issue 1
s n o i t c e r new di u n e m r u o y for
Americana Goes Mainstream
Multiple Sauce Options Growing
New Global Taste Trends
autumn/ winter
16/17
Oh my goodness
HEINZ CLASSIC BARBECUE SAUCE IS THE UK’S NO.1* With ‘Barbecue’ still being the fastest growing flavour trend on UK menus,** we think our new table top bottle is really worth shouting about. Discover just what it takes to be ‘fluent in Barbecue’ at
www.heinzfoodservice.co.uk
Nielsen Scantrack, WE 5/12/2015 (volume share)
*
Technomic 2015
**
this way
So in which direction is your menu heading? As consumers become more adventurous and demanding, then the need for casual dining operators to compete harder increases. At Heinz Foodservice we believe the future of successful casual dining menus is all about flavour. Flavour is at the very heart of everything we do and, as a key partner to casual dining restaurants, it’s essential that we help to inform and inspire with delicious, new and profitable ideas. Introducing our regular trend report, UP, which is about highlighting the core trends you need to consider right now for your next menu cycle whilst pointing to future directions you’ll want to consider further down the line to help your menus stay ahead.
Autumn/Winter 16/17
NEW AMERICANA
NEW Americana is now totally mainstream. With burgers now appearing on 80% of menus and more premium Americana menus having mass appeal, the question has to be ‘where next?’
AMERICANA From smokehouses to gourmet flavours, premium presentation through to wetter, saucier dishes and a focus on regionality, Americana is all set to secure its place as no.1.
2/3 4/5
NEW AMERICANA
Back in the summer of 2014, the UK experienced a step-change in consumer menu preferences. For the first time, American dishes were more prevalent on menus than traditional British options. What’s more, the trend led to an even greater number of American-style restaurant brands emerging, all ready and ripe for expansion. Now, Americana is in the top three trends for emerging new brands, which really highlights the capacity the cuisine has for broad consumer appeal. In fact there are over 70 brands in the ‘bubbling under’ category that focus on new Americana which are driving the cuisine nationally in the UK, beyond metropolitan centres. Small, fast-growing brands are leading innovation, and with their high rollout potential and scalability they are attracting the attention of both big brands and investors.
Autumn/Winter 16/17
Breaking Down
the menu New menu listings in growth are leaning towards more ‘authentic’ Americana dishes such as ribs, pulled pork, hash, mac ’n’ cheese, buttermilk chicken and veggie options. The ‘Other’ dishes category is growing in its diversity. It includes sandwiches/wraps, combos/platters such as ribs and wings, salads (chicken Caesar), chicken nuggets/strips, surf ’n’ turf and burgers from different meats like wild boar.
Sides and sauces are UP
Multiple sauces a key trend
13% more Americana sides are being served than last year.
32% of Americana mains are now served with more than one sauce (1% in 2010).
Sauces are a key area of growth, adding choice, flavour and helping consumers to personalise and upgrade their dishes. Mac ’n’ cheese is appearing in a variety of courses: mainly mains and sides, but also in starters and children’s menus with a six-fold fold increase in menu appearances since 2010. It is being widely used as a burger topping and calzone filling.
6/7
Nearly 30% of burgers are being served with more than one sauce; mayo, BBQ and burger sauce are most popular. 37% of chicken mains are served with more than one sauce; mayo and flavoured mayos are growing. BBQ sauces are served with 80% of pork rib dishes.
NEW AMERICANA
starters Caesar Salad
Pork Ribs 3%
8%
Chicken Goujons/ Strips
Other
10%
30% Potato Skins 17%
Chicken Wings 32%
sides Onion Rings
Other
4%
14% Upgrade
Topping
mains Veggie Burger Hot Dog
43%
14%
Pork Ribs
Sauce
5%
14%
7%
Chips 11%
4% Chicken Burger 16% Other 24%
Beef Burger 44%
Autumn/Winter 16/17
on the what’s trending From using regions and states on menus to emerging flavours, discover overleaf exactly where your Americana menus should be heading.
