Canada’s Hottest Food Trends for 2014

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Written By: Carol Neshevich

If a Canadian family were to time travel from 1974 to 2014, they would likely be a little perplexed by the food scene. “What does ‘gluten-free’ mean?” they might ask. “And, why did the chef wrap my hamburger in a pepperoni pizza?” Canadian consumers from several decades ago might hesitate to try African cuisine, and they’d probably be bemused that fast-food joints were offering such fancy fare. But, for today’s busy and adventurous foodservice consumer, it’s all par for the course. Here F&H takes a look at eight of the most prevalent food trends influencing the industry today.

Grazing/snacking

“For millennials, snacking is normal and considered a fine way to enjoy a healthy lifestyle,” says Dana McCauley, Canadian food trend expert and VP of Marketing at Plats du Chef in Vaughan, Ont. “As this group ages and begins to have children, the ‘three-squares’ style of family eating is destined to go the way of the white rhino.” Garth Whyte, president and CEO of the Toronto-based Canadian Restaurant and Foodservices Association (CRFA), agrees: “People are on the move, and they’re looking for a snack between meals,” he says.

The McDonald’s chicken snack wrap is a perfect example of how the quick-service market has responded to the grazing trend. Meanwhile, the upscale-casual chain Milestones introduced a “shareables” section to its menu in 2013 — ideal for those who are out for a drink and a snack or groups who want to build a meal around a diverse array of small sharing plates. Highlights include Mini Peruvian Burritos ($12) and Chimichurri Garlic Bread ($8). “People don’t necessarily eat the way they used to, where it’s always a regimented appetizer, main course and dessert-style dining,” says Milestones’ corporate chef Jason Rosso.

“Extreme” eating

Epic Burgers and Waffles’ infamous cronut burger — a hamburger with a doughnut/croissant-like bun, topped with cheese and maple-bacon jam — made headlines last summer for causing a food-poisoning outbreak at Toronto’s Canadian National Exhibition. But, even before anyone became ill, it was already big news, simply for its over-the-top indulgent nature. It’s part of a trend some call “extreme eating,” and, according to McCauley, it’s mainly about marketing. “As the role of social media has superseded the role of magazines and tradeshows by spreading the news and pictures about what new items restaurants are offering, expect operators to adopt new criteria for choosing launches,” she says. “Items that have high social-media impact — think about Burger King’s Bacon Sundae or Pizza Hut’s Hot Dog-stuffed Crust Pizza — will be emphasized to bring attention to the venue and keep their brand top of mind with consumers, who they hope will come to the restaurant for their core items.”

Other examples include Boston Pizza’s Pizzaburger: a bacon-topped hamburger wrapped in pepperoni pizza ($14.96), introduced in April 2013. “Sales have been strong for the Pizzaburger. When we featured it for a limited time last April, it helped increase overall burger sales by 200 per cent. This past September we added it to our main menu, [permanently] and it is by far the most popular new menu item we added this year,” says Michael Gray, Boston Pizza’s (BP) executive chef. “The Pizzaburger is that ‘I-have-to-try-that’ item.”

Authentic ethnic

Long gone are the days when ethnic food in Canada meant sweet-and-sour chicken balls. “Consumers who are either well-travelled or well-read foodies want real food experiences. Hence, the rise of ramen houses, PF Chang’s and Momofuku. More chains will attempt to bring authentic ethnic dishes to the masses,” predicts McCauley. This is already happening at a number of upscale-casual chains, including Milestones. “We want to make sure we’re delivering ethnic dishes with integrity,” says Rosso, who cites his Spicy Thai Basil Noodles, featuring sautéd prawns, chicken and peppers with Thai rice noodles in a coconut milk- and basil-infused chili sauce ($19). “It has very few ingredients, it’s very easy to put together, very authentic, and it’s been one of our bestselling items across the country in the last six months,” says the chef.

According to the CRFA’s Whyte, Canadians are also looking to try food from previously untapped parts of the world. “African cuisine is really trendy; more people are looking for it,” says Whyte, adding that Filipino food is similarly poised to take Canada by storm. Two popular chains from the Philippines are expected to expand across the country soon: Max’s of Manila, a fried chicken and Filipino food chain that already has locations in Vaughan, Ont., and Vancouver; and Jollibee, dubbed by some to be “the McDonald’s of the Philippines,” which is expected to open units in Canada by 2015.

“Upscaling” of quick-service restaurants

With Canadians still feeling somewhat cautious about spending, they don’t want to shell out a ton of money at each dining-out occasion; and time-crunched consumers can’t always afford to spend too long waiting for their food. But, just because they want it fast and cheap, it doesn’t mean they’re willing to sacrifice quality. “QSRs are seeing the growth of fast-casual, so they’re taking a page from that — trying to upscale the menu, offering more premium options, maybe more fancy coffee beverages,” says Kelly Weikel, senior consumer research manager for Chicago-based Technomic, Inc. Wendy’s new Pretzel Pub Chicken Sandwich, for instance, is described on the chain’s online menu as a “lightly breaded chicken breast topped with creamy muenster cheese, honey mustard and a warm cheddar sauce all atop a soft pretzel bun,” a more “upscale” description than what would have been have seen on a Wendy’s menu a few years ago.

