MenuMine Trend Low Carb Strategies
Low Carbs on the Menu
A year ago at this time, concern about obesity erupted, and foodservice was immediately targeted as a culprit. The foodservice industry is responding in a variety of ways. McDonald’s has done away with super sizing… a clear effort to control portion sizes. Chains, generally, have added even more salads and more chicken items. And, just about everyone is giving patrons more low carb options.
Opinion Dynamics (leading market researcher/consultancy, Cambridge, Mass.) indicates that as many as 24 million adults or 11% of the population is on some form of low carb diet, and 44 million or 20% are thinking about going on such a diet in the next 2 years. NPD estimates the number of adults on a low carb/high protein diet at a lower figure: 11 million adults. Whatever the real figure, at least for the short term, low carbs appeal to a substantial market that no one wishes to ignore.
It must be realized that Carbs are pervasive on the menu --- and, it should be admitted, they always will be. Currently, carbs are a component of 74.5% of all menu items not counting beverages, breakfast, sauces and desserts. This finding comes from MenuMine (a database of chain menu information from Foodservice Research Institute). The volume or tonnage of menu items incorporating carbs, however, is predicted to decline in the short run. No doubt, the tonnage decline of carbs, however short lived, will be balanced by gains in veggies and proteins. Not surprisingly, gains in the use of sauces and dressings (low carb and otherwise) and seasonings should follow.
Five Leading Carbs
According to MenuMine, there are five main carbs (not counting sugar, which is an ingredient in many beverages, cereals sauces, dressings and condiments). The leading carb on menus is Bread, with a 65.2% share of total carb menu items. Adding up all the pizzas, burgers, tacos, pancakes and biscuits consumed, it is easy to understand the predominance of bread. Other carbs (not counting sugar) are potatoes, pasta, rice and beans.
Carb |
Menu Item Share |
Servings Share |
|
Bread |
65.2% |
68% to 75% |
|
Potatoes |
11.7% |
12% to 16% |
|
Pasta |
10.2% |
9% to 12% |
|
Rice |
7.0% |
6% to 9% |
|
Beans |
5.9% |
5% to 8% |
|
Menu Item Base: |
30,086 |
--- |
Source: MenuMine Database
Low Carb Strategies For Restaurants
Both manufacturers and operators have shown an amazing response in terms of low carb products, menu items and menu strategies that de-emphasize carbs and emphasize proteins and non-carbs. With that perspective, there are at least 5 strategies to consider, as follows:
1. Repackage Existing Menu
2. Modify Existing Menu Items
3. Add New Low Carb Items
4. Adopt Diet Regimen Partnership
5. Salad, Side Dish and Soup Options
1. Repackage Existing Menu
For foodservice operators who may feel their existing menu does not require a substantial carb/protein overhaul, repositioning and renaming items is an option. This posture may call for adding a carb and protein count to menu items, counseling patrons to hold back on the breads and letting the numbers speak for themselves. Supplementing
the traditional fare with on-menu information as well as in-store
signage is certainly the quickest response that may be made, but it is
not necessarily the least costly.
Chain |
Low Carb Strategy |
|
Ruby Tuesday |
Menu lists calories, total fat grams, net carb grams, and total dietary fiber grams for every current item on the menu. 30 identified low carb items. |
|
Bob Evans |
On-line and in store materials declare: "we know that there is no one diet for everyone. That is why it is important that our existing menu offers a good balance of both lower fat and lower carbohydrate items, in addition to some of our classic customer favorites. We want to provide you with plenty of choices to ensure that your experience at Bob Evans is truly Fit for You.” |
|
Wendy's |
Identifies 99 cent menu items such as chili, baked potato and green salad as low in carbs and calories. |
|
Boston Market |
Distributes a Wellness Guide, in store materials with nutrition and exercise information. |
|
Dominos |
Relies on the consumer to decide how many carbs and calories and proteins they want on their existing pizza offerings. |
|
Panera Bread |
In-store materials list net carbs as under 20 grams for Bistro Steak Salad, Classic Cafe Salad, Greek, Caesar, Fandango and Grilled Chicken Salad. Also listed are seven soups with low carb counts, including French Onion (w/o cheese or croutons), Low Fat Chicken Noodle, Low Fat Vegetarian, Boston Clam Chowder, Low Fat Vegetarian Black Bean Soup, Cream of Chicken and Wild Rice and Broccoli Cheddar Soup. |
|
Blimpie |
New Carb Counter Menu provides ECC (net effective carb) count on menu item |
2. Modify Existing Menu Items
With this strategy, operators keep existing menu items and offer low carb versions, or suggest how existing items may be ordered with modifications. Sometimes the low carb version of the item is reduced or eliminated, sometimes a low carb version of a carb item is substituted.
