Sweet and simple dessert menu strategies satisfy consumers and operatorsSweet and simple dessert menu strategies satisfy consumers and operators

Go branded. When ordering desserts, consumers often gravitate toward what’s familiar. But brand trust is increasingly becoming a high priority for today’s consumers. Offering desserts with high-quality ingredients made by well-known and trusted brands enables operators to create a craveable treat and increase profit margins.

According to recent consumer research conducted by Salsify, 90% of consumers surveyed said they were willing to pay more for something when it comes from a brand they trust.

Leveraging branded ingredients has been a successful strategy for Marco's Pizza, a fast-growing quick-service pizza franchise that offers the Double Chocolate Brownie made with Ghirardelli.

“The Ghirardelli brand and its reputation for excellence in chocolate sets it apart from desserts offered by competitors,” Alex Tokatlian, director, product and multicultural marketing at Marco’s Pizza. “Between the signature Ghirardelli flavor in the brownie and the rich decadence of the chocolate sauce drizzle, it is a highly craveable and unique offering that our guests tell us they absolutely love.”

With research from Technomic Ignite Consumer showing the Made with Ghirardelli program can more than double the sales of desserts, it’s a strategy that isn’t limited to Marco’s.

Raise the (chocolate) bar. Consumers know that better ingredients mean better-tasting foods. To deliver on that whenever possible, operators can use premium ingredients.

“What drives today’s consumers? They’re interested in premium,” Lynn Dornblaser, director of innovation and insight at Mintel, said at the IFT FIRST Event & Expo in July.

Not only are consumers interested in premium, but they’re also willing to pay more for it. According to Datassential’s March 2023 Dessert Keynote report, 28% of consumers say they are willing to splurge on desserts.

When it comes to chocolate, research from Technomic Ignite Consumer shows that consumers’ preferred premium chocolate brand is Ghirardelli. Whether it’s dough made from scratch, its fresh signature cheeses, or dessert using the highest quality ingredients, that is just business as usual for Marco’s. It may cost more for a premium ingredient, but they know it’s worth it.

“We use high-quality ingredients for a better-tasting product, and ultimately that is a top driver in why customers choose to order from us,” says Tokatlian.

At the crux of Marco’s ongoing growth is its renowned high-quality pizza which has provided the basic foundation to scale.

Throw it back. The desire for the “feel-goodness” of nostalgic treats is prompting a comeback of classic desserts, like the Ghirardelli Double Chocolate Brownie at Marco’s Pizza. According to Tastewise, 21.35% of restaurants around the world keep some form of brownies on their menus.

Beyond brownies, trend forecasters say other desserts of yore poised for a comeback on restaurant menus include molten chocolate cake, German chocolate cake, banana splits with chocolate sauce, and pretty much anything that reminds consumers of their childhood. And it won’t just be fine-dining establishments offering these throwback desserts. Forecasters say they’ll show up everywhere, including chain restaurants and grab-and-go outlets.

Get on board. For less a familiar but no less fun dessert, consider menuing choc-cuterie boards. A logical extension of cheese and charcuterie boards, chocolate boards tap into the desire for indulgence, novelty, and comfort. The flexibility of the board can make it easy to adapt to changing trends and reduce the need for training staff on how to make half a dozen different desserts.

Dessert boards can also open the door to innovation. Jessica Scott, executive pastry chef of 50 Eggs Hospitality Group, makes The Faux Cheesey Charcuterie Board, which looks like it has the classic elements of a meat-and-cheese board, except everything on it is 100% dessert, with “olives” made of chocolate caramel cake, “bleu cheese” key lime pie, and more.

Stay sustainable. A desire for sustainable or locally sourced menu items is shaping the food scene, according to the National Restaurant Association 2022 State of the Industry report. Of adults surveyed for the report, 30% say they would likely choose a food grown in an environmentally friendly way or raised organically over one that isn't.