Five food service industry trends to watch out for in 2016
The NPD Group has identified five key foodservice industry trends to watch out for in 2016, and what the winners will be doing to stay ahead of the pack.
1. Experimentation and Customisation.
Consumers want new flavours, fusion foods, and premium options. The new generation of consumers with ever-evolving tastes are demanding newer, more exotic cuisine for their lunch options. International flavours are becoming more popular among the adventurous crowd, while premium, gourmet menu options are gaining attention. Consumers are also demanding the ability to personalize their food options.
Winners will be those who create customisable food, and small sharing dishes to facilitate experimentation and fun. Evolving menus regularly will be important to drive frequency of visits and encourage ‘word of mouth’ patronage.
2. Super-Convenience.
Consumers don’t want to waste time; they don’t want to queue; they want an easy life. Modern technology enables brands to improve on the methods they use to serve customers quickly. 2015 saw a number of chains invest in ordering technology and in 2016 that trend is anticipated to accelerate. It is now to be expected that brands will reduce queuing in-store by expanding their click and collect services, while other apps and websites also make it possible to get a delivery order in a few clicks.
Winners will be those who invest in technology. Apps and websites must be improved and quickening the ordering and delivery process will be key to staying ahead of the game.
3. Everything for Everyone.
Consumers are busy, their days are not rigid, and they want everything available all the time. They also demand flexibility in their food options, such as the ability to order breakfast throughout the day or an alcoholic drink with their meal. Variety in menu options will be crucial in allowing brands to adapt to the various needs and wants of the market.
Winners will be those who can offer extended opening hours, and a more varied menu.
4. Adaptable to Everywhere.
Consumers need access to operators. They travel more than ever, but also work from home. With potential customers going everywhere all the time, QSRs should come up with ways to appeal to their busy nature. Smaller stores and stalls offering a more limited menu suitable to their location is one way in which operators can keep up with this trend.
Winners will be those who open smaller premises or new ‘micro-sites’ – outside of large locations with high footfall – offering a narrow menu to suit the different premises.
5. ‘Human’ Customer Relationships.
Consumers need new reasons to engage with brands in a recovering market awash with choice. Uniqueness in a brand is needed to catch a customer's eye, while a brand which can maintain a healthy image and a human relationship with its customers will go a long way in earning brand loyalty.
Winners will utilise ads and social media to provide ‘human’ interaction with consumers, moving from a transactional (bland, product-based) to a friendly (warm and conversational) relationship.
Cyril Lavenant, NPD’s Director of Foodservice for the UK and France, said: “Consumers are much more demanding than they were a few years ago. They expect higher quality of food and beverages, they enjoy diversity and want to live an experience when eating out; as a result, consumers are harder to satisfy and less loyal. Operators who will win in this difficult market will embrace consumers’ expectations; they will constantly think about raising their game to surprise their guests.”
