Consumer choice and healthy balance are two trend areas that go hand in hand at Noodles & Company, a “globally inspired” fast-casual chain. Rather than focus on the cuisine of a specific country, the Broomfield, Colo.-based chain has found success by using pasta as a unifying menu theme. Following a menu reorganization last year, the company now groups selections under three main headings: Asian, Mediterranean and American, with a salad, soup and three to four pasta choices for each theme.
Guests customize their order by choosing portion size, adding their choice of an optional protein—such as chicken, beef, shrimp or tofu—to any dish, and mixing and matching selections from the ethnic categories as they choose. About 10 percent to 12 percent of sales come from the recently introduced Trio, whereby customers can choose any small noodle bowl, soup or salad in combination with a protein and side salad.
At Noodles & Company, one way executive chef Ross Kamens and his culinary team keep on top of trends is through analysis of internal sales data, which they “slice and dice” in various ways—comparing sales of one Mediterranean noodle dish to another, for example, or comparing sales across the entire Mediterranean category to those of the Asian-inspired dishes. The company also compiles data received directly from customers, such as response to Web-based “noodlegram” surveys.
In addition, Kamens and his team, who spend much of their time working on recipe refinement, follow trends by participating in conferences, maintaining “an international sort of liaison with chefs, companies and partners that offer all sorts of analyses into the trends,” and by traveling extensively.
Kamens explains the value of travel in researching trends: “It’s really a fine-dining trickle-down [effect] for us. We go to the best restaurants in every one of our markets…the best Italian restaurants, the best Mediterranean restaurants, the best Asian restaurants, to understand what is considered the best by that region…and then understanding that, [we apply] that to our menu.”
NOODLES & COMPANY HEADQUARTERS: Broomfield, Colo.UNITS: 150REGION: mostly in Western, Midwestern and mid-Atlantic statesPRICES: vary depending on region and size of serving, noodle bowls $3.95-$5.50; soups $3.95-$5.50; salads $3.95-$5.50; proteins addon to any noodle bowl, soup or salad $1.70-$1.75; Trio, a combination of any small noodle bowl, soup or salad with a protein and a side salad: $7.25 in D.C., $6.95 in all other markets; desserts $1.50; flat bread or rustic roll, 65 centsBEST SELLER: Wisconsin Mac & Cheese, with house-made cheese sauce, Cheddar cheese, Jack cheese and elbow noodles, introduced in 1995, $3.95-$5.50LATEST MENU ROLLOUT: Tomato Noodle Bisque, a creamy tomato soup flavored with basil, garlic, sherry and parsley, launched in September, 2006, $3.95-$5.50SLOWEST SELLER: undisclosed
When recent guest research indicated that a large number of Noodles & Company customers are interested in healthier alternatives, the company developed a “good balance” campaign, launched in June, to suggest ways to make more healthful choices from the existing Noodles & Company menu. Kamens says that although each customer may have a different definition of health, the mix-and-match nature of the menu, along with a choice of portion sizes, allows guests to meet their individual dietary needs.
In the food industry in general, Kamens also sees a trend toward smaller portions and shared plates.
“We’re becoming a culture of sushi eaters,” he says, “there’s no doubt. People like to pop a few things into their hand and into their mouth, and have a glass of wine and enjoy a meal with a beverage and a small amount of food.… In our fast-paced lifestyle, that’s a great way for people to connect with each other, connect with food, and be a little more adventurous.”
8trends for ’08 VIETNAMESE CUISINE BETTER-QUALITY INGREDIENTS LIGHTER ALTERNATIVES TO BROADEN CONSUMER CHOICES HEALTH CONCERNS ADDRESSED THROUGH MENU CHOICE CHOICE OF PORTION SIZES SMALL PLATES, SHARED SNACKS CONCERN FOR THE EARTH RETURN OF SIMPLE AND TRADITIONAL ITALIAN FLAVORS FAD THAT FLOPPED? LOW-CARB DIETS. “That wasn’t about flavor first and it wasn’t a sustainable movement.”
While acknowledging customers’ interest in health and nutrition, and specifically addressing those concerns, Kamens emphasizes that building flavor is his biggest emphasis in recipe development. He says flavor is the “No. 1 guiding principle” for the menu strategy team. “We honestly always go for flavor first,” he says. “The menu was initially never designed with nutritional count in mind. It was always about flavor first, and that’s the way it’s got to be.”
Kamens also predicts rising Vietnamese influence in the fast-casual segment. “I think it offers a lot of bright, fresh, bold flavors and allows guests to alter the spice level themselves,” he says, “so there are some interactive opportunities there. I think that’s a great upcoming trend in the fast-casual segment.”
He also sees expansion of Italian cuisine. “I believe that the fast-casual category is going to experience more simple, traditional Italian flavors that are again quick, easy and bring a lot of fresh, bright and simple elegant flavors together,” he says.
A cornerstone of the Noodles & Company philosophy is its emphasis on freshness. The company advertises that it uses no freezers, microwaves or can openers.
“For us, it’s about making sure we have fresh wholesome ingredients,” Kamens says, “and we want to create convenience for our guests in ways that they can’t do for themselves. You know, everybody has a microwave at home. I think it sets us apart from the rest.”
Kamens does see a general trend towards better-quality ingredients overall.
“I think people are very interested and concerned about the quality of ingredients that are being used,” he says, “and I think that as a culture we are raising the bar on what our guests expect from us as industry leaders. I do think it is shaping trends; there’s no question about it.”
Kamens says a big part of what he calls the company’s “pure and wholesome journey” is making sure the company is positively impacting the environment.
“It’s definitely a global perspective that we have to adopt,” he says. “I think broadly, in the food industry, we are all going to have to start looking at our packaging and our distribution channels and how and what we do and how that impacts the planet and our communities.… We have recyclable bags, compostable bags, recyclable containers, and we do what we can.… It’s all about doing the right thing.”