8/9
NEW AMERICANA
Autumn/Winter 16/17
USA r egi ons
The New Brunch
Authentically, state-specific dishes named on menus
Extending morning day parts into lunch
Brisket
Mac ’n’ Cheese
The ‘new’ pulled pork
Carrying new flavours and now on 38% of menus
G e t t i n g Tech ni ca l
Mak e It Mine
Specialist BBQ techniques and language on the menu
Personalised everything – particularly with sauce options
10/11
NEW AMERICANA
S i g n at ure Sl aws
on the emerging flavours Variety and indulgence reimagines the traditional slaw
‘ D i rt y’ F ri e s
Smokey flavours – smoked chilli hollandaise, smoked paprika mayo, smokey tomato chutney Bacon – jam, mayo, ketchup Very hot – sriracha, ghost chilli, habaneros Sweet and sticky – black treacle BBQ, maple BBQ, chilli bourbon glaze, chilli jam, ginger beer glaze Alcohol flavouring – Tennessee Whiskey, Jack Daniels, beer glaze, beer chutney Relishes and chutneys
Topped, drenched, dusted
Rubs, dustings, glazes and marinades Mustard ‘caviar’
I n stag r a m - re a dy
Apple sauce specifically with pulled pork Retro – Marmite butter, Frazzle dust Signature sauces – secret recipes – operator branded
Social sharing driving the demand for imaginative presentation
Autumn/Winter 16/17
feature
GASTRO AMERICANA At Kraft Heinz Foodservice we do see a premiumisation of the Americana trend. In the US, breakthrough operators are taking casual dining classics and upscaling them. There are number of key identifiers of the trend: Regional and local – Gastro Americana menus are ‘from their place’. It’s not just about regional cuisines; it’s also about micro-regions: local areas and neighbourhoods. Provenance – Linked to local sourcing, the provenance and authenticity of core ingredients are incredibly important. Presentation – Although generosity in portions still exists, there is more refinement coming through in presentation to enhance the overall experience. A new take on ‘choice’ – Choice and variety remain important in the trend, but the core menu may be short. ‘Doing one thing well’ is a trend that resonates here. As such, ‘choice’ is represented in a different way. For example, offering a huge range of craft beers or ryes delivers not only on ‘choice’ but also on ‘expertise’ and ‘distinctiveness. Gastro Americana is well placed to develop quickly from the US into European markets.
12/13
NEW AMERICANA
Longman & Eagle Hipster spot with modern farm-to-table fare and nose-to-tail eats plus whiskey, craft ales and cocktails.
the Duck Inn Retro-inspired place with creative duck dishes and other American eats plus cocktails and local beers.
Autumn/Winter 16/17
The spicy hot and zingy freshness of Latin flavours is forecast to grow strongly through the rest of the decade, by as much as 12%. And it’s not just about Mexican. As burritos become mainstream, innovative operators are looking towards the flavours of Brazil, the Caribbean and Peru.
14/15
The Latino market is small but fast growing with around 700 UK outlets; that’s 1% of all the UK restaurant and QSR market. However, 12% growth is forecast 2015–2020, driven by both branded casual dining/fast casual chains and independents. We are also set to see a consolidation of small, fast-growing burrito brands, with clear market leaders emerging. Tacos, tortillas, tostadas and taquitos are now firmly established on menus. Half of all mainstream chains list one or more Latino dishes whilst 16% serve a burrito (compared to only 4% in 2010). Burrito chains are emerging as market leaders. Branded chains offering burritos are the third largest trend amongst ‘Ones To Watch’ brands. The market is being driven by small, fast-growing UK and US chains delivering exciting cuisines from Brazil, the Caribbean or Peru. The success of these burrito chains also lies in their ability to offer high levels of customisation. For example, choose the protein, the heat of the sauce and the topping to make it a truly personalised dish.
Autumn/Winter 16/17
Breaking Down
the menu Burritos had declined in year-on-year appearances last season but have had a resurgence, perhaps as the market responded to Wetherspoon’s Mexican Monday® launch and Pret’s Burrito Wrap. Tacos continue to grow: +64% year on year and +89% since 2010. With the majority (90%) served with sour cream, the remaining 10% are served with flavoured mayo such as spicy chipotle mayo. The increase in the ‘Other’ category demonstrates more diversity and innovation and shows consumer tastes are progressing!
