Steal This Idea: Capitalize on More Customers Adding Dessert to Meal

Retailers can boost bottom line with enticing offerings
A dessert using Hershey's chocolate
Photograph courtesy of The Hershey Company

Consumers are more and more likely to enjoy a dessert while away from home, according to CSP sister publication Restaurant Business.

The category with the most item introductions recently has been dessert, “a once problematic menu stepchild that has turned into a goldmine for savvy menu marketers,” columnist Nancy Kruse wrote earlier this month.

Attitudes have shifted to benefit dessert sellers and seekers, according to CSP sister research arm Technomic, with dessert penetration nearing 75% of all operations, Restaurant Business said. The sales data reveals why: The median spend of consumers who buy dessert is $5.50.

“That’s a nice bottom-line booster and tip enhancer; and the metaphorical cherry on top is that sweets eaters report being 9% more satisfied with their visit,” Kruse wrote. “Much of that satisfaction doubtless derives from the innovation that restaurateurs employ in exploiting their diners’ favorite flavors.”

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