Other Opportunities
Restaurant chains looking to expand their seafood fare can cast a wide net, experts say. But doing it successfully takes time and thought. Some words of advice—and ways to get started:
Adopt and adapt. Restaurant owners don’t have to reinvent the wheel to make their seafood dishes more exciting. Sauces and spreads can be reworked to introduce fresh and exciting flavors. “We’re seeing mayo-based spreads like tartar sauce get updates such as lemon-caper-fresh-herb sauces, a lemon dill sauce, a bistro sauce (mustard, garlic, lemon) that are used in sandwiches and as salad dressings,” says Jann Dickerson of the ASMI. “We’re also seeing highly spiced, intensely flavored rubs, marinades, and sauces from all over the world being used with seafood; things like Spicy Cumin-Scented Grilled Alaska Halibut from El Salvador; Piquillo Pepper and Basil from Spain; Chipotle Mayonnaise from Mexico; Coconut-Red Curry from Thailand.”
The ASMI offers a resource for foodservice and R&D chefs on its Web site called “Spice Pantry” with recipes developed by the Culinary Institute of America that includes spices, rubs, marinades, and condiments from all over the world to pair with fish and seafood.
Varying the breading used on fried and baked dishes is another way to refresh classic offerings. McCormick and Schmick’s restaurants offer a Cashew-Crusted Tilapia on its menu; the Bonefish Grill features a Pistachio Parmesan-Crusted Rainbow Trout. Ivar’s has had continued success with its Cajun-flavored breading. And Joe’s Crab Shack offers Parmesan and Japanese panko coating as one of many flavor complements to its shrimp dishes.
There are also plenty of opportunities to offer the consumer freedom of choice in the flavors used to dress dishes. Ivar’s, for example, features a spicy lime/ginger cocktail sauce as a complementary condiment to its dishes. Pappadeaux Seafood Kitchen highlights signature sauces such as lemon caper, lemon, and herb olive oil and garlic butter scampi-style with its featured entrées. Captain D’s offers customers the option of having their seafood blackened; it also layers flavors within the same dish. “We might offer a special that combines grilled tilapia layered with grilled shrimp and served with our scampi seafood sauce,” Vissing says.
Take it on in small bites. A sandwich or snack plate can be the perfect way to ease into the trend. “A sandwich that combines inexpensive, sustainable Alaska Cod or Pollock combined with a crisp cabbage slaw, or nuggets of the fish in a taco or tortilla dish can be small and satisfying additions,” Dickerson says. “We’re seeing crab cakes everywhere, too—as sandwiches, as sliders. RAM restaurants offer Alaska snow crab and shrimp corndog appetizers on a stick. Quick-serves can create their own signature version using surimi or a surimi blend made with very affordable, sustainable Alaska Pollock.
Give the people what they want. It’s always a safe bet to start with items that the consumer has more knowledge and awareness of, says Vissing of Captain D’s, adding that items such as shrimp, salmon, and tilapia are good places to begin. In the Hale Group’s 2008 consumer research study on seafood trends, the company asked what types of seafood consumers would like to see more of on casual-chain restaurant menus. Salmon came in at No. 1 at 23 percent, followed by shrimp at 20 percent, lobster at 17 percent, and crab at 13 percent. Tilapia and catfish registered interest at 9 percent each, followed by mahi mahi and smoked salmon at 8 percent.
Don’t stray too far from your core. Restaurants might want to start by offering a dish for a limited time only, and test it out in a few baseline units first before doing a larger launch. “You don’t want to degrade your product positioning with a meal that’s off-brand,” Wlaschin says. “The new menu item needs to be well thought-out and well-executed.”