More sauce
Paid-for sauces
88% of Latino starters are served with a sauce, and 52% with more than one, salsa, guacamole, sour cream and now Texan cheese sauce being most popular.
Peri-peri, fresh salsa and chimichurri sauces are emerging as a paid-for addition to side orders.
Salsa and very hot chilli are the most popular sauces with a Latino side. 89% of Latino mains are served with a sauce, and 50% are served with more than one sauce. 97% of fajitas are served with multiple sauces such as sour cream, guacamole, salsa and hot/BBQ.
16/17
starters Quesadilla 8%
Tacos 10%
Other
Flatbread
32%
6%
sides Refried Beans
Nachos
8%
44% Sauce
Other
8%
26% Upgrade 20% Topping
mains
Nachos
Tacos Chimichanga
18%
6%
7%
Chilli
Other
14%
39%
Fajitas 19%
Burritos 15%
20%
Back of House Sauces
STICKY KOREAN Barbecue SAUCE
Smokey Baconnaise
GRILL-HOUSE SAUCE
Soy and Chilli Barbecue Sauce
Smokey Bacon-Flavoured Sauce
Peppery Barbecue Sauce
Rich Soy Garlic, Chilli and Ginger Sauce
Mildly Spiced Creamy Bacon-Flavoured Mayonnaise-Style Sauce
Sweet and Peppery Sauce with Apple Juice and Mild Smoke Flavour
Host Foods
Menu Trend Pan Asian
Heat/Spice Rating
Application Dipping On Dish Glazing •
Host Foods
Menu Trend Americana
Host Foods
Menu Trend Americana
Heat/Spice Rating
Application Dipping On Dish
Heat/Spice Rating
Application Dipping On Dish Glazing
•
•
•
•
Sticky BBQ Chicken Wings
CBLT
Slow-Cooked Baby Back Rack of Ribs
Tender Chicken Wings Tossed in Heinz Sticky Korean Barbecue Sauce, Garnished with Chilli, Spring Onion and Coriander
100% Seasoned Chicken Breast Burger, Bacon, Lettuce, Tomato and Cheese with Heinz Smokey Baconnaise Sauce
Fall-off-the-Bone Rack of Ribs, Glazed with Heinz Grill-House Sauce
57 Gherkin Relish
Mustard Barbecue Sauce
Gherkin and Dill Relish
Mustard Sauce with Smokey Flavour
A Tangy Sweet Gherkin Relish with Dill and a Hint of Jalapeño
Southern-Carolina-Inspired Smokey Tangy Mustard Sauce
Host Foods
Menu Trend Americana
Host Foods
Menu Trend Americana
Heat/Spice Rating
Application Dipping On Dish
Heat/Spice Rating
Application Dipping On Dish Glazing
•
All-American Signature Tower Burger
2 Prime Patties with Onion, Shredded Lettuce, Tomato, Heinz Yellow Mustard, Heinz Tomato Ketchup and Heinz 57 Gherkin Relish
•
•
Glazed BBQ Chicken Tender Pieces of Smokey Chicken Brushed Liberally with Heinz Mustard Barbecue Sauce
Creamy Black Pepper Ranch Sauce Creamy Sauce with Black Pepper Creamy Blend of Black Pepper, Milk and Herbs
Host Foods
Menu Trend Americana
Heat/Spice Rating
Application Dipping On Dish •
The Ultimate Sharer
Crisp Wedges, Onion Rings, Chicken Dippers and Wings with Heinz Creamy Black Pepper Ranch Sauce for Dipping
Autumn/Winter 16/17
on the what’s trending From great personalisation options to the impact of real street-food flavours, discover below exactly where your Latino menus should be heading. Different styles – tostadas, tacos, tortas Bite-size – burritos, empanditas, taquitos Breakfast dishes – burritos, Mexican eggs benedict Ceviche – fresh raw fish cured in citrus juices and chilli peppers BBQ meats – pulled pork/beef, duck Fish – sea bass, salt cod, crayfish Grains and seeds – quinoa, amaranth, chia ‘Loaded’ – chips and nachos Flatbread – vs wraps Veggie options – butternut squash, yam, spinach, plaintain, beans Personalisation – increase in toppers, upgrades and sauces as a side Grab ’n’ go – online ordering/delivery US blurring (e.g. Louisiana Burrito) Health properties – South American seeds and grains Premiumisation – ‘Hand cut’ nachos
