Article

How to survive the protein craze

Cutting costs by creating limited time offers or new menu items that scale down the serving of animal protein could be interesting to test with consumers.

September 9, 2014

By Emily Tod, Insights Project Manager, Food IQ

Many in the food industry must be sick of the “P” word by now. From protein-packed flour made from crickets, to the Paleo diet, to the Greek yogurt boom, protein has gotten its fair share of news. But, as old as the topic may be getting, there is still merit (and necessity) in continuing the conversation around protein, and what it means for your menu.

There is no way around it: the cost of animal proteins has been rising over the past several years, with no sign of relief. Many brands are being hit hard as the core of their food offerings revolve around beef, chicken and pork. Besides raising prices on current menu items, are there other ways to diversify protein portfolios to balance out the cost of meat? Menu developers can begin to survive the protein craze by considering health perceptions, protein alternatives, and portion.

The health perception of protein varies between consumers. Active adult males may view proteins as energy, “the more, the better,” and are looking to load up while dining. A nutrition-savvy consumer may be more interested in making sure they are consuming well-rounded meals, so perhaps plant-based proteins are intriguing due to the other nutrients included from these sources, such as fiber. Understanding what your brand’s target consumers are looking for from their protein can provide opportunities for the menu.

One of the largest opportunities here is to take what you already have and adjust the menu descriptions or add call-outs to highlight the characteristics that consumers find attractive. For instance, when appropriate, terms such as “protein-packed,” “highly nutritious,” and “lean” could be added. Some brands have chosen to go beyond descriptions and create entire menus that promote protein, such as Taco Bell’s Cantina Power Menu, whose slogan is, “Where High Protein Meats Big Flavor.”

Protein alternatives have received a lot of buzz as of late. Consumers may not be ready for the protein packed cricket-based flour mentioned earlier, but there may be an opportunity to move beyond main animal proteins. According to a study conducted by the NPD Group, 28 percent of foodservice visitors named “picking a healthier protein or meat” as a factor when choosing something healthier from a foodservice channel. The rise of vegetarian and vegan diners also present an opportunity for us to expand menu offerings to be able to cater to these eaters. Learn if these types of diners frequent your restaurant. If not, is it because your menu is limited in offerings that fulfill this group’s needs?

Although the target consumer of a particular operation may be the carnivorous type, the operation can be missing out on visits from this consumer as their herbivore family members or friends may hold the veto vote, ruling out restaurants that can’t accommodate a veggie eater easily. Imagine the dollars gained if each consumer visited once more each month because your restaurant carries a delicious vegetarian option. Vegetarian offerings have another added bonus on the menu: they are typically lower priced than animal protein-based dishes. For instance, beans and lentils are one of the cheapest sources of protein out there. Burger joints can carry a perfectly spicy black bean burger, BBQ-based establishments can create a baked bean inspired greens salad with all the smoky flavor notes of off-the-grill BBQ, and cafes can offer an eggplant and squash Panini that’s been slathered with flavorful hummus. 

If new proteins are not right for your brand, perhaps scaling back the portion of protein served is an option. With the importance of freshness and quality being so vital for many consumers today, replacing a portion of the protein in a dish with fresh, bright ingredients may be a viable option that consumers are open to. Salads, pastas, or pizzas that load up on fresh, beautiful produce may appeal enough to a consumer’s eye that they don’t mind that the meat portion is smaller. Drastic changes need not ensue, but cutting costs by creating limited time offers or new menu items that scale down the serving of animal protein could be interesting to test with consumers.  

The truth is, unfortunately, that the rising cost of meats is not going away. But by getting in touch with your brand’s consumers and learning what they expect out of protein and a meal as a whole, will help you begin to contour the menu in a way that will challenge the obstacles of today.

Tod is the Insights Project Manager at FoodIQ and is immersed in market trends and research of the restaurant industry.