As we close out 2017 and embark on the new year, there are a lot of big trends shaking up the business. Examining and evaluating those waves is critical in terms of strategic planning. But what about some of those smaller, niche trends—the ones you debate spending time and money on? To give you some free focus group insights, we asked our editors which trends they hope will flourish and which they wish would meet their demise. And I think some of the answers will surprise you.
Keep it going
- Drive-thrus at health-focused concepts:Consumers, including those who don’t want the hassle of unstrapping kids from car seats, shouldn’t have to choose between convenience and healthy eating, says Editor Heather Lalley.
- Kiosks: Speaking of convenience, Assistant Editor Joe Guszkowski wants to see more of the self-ordering machines. Kiosks make customization easier, he says. And, at this point, a lot of big brands have cracked the how-to code; Joe tested out the ones at McDonald’s—as did some of our other staffers—and most were impressed by how user-friendly its kiosks are.
- Housemade alternatives to Big Soda: Senior Editor Kelsey Nash wants operators to bring on the housemade sodas, agua frescas and innovative mocktail options. Plus, with soda taxes being enacted around the country, the housemade route could be a smart business move.
- Open-book management: Getting team members more involved in restaurant operations feels like a perfect symbiosis, says Associate Editor Alaina Lancaster. Plus, it’s a way employees can gain more power and voice, keeping them in the industry.
Enough already
- Everything as a small plate: OK, I’ll say it—I hate small plates. This wasn’t always the case. I used to think they were perfect for sharing with a group of girlfriends. But it’s gone too far. Some foods are not meant to be shared; if a dish should be entree-size, please don’t give me a quarter portion, call it a small plate and still charge $15 for it.
- Instagram-ability: Senior Editor Patricia Cobe wishes operators would stop creating food specifically so that it is photo-worthy. “I’m tired of seeing foamy pink drinks, towering, candy-topped desserts and weird combinations of ingredients created just so customers will photograph them and post on Instagram feeds,” she says. “Isn’t taste important anymore?”
- Sriracha mentions: Brett Dworski, associate editor, doesn’t have anything against the spicy condiment—which is good, because Technomic expects to see more complex spicy flavors on menus, according to its Flavor Consumer Trends Report. But with the sauce now mainstream, it shouldn’t be a differentiator.
- “Efficient” ordering systems: Yes, an order taker with a handheld device makes the line go faster, but when Mary Chapman, director of events content and special projects, is asked what she wants before she is close enough to see the menu, it doesn’t work. Nonregulars either have to have the staff recite the menu and ignore the eye rollers behind them, or order the turkey sandwich.
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