emerging flavours • Flavoured ketchups (chilli, chipotle) • Chimichurri, salsa verde • Specific pepper varieties (malaguetta, habanero) • Jerk marinades • Caribbean flavours (fruit, citrus, coconut, rum) • Flavoured mayo (coriander, citrus, chilli)
20/21
• Choice of heat • Alcohol (whisky, mojito, tequila) • Smokey flavours • Citrus flavours • Aji • Nacho/Mexican/Texan cheese
Autumn/Winter 16/17
A simple yet fragrant explosion of flavour is at the heart of Asian cooking. The cuisine has seen a significant increase in popularity and represents 21% of the total restaurant and QSR sector. It hits the trend for healthy, spicy foodto-go, and the authentic flavours appeal to increasingly adventurous and well-travelled consumers.
22/23
The Pan Asia market is a substantial size with 13,400 UK outlets and is forecast 8.1% growth into 2020. There are opportunities from branded chains emerging in this previously independent stronghold (9.9% growth forecast to 2019 for groups, -1.5% for independents). This cuisine type has seen the strongest growth of any since 2010 and is still growing (+7% dishes since last year) with increasing appearances on non-specialist menus. Street food is a big influence here and 15% of ‘Ones To Watch’ are Pan Asian brands. Vietnamese accounts for 12% of Pan Asian brands with Korean food gaining traction in mainstream outlets.
Autumn/Winter 16/17
Breaking Down
the menu Pan Asian mains are in growth, driven mainly by sushi. Sushi was not on any of the surveyed brands’ menus in 2010; its growth is due to the new brands specific to this type of cuisine, e.g. Abokado, Itsu, Wasabi and YO! Sushi. We have not seen this type of dish venture into the other sectors of the market, but we may start to see this as a starter option in other areas. The health and wellness trend reflects the popularity of this growing cuisine and these new brands.
New take on sauces
Chicken trend
Sriracha was non-existent in 2010 but now growing rapidly with seven times more listings than last year and now used by five mainstream brands.
Chicken wings are served as a starter or sharing dish and now with sweet chilli or Korean BBQ sauce.
Soy sauce, mayo and sweet chilli sauce were most popular with sides along with dressings served as a separate side including wasabi, Japanese BBQ, sweet chilli mayo and Korean spicy chilli paste. Curry flavour sauces are most popular with mains, along with soy, sweet chilli sauces and chutneys (mango, chilli).
24/25
They are mainly served as starters or sharing dishes, but also as a main, children’s meal, side and a snack. In 2015, out of 96 chicken wing dishes, four were served with a Pan Asian sauce (three with sweet chilli, one with Korean BBQ). Chicken curry is back in growth, driven by Thai and katsu flavours.
