We all know that new-product development requires a lot of due diligence, but what are the unflagging rules for ensuring a menu item is ready for the marketplace? Chef Koetke says it’s all about identifying a pinnacle, checking the competition and talking to your guests.
For a small operator with limited resources who is looking to introduce a new line of foodservice items, what are some recommended R&D best practices to use before offering the items to the public?
Before responding directly to this question, I would like to point out that taking the time to research and plan before a new product rollout stacks the deck in your favor. At the same time, there is a fine line between overthinking and taking action. I have seen many firms study a product too long and miss their window of opportunity. The point is that being a small operator can sometimes be an advantage because they don’t have the resources to research excessively and can therefore be more nimble.
I recommend three steps to take before committing to a product introduction:
- Find the gold standard. Research the market to find the best product in the category, and then take the time to fully understand all aspects of why it is the gold standard: the ingredients, preparation, presentation, place where it is served, who’s eating it, etc. Then compare the product you are considering to the gold standard. In the process, you may discover that the product you were considering is not the ideal one for your operation. You may even discover that the gold standard could fit into your operation.
- Do a competitive scan. Take a close look at what your competitors offer that is similar to your product. Be sure to look at products (and their prices) that are not only direct competition but also products that are easily substitutable by the customer. By doing this, you are preparing yourself to understand competitive headwinds that could prevent a successful launch.
- Conduct customer testing. This one sounds expensive, with focus groups, professional consultants, etc., but it need not be. If you have a smaller budget, conduct in-store testing with guests. It is amazing how many people are happy to provide some quick feedback—either written or in person—for free food. The important part is that you’re getting some opinions from your customers.
Following these three steps will give you a better understanding of your product, its competition and consumer opinions. After completing this, you should have a pretty clear idea about the product’s likely success. And if it looks good, then don’t delay its rollout!
Christopher Koetke is vice president of Kendall College School of Culinary Arts in Chicago. He is a certified executive chef and certified culinary educator by the American Culinary Federation. Have a question for Chris? Email awestra@cspnet.com, subject “Ask the Chef.”
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