23 Jan 2019
One of the best ways to respond to a changing market is to innovate your offering.
Expand your menu to drive traffic across all parts of the day. Many fast-food operators are now successful with breakfast menus. There’s a growing number of successful all-day breakfast concepts and some breakfast operators like Starbucks are even offering dinner options.
Let customers put together their own product. Subway, with their customisable coffees and subs, are good examples of this trend.
Product innovation is hot, and the creation of hybrid products in particular: classic products with an innovative twist. Examples include the world-famous Cronut: a hybrid between a croissant and a donut. Taste Tomorrow, Puratos’ consumer survey platform (www.tastetomorrow.com), offers lots of inspiration for hybrid baked goods.
Consumers, and millennials above all, are interested in food that is not only local and sustainable, but also an adventure. They’re tempted by unusual textures and bold new flavours. Tailoring to local palates turns out to be a good way to innovate your menu.
We have observed an upscaling in the way of experience: not only through the menu (price & quality), but also through decor & experience. You don’t just order an ordinary chicken burger anymore; you choose the “tender and juicy 100% crispy chicken breast fillet made with real buttermilk, plus thick-cut Applewood smoked bacon, caramelised grilled onions, white cheddar*, crisp leaf lettuce and fresh tomato”.
To maintain customer interest and drive repeat visits, many operators offer change on a weekly and even daily basis.