Specialty Food Magazine

Spring 2017

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

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changes overtime. It's important to keep the integrity of the menu with the theme of the restaurant. That way you do not overwhelm your guests," says Marcy Harris, marketing manager at Zingerman's Roadhouse restaurant. Industry experts agree that one of the biggest mistakes is having too much on the menu, thus muddling your brand identity and risking leaving diners with an unmemorable experience. "You can't—and shouldn't—try to please everyone," says Spiegel. "You'll wind up standing for nothing." Rachel Kalt, creative director at The Culinary Edge, calls out fast-casual chains like Sweetgreen and DigInn for doing a good job of communicating with their audience. "It's very clear in their mes- sage—via their ingredients and what they name their menu items— that they're marketing to a young millennial-ish crowd. If they were trying to market to a more senior crowd, items would be positioned very differently." Stay Current but Don't Add Items Just Because They're Trendy Often, you can make mistakes when you incorporate trends that don't necessarily fit into the theme of your establishment. "You have to make sure the current food trends don't take you off brand," Spiegel says. If you want to innovate or try something new, develop special- ties that work with your existing identity. "If you push innovation too far for your guests, they may view it as a vast departure from what they want to accept," Noveshen adds. Call Out Your Values and Sourcing "Customers want to know the story behind where their food came from," Bowser says. Calling out your vendors in your copy helps build relationships and shows customers you are aligning with those who share your food philosophy. It also shows that you went the extra mile to source the best of the best—even if it costs more. "We would not be able to build a best-selling sandwich without some of our vendors, so why not give them the attention they deserve," he adds. When the menus at Zingerman's Roadhouse are ready for a refresh, the company will showcase the vendors they use on the back of their new menu. "We'll give a snippet of their story with a photo," Harris says. "The elaboration helps educate the diner as well as support the staff." Caterer and restaurateur Raquel Sanguedo does something similar on her menus. "Not only do such descriptions tell our customers that what we are choosing for them is the best—which often costs more—it also helps explain to them why they are paying premium prices," says the owner of Noz Catering, St. Dymphna's, and Taberna 97 in New York City. But it isn't just about creating a list of vendors. "Regardless of the type of venue, the menu is presented to show that care has gone into ingredient choice," Spiegel says. She adds that instead of listing "bacon and egg on a roll," the item will read "heritage bacon from so and so's farm with a free-range organic egg on a house-made roll." Buzzwords like free-from, non-GMO, hand-pulled, pasture- raised, pit-smoked, fire-roasted, slow-roasted, or grass-fed are all hip right now, and consumers respond to them. They provide a sense of value to the diner with an expectation that they're getting a premium product and preparation. TOP 10 RESTAURANT FOOD TRENDS 1. New—and affordable—cuts of meat (think Vegas strip or an 'oyster' steak) 2. Street-food–inspired dishes 3. Healthful kids meals 4. House-made charcuterie 5. Sustainable seafood 6. Ethnic-inspired breakfast 7. House-made condiments 8. Authentic ethnic cuisine 9. Heirloom vegetables 10. African flavors * Source: National Restaurant Association 46 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com

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