CHICAGO The recession is stalling starter sales, and forcing operators to rev up both the creativity and value perception of their appetizers, according to Technomic Inc.
In the past two years the number of consumers purchasing appetizers, salads and soups has dropped considerably, the Chicago-based consulting firm said Thursday with the release of its “Left Side of the Menu” series. The series includes three reports looking at trends in appetizers, soups and salads.
“To justify spending on items from the left side of the menu, [consumers] want more value — dishes with unique flavors they can’t make at home, or are large enough to share or eat as an entree,” said Darren Tristano, executive vice president at Technomic.
According to the reports, the number of consumers considered to be heavy purchasers of salads dropped from 51 percent in 2007 to 33 percent in 2009. Similarly, heavy purchasers of appetizers fell from 40 percent in 2007 to 24 percent in 2009, and heavy purchasers of soups slipped from 25 percent to 15 percent in the same time period.
Technomic interviewed more than 4,500 consumers and analyzed the menus at 250 leading chains, as well as those of emerging chains and independents to compile the data in the reports.
“Consumers are trying to cut their dining budgets, in many cases by eliminating starters,” said Tristano. “To drive cravings and create interest in appetizers, salads and soups, operators must innovate with exciting dressings and dips, unusual ingredients, and preparation techniques that can’t easily be duplicated at home. These encourage consumers to feel the experience is worth the extra cost.”
That’s not the case right now, according to the reports. Fifty-eight percent of consumers overall said they are not satisfied with the appetizers available at restaurants, and that figure jumped to 64 percent for consumers aged 18 to 34. About 70 percent of respondents said salad offerings could be improved as well.
And while 68 percent of respondents did not expect to find more than three or four soups on menus, 40 percent said they would like to see more ethnic soup offerings.
Consumers also said that the ability to share starters or have them as a main course is important as well, the reports found. Eighty-two percent said they felt that appetizers should be shared, and 61 percent said that portions should be large enough to do so.
In the past few months, several operators have unveiled promotions designed to increase their value perceptions and drive sales, including those of starters.
Throughout the month of May, T.G.I. Friday’s has been offering salads and sandwiches for $5 each. In late April, Applebee’s expanded the offerings available in its 2-for-$20 promotion, which allows patrons to order an appetizer and two entrees for $20.
Also in April, The Cheesecake Factory unveiled a new small-plates menu featuring 16 dishes priced from $3.95 to $6.50 each. Among the options are beets with goat cheese, hand-battered onion rings, shrimp scampi crostini, ahi tuna tartare, stuffed mushrooms and pizzettes.
Earlier in the month, Chili’s Grill & Bar introduced 10 menu items for under $7, including Honey-Chipotle Chicken Crispers, a half order of quesadillas and two mini beef burgers.
Technomic’s research also found that Mexican flavors tend to dominate the globally inspired soups at chain restaurants, while Asian-influenced soups are popular at emerging chains and independents.
Finally, 66 percent of consumers said that health drives their decision to order a salad as an entree at lunch, while 63 percent are influenced similarly at dinner.
Contact Robin Lee Allen at [email protected].