Chain |
Low Carb Strategy |
|
Denny's |
Carb-Watch Two-Egg & Three-Meat Breakfast (Two eggs, two bacon strips, two sausage links and a slice of grilled ham served with tomato slices), Carbohydrates 10, Calories 653, Fat 44, Fiber 1). Carb-Watch Grilled Chicken Breast Salad (A seasoned, grilled chicken breast sliced and served on top of mixed greens with tomato, cucumber, onions and cheddar cheese. Without dressing Carbohydrates 10, Calories 289, Fat 14, Fiber 4). Total 9 Carb Watch items. |
|
Jack In The Box |
Suggests a number of modifications of existing items involving calories as well as carbs: Substitute Low Fat Balsamic Dressing on Ultimate Salads. Omit shded cheese from Chicken Fajita Pita and uce fat from 10 to 3 grams. - Try a side salad with low fat dressing instead of fries. Skip mayo and mayo based sauces saving 100 or more calories. Use ketchup, mustard, barbecue sauce, which are fat free for flavor. Lower carbs on any burger or chicken item by going “bunless”. uce sodium by limiting cheese, bacon, ham, ketchup, mayo and pickles and instead top sandwiches with tomatoes and lettuce. |
|
All Burger Chains |
Virtually all burger chains offer “bunless” burgers with or without lettuce wraps. |
|
Burger King |
Offers fire-grilled bunless burgers, chicken without ketchup, mayo and steak sauce to get the carbs down to 3 grams. |
|
Jimmy John's |
Offers the Low Carb Umwich, allowing patrons to select the "same ingients. No bread. Pick any sub or club and we'll wrap the ingients in lettuce. Eat it like a burrito. Tear the paper as you go. A great alternative choice for today's new lifestyles." |
|
Carl's Jr. |
Low Carb versions of six burgers |
|
Tony Roma's |
Low Carb BBQ Sauce |
|
Rubio's |
Low Carb Chicken Salad---also several Health Mex items |
|
D' Angelos |
Low Carb D'Lites build on a low carb wrap |
|
Cold Stone Creamery |
Sinless Ice Cream |
3. Add New Low Carb Items
In this strategy, operators are adding incremental brand new low carb items.
Chain |
Low Carb Strategy |
|
Papa Murphy’s |
“DeLITE” Pizza has half the carbs and half the calories of Papa Murphy's regular pizza thanks to a thin crust, one third less volume in toppings, and precooked, leaner sausage. |
|
Pizza Hut |
Has a lower fat “Fit n Delicious” pizza. Pizza Hut but is responding to the interest in lower carbs with a line of prepackaged $2.99 family size salads for takeout and delivery. Available in four markets. |
|
KFC |
In an attempt to overcome the negatives of fried chicken, KFC has rolled out a new line of roasted items that are lower in both fat and carbs than fried products. The items include Country Roaster Flatbread Sandwich, Chicken Rice Bowls, BLT Salad, Three Cheese Oven Roasted Strips Meal. |
|
Manhattan Bagel, Chesapeake Bagel and Einstein Bagel |
These New World chains have added low carb multigrains called Lower Carb 9 Grain Bagels that have a net 18 carbs compa to the 50 to 70 carbs found in their regular bagels and rolls. |
|
Hardee's |
Added three new items: Low Carb Thickburger (5 carb grams), Low Carb Chicken Club (11 carb grams), Low Carb Breakfast Bowl (6 carb grams). |
4. Adopt Diet Regimins Like Atkins and Weightwatchers
In this strategy, operators license agreements with well known diet programs.
