The MenuMine database reports that 12.4% of all US foodservice operations have at least one menu item mentioning California in the menu item name.

The trend is definitely up compared to 2009 with 11.7% of operations mentioning, 2007 with 9.4% and 2005 with 8.0%. Out of the 1,545 current menus in MenuMine, 94 chains have one or more “California” items, as do 55 independents and 39 non-commercial operators.

Product franchises that have been most successful in developing “California” menu items are chicken, turkey, veggies and burgers. Visibly absent in California menu excitement are beverages and desserts, which only have a smattering of items (not included in table).

What is the implication of state terminology on a menu? Why is there not an Iowa Burger, a Nebraska Milk Shake or an Illinois Omelet? There are Idaho Potatoes, New York Strip Steaks and Chicago Pizza but what is it about California? Perhaps it’s a place we all want to be. Fun in the sun, blond hair, bikinis, The Beach Boys, the ocean, Hollywood all invoke images of the California life style. Why not the menu? If I eat anything with the word “California” preceding the item, I know; I won’t gain weight, I will never be lonely, I will soon be driving a cool car and Hollywood is soon to discover me. In any case, savvy restaurateurs are recognizing that this image sells everything from chicken to squab!

MenuMine® is an online, subscription based menu database service consisting of 635 chains, 275 non-commercial and 595 independent foodservice operators. Foodservice Research Institute of Oak Park, IL has been providing brand share, market sizing and menu database services to the foodservice industry since 1992. For more information contact at us 888-386-MENU