All food retailers know what their current customers bought from
them in 2023. However, have you wondered
just what your customers were buying from your competitors when they were not buying
from you? Steven Johnson Grocerant Guru®
at Tacoma, WA based Foodservice Solutions®
suggest that you read what recent Grubhub report found consumers were buying
from them on their platform. It’s a snapshot of Americans’ eating and drinking habits as
seen through their orders on the platform
In case you did not know, 2022 was tagged
“the year of the burrito,” this past year reflected how diners stepped out of
their comfort zones and broke with convention. Grubhub
characterizes 2023 as “doing it for the vibes.”
Here we go, read on:
“Grubhub analyzed millions of takeout and
delivery orders from diners, crunching the data to pinpoint overarching trends
as well as specific flavors and ingredients. According to the report, 2023 was all about
self-expression, with diners embracing customizations and unlikely food
pairings.
Here are some of the platform’s top
findings or “vibes.”
• We added a little bit of …
spice. Classic favorites like Sriracha were added to orders over
91,000 times, and over 53 million items were ordered with added spice.
Condiments such as chipotle sauce and jalapeno cream sauce rose in popularity.
Spicy potato soft tacos, spicy chicken
sandwiches, spicy tuna roll, hot and sour soup and drunken noodles were the top
five fiery dishes recorded by Grubhub.
And Buffalo chicken wings topped the list as the most popular wing flavor.
Casual-dining chain Buffalo Wild Wings is
celebrating that win by offering Grubhub users 50% off (up to $10) on wing
orders of $30 or more placed on Dec. 12.
• Late-night coffee for caffeine
cravers. Customers are getting caffeinated later
in the day. Over 10 million coffee orders were placed after 5 p.m. this year.
Top choices: Iced coffee, caramel frappe, mocha frappe, cappuccino, and
bringing up the rear, regular hot coffee.
• Cows made a comeback. Despite the fact that almost every coffee concept
now offers almond, oat and other nondairy milks, cow’s milk rose 20% as an
option for coffee orders year-over-year. Whole milk took the lead, followed by
2% milk and chocolate milk. Looks like coffee drinkers are creating their own
mochas.
• Workers pause for a fizzy
pick-me-up. Diet Coke won out as a refreshment break with the
workplace crowd. In-office orders of the soft drink increased by 17% in 2023,
and #dietcokebreak trended with over 43 million views on TikTok.
• Fries bring balance for salad
fans. French fries were the top-ordered side dish of 2023, but they
weren’t only paired with the usual burger or chicken sandwich. Over 600,000
Grubhub customers ordered their salad paired with fries over the last 12
months—boosting the french fry to the most-ordered side of 2023.
But every diner has a favorite style.
Classic cut fries earned the No. 1 spot, followed by waffle fries, cheese
fries, sweet potato fries and curly fries.
• From food to fashion, pickles were on
everything. People placed over 6.9 million orders for
pickles in 2023—an increase of 89% over 2022. That was the largest growth of
any individual item, with diners ordering them on sandwiches, burgers, pizza
and deep-fried on their own. And then there was the pickle sweatshirt that went
viral.
• Pineapple earns status on pizza. Pineapple has been a favorite though controversial
pizza topping for a long time, but this year its popularity soared 33% over
2022. Seems like people are no longer embarrassed to opt for Hawaiian Pizza.
That said, it came in at No. 5 among the
top pizza choices, led off by cheese pizza, followed by margherita, pepperoni
and Buffalo chicken in second, third and fourth places respectively.
Grubhub customers can compare their year
of orders with these national trends with an individual 2023 Delivered report.
Users should receive a customized recap report Tuesday to trace their own
takeout and delivery journey of the year.”
Looking for
success clues of your own? Foodservice Solutions® specializes in
outsourced food marketing and business development ideations. We can help you
identify, quantify and qualify additional food retail segment opportunities,
technology, or a new menu product segment. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche
visit us on our social media sites by clicking one of the following links: Facebook, LinkedIn, or Twitter
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