Eyes on the Fries
By Aimee Harvey on Aug. 02, 2017CHICAGO -- Convenience-store customers love their fries. According to Technomic’s Q4 2016 Convenience Store MarketBrief, 43% of c-store foodservice consumers choose fries for lunch and 38% choose them during dinner hours. French fries are also a top choice among the 76% of consumers who visit c-stores specifically for a hot snack.
French fries are also a primary draw of restaurant menus, leading operators to look for ways to create uniqueness and innovation for the staple offering. But some of their efforts to emphasize differentiation have backfired—remember Burger King’s Satisfries misfire, or Shake Shack’s fresh-cut-fries flop?
And yet the quintessential side remains a customer favorite, even as more people fancy themselves foodies and generally voice their concerns about health. With that in mind, some restaurant operators are starting to think fry-forward.
Here's a look at three new takes on fries, according to our colleagues at Restaurant Business. Which of these trends could work for the menu in your c-stores?
1. Ethnic infusions
Though fries are by far the favorite side at burger joints, the traditional version may not make sense for every menu. Two-fifths of consumers said they want restaurants to offer new and unique sides; another two-fifths singled out wanting more ethnic-inspired appetizers in particular, according to Technomic’s Starters, Small Plates & Sides Consumer Trend Report.
Rito Loco, a food truck turned brick-and-mortar restaurant in Washington, D.C., plays to its Mexican-fusion wheelhouse by selling avocado fries and yucca fries, the most popular sides on its menu, said co-owner Louie Hankins. Similar moves have been taken by other concepts: See Chicago fast casual Naansense’s masala fries and Tommy Bahama’s island-inspired jerk-flavor yucca fries.
2. A healthier spin
Many operators have moved past trying to force low-fat and low-calorie claims for fries and are instead focusing on “real” and “authentic” buzzwords—the latter of which is perceived as healthier by 36% of consumers, according to Technomic’s Healthy Eating Consumer Trend Report. And perception can be as important as reality for sales.
Skin-on, natural-cut fries are the star sides at chains such as Wendy’s and Smashburger. “There’s nothing that makes skin-on fries healthier than skin-off fries, but in people’s minds, they look at it as more minimally processed and more natural, [contributing to] a halo of wholesomeness,” said Smashburger CEO and founder Tom Ryan.
Portion control also influences health perceptions. Smashburger offers “modern portions” of 4 ounces for a regular size, which is about half to a third of the size served by many of its competitors. Five Guys’ regular fries, for example, weigh more than 14 ounces, said Ryan.
Smashburger is also looking beyond potatoes to enhance health cues. Its Veggie Frites are no-batter, flash-fried carrots and green beans. Ryan said they don’t sell as well as the chain’s traditional fries, but they’re popular with consumers looking for a healthier side that “acts like fries.”
3. Limited-time promos
Many operators of late are using fries to boost check averages beyond selling them as a side. Wendy’s hopes loaded versions of its fries will push diners to order more premium-priced burgers or sandwiches with the same ingredients. “It’s a low-risk, approachable way for customers to check out the flavors of our LTOs,” said Marshall Scarborough, director of culinary and product innovation for Wendy’s. Bacon and Sriracha top both fries and a chicken sandwich with the idea that customers get hooked on the $1.99 fry flavor and then return for a premium $4.99 burger, he said.