With the increasing interest in healthy foods in restaurants, seafood is in a great position to take advantage of that trend, said Warren Solochek, President of NPD’s Foodservice Practice at NPD Group Inc., at the GSMC conference today in Miami, Florida.
“Are seafood suppliers taking advantage of that trend over poultry guys, meat people…people who produce pork? Everyone’s trying to get in on that trend, and if you don’t do it, someone else will take your place.”
Seafood entrees were the main focus on a study conducted by NPD, which looked at consumer craveability and how that drives restaurant visits and seafood purchases. U.S. consumers are visiting restaurants 18 fewer times per year compared to before the recession, so the question is, how can we get people back into restaurants?
Innovation is important, said Solochek. “People are willing to pay for innovation in restaurants. That equals value, but value doesn’t equal ‘cheap.’ The challenge is having higher value at a reasonable cost.”
Having something on a menu that’s unique and different – and fulfills a craving – is the number one reason why a consumer goes to a seafood restaurant, Solochek continued.
So how can the seafood industry improve craveability? Solochek broke it down into four key areas.
The first is to be predictable, he said. “Be consistent. Consistent experience is so important, but in foodservice, it’s hard because it’s in prep and service. There’s a higher turnover rate.”
Secondly, Solochek says to embrace “fresh,” which could equate to a multitude of things, like “healthy,” “out of the water,” “locally sourced,” and more.
Lastly, Solochek urged seafood restaurateurs to try twists on traditional recipes, and to steal from sushi. “Sushi is unique and hard to do at home. Take things that drive sushi demand and apply that to other items. This could include, flavors, temperatures, prep, creativity…”
