5. Purchase a 3-D camera for surround videos that could be used for digital advertising, on-line imagery, etc. ($600)

Transcription

1 COLORADO WINE INDUSTRY DEVELOPMENT BOARD 305 Interlocken Pkwy, Broomfield, Colorado / Fax: / COLORADO WINE INDUSTRY DEVELOPMENT BOARD MARKETING COMMITTEE AGENDA FOR DECEMBER 9, Brochure reprint and how to pay for it. Bids from IDS: o Reprint using the same plates/artwork of 10,000 copies = $3, o Reprint using the same plates/artwork of 20,000 copies = $4, o Same format and layout but with slight changes in the copy: 50,000 copies = $9, o Plan and budget for reprints every 6 months? 2. CTO's Statewide Tourism Marketing Grant award: $9500 from grant plus $9500 match for a video documentary following the Governor's Cup competition, judging and winning wineries. o Cultivator will manage that project. o Matching money to come out of already budgeted Gov s Cup marketing budget o Grant funds will be added to contract encumbrance 3. Update on web revisions o Interactive maps o Mobile layouts o Trade resources 4. PR training and resources for wineries: o Hire a publicist to work with a rotating handful of wineries one-on-one for three months? o Ask VOCA to do PR seminars and trainings 5. Purchase a 3-D camera for surround videos that could be used for digital advertising, on-line imagery, etc. ($600) 6. Finally, we will look at the implementation of the marketing goals the committee adopted in September: o Colorado wine blending project: the CWIDB would announce that interested wineries could form this alliance on their own outside the supervision of CAVE or the CWIDB but the board could use the resulting wine in its promotional activities and a standard bearer or introduction to our industry. CWIDB Meeting agenda, 18 January 2015 Page 1 of 2

2 o Governor's Cup Winemaker Dinner Tour: as the wines and wineries in the Governor's Cup have already been vetted for quality and willingness to participate in promotional activities, the CWIDB would create a series of event, perhaps winemakers dinners or perhaps some other kind of tastings, in key restaurant partners across the state with the participation of the winemakers represented in the Governor's Cup Case. o Compile a list of liquor stores and restaurants that already support Colorado wine or that want to work more with our industry. The list would primarily come from wineries as we ask them to list their best or most supportive accounts. This list will form the foundation of a contact list for CWIDB events and promotions, a resource for wineries seeking new outlets that have had some success previously with Colorado wines, and might ultimately be a list of good Colorado wine outlets that consumers can consult from our web site. o Create a Colorado Wine Resource Studio on line. This site would provide tools and information for wineries to educate and sell to retailers as well as provide tools and education for retailers who want to sell more Colorado wines. o Restaurant incentive program: provide some kind of incentive such as a weekend trip to the Western Slope for restaurant staff who sell the most Colorado wine. Doug C. mentioned the benefits of having buyers and retail staff on media trips in the past, so this might just expand the trips we already plan to do. Another thought, that might get less tangled in the liquor regulations, would be for the CWIDB to give incentives to wineries to discount their wine or create their own restaurant employee incentive program. o Form a group of wineries who commit to fully supporting sales to restaurants and liquor stores with staff trainings and education; on-site tastings, hand sales or other promotions; and following-up frequently with the retail account after the initial placement. This group of committed and vetted wineries would form the core of CWIDB efforts to promote to restaurants, especially, as past efforts where wineries did not follow-up after a promotional or tasting opportunity have proven to be a waste of energy. CWIDB Meeting agenda, 18 January 2016 Page 2 of 2

