[dropcap size=big]A[/dropcap]re food trends getting a bit out there? It would appear so. Based on a story in The Globe and Mail this past July, the latest food trend to hit some Toronto eateries this past summer was — believe it or not — dirt. Yes, as Margaret Wente proclaimed in a story titled “We’ve Reached Peak Foodie,” “The newest thing in haute cuisine is dirt.” No, that’s not a typo; you read it right. The story goes on to cite several Toronto restaurants, including Actinolite, which many have called “one of the most essential places to eat in Ontario, if not in Canada,” as serving “gourmet dirt.” It’s amazing when you stop to consider which items are now being termed as gourmet delights and how today’s new breed of chefs is fuelling the modernist trend.
But let’s face it, the above doesn’t constitute a true food trend; it’s merely a fad. Just like the “out-there” fashions that sometimes grace the runways, these food fads are not typical of what today’s consumers really want to eat. But they do get attention. Clearly, today’s consumers are becoming more adventurous, as witnessed by the snout-to-tail movement.
Still, when one looks at today’s marketplace and the way it’s evolving, there are patterns emerging (see “Hospitality Market Report” on p. 26). But, they’re often more reflective of demographics and lifestyle than just the desire for novelty. For example, the latest influx of change comes courtesy of the millennials, who are shaping new realities in both restaurants and hotels. As a U.S. research study, undertaken by the American Egg Board, recently pointed out, “The millennial generation is pushing its way to dominance as the most important consumer group influencing foodservice.” The study also shows that the group represents approximately 80-million Americans, while in Canada, the number would be closer to nine million, according to Montreal-based Aimia Inc., a global loyalty management company. Here’s what the a forementioned American Egg Board survey on breakfast trends found:
- Whole foods are preferred over processed food
- 80 per cent of millennials want to know more about where their food is grown
- Customizing food options is seen as a need, not a luxury
- Value is very important, yet it includes factors beyond cost
- Where millennials eat is a reflection of who they are
The survey also found that millennials have a habit of eating whatever they want whenever they want. That means dayparts are eroding and being blurred. Foods that were once associated with certain dayparts are now turning up in different dayparts. For example, one current trend evident in the American market sees operators mixing proteins by showcasing items such as pulled pork, prosciutto or even lobster alongside eggs in breakfast. Similarly, eggs are turning up in offerings beyond breakfast such as on burgers, sandwiches and even pizza — which just goes to show, these days, customization is king, convenience rules and value is expected. Indeed, in today’s marketplace, anything goes, yes, even dirt.
