The foodservice industry is adapting to consumer demand for healthy, nutritious food. Ask a dozen people what healthy means, though, and you may get as many different answers. The wide variety of perceptions can cause menu development challenges, but can also ignite exciting ideas and culinary trends.

Customer expectation for personalization has expanded beyond steak doneness and egg preparations. Brad Long, celebrity chef and owner of Cafe Belong and Belong Catering, says that “the hottest trend at the moment is to actually custom cook for the guest.” Quick-service restaurants like Chipotle Mexican Grill, Pita Pit, and The Chopped Leaf are examples of successful build-your-own concepts that inherently cater to menu customization.

Leading chains with standardized menus also recognize the importance of menu flexibility. Anne Parks, Director of Menu Management for McDonald’s Canada noted, “While an egg white in an Egg McMuffin isn’t standard practice, many restaurants are happy to accommodate special orders.” Restaurants may not be able to be all things to all people, but offering some customization enables operators to better accommodate the ever-changing variety of consumer health preferences.

Informed purchasing

Ontario legislation passed in May 2015 will require foodservice chains larger than 20 units to post caloric information on menus by 2017. Many large foodservice operators already provide nutritional tools and information voluntarily. Some brands have taken this a step further, helping customers design orders to meet dietary goals during food assembly. For example, Yogen Früz puts “nutritional icons” on frozen yogurt flavours ranging from no-sugar-added to high-in-fibre while Subway uses point-of-sale decals to identify fat-free sauces and to encourage customers to order sandwich toppings equivalent to two servings of vegetables.

You’ve washed your hands, now clean your label

Part of enabling informed purchasing decisions is ensuring that ingredients are familiar and relatable. Several leading brands have recently introduced clean label products or announced ingredient simplification. Parks confirmed that McDonald’s Canada began exclusively using Pure Kraft salad dressings late last year, adding, “we’re proud to not only offer a salad dressing with no artificial flavours, colours or preservatives, but because they are also great tasting.” Wendy’s Canada offers a BBQ Ranch dressing from Marzetti’s Simply Dressed line with similar attributes. Starbucks Canada seeks to “bring authentic and delicious food to customers who expect the very best, free from artificial dyes and flavours” with its La Boulange pastry line that completed nationwide rollout in June.

Several U.S. organizations with a Canadian presence have also issued recent press releases announcing the removal of artificial flavours and colours from their ingredients. In May, Yum! Brands stated that KFC Canada, Pizza Hut Canada, and Taco Bell Canada are “committed to simplifying ingredients and providing even more transparency so consumers can make informed purchase decisions about the food they eat.” Panera Bread, in addition to publicizing its food policy, announced a “No No List” of specific artificial ingredients that it will no longer use in U.S. bakery-cafes by end of 2016, changes that may soon be literally “in store” in Canada.

Technology

For many operators, shortages of skilled labour and rising labour costs mean value-added products remain important. Some suppliers are working with organizations like NSF-GFTC (formerly the Guelph Food Technology Centre) whose June clean-labelling presentation tackled “the latest global trend in product development.” The Centre noted that “food manufacturers are challenged with considering alternative processes to maintain food safety, sensory performance, nutritional value and shelf stability.”

Suppliers are also embracing technology to balance operational needs with consumer desires. One example is HPP (high-pressure processing) that applies thousands of pounds of pressure per square inch to kill pathogens, reducing the need for chemical preservatives or heat. An early adopter of this technology for food is Wholly Guacamole, Canada’s leading supplier of guacamole and avocado products. As Tracey Altman, Wholly Guacamole’s Vice President of Brand Marketing explains, “(this method) enables you to deliver a yummy product without junking it up.”

Tapping into fermented

As with many trends, what’s old is new again. Originally the result of a lack of refrigeration technology, traditional fermented foods like kefir, kimchi, kombucha and miso are rich in probiotics and complex flavours. Perhaps that is why Restaurants Canada’s 2015 Chef Survey counted fermented foods as a top emerging trend. Of these foods, kombucha seems to be gaining the most notable traction in foodservice.

