hazelnut truffle with cashew milk soft serve, while State Bird Provisions in San Francisco has an item called peanut muscovado milk shooter.

Mushrooms are another growth category, which in some cases are replacing beef on menus, Kruse said. Timna in New York City is offering mushroom brulee with ground porcinis, while Birds & Bees in Los Angeles has introduced an "earth angel" cocktail with mushroom juice and garnish.

QSRs, however, have not moved away from beef, Kruse said. But on this front, consumers are looking for certified sourcing. The 2019 Center of the Plate Beef & Pork Consumer Trend report found that 37% of consumers say U.S.D.A. certification is the most appealing beef claim.

Menu items that enhance physical, mental and emotional health are also making headway. Kruse offered the examples of Bikini Smoothie with collagen from the Protein Bar chain; dandelion herbal "coffee" with chaga mushroom, ghee and MCT oil from Honey Hi in Los Angeles and Surf & Turf with CBD bearnaise from Adriaen Block in Astoria, New York.

Several tried-and-true menu items are being given what Freier called "healthful teases," like carob for chocolate, plant-based sugar for sugar, ghee for butter, jackfruit for pork, plant-based imitations for beef and aquafaba for egg white.

"Moving forward, we're going to see more plant-based products," she said, noting that 58% of consumers are willing to buy plant-based items. Menu examples include king's oatmeal with coconut bacon from Sunrise Memphis in Memphis, Tennessee, and Impossible Nachos form the Arooga's Grille House & Sports Bar chain. 

New trend: CBD

CBD is another menu trend.

"CBD oil is a big one," said Freier. "It (CBD) is a relaxant. Do not confuse it with THC which is present in marijuana."

The legality of CBD consumption varies by state, Freier said. Nevertheless, CBD is now the leading beverage trend. Lagunitas in California offers Hi-Fi Hops, while California Dreamin' in California has carbonated THC infused sparkling drinks. Alfred in Los Angeles offers CBD enhanced coffees, Astro Doughnuts & Fried Chicken offers a chocolate birthday cake doughnut with CBD-infused butter cream frosting, while Carl's Jr. in Denver offers Rocky Mountain High Cheeseburger Delight with CBD.

Challenges confronting CBD include concerns about its impact on traffic, bar sales, liability, procurement policing and restaurant image, Freier said.

"If this becomes (fully) legalized, it's a well beyond 2020 trend," she said. "You need to look at it from your consumer's perspective."

"It has just come roaring into view," Kruse agreed.

The second part of this two-part series will focus on ethnic influences on menus.
 

About Elliot Maras

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Elliot Maras is the editor of Kiosk Marketplace and Vending Times. He brings three decades covering unattended retail and commercial foodservice.