3 12/8/2016 Adventure, Tradition, and Semi Sweet Wines Highlighted in (/) News () Winejobs (/classifieds/winejobs/) More () () Subscribe to Daily News (/subscribe_dnl.cfm?ref=news_article_top) Adventure, Tradition, and Semi Sweet Wines Highlighted in 2016 American Wine Consumer Survey by Dr. Liz Thach, MW and Dr. Kathryn Chang, Sonoma State University (/search/? q=dr%2e%20liz%20thach%2c%20mw%20and%20dr%2e%20kathryn%20chang%2c%20sonoma%20state%20university&sort=document date) December 06, 2016 Preferences of the 2016 American Wine Consumer. Photo Credit: Fotolia With a hotly contested election in the US, Britain exiting the European Union, the Zika virus arriving from South America, and thousands of Syrians fleeing the Middle East, no one can claim it has been a boring year. Perhaps this is why American wine drinkers seem to be more adventurous in some aspects of their wine preferences this year, yet seek tradition in others. The results of the 2016 Survey of American Wine Consumer Preferences have just been released, and these themes as well as others are highlighted. As always the information gives a glimpse into the types of wines Americans are drinking, as well as their reasons for doing so, average prices paid for wine, shopping locations, social media usage, and the answers to a few new questions on luxury wine, packaging and label design. About the Survey and Sample 1081 American Wine Consumers from 50 States First conducted in 2014, this is the third annual survey, and was launched in May of It was developed by SSU researchers who contracted with Survey Sampling International to collect household panel data from wine drinkers across the nation. The final sample included 1081 American wine consumers (58% women and 42% men) with all 50 states represented. In terms of age, 29% were Millennials ages 21 39; 22% were Gen Xers ages 40 50; 40% were Baby Boomers ages 51 69, and 9% were from the Greatest generation, aged 70 and above. It should be noted that in the 2015 survey there were 56% Millennials and no members of the Greatest Generation, which could explain some of the changes observed in this year s survey results. The median annual income of the sample was $50,000 $69,999, but 25% made over $100,000 per year. Ethnicity was 81% Caucasian, 5% Hispanic, 7% African American, and 5% Asian. The sample was highly educated with 62% having a college degree compared with 32% of the US population (US Census, 2014). In terms of marital status, 58% were married and 30% had children under the age of 18 living at home. Preferred Wine Varietals and Style Semi Sweet Trumps Fruity American wine drinkers in this year s sample included 48% high frequency drinkers who consume wine daily or several times per week (Wine Market Council, 2015). The remaining 52% are considered to be occasional drinkers. 1/5

4 12/8/2016 Adventure, Tradition, and Semi Sweet Wines Highlighted in The top five favorite varietals for the 2016 sample were the same as in previous years with chardonnay, cabernet sauvignon, merlot, pinot noir and pinot grigio as the most preferred. This matched with Nielson scan data as the five most popular selling varietals in the US (52 weeks ending 09/10/16). Overall, American wine consumers in 2016 said they preferred the following types of wine: red (73%), white (68%), rose (36%), sparkling (31%), dessert (13%) and fortified (5%). In 2015, a new question regarding preferred style of wine was added: How do you prefer your wine to taste? Check all that apply. Interestingly semi sweet replaced fruity as the most preferred style in It is possible this may be due to the popularity of red and white blends in the US market, of which many include a small amount of residual sugar. At the same time, the 2016 sample also shows an increased preference for dry wine styles compared to 2015 respondents. Graph 1: Favorite Wine Styles by Percentage of Respondents Wine Knowledge and Reasons to Drink Wine Taste and Relaxation When asked to describe their level of wine knowledge, 57% of the 2016 sample said they had intermediate wine knowledge, while 26% identified as wine novices, 15% as having advanced wine knowledge and only 1% claimed to be wine connoisseurs or experts. Enjoying the taste of wine remained the number one reason why Americans like to drink wine, at 80% of the sample. Relaxation (at 61%) and pairing with food (55%) were the second and third reasons. In general the 2016 sample cited fewer overall reasons for drinking wine, which could be attributed to differences in the sample or interest in other beverages. Graph 2: Reasons Americans Drink Wine by Percentage of Respondents Decision Making on Which Wine to Purchase Price and Brand Rule In 2015 and 2016, price (at 80%) and brand (at 67%) continue to be the two most important factors considered by American consumers when purchasing wine (See Graph 3). Moreover, varietal appeared to be more important to the 2016 consumer, and region/appellation to some extent. Graph 3: Wine Purchase Decision Making by Percentage of Respondents 2/5

