By Cathy Nash Holley
October 25, 2020

There’s an adage that says after 90 days habits become permanent lifestyle changes. So, what does this mean for the foodservice industry, nearly eight months into a pandemic?

While it’s hard to predict how consumer behaviors will net out, we do know that internally, menu development “habits” are definitely shifting and giving way to more permanent changes, and the takeaways from these changes are the keys to a brand’s resiliency and endurance.

The central feature of this issue, Katie Ayoub’s Deep Dive article on SKU strategies and menu optimization (SKU-ed Perspectives) zeros in on these learnings, with a number of chefs, culinary consultants and menu strategists weighing in with modern-day tactics and insights.

A noteworthy takeaway from this trying time is the number of foodservice operators who admit that, pandemic aside, the writing was on the wall, and that core strategies focused on menu optimization were being planned prior to March, or were already in the works.

To apply an apt analogy, consider your menu mix as a reflection of your brand’s immunity. How “fit” and “toned” was your menu in March 2020? How much excess could your brand shed to optimize efficiencies? What could you drop that didn’t serve your brand? The onus is on menu items and ingredients like never before—every SKU has to carry more than its weight today to “nourish” the brand.

Of course, sound flavor innovation is still a necessary part of a menu optimization strategy. While SKU rationalization is in full force, it’s critical that menu innovation becomes honed and sharpened, as if your menu mix is your “special forces” team—strategic, exacting, targeted, nimble—the best that you’ve got. It’s quite likely your menu holds more importance than ever before in your brand’s history. Consumers are becoming more frustrated that they can’t fully engage with the restaurant experience like they’re accustomed to, and therefore must rely on what‘s accessible to them: simply put—your menu. Ensure that your streamlined offerings speak clearly to them with no confusion or static, that they reinforce your brand objectives and reel consumers into your brand story.

Cathy Nash Holley
Publisher/Editor-in-Chief
[email protected] | @GetFlavor