This story is part of an online preview of "The NRN 50: Game Changers.” In this special report, NRN highlights some of the people, ideas, technologies, concepts and trends pushing the restaurant industry in new directions. The full report is available exclusively in the January 23 issue. Subscribe to Nation’s Restaurant News.
In the last few years McDonald’s has been the innovation leader of the quick-service pack, churning out a broad range of new menu items that resonate with consumers and help the chain continue to grow same-store sales in its more than 14,000 restaurants. Dan Coudreaut, McDonald’s executive chef, is the visionary behind such blockbuster introductions as the Asian Chicken Salad, oatmeal, Snack Wraps and smoothies. NRN talked with Coudreaut about his culinary strategy, inspiration and how dishes go from test kitchen to restaurant menu.
What’s your culinary strategy?
We can get better, not bigger. We definitely go after a big opportunity or a growth category as determined by business insights and our marketing leads. A strategy for me when I looked at our menu when I first came on [in 2004] was simplicity plus real food. I honestly don’t look at food as too complicated. There’s tasty food and food that doesn’t taste right. There’s a perception that our food is not real; it’s processed, shipped and microwaved. My compass is real food.
Where do you get your ideas, and how long does it take them to go from test kitchen to restaurant menu?
I draw a lot of my ideas from my own experience. … Some come out of work sessions or a supplier idea. I’m open to people’s ideas, but stay with the strategy. We did a count once: about 1,800 ideas exposed in a year, [but only about] five or six product launches a year, some years more. I come from independent restaurants, and ideas can go on the menu that night. Snack Wrap took 12 months from idea to restaurant. Oatmeal: 2 1/2 years start to finish. Smoothies: four years. Early on, before I had any credibility, [it took longer]. … Now, we have success; we are able to do things more quickly. We’re developing all the lines, but I’ve gotten smarter about how to do it.
What product innovation are you most proud of?
I’m probably most proud of oatmeal. It was a personal goal of mine. I felt this was a gap on the menu. When we first did oatmeal, … we did a lot of different oatmeals — different fruits, two colors of raisins, skin-on apple. [It] would have been easier to have one raisin and apple with no skin. People’s eyes were drawn to the colors, the freshness.
Trying to convince folks who’ve never seen fresh apples on an oatmeal [to eat it was not easy]. … Fresh apples into warm oatmeal came from muesli. One of the key components of muesli is grated or chopped apple. There were a lot of hypotheses about what the oatmeal would do. When it first launched, it was outselling the Egg McMuffin. Now, it’s a mainstay on the menu.
What ingredient or product do you dream of putting on the menu?
I love spinach and artichoke — spinach and artichoke dip that you get at Houston’s. How do we incorporate that into McDonald’s [and] not necessarily [as] a dip? I’ve been playing with that for a long time, and it’s never gotten any traction. Barbecue: We’ve worked on a lot with pulled meats. How to add produce [to them], add a nice coleslaw. But when I put [coleslaw] on a sandwich for McDonald’s guests, they look at me cross-eyed. But I’m not going to give up.
What’s the next big thing you’re working on?
We’re going to start going after desserts in a big way. Line extension with oatmeal. I’m going to be challenging our team on [freshness]. How we get foods in their natural state [on the menu].