5 12/8/2016 Adventure, Tradition, and Semi Sweet Wines Highlighted in Similar to 2014 and 2015, fewer American wine consumers make wine purchase out of environmental concerns. Only 7%, 4%, and 2% of the sample indicated that they looked for organic, sustainable, and biodynamic wines, respectively, as part of their wine purchase decision making. Such results are consistent with prior research in that many Americans believed wine to be a natural drink. A possible confusion about many environmental and organic certifications advertised on the market (Sullivan, 2010) may have made these attributes less important. Wine Pricing and Luxury Purchases Since the Great Recession of 2008, Americans have been slowly increasing their spending on wine. In 2016, this continued to be the case: Buying Wine to Drink at Home: the most common price was $9 15 per bottle at 51% of the sample. However 15% will spend $15 to 20, and 5% will spend more than $20 per bottle to drink at home. Buying Wine to Drink at a Restaurant: the most common price was $26 35 per bottle at 21% of the sample, but 12% will spend $36 to 45, and 8% will spend above $46. A surprising 25% reported they only buy wine by the glass at a restaurant, with 47% spending $7 to 10 per glass, 11% spending $11 15 per glass, and 3% spend over $15 per glass. Luxury Wine Purchases: given the improving economy in the US, a question regarding luxury wine price was added. In 2016, 44% of Americans reported they have spent over $50 for a bottle of wine, 19% over $100, 5% over $200, and 2% over $1000 per bottle. Their main reasons for doing so were: 1) for a special occasion (60%); 2) to enjoy (53%); 3) as a gift (42%); and 4) for my cellar (12%). Wine Purchase Locations Wine Shops and Grocery Stores Dominate As in previous years, the most common location for wine purchases in the US is a Wine/Liquor Store, followed by a Grocery Store, and then a Discount/Warehouse store, such as Target or Costco. Online wine purchases continue to be low with only 7% of the 2016 sample reporting they often or almost always make wine purchases this way, and 71% reporting they have never purchased wine online. It is possible that higher delivery prices in the US as well as concerns over temperature control, adult signature requirements, and other issues are contributing to this. Other countries, such as China, the UK and France have a higher percentage of consumers purchasing wine online (Bressolles, 2016). Wine Social Media & App Usage Down Slightly in 2016 Perhaps due to a lower percentage of Millennials in the 2016 sample, only 88% reported using social media compared to 94% in Despite this, the most popular platform Facebook remained in the number one position; however YouTube surpassed Twitter by a small percentage. When talking about wine online, 25% search for information about wine, 22% share a wine experience and/or label, 20% ask friends for wine recommendations, and 17% look at a winery fan page. Again these percentages are lower than the 2015, perhaps because fewer Americans in the 2016 sample reported owning a smart phone, and the question format was changed to yes/no rather than a scale. Wine app usage was also lower with the 2016 sample perhaps again due to lower smart phone usage. The most popular wine apps were: Winesearcher in #1 position, Vivino at #2, and Hello Vino and Delectable tied at #3. Label and Packaging Preferences Both Adventurous and Traditional A couple of new questions about wine packaging and label design were added to the 2016 survey. Americans were asked their opinion on five wine packaging options (see Graph 4) to see how accepting they are of alternatives. Results show that Americans may be more adventurous than previously thought with 89% happy with screw caps, 75% with single serving bottles, 60% with boxed wine, 40% with wine in pouches, but only 20% willing to buy wine in cans. This could be because the canned wine option is a relatively recent addition to the US market. Graph 4: Percentage in 2016 Accepting Alternative Packaging Options 3/5

6 12/8/2016 Adventure, Tradition, and Semi Sweet Wines Highlighted in There have been several research studies showing that the majority of consumers prefer traditional style wine labels when determining which wine to select (Elliot & Barth, 2012; Boudreaux & Palmer, 2007). Therefore a new question illustrating three fictional wine label designs was included. Survey takers were asked Which of the following wine label styles appeals to you the most? Supporting prior research, 64% of American wine consumers favored the traditionally design label, 23% the modern style label, and only 13% the fun and whimsical label. So though Americans may be more adventurous in accepting alternative wine containers, a larger majority still prefer traditional style labels. Figure 1: Wine Label Design Preference of American Consumers Conclusion Americans Continue to Evolve as Wine Consumers Based on this year s survey, American wine consumers do appear to be evolving in their preferences when compared to research conducted a decade ago, when more Americans preferred white wine to red, and screw caps had a low acceptance rate. Today wine in America is not only consumed with meals, but used to relax with friends and family, or to enjoy as a delicious drink on its own. This may explain why semi sweet wines are identified as a preference, because they can be enjoyed with or without food. Price and brand continue to be important to Americans when selecting a wine, but they are also willing to pay more for wine, including luxury wine for special occasions. Social media has become a popular way to discuss wine online with friends and to gather information to assist in wine purchases. Finally Americans seem to be much more accepting of alternative wine containers, though a majority still prefers traditional label design. 4/5