Kombucha is a cold, effervescent drink. A “symbiotic culture of bacteria and yeast” (known as SCOBY) resembling a floating, tentacle-less jellyfish, converts sweetened tea into this lightly sweet and tangy probiotic source. Tonica Kombucha’s President and owner, Zoey Shamai, notes that her company has experienced impressive month-to-month sales growth for three years. Her bottled products are popular for grab-n’-go cases and both bottles and 20-litre pails are picking up as cocktail mixers.

Further proof of kombucha’s growing popularity is the opening of Pekoe Kombucha in Toronto, which according to co-founder Dan Johanis, “is the very first bar to offer organic kombucha on tap exclusively. We mix our organic draught kombucha with cold pressed juices on the spot to create a fun and healthy beverage that incorporates the best of a cold pressed juice (minimal oxidation, maximum phytonutrients) and organic kombucha (probiotics and amino acids).” Pekoe is also launching in pubs, and sells bottles, growlers and kegs of kombucha to several area cafés, juice bars, and wellness clinics.

Non-traditional uses of fermented foods are also en vogue. Dairy supplier Liberté suggests using kefir, a fermented milk beverage, as a marinade, much like yogurt for tandoori chicken. No longer just for soup, Vancouver Island’s SoBo offers Broiled Oysters with miso mayo. In Toronto, cabbage-based kimchi lends a salty-sour-spicy punch to Liberty Noodle’s Sriracha and honey-drizzled Bacon Kimchi Fried Rice.

Culture club

Cultured dairy, specifically Greek yogurt, has increased in popularity with uses ranging from parfaits at Starbucks and Tim Hortons to dressings at Freshii and St-Hubert. Frédérique Delagrave, Director of Marketing at Liberté Canada, has seen “big growth” for their Greek yogurt sales since 2010, and sales patterns suggest room for continued growth.

Yogurt prevalence in general is apparent through industry-leaders’ side dishes: Subway offers Liberté Organic Vanilla yogurt with Cranberry Muesli, Wendy’s sells a probiotic yogurt cup, and McDonald’s has yogurt in smoothies, parfaits and Happy Meals. QSRs are not alone, though; full-service Local Pub Eatery serves playful yogurt smoothie shots with brunch entrées, and Cactus Club Cafe tops Potato Skins and Szechuan Chicken Lettuce Wraps with spicy yogurt.

Superfoods

A now-ubiquitous marketing term, “superfood” refers to phytochemical, anti-oxidant, and vitamin-rich ingredients. There seems no end in sight for consumer regard for superfoods, which are experiencing widespread popularity in most foodservice sectors; favourites include green tea and dark-coloured (blue, green, purple, red) fruits and vegetables.

Yogen Früz features several superfoods – including avant-garde, bright fuchsia dragon fruit – in its Pitaya Bowl. According to Aaron Serruya, President of Yogen Früz, “green smoothies, Açaí Bowls and flavours including matcha green tea, cherry and blueberry are a natural fit for us … the Açaí Bowls have been a great success, (and) we are presently working on launching two new flavours. Our green smoothies have been a hit with consumers as well. We are now in the final stages of launching two new green smoothies.”

Outside of traditional steeped tea, Second Cup offers Matcha Green Tea Frappés or Lattes and Sparkling Green Tea Lemonade. Tim Hortons reported in spring 2014 that green tea is “the second-most popular tea flavour” in its stores, and, according to Nielsen Research, “green tea accounts for one-quarter of total tea consumption across Canada.” Other instances of superfood uses are berry-topped oatmeal served at Freshii and Tim Hortons, and Orange Julius’ Berry-Pomegranate, Superberry Açaí and Tripleberry Premium Fruit Smoothies or Julius Originals.

Avocados, a popular superfood, are “not just (for) Mexican restaurants anymore,” says Wholly Guacamole’s Altman. “Our top five customers are mainstream restaurants.” Supporting this, Yogen Früz blends Avocado Kale Smoothies, and Subway offers an avocado sandwich topping. Altman shared that avocado sales are growing in dip, guacamole and spread categories. Avocado dessert recipes are the second or third most frequent request on their website.

