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Consumer Tends Presentation Feb 2014
1. How Changing Consumer Trends
Affect Non-Commercial
Foodservice in 2014 and Beyond
Taylor Crown
Senior Manager
Sara Lee Foodservice
2. Or… Why We Are All
Butlers, How the Automatic
Dishwasher Makes That a Bad
Thing, and How Paying
Attention to Flappy
Bird, Seeing the “Invisibly
Healthy”, and Ignoring the
Cronut Can Help Us to Be
Relevant Again & Even
Thrive...
26. Study: Nursing home residents
satisfied with overall care, but not
with activities and food
-McKnights Assisted Living & Long Term Care
News
August 2013
36. “Segments like Senior and Acute care
are evolving. Expectations are such that
residents and guests will not accept
mediocre food or availability of
choices…”
-Chuck Goldberg
Corporate Director of Sales Development, Non-Commercial
Advantage Waypoint
43. At Univeristy of Missouri Hospital, by focusing on food, including that on patient
trays, Customer Satisfaction jumped from 72% to 92%
44.
45. Top 10 Big Trends We Won’t
Discuss, but You Should Be
Thinking About
Online Procurement
1.
2. GPO’s
3. Ancient Grains
4. Consolidation
5. Food-related Legislation & Legal Actions
6. Corn!
7. Food Insecurity
8. Climate Change & Drought
9. GMO’s
10. 92% of Eating Establishments to raise prices
55. “7% of roughly 400 entrees examined
at 14 children’s hospitals in
California were deemed healthy.”
-Journal of Academic Pediatrics
56. BOSTON, Md., April 15 (UPI) -- A group of doctors has
called on the administrators of 22 hospitals in the United
States to remove McDonald's restaurants from their
facilities.
58. “Noncommercial foodservice players
are looking to other segments like
fast-casual to adopt best practices…
More consumers…come to expect
better options and operators need to
deliver it.”
-
says Darren Tristano, EVP of Technomic, Inc.
67. “when consumers are presented with
provocative menu descriptions that focus on
taste, flavors and ingredients, they will often
rate the more healthful items as highly
desirable”
-Restaurant-Hospitality.com
77. Today’s Consumer
Wellness…
“The Personal IS Political”
Educated & Engaged in food
Wealth changes & then
changes demand patterns
Occasions
Susceptible to viral
trends, accelerated through
SM
Connected…so why not
connect to them?
78. So what does all this have to do
with Flappy Bird???
79. Let’s keep in touch…
Twitter: @taylorcrown
Blog: www.taylorcrown.com/blog
To read more on these topics:
www.evernote.com/pub/tcrown/shrspeech
Email: taylor.crown@hillshirebrands.com
Cell: 540.354.9881
Thank you!
Editor's Notes
Flappy bird, a game by a Vietnamese developer, was making $50,000 per DAY in advertising revenue when the developer pulled the game from circulation because he felt overwhelmed by the attention.
Turn of the 20th century in England there were 35mm population, 1.5mm domestic servents. 4% of the population. Bigger than any other single industry. Yet due to technological innovations changes, changes in demographics (of both employer and employee), and shifts in lifestyles, their jobs were obsolete.
Long term, the move away from domestic service was positive, increasing upward mobility, ending the brutality of domestic service that comes when the supply outstrips demand. Whether we are talking about our careers, our jobs, or our businesses, if we want to avoid the fate of the butlers, its important
Restaurant foodservice predicted to be flat, at best, with rising food costs a bad equation…
Demographics: Changing generations, Geographical Shifts, WealthTechnology: Online procurement (& disintermediation), Social Media (as a trend-accelerator), Viral Trends, “The Rise of the Vocal Minority”, Operational changes in HC/NonCom Foodservice.Lifestyle/Interests: “Consumer Trends”- Culinary, Occasions for dining, Wellness…or not
Frozen sushi, targeting C&U, but High Schools ended up being the biggest customer base. Where will they be in 5 years?
Rising costs of food, with latent under-employment amongst millennials, could lead to declines in food purchases.
$3 trillion in worldwide ‘paper’/stock wealth destroyed in Jan 2014 due to stock market declines. Americans have never let food costs rise faster than our incomes…
These are record balances
1 in 3 rural counties are dying. Death rate exceeds birth rate. In-migration to urban areas has increased over last decade
46% of Hispanic Population, vs 33% of general population, say that eating in a foodservice establishment that is “family friendly” is important when deciding when to eat. 44% are driven to make foodservice eating decisions based on Spanish language advertising.
This chart shows how changing demographics can move food trends in a major way
Shift from institutional, “hospital food” to “restaurant quality”Operational Changes Online procurementAccess to pricing informationGrowth in GPO’s
VT, already in the top 10 best C&U foodservice, built Turner Place. They get 50,000 customers per week. Although there has been some attrition from other dining facilities, overall dining transactions are up 12%... Students must make reservations at this “eatertainment” facility.
VT, already in the top 10 best C&U foodservice, built Turner Place. They get 50,000 customers per week. Although there has been some attrition from other dining facilities, overall dining transactions are up 12%... Students must make reservations at this “eatertainment” facility.
Yes, they even sell whole lobster. And london broil. And 18 different national and internationally branded concepts. Why? How? Because Millenials like their food, and they’ve got money to spend.
In House Sushi chef @ Rex Health UNC Hospital, doing a customer day
From salad bar at Rex Health
Social media, constant connections has led to what otherwise might be small groups to have outsized attention. Gluten Free is a great example, but then think Paleo diet, vegan. Do you treat GF as an allergen, like U of MD or U of R? Or do you engage them as a potential niche demographic? Gluten Friendly… example of Domino’s. W&L Sororities…1 is Gluten Friendly, others are not. Other examples: people concerned with GMO’s,
Estimated 1% of Americans have Celiac’s disease, another 20% have a sensitivity to gluten.
Gluten Free menued items increased by 275% from 09 to 12.
So, its more important to have a strategy, stick to it, then to stick to someone else’s formula. California Pizza Kitchen, Texas Roadhouse, Dominoe’s all bungled this at first. But they can’t afford to ignore it.
Even though reports seem to prove that GMO has no negative effects, and in fact allows for greater crop efficiency…
Delhaize
The Cronut. Google search for “food trends” = 536 million responses
Top items consumed away from home.One of the biggest losers is soft drinks, which have declined by 9 percentage points since 2000. Note Pepsi, whos CEO is moving them towards “healthy” foods. Somewhat ironic. Yogurt, however, has had one of the largest increases, up 14 percentage points in the same period.
“Trendy” foods like Humus, Sushi, Quinoa are not up significantly, whereas Yogurt is up dramatically. Whats a trend vs a fad? Or do the trends take a while to change with demographics, like Hot Sauce??
Well, some of the answer to this could be daypart, Occasion, and CONTEXT
“Healthy” Chips: Sweet potato, black bean, quinoa, kale…..
Grab & Go at Turner Place, VT. What I want, where I want it.
By Daypart
Consumers want to eat what they want, when they want it, how they want it. “Every daypart is a snack part”
Food is the most re-pinned category on Pinterest
Chasing fads will tire you out, keep your eye off the ball. Awareness of long term shifts, changes in the macro environment, and consumer trends, will create opportunities.