7 12/8/2016 Adventure, Tradition, and Semi Sweet Wines Highlighted in Caveat: Since this survey is based on a representative sample of American wine consumers, and not a random sample, it cannot be generalized to all wine consumers. References Boudreaux, C. A., & Palmer, S. E. (2007). A charming little Cabernet: Effects of wine label design on purchase intent and brand personality. International Journal of Wine Business Research, 19(3), Bressolles G. (2016), e Performance Barometer Online wine sales 2016, KEDGE Business School. Barometer.com Elliot, S., & Barth, J. E. (2012). Wine label design and personality preferences of millennials. Journal of Product & Brand Management, 21(3), Nielson. (2016). Off Premise Wine Sales. Wine Business Monthly. December Sullivan, M. (2010), For California vintners, it s not easy being green. UCLA Newsroom, Retrieved on 9/14/15 at californiavintners it isn aspx US Census. (2014). Educational attainment. Retrieved on 9/4/15 at Wine Market Council (2015). Research. Retrieved on 9/3/15 at About the Authors: Dr. Liz Thach, MW (Liz@lizthach.com) is the Distinguished Professor of Wine and Dr. Kathryn Chang (changkat@sonoma.edu ) is an assistant professor of accounting at Sonoma State University in the School of Business & Economics and the Wine Business Institute. (/subscribe_dnl.cfm?ref=rn_news) Subscribe (/subscribe_dnl.cfm?ref=rn_news) to Daily news FREE Wine Business Daily News delivers the industry's top stories ed to you from our editorial team. Copyright by Wine Communications Group. All Rights Reserved. Copyright protection extends to all written material, graphics, backgrounds and layouts. None of this material may be reproduced for any reason without written permission of the Publisher. Wine Business Insider, Wine Business Monthly, Grower & Cellar News and Wine Market News are all trademarks of Wine Communications Group and will be protected to the fullest extent of the law. NEWS archive (/news/) people (/people/) supplier (/suppliernews/) new releases (/newreleases/) weather (/weather/) BLOGS wine business blog (/blog/) featured blogs (/blogs/) LOCAL NEWS northwest (/local/northwest/) california (/local/california/) southwest (/local/southwest/) the plains (/local/theplains/) great lakes (/local/greatlakes/) north east (/local/northeast/) south east (/local/southeast/) canada (/canada/) EVENTS iq innovation+quality ( wivi central coast ( w&voak ( 5/5

8 2017 CULINARY FORECAST The National Restaurant Association surveyed nearly 1,300 professional chefs members of the American Culinary Federation on which food, cuisines, beverages and culinary themes will be hot trends on restaurant menus in the year ahead. fun fact The chef toque may have its origins in seventh century A.D. Assyria, but modern chef uniforms were developed in France in the mid-19th century by Marie-Antoine Carême. It s said he chose white to represent cleanliness and used the toque s height to indicate rank of kitchen staff (his was the tallest). Restaurant.org 1

9 TOP 20 FOOD TRENDS 1 New cuts of meat 2 Street food-inspired dishes 3 Healthful kids meals 4 House-made charcuterie 5 Sustainable seafood 6 Ethnic-inspired breakfast items 7 House-made condiments 8 Authentic ethnic cuisine 9 Heirloom fruit and vegetables 10 African flavors 11 Ethnic spices 12 House-made sausage 13 House-made pickles 14 Ancient grains 15 House-made/artisan ice cream 16 Whole grain items in kids meals 17 Protein-rich grains/seeds 18 Artisan cheeses 19 Savory desserts 20 Gourmet items in kids meals fun fact Healthful kids meals According to the Food and Agriculture Organization of the United Nations, street foods are ready-to-eat food and beverages prepared and sold by vendors on the street, in markets, from mobile carts and similar places. The organization estimates that street food is eaten each day by 2.5 billion people around the world. New cuts of meat 2

10 TOP 10 CONCEPT TRENDS 1 Hyper-local sourcing 2 Chef-driven fast-casual concepts 3 Natural ingredients/clean menus 4 Environmental sustainability 5 Locally sourced produce 6 Locally sourced meat and seafood 7 Food waste reduction 8 Meal kits 9 Simplicity/back to basics Hyperlocal sourcing 10 Nutrition Menu trends today are beginning to shift from ingredient-based items to concept-based ideas, mirroring how consumers tend to adapt their activities to their overall Food waste reduction lifestyle philosophies. HUDSON RIEHLE SVP OF RESEARCH NATIONAL RESTAURANT ASSOCIATION fun fact Four to 10 percent of food purchased by a foodservice operation is discarded before ever reaching a guest, according to LeanPath. By keeping tabs on and reducing waste, chefs and operators can cut food costs and increase profits. For more on food waste reduction, visit Conserve.Restaurant.org. 3