Chain |
Low Carb Strategy |
|
Fridays |
Features the following “Atkins approved menu items”: spinach dip and Buffalo Wing appetizers, entrees including Buffalo Chicken Salad, NY Strip with Bleu Cheese, two chicken items, bunless burgers, and Chargrilled Salmon.
|
|
Subway |
Added 5 “Atkins Friendly” items including Turkey and Ham Wrap, Turkey and Bacon Wrap, Chicken and Bacon Wrap, a Chicken and Spinach Salad, and Class Club Salads. Features Atkins Friendly Carb Controlled Wrap. |
|
Applebee's |
Partnered with Weightwatchers and developed 10 additional items with “points” values including five Chicken items, Onion Soup Au Gratin, Grilled Tilapia, Teriyaki Shrimp and two desserts. |
5. Emphasize Salads, Side Dishes and Soups
Less carbs are going to leave a tremendous void in away-from-home diets. Operators are advised to cut down on carb portion sizes and to emphasize additional menu items. Shown below are leading salads, sides and soups that are found on chain menus. Items are ranked according to menu item share data from MenuMine.
Side Dishes
|
Salads
|
Soups |
|
Onion Rings |
French Onion Soup |
Caesar Salad w/Chicken |
|
Sauteed Mushrooms |
Minestrone |
Caesar Salad |
|
Cole Slaw |
Chicken Noodle |
Garden Salad |
|
Green Beans |
Clam Chowder |
Grilled Chicken Salad |
|
Creamed Spinach |
Seafood |
Spinach Salad |
|
Broccolli |
Lobster Bisque |
Chicken Salad |
|
Grilled Onions |
Chicken Soup |
Taco Salad w/Beef |
|
Asparagus |
Vegetable Soup |
Caesar Salad w/Shrimp |
|
Cottage Cheese |
Chicken Tortilla Soup |
Chicken Fajita Salad |
|
Mixed Veggies |
Tomato Soup |
Chinese Chicken Salad |
|
Zucchini |
Broccolli & Cheese |
Chef's Salad w/ Ham/Turkey |
|
Roasted Veggies |
Hot & Sour Soup |
Cobb Salad |
|
Apple Sauce |
Split Pea |
Buffalo Chicken Salad |
|
Okra |
Asparagus Soup |
Fruit Plate Salad |
|
Cabbage |
Fish Soup |
Tomato Salad |
General Guidelines For Operators
As always, as you consider these strategies, start with your patrons. From simple observation, and analysis, or actual survey research, determine how many of your customers are overweight and how many are likely to do something about it? What is your operation's mix of men to women diners, adults to children? How do these percentages compare to national estimates? What percent of your transactions include salads, other low carb items, high proteins items, or desserts? Operators are also advised to examine menu trends, since the time the low carb trend began.
Ten Suggestions to Adjust for Lower Carbs
1. Introduce low carb/low fat sauces/dressings
2. Offer greater variety of veggie sides
3. Cut down on carb portion sizes in center of plate entrees, don't eliminate
4. Season more liberally
5. Increase ratio of veggies in prepared entrees
6. Develop more interesting salads, with greater veggie variety
7. Bring back soups --- cold soups in summer
8. Don't forget about fruit
9. Cut down on back of house use of sugar
9. Cut down on back of house use of sugar
10. More low carb beverages---teas, diet soft drinks, coffee, low carb beer, artificially sweetened cocoa/hot chocolate
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MenuMine Trend
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Protein Positioning on the Menu by Entree and Item Type Chicken and Beef are the largest volume proteins, as well as the most frequently menued on American restaurant menus. Individually, Beef and Chicken are each listed on approximately one of every four entrees, whether Center of the Plate (COP) or Prepared Entrees (PE).
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