Menu Development | By Marc Halperin
Provocative Packaging at POP—The desire to achieve the perfect combination of form, function, and flavor has led packaged foods companies to create everything from juice boxes with built-in straws to increasingly complex nutrition bars to containers that dump both milk and cereal into your mouth simultaneously. Back in 2002, Frito-Lay introduced its Go Snacks line, hourglass-shaped canisters containing bite-sized versions of the company’s best-selling treats. In the meantime, soup manufacturers have brought us innumerable microwavable bowls and cups, while we at the Center for Culinary Development worked closely with Dole on its recently unveiled Fruit Parfaits, which combine fruit and custard in a single cup.
Some of these ideas have proven to be mere novelties, while others have taken firm root and become hugely profitable. One thing’s for certain, though: None of these companies ever boasted the home-court point-of-purchase/impulse-buy advantage that quick-service chains would enjoy if they were to begin producing branded products for display near the cash registers in their units. Could Burger King trade on its commanding reputation as purveyor of quality Angus Steak burgers with a line of hearty jerky snack packs available to go at the counter? Might McDonald’s offer its famous shakes in a handy take-out six-pack sold in a refrigerated case near the condiment station? The possibilities are many and varied.
Again, Starbucks points the way. The chain’s outlets are more retail boutique than coffee shop. But at most quick-serve chains, the only direct contact customers have with actual food comes when the cashier hands them their order. Aside from promotional posters, cardboard displays and the menuboard itself, there is precious little in front of the order counter to engage, intrigue, or entice customers to make an impulse buy.
Snacks Away—In the end, making hay from customers’ increasing predilection for foods that are quick and portable might also demand that quick-service chains make some slight but significant alterations to their meal-centric orientation. Americans are snackers, and at the moment, businesses ranging from convenience stores to vending machine operators to street-cart pretzel hawkers benefit from their reputation as outlets where snacks are the feature attraction. Most quick-serves, for better and worse, are seen as places to head when you’re hungry for a full-on meal.
McDonald’s already has taken some initial steps toward making itself a more nosh-worthy destination with products such as its $1.29 snack-sized chicken wrap, unleashed this August. And just as this article was headed to press, the company announced that it would begin selling fruit snacks and hot cinnamon rolls served in a bowl to boost sales during normally slow between-meal periods. “You are going to see additional items that are portable,” said Ralph Alvarez, the company’s head of North American operations at the time, in an interview with Bloomberg News. “These are loyalty builders.”
Other chains might do well to follow suit. A greater emphasis on finger foods, bite-sized sampler platters, mini sandwiches, and other more snackable offerings could help quick-serves prevent retail outlets and other snack specialists from, well, eating their lunch.