The restaurant industry, particularly in the United States, is ever-evolving, highly competitive, and saturated with trends. Amidst such a powerful environment, determining a successful path is mission critical. One of the top growth areas? Desserts.
As a franchisor looking to expand locations or better understand local food trends, understanding the current dessert landscape is essential. To that end, one of key pieces of data to explore is menus. Tracking the trends of menu items over time reveals which desserts can have a positive impact on success.
Access to such menu analysis is not always within easy reach. Fortunately, Brizo, offers a solution. Leveraging the research and insights into the foodservice industry, it provides data-driven reports with targeted research and prospecting in the foodservice market.
To continue on the path to targeted success within the realm of food trends, here are strategies to get started in desserts:
1. Consider the Layers of Regional Variance
With any particular trend, looking at the entire landscape does not instantly provide context as to how the trend is impacting a specific region. When it comes to food trends, regional variance across the United States is an important factor to consider. Fluctuations in menu items occur based on location.
For example, when looking at the desserts section of a larger menu, items may include popular items such as ice cream, cheesecake, and crème brulee. However, when looking at the desserts section of menus in the Southwestern United States, an entirely different set of items will likely appear, such as torrejas, sopapillas, and tres leches cake. Such regional developments can provide invaluable information about what is being served in a given area.
2. Respect the Role of Market Research
Understanding what’s trending at the local level is important, but also eating into the motivations of local diners is key. An understanding of market research is essential when it comes to analyzing menus. Turning to sales prospects within the foodservice market can offer more insight. It creates the opportunity to dig deeper on consumer preferences with surveys, such as why consumers choose sweet over savory and why certain restaurants are being frequented more than others.
Using such market research helps to compare and contrast the food trends which are more popular versus the more mainstream. In speaking to sales prospects, it can help identify the numerous dessert trends that franchises may want to consider for expansion, such as vegan-friendly desserts, gluten- and dairy-free, pizzas, and even mango or blueberry cheesecakes. The power of such market research for specific regions can help give insight to potential niche desserts that can drive success.
3. Don’t Underestimate the Power of Production Innovations
Franchisees in the food and beverage industry are always looking for ways to up their game. One key factor that can make a major difference? Production innovation. With the help of data-enrichment, enhanced systems with comprehensive market insights enable operators and brands to focus in on trends and make educated business decisions.
More specifically, industry intelligence allows franchisors to identify key franchise locations. This allows operators to streamline production and strategically expand their brands. Using data-driven insights, brands can better map out their production and get an understanding of which locations have the potential for success. This information can also aid in understanding which desserts are more popular in each region, allowing a franchisor to answer questions like should they go with a coconut custard in the Midwest or baklava in the Southwest?
Understanding the food trends – such as those related to desserts – of all the local markets is mission critical when it comes to success. Using the above strategies enables franchisors to move closer to the target of crafting successful menu items for a specific region.