Local movement/sustainability

In the CRFA’s annual “Chef Survey” for 2013, locally produced and locally inspired dishes came up in the number-1 spot for food trends, with sustainability coming in at number 3. Concerns for the environment and health/wellness are driving this trend. “It appeals strongly to a certain consumer, and what we’re seeing is that concepts that really want to go after that are becoming more hyper-local, so it’s not just from the region, but it’s from specific farms … or it’s even hyper-local in terms of having a rooftop garden or something sourced on site,” adds Technomic’s Weikel.

The restaurant at Ravine Vineyard Estate Winery in Niagara, Ont., exemplifies this “hyper-local” trend, as its website boasts it is among the few self-standing restaurants that bakes its own bread, raises its own pigs, grows its own certified organic vegetables and pairs meals “with the guidance and discriminating palate of a winemaker.” And, while these types of hyper-local initiatives would be logistically and economically impossible for most large chains, especially national companies with a common menu across the country, many are now making a concerted effort to at least buy Canadian and source local whenever it makes sense. “On a larger scale [for chains], it’s more about letting consumers know where their food is coming from,” says Weikel.

Clean eating

From the popularity of the paleo diet to the increase in gluten-free eating, many Canadians are looking to “clean up” their food intake. Tired of feeling generally unwell after eating wheat-heavy and/or processed foods, a growing number of consumers are striving to eat food in its most natural, whole state (hence the name paleo diet, referring to food eaten in the Paleolithic era). They’re seeking leaner meats — with a focus on fish and seafood — as well as more fruits and vegetables and a drastically reduced starch and dairy intake.

In particular, the number of people looking for gluten-free options is rising dramatically. According to an NPD Group study released in May 2013, interest in gluten- and wheat-free restaurant menu items in Canada has increased 137 per cent in the last three years. Milestones’ chef Rosso is amazed by the growth in demand: “Six or seven years ago you never heard anything about it, then in the last three or four years, it’s become so prevalent,” he declares. That said, Boston Pizza’s chef Gray says his chain’s “gluten-wise” menu doesn’t represent a significant part of overall sales, but “It is a steadily growing area of our menu as awareness for celiac disease and gluten sensitivities grows.” In 2013, BP added gluten-wise pasta to the menu, complementing the gluten-wise pizza they had already been offering for several years. And, at Milestones, the menu now has “gluten-free modification” suggestions printed on it for some regular menu dishes; the Milestones’ California Spring Salad ($14), for instance, could be transformed to a gluten-free dish if the spicy glazed pecans are removed.

Unique flavour combinations

Dynamic flavour pairings are hitting Canadian menus with vigour. “We’re seeing a lot of operators looking at flavour synergies, pairing two atypical flavours together, like sweet and sour, or sweet and spicy,” says Weikel. “It’s coming from an increased consumer expectation for concepts to really push those flavour boundaries and offer something innovative.” These flavour combos seem to be a hit across the foodservice spectrum, down to QSR. For instance, in spring 2013, McDonald’s unveiled its Sweet Chili Signature McWrap, featuring fresh cucumber and sweet spicy Thai sauce ($4.99).

Interestingly, the sour flavour profile in general is growing in popularity. “If you think about the basic flavour nodes, it’s the one that isn’t seen as much. Chefs are trying to work it in a little bit more,” says Weikel. Greek yogurt fits into this sour flavour trend, while simultaneously reflecting North Americans’ desire to eat healthier. In fact, in the CRFA’s 2013 “Chef Survey,” Greek yogurt came in at number 7 on the menu trends list. “[Greek yogurt] can be used across the meal: as side dishes, to give a sour accent, but also as a sauce or a condiment,” says Weikel. At upscale Toronto restaurant Crème Brasserie, for instance, the Tian of Mushroom appetizer features a Greek Yogurt Vinaigrette ($13).

Customization

“Consumers really want to tailor their ordering these days,” says Weikel. “It’s about choice, and the ability to make a menu item your own.”

Indeed, many of today’s popular fast-casual menus are built around the idea of customization. At Hero Burger, for instance, customers first choose from several types of burgers (beef, veggie, turkey, chicken, salmon or a hotdog) then choose from six different cheeses, four different buns, seven premium toppings, 10 condiments and seven sauces. One customer may choose a salmon fillet topped with brie cheese, portobello mushrooms, red onion and mango sauce on a ciabatta bun; while another decides on a 100-per-cent Angus beef burger with Canadian cheddar, fire-roasted peppers, zucchini relish and Real Ancho Chipotle sauce on a Hero Egg Bun. The possibilities for combinations are endless, and consumers enjoy the ability to get creative.

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