Consumers Are Seeking Flavorful, Healthy Soups

Soup is gaining popularity with consumers and flavor is the main driver. When it comes to soup, flavor influences consumer choice more than price or health considerations. Consumers’ craving for new flavors has sparked greater interest in soups.

• Market research firm Mintel found that soup sales across grocery stores and foodservice outlets have reached approximately $5 billion. They predict that by 2012 soup sales will reach $6.3 billion, projected growth of more than 25% in just a few years.
• Soups are starting to take hold in new venues, such as lunch counters, quick serve restaurants, and discount stores.
• Although consumers want flavor, they also perceive soup as a healthy food. When a restaurant has a strong commitment to soup, guests feel that its other offerings are also healthy.

Variety is the Key to Soup Success

To be considered a “destination” for soup, restaurants must regularly offer three or four different types of soup. Global flavor profiles are popular, especially those from Asian and Mexican cuisines. At the top 250 chains, Mexican soup flavors tend to dominate. At emerging chains and large independents, however, Asian-inspired soups are more widely offered. Research shows that 40% of consumers would like restaurants to offer more ethnic soups.

• Technomic’s 2009 Soup Trend Study found that more than 75% of consumers are dissatisfied with the breadth of soup choices at the restaurants they regularly visit.
• By promoting combos that include soup, many quick serve restaurants have seen check averages increase and profit margins have improved.
• Women are big soup fans. According to Technomic, approximately 60% of women are more likely to purchase soup as part of a combo meal with a salad or sandwich than by itself.

Appetizers Are Better When Shared with Friends

A major part of appetizers’ appeal is the “shareability factor.” Even consumers who aren’t adventurous eaters may be tempted to try a new starter when going out with friends. When it comes to sharing a starter or ordering an appetizer as a main course, both size and variety are important.

• Appetizers are an essential component of large dining parties. Technomic surveys found that in 2009, more than three quarters of consumers (82%) felt that appetizers should be shared and 61% said portions should be large enough to share. Three-quarters would consider ordering a combination platter.
• However, 58% of consumers overall and 64% of consumers aged 18 to 34 are not fully satisfied with the variety of appetizers offered at full service restaurants.

In a Down Economy, Small Plates Satisfy Customers and Drive Sales

Increases in food costs combined with public reaction to the obesity epidemic have made small plates an appealing option for restaurants. At many independent restaurants, tapas now occupy the middle ground between appetizers and entrees. Small plates are appealing because they invite consumers to dine on a budget while sampling new flavors, ingredients, and cuisines.

• A growing number of restaurant operators are combining small plates and bar-size snacks with value-priced wine, beer, and cocktails. This pairing offers a fun and cost-efficient alternative to conventional restaurant dining.
• Traffic building through small plates has been successful due to the popularity of sampling and sharing, especially among young adults.

Small Plates, Good Value, and Server Training Equal Increased Appetizer Sales

There are variety of creative ways that restaurant operators can promote sales of appetizers and small plates.

• Offer a flight of small plates. Appetizers like mini-burgers, sandwiches, satays, egg rolls, and tapas convey the message that guests don’t have to sacrifice flavor or fun when trading down for economic reasons. For diners who are concerned that small plates will not be filling, consider offering a flight of small plates for one set price. Three or four protein-rich, satisfying dishes will equate to a full meal.
• Position small plates as an affordable indulgence. For diners on a tight budget, small plates can be an affordable indulgence. Try topping macaroni and cheese with lobster nuggets or putting Kobe beef in a small taco. These types of dishes will appeal to adventurous eaters who want to splurge, but have limited budgets.
• Appeal to lone diners and couples. Larger portion sizes for appetizers may seem excessive for individual diners. Offer smaller or bite-sized versions of larger plate appetizers to appeal to lone diners or a couple.
• Explore Asian-inspired appetizers. Asian-inspired appetizers are a fast-growing culture trend. They connect with a surging interest in street foods such as Chinese steamed buns and Korean beef. Consumers’ love of dipping sauces is also leading restaurants to provide new types of Asian sauces for appetizers. Hot flavors include ponzu, miso, lemongrass, and Sriracha—a Thai chile sauce.
• Train servers to identify appetizer opportunities. Certain dining occasions, such as celebratory dinners and family outings, are more likely to include an appetizer purchase. Servers should be trained to capitalize on these types of dining parties. When servers are able to read tables’ needs, they can effectively suggest appetizer options.
• Provide better value. Research has found that the #1 thing operators can do across all restaurant segments to encourage appetizer purchases is to provide better value. This is most important in full service bar and grill restaurants.