starters Squid
Sashimi 4% 6% Soup
Other
8%
39%
Salad
sides
12%
Edamame Dressing Beans 4% 6%
Sushi 31%
Upgrade 9% Other
mains
25%
Chicken Curry 21%
Other 48%
51%
Sushi
Salad 5%
Sushi 20%
Soup and Noodles Chicken Vegetable 6% Teriyaki Curry 3% 2%
Autumn/Winter 16/17
on the what’s trending From Korean open sandwiches with fermented vegetables to the trend for smaller portions, discover below exactly where your Pan Asian menus should be heading. Korean – BBQ, kimchee, gochujang Miso – thinner versions of curry served as to-go soup or hot pots Congee – a type of rice porridge Pho and laksa – noodle soups To-go – steamed buns, banh mi, summer rolls (similar to spring rolls but made with rice paper) Wagyu beef Seafood – crab, tilapia, monkfish, lobster, scallop, eel Vegetables – okra and courgettes (for dipping), butternut squash, tofu, aubergine, beetroot (for curries), mooli (radish) Superfoods – quinoa, seeds, grains, avocado, brown/wild rice Chicken wings – Korean/sweet chilli Small portions – mix and match, healthful dishes with sustainable credentials
emerging flavours • Hot, sweet, sour combinations • Harusame dressing • Kombu relish (seaweed) • Sambal (chilli) • Pickled vegetables
26/27
• Korean BBQ • Citrus (lime, lemongrass, ponzu, yuzu) – added to mayo • Perilla (herb of the mint family) • Nuoc cham (Vietnamese dipping sauce)
Autumn/Winter 16/17
British dishes are served by 33% of the restaurant market and dominate menus in the high-growth pub restaurant market. Roasts are in growth and now 73% of fish and chips are served with tartare sauce. BBQ sauce is served with many British mains (doubled since 2010). British Comforts are key to menus in the high-growth pub restaurant market making up 33% of the total UK restaurant market with 19.6% growth forecast 2015–2020. Whilst British restaurants are static, pub restaurants are forecast for 29% growth, the highest of any foodservice sector. We have seen a polarisation between quality and value for money with increased interest in provenance, local sourcing and food miles and value for money, e.g. carvery available from under £5.
28/29
Breaking Down
the menu starters Garlic Bread +
sides
Topping 11%
10%
Other 28%
Sauce 8%
Other
Garlic Bread
35%
Upgrade
14%
Upgrade 45%
29%
Cauliflower Cheese 2% Topping
mains
3%
Scampi and Roast Chicken Chips Sunday 3% 4% Lunch
Baked Beans 12% Sauce 3%
8% Sausage and Mash 6% Fish and Chips
Other
13%
66%
Autumn/Winter 16/17
SAUCE IS
booming British mains, starters and sides are all in growth vs last year (+13%, +4% and +32% respectively). Steaks (beef) have grown in popularity (+16% since last year), and 55% of British steaks are served with a choice of sauces or butters. ‘Choice’ is important and has increased, with 7% of all British mains being offered with a selection of sauces in 2015 compared to 2% in 2010, clear evidence of personalisation. Few British sides include a sauce (10%). Those that do mainly have tomato ketchup, BBQ or curry. Half of brands surveyed list fish and chips. 73% of fish and chips is served with tartare, and mustards are most commonly served with sandwiches (ham/cheese) and smoked haddock (also hot dogs in Americana). Tomato ketchup is also used to flavour mash, mixed with mayo for burgers and as a pasta sauce flavouring!
30/31
on the what’s trending Sharing dishes (roasts, meat platters) Slow-cooked meats Pork crackling (with chutney or apple sauce dip) Scotch eggs (with flavoured ketchup dip) Breakfast, brunch and afternoon tea Seafood – oysters, squid, mussels Fish and chips Fried breakfast (incl. veggie) Pies Sunday lunch Vegetables – cauliflower, beetroot ‘Wellingtons’ – fish, meat, veg – double 2014 menu appearances Personalisation – increase in toppers, upgrades and sauces as a side, especially with steaks Celebrating British food and re-inventing traditional classics Premiumisation – hand-battered fish and chips, heritage vegetables Provenance of ingredients National events – (Jubilee, Olympics, now Queen’s birthday) Craft beer and ale – flavours/pairings
emerging flavours • Chutneys – fruity, fruit and alcohol, e.g. apple and cider • Flavoured hollandaise/crème fraîche/mayo – thyme, horseradish, garlic, citrus • Cranberry – seasonal • Alcohol – ale, cider, ginger beer, red wine, sloe gin, whiskey, port – often mixed with gravy
Autumn/Winter 16/17
-
-
This versatile, ever-popular and ‘on trend’ cuisine is full of fresh, abundant regional ingredients that fill the plate with colour and ooze freshness and ‘health’. Its broad appeal to all ages, sharing opportunities and ability to be served as a to-go option are all factors contributing to its appeal. Mediterranean dishes are the most popular cuisine type on menus (36% of all dishes), and 20% of restaurants specialise in this cuisine with 3% growth forecast to 2020. French, Spanish, Greek and Turkish chains are driving the growth of this sector; however, Italian casual dining remains a top growth sector amongst ‘Ones To Watch’ brands. Authenticity and innovation are being driven by new smaller brands offering niche menus, new serving styles with often North African influences and regional specialisms, e.g. falafels, regional pizza, kebabs. Their success lies in the fact they are doing one thing really well.
