Restaurants Is a Snacking Menu the Solution to Lackluster Sales?

 

Looking for new consumers? Snacking just might be the brand invitation tool in your food marketing tool kit you should leverage according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. In an ever-evolving foodservice industry, adapting to consumer preferences is critical.

The rise of snacking culture has created new opportunities for restaurants to invigorate sales across all sectors—fast food, fast casual, and full service. By introducing snacking menus or "mini meals," brands can address changing dining habits while boosting top-line growth and bottom-line profitability. Here’s how each sector can leverage this trend effectively.

Fast Food: Snacking as a Drive-Thru Dynamo

1.       Mini Meals for Value-Seeking Diners:

o    Fast food giants like McDonald’s and Taco Bell have reaped rewards with value-oriented snack items. McDonald’s Chicken McBites and Taco Bell’s Nacho Fries are perfect examples of how snackable portions create incremental sales.

o    These products encourage impulsive purchases, particularly through digital menu boards and mobile apps.

2.       All-Day Availability:

o    Offering snack-sized items throughout the day ensures flexibility. For instance, items like Wendy’s Frosty-ccino (a hybrid of coffee and dessert) have expanded snack options into morning hours.

3.       Combo Add-Ons:

o    Promotions bundling snack-sized items with core meals drive ticket averages. A $2 snack wrap added to a $6 combo is an upsell win.

Fast Casual: Balancing Indulgence and Health

1.       Customized Snack Options:

o    Chipotle’s build-your-own small quesadilla appeals to consumers seeking smaller portions of their favorite flavors. Allowing customers to personalize items elevates the snacking experience.

2.       Snack-Forward Promotions:

o    Brands like Panera have embraced loyalty programs offering free bakery items or mini-soups with purchases. These "rewards" entice repeat visits and introduce menu diversity.

3.       Mini Meals as Healthier Choices:

o    Fast casual brands often serve health-conscious consumers. Smaller portions, like Sweetgreen’s snack-sized salads, allow diners to enjoy the brand without the caloric commitment of a full meal.

Full Service: Drawing Diners with Shareable Snacking

1.       Bar-Focused Snacking:

o    Casual dining chains like Chili’s capitalize on snackable appetizers during happy hour. Half-priced wings, pretzel bites, and mini sliders encourage after-work visits, boosting alcohol sales alongside snacks.

2.       Elevated Mini Menus:

o    Upscale chains, such as The Cheesecake Factory, feature "Small Plates & Snacks" options, enabling diners to sample new dishes at a lower price point. These items act as a gateway for brand adoption.

3.       Social Sharing Opportunities:

o    Restaurants can create communal experiences with shareable platters like Olive Garden’s Italian tapas. By appealing to groups, full-service establishments benefit from higher check averages and a convivial brand identity.

The Advantage of Snacks for Brand Introduction

1.       Low-Cost Entry Point: For first-time diners, a snack-sized item represents a low-risk, affordable way to try a brand’s offerings. For example, Shake Shack’s fries are often a customer's initial taste of the brand, which may lead to repeat visits.

2.       Accessibility Drives Adoption: Introducing smaller portions not only attracts younger audiences but also fills dayparts between traditional meals. Dunkin’ has successfully leveraged this strategy with its $3 stuffed bagel minis.

3.       Encouraging Repeat Visits: Snack-sized loyalty rewards incentivize customers to return, offering immediate perks that resonate with modern dining habits.

Think About This: Tapping Into Consumer Snacking Habits

The foodservice industry is witnessing a seismic shift, with snacking emerging as a significant growth engine. By tailoring menus to include snack options, restaurants across fast food, fast casual, and full service can increase check averages, boost customer traffic, and establish their brands in the snack-dominant dining landscape. As consumers increasingly opt for smaller, frequent meals, snacking truly appears to be the solution to lackluster sales.

Foodservice Solutions® team is here to help you drive top line sales and bottom-line profits. Are you looking a customer ahead? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may the clue you need to propel your continued success.