Fat chance

Perception of fat is also changing. Consumers once sought no fat; now, they’re looking for the “right” fat, such as monounsaturated fat in avocados or omega fatty acids in flax seeds. With many consumers also becoming more receptive to fuller-fat dairy, Liberté introduced Canada’s first Extra Creamy Greek yogurt. Maurice Bianchi, Director of Consumer and Trade Marketing for Organic Meadow Co-op., believes the attraction to whole milk “has to do with the fact that organic consumers are aware of the health benefits that come from dairy fat, and first-time mothers are more likely to serve organic milk to their children at an early age where milk fat is important for development.”

Expect the unexpected

Menus traditionally centered on indulgences are featuring wholesome options to help consumers find balance. Michael Gray, Senior Director of Culinary and Executive Chef of Boston Pizza says that, “consumers are looking for choice. First and foremost when they go out to a restaurant they want to know that they’ll be getting great-tasting food and a fantastic guest experience. If we can offer guests the choice of a healthier option, that helps attract that segment to our restaurants. In recent years, we’ve introduced new salads, thin-crust pizza and SmartEats options that give guests those healthier dining options. It’s not a large percentage of our sales, but healthier options are important to many of our guests.”

Boston Pizza offers salads topped with puffed wild rice, quinoa, and roasted beets – but they are not alone. Other examples of the unexpected range from asparagus and Zico coconut water at Pizza Pizza to alfalfa sprout-topped, brown rice-almond Organic Veggie Burgers and Szechuan Edamame at Local Public Eatery. McDonald’s Canada recently launched salad bowls with baby kale, touting an impressive four servings of vegetables.

“We wanted them to be something unexpected from McDonald’s Canada,” Anne Parks explained. “We included kale … because it’s one of those superfoods that packs a nutrient powerhouse.”

On the flip side, Fresh brand restaurants focus on progressive, largely vegan cuisine, but feature indulgences with superfood twists like quinoa-encrusted onion rings, Miso Gravy or Green Poutine loaded with leafy vegetables.

Nutrition on the move

On-the-go consumers who insist on personalization and widespread availability of wholesome foods are no longer seen as demanding, but rather are commended for uncompromising dedication to their wellbeing. Once again, the foodservice industry is rising to the challenge.

Breadless, lettuce-bundled “protein-style” burgers and wraps gained traction several years ago during the low-carb wave. Freshii enhanced this offering with a clever, more pliable collard green wrapper that seems to more successfully hold contents. The result is an on-trend, truly portable, forkless salad.

Gone also are the days of simple on-board peanuts or pretzels. Air Canada and Via Rail both have health bars, hummus, oatmeal, nut options and yogurt as nutritious menu offerings. Depending on the flight, Air Canada even offers Sushi Bento Express California rolls with vegetable crudités.

Claudio Aprile, MasterChef Canada judge and founder of Orderfire Restaurant Group, recently introduced a vegetarian product line, Origin Grab and Go, at Toronto Pearson International Airport. “We developed a new category in the airport,” says Aprile. “We have a nutritionist that we worked with. There is huge demand for healthier, plant-based food.”

Delicious drives it

Fresh preparation and minimal processing are now familiar messages from major brands. Brad Long observes that the “… overdue return of ‘fresh’ devalues the marketing of ‘easy.’” Or as Aprile explains, “You have to put more effort into (fresh, healthy food), and it takes a different approach and a better understanding…chefs don’t set out to make trends. If it tastes good, I want it on my menu … you want to know where it’s from, (that it’s) delicious and healthy.” Broader consumer knowledge on wellness means that consumers are more receptive to trying “good-for-you” ingredients. While health benefits might entice a customer to try something once, operators seem to agree that balancing fresh, wholesome ingredients with taste will ultimately drive repeat orders.

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About the author:

Karyn Johnson is an Associate with fsSTRATEGY, Inc., business strategy consultants to the foodservice industry. For more information, visit www.fsSTRATEGY.com.

Health trends on Canadian menus