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2008 Trend Forecast (Part 2 of 2)
2008 Trend Forecast (Part 2 of 2)
Americans develop an appetite for epicurean vacations. American brands go overseas while foreign brands build here. Niche restaurant concepts continue to prosper and ‘baby gorillas’ strive to be the next big thing.
It’s all here-- plus a whole lot more-- in Part 2 of QMG’s 2008 Trend Forecast. Read on to learn about ten more trends that will shape the industry (and impact you) in the coming year.
Culinary Tourism
In 2008, more vacationers will base their travel plans around culinary endeavors or will participate in food and wine activities as part of their vacation. As American food culture grows, an increasing number of restaurants, resorts, and travel agencies will focus on creating unique eating and drinking experiences such as cooking classes with executive chefs, restaurant, brewery, winery and farm tours, culinary cruises featuring chefs and sommeliers, and wellness resorts that offer nutrition courses and educational cooking classes that emphasize healthful eating.
Baby Gorillas
Unknown restaurant concepts being cultivated today are the industry’s ‘baby gorillas’. Like a baby gorilla, a fledgling upstart restaurant may be small enough to pick up now, but too large to handle within just a few years. An increasing number of restaurant concepts being launched and nourished now will be category killers in the next decade, blazing past national chains and forcing a significant change in the top 400 restaurant companies. Because change unfolds at an exponential rate, keep an eye on ‘baby’ brands that show signs of growing into the next 800-pound gorilla.
New Franchise Frontiers
A growing number of U.S. restaurant concepts are expanding into international markets where consumers want access to established brands’ products and where competition is less fierce. Conversely, international restaurant concepts are seizing the opportunities afforded by franchising stateside. Sophisticated supply chains and purchasing systems make it easier for these companies to operate their restaurants here in the U.S. than in their home countries.
The Future Of Hotel Dining
Traditionally, hotel dining rooms are largely overlooked, primarily attracting only business diners and hotel guests. However, new thinking will reinvent these restaurants as dining destinations, even attracting local diners. Features like new menus, chefs, and décor will all play roles in this process. This evolution will also, by extension, make host hotels all the more attractive to prospective guests.
Seasons 52 Continues To Define The Trend
Restaurant brands across the nation will continue to emulate the culinary approach, menu offerings, and service standards first introduced by Seasons 52 in 2003.
Like Seasons 52, restaurants everywhere are incorporating more healthful preparation techniques, abandoning buttering, frying, and heavy sauces, and instead adding flavor by grilling, roasting, seasoning, and marinating foods.
Seasons 52’s petite-sized ‘shot glass’ desserts have shown up on an increasing number of restaurant menus across the nation. Expect small-portioned desserts to become even more ubiquitous in 2008.
Similarly, a growing number of restaurants have adopted Season 52’s high-tech payment solution: waiters toting hand-held palm pilots and portable machines that allow guests to swipe their own credit card.
Single-Product Concepts
Specialization will continue as a primary factor fueling restaurant industry growth.
Restaurant brands that find a following with a single, well-produced product (e.g. Starbucks and Pinkberry) will stand out in the restaurant world and potentially dominate a market niche they help carve out themselves.
Restaurant Execs Jump Ship For Start-ups And Turnarounds
More and more often, CEOs of mega restaurant chains are trading in lucrative paychecks, sizeable marketing budgets, and lavish perks to pilot the growth of start-up concepts or propel the comeback of fading restaurant chains. Expect to see this pattern continue throughout 2008.
Town Centers
Urban restaurant rows continue to perish as dining establishments relocate to new multi-million dollar town centers. These ‘new urbanism’ communities offer the charm of a downtown environment with convenience of a strip mall.
Future Brands
Traditionally, there has been something of a law of inertia at work in the restaurant industry; large, successful brands will overall continue to be successful unless something significant changes. However, new and innovative concepts can now quickly gain market share if they find the right approach. In the coming years, industry leaders will be determined by business and marketing strategies, entrepreneurial spirit, and innovation in cuisine, service, and technology.
Healthful Eating
The growing emphasis on healthful eating will continue. Americans will focus their attention on portion control, moving away from trans fats, and will seek out products offering health and convenience and foods that claim to have a medicinal effect on consumers’ health.
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