Consumers satisfy their adventurous eating habits with customizable menus
Implications - The individualistic climate of today's market means that customization is the quickest way into the heart of the consumer. Restaurants looking for an edge over the competition are opting for menus with both greater flexibility and affordability. The mix-and-match approach to dining and traditional meals allows for greater experimentation at a lower cost, which appeals to the modern foodie.
Workshop Question - How could you expand the illusion of choice granted to your customer?
Trend Themes
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Customization — The rise of customizable menus in fast casual dining is a response to the individualistic climate of today's market and offers experimentation at a lower cost.
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Affordability — Restaurant chains are introducing cost-efficient menu options, like Applebee's 'Two for $20' menu, to make trying different dishes easy and affordable.
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Healthy Eating — Offering healthy, low-calorie options like Corner Bakery Cafe's '100 Combos Under 600-Calories' menu is a response to consumer demand for healthier fast casual dining options.
Industry Implications
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Fast Casual Dining — Customization and cost-efficiency make fast casual dining an ideal industry for disruptive innovation opportunities.
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Food Technology — Technology-driven healthy eating solutions can provide a niche in the food industry and create opportunities for disruptive innovation.
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Seafood — Fast casual dining concepts like Mainland Poke demonstrate the potential for innovation in seafood menus with customizable options and fresh ingredients.