32/33
-
Breaking Down
the menu All sun-kissed Europe mains are growing overall (+8% since 2010) but have shown a slight decline vs last year (5%). Pizza is the second most popular UK main course, in growth in non-specialist restaurants, QSR and pubs. Sun-kissed European sides are in good growth vs last year (+21%). Tomato-based pasta dishes are experiencing the highest growth, and chicken liver pâté is new into the starters Top 5, whilst bruschetta is experiencing high growth at the expense of garlic bread.
starters
Garlic Bread 7% Bruschetta 8% Garlic Bread + 6%
Other 69%
Soup 5% Chicken Liver Pâté 5%
mains
Other 45%
sides
Pizza 45%
Upgrade 29%
Other 28%
Topping 11% Garlic Bread + 10%
Tomato Pasta 2% Cheese Pasta 2%
Beef Lasagne 4% Chicken Pasta 2%
Garlic Bread 14% Sauce 8%
Autumn/Winter 16/17
SAUCE, SAUCE AND
more sauce Tomato-based sauces are the most popular in this cuisine, and BBQ has grown from being served with 2% of dishes to 4% of dishes since 2010. Alcohol-flavoured sauces are also popular (7% of dishes). 7% of all pizzas are now served with BBQ sauce, and curry sauces on pizza have also grown, demonstrating the versatility of this dish as a base for new flavour trends. Chilli sauce as a dip with starters is in growth +300% year on year along with flavoured mayos, mainly garlic but also lemon, smoked chilli and ‘pestonnaise’ mostly served with calamari. Chutney is in growth – virtually non-existent in 2010, now on 10% of starters often served with Camembert or pâté.
34/35
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on the what’s trending Middle Eastern influences and new hand-held breads – discover what’s trending in Mediterranean cuisine. Sharing dishes – (roasts, meat platters) Eastern Med/Middle Eastern influences – kebabs, halloumi, kofta, souvlaki, khobez bread, za’atar Sausage varieties – ’nduja, luganica, merguez Tabbouleh – in superfood salads Brunch – new dishes US influence – pulled pork pizza, mini hamburgers, mac ’n’ cheese, sourdough bases, meatballs Veg/pulses – aubergine, beans, lentils, butternut squash, pumpkin New hand-held/food-to-go breads – piadina, pissaladière, pane Flatbreads – top, wrap or dip them Personalisation – increase in toppers, upgrades and sauces as a side Sociable sharing – small plates and sharing platters offered by more brands Dishes adapted – for food-to-go/delivery – or just for forkless eating! Regionality and provenance – e.g. ‘Sicilian-style orange gremolata’, ‘heritage tomatoes’, ‘Calabrian oregano’ Premium – artisan ranges (Domino’s trialling)
emerging flavours • Middle Eastern influences • Heat and spice (chorizo, ’nduja, harissa) • ‘Fire roasted’ (peppers) • Smoked paprika • Mint • Hot pepper, peri-peri
• Flavoured oils (truffle, basil, etc.) and speciality vinegars (white balsamic) • Olives (tapenades) • Herbs (gremolata, za’atar) • Citrus/fruity (pomegranate)
Source of Information: Kraft Heinz Insights Report Q2 2016 Supported by Horizons FS Limited Andy Bacon Culinary Development Innovation Manager Kraft Heinz Company South Building, Hayes Park, Hayes, Middlesex, UB4 8AL andrew.bacon@KraftHeinzCompany.com www.kraftheinzcompany.com www.heinzfoodservice.co.uk