LAS VEGAS -- “What is a trend?” Aaron Noveshen asked NACS Show attendees. “It's not chipotle pepper. It's not bowls. It's a general direction in which something is developing and changing. It's about response to a consumer need state.”
Noveshen, founder and president of San Francisco-based foodservice consultancy The Culinary Edge, kicked off his Monday morning education session with this recalibration of the trend-hunting process before guiding the attendees through eight key foodservice trends. He presented each trend through case studies of successful concepts, along with a look at the “special sauce” that's propelling the operators forward.
1. Connect Through Tech. Technology is increasingly being used to deliver convenience in new ways.
Case Study: Eatsa. This new San Francisco concept brings the automat into the modern era. Guests order via iPads in the stores or on their phones. Once their food is done, it shows up in a cubby hole with the guests name on it--no employee interaction needed.
Special Sauce: Simplicity (just eight items on the all-bowl menu), a sleek and modern design and customization (the system suggests ingredients based on the guest's ordering history).
2. Simple Can Be Special. “Simple isn't usually a word that's associated with the c-store industry,” said Noveshen, pointing to the vast variety in most stores. “But is that going to create the destination experience that we're looking for?”
Case Study: Shake Shack. When this 60-location chain went public, it was valued at $1.7 billion, or about $17 million per restaurant. “Who here's got one restaurant worth $17 million? Not me.”
Special Sauce: A consistent, simple menu that has been utterly perfected and a brand that is the “alternative to McDonald's,” said Noveshen. “Be known for something beyond the least common denominator.”
3. Merchandising. It's how your food comes to life on the shelf.
Case Study: U.K. brands Marks & Spencer and Eat. Both offer classic, clean merchandising with great messages.
Special Sauce: “They've found a way to tell their story and mission through packaging,” he said.
4. Embrace Authenticity. It's the key to making a connection with growing ethnic demographics.
Case Study: El Pollo Loco. The Mexican concept knows it isn't Taco Bell--and it doesn't want to be.
Special Sauce: “It's not about culinary stunts,” said Noveshen. Instead, the chain focuses on simplicity and delivering meals for families to gather around.
5. Price + Quality = Value. Data shows that quality comes before price when making foodservice decisions, but both are important.
Case Study: The Habit Burger Grill. The chain has had slow and steady growth since its start in 1969, focusing on smoky burgers, fresh produce and a relaxed beach atmosphere.
Special Sauce: It's charburger, with 100% fresh ground beef, caramelized onions and white American cheese--comes in at a mere $2.95. “This isn't complicated food; it's simple, elegant food,” he said.
6. Portability Redefined. It's no longer just about sandwiches and the roller grill. All manner of food is getting a portable makeover.
Case Study: Uma Temakeria. This New York concept delivers portable sushi cones filled with fresh fish and different toppings. It's sushi without the chopsticks--customizable, made to order, and less than $6 a roll.
Special Sauce: Don't think you need to start offering sushi. It's all about color, freshness and style--all in a portable format.
7. Overdeliver on Delivery. Startups from coast to coast are bringing a new kind of threat to convenience stores.
Case Study: Sprig and SpoonRocket, two app-based services that deliver wholesome, healthful meals in 15 minutes or less.
Special Sauce: Fresh, premium food has officially entered a world formerly synonymous with Chinese food and pizza. How will you compete?
8. Create Experiential Value. Consumers today want more from you than the food in their hand.
Case Study: Sweetgreen. The “new darlings” of the restaurant industry offers simple yet progressive flavors, partner with farmers for that consumer-producer connection, and create memories through Sweetlife, its annual food and music festival.
Special Sauce: Creating value and connection beyond the four walls of the store.
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