11 TOP TRENDS BY CATEGORY Dishes Street foodinspired dishes CONDIMENTS AND ACCOUTREMENTS GLOBAL FLAVORS Alcoholic Beverages Craft/ artisan spirits 1 House-made condiments 2 Ethnic spices 3 House-made pickles 1 Authentic ethnic cuisine 2 African flavors 3 Ethnic fusion cuisine ALCOHOLIC BEVERAGES 4 Protein-rich grains/seeds 5 Artisan cheeses 4 Middle Eastern flavors 5 Latin American flavors 1 Craft/artisan spirits 2 Onsite barrel-aged drinks 3 Locally produced wine/spirits/ beer CULINARY CONCEPTS 1 Hyper-local sourcing 4 Regional signature cocktails 5 Culinary cocktails 2 Natural ingredients/clean menus 3 Environmental sustainability BREAKFAST/ BRUNCH 1 Ethnic-inspired breakfast items 2 Avocado toast 4 Locally sourced produce 5 Locally sourced meat and seafood DISHES 3 Traditional ethnic breakfast items 4 Overnight oats 5 Breakfast hash 1 Street food-inspired dishes 2 House-made charcuterie 3 Vegetable carb substitutes 4 Seafood charcuterie Dishes House-made charcuterie 5 Pho 4

12 Healthful kids meals Kids Meals Chefs are on an endless quest to redefine how consumers eat. By masterfully transforming the ordinary into the extraordinary, culinary professionals are at the forefront of changing the culinary landscape. THOMAS MACRINA, CEC, CCA, AAC AMERICAN CULINARY FEDERATION NATIONAL PRESIDENT KIDS MEALS 1 Healthful kids meals 2 Whole grain items in kids meals 3 Gourmet items in kids meals 4 Kids entree salads 5 Fruit/vegetable kids side items NON-ALCOHOLIC BEVERAGES 1 House-made/artisan soft drinks 2 Gourmet lemonade 3 Locally/house roasted coffee 4 Specialty iced tea 5 Cold brew coffee PRODUCE 1 Heirloom fruit and vegetables 2 Unusual/uncommon herbs 3 Hybrid fruits/vegetables 4 Exotic fruit 5 Dark greens PROTEIN 1 New cuts of meat 2 Sustainable seafood 3 House-made sausage 4 Free-range pork/poultry 5 Heritage-breed meats RESTAURANT CONCEPTS 1 Chef-driven fast-casual concepts 2 Food waste reduction 3 Meal kits 4 Pop-up/temporary restaurants 5 Food trucks SWEETS 1 House-made/artisan ice cream 2 Savory desserts 3 Donuts with non-traditional filling 4 Smoked dessert ingredients 5 Bite-size/mini-desserts PASTA AND GRAINS 1 Ancient grains 2 Non-wheat noodles/pasta 3 Farro 4 Black/forbidden rice 5 Hand-made pasta Donuts with nontraditional filling Sweets 5

13 MOVERS AND SHAKERS Trends Heating Up Trends Cooling Down Poke House-made charcuterie Street food-inspired dishes Food halls Ramen Breakfast burritos/tacos House-made condiments Lumberjack breakfast/fry-up Quinoa Sodium-conscious cuisine Black/forbidden rice Vegetarian cuisine Vegan cuisine Locally sourced meat and seafood Ethnic condiments Ethnic cheeses Tapas/mezze/dim sum Food trucks Non-wheat noodles/pasta Grass-fed beef House-made/artisan ice cream Food-beer pairings Organic produce Inexpensive/underused meats Prepaid tickets Gelato House-made condiments Quinoa 6

14 YESTERDAY S NEWS 1 Insects 2 Molecular gastronomy 3 O ffal (e g heart, tripe, liver, sweetbreads) 4 Bitter melon 5 Algae 6 Sweet potato fries 7 Fun-shaped kids items 8 Kale salads Insects 9 Prepaid tickets 10 Sharable cocktails PERENNIAL FAVORITES fun fact 1 Fish and chips Considered the national dish of Great 2 French toast Britain, fish and chips were first served 3 Bacon together as a complete dish in the 1860s. There are around 10,500 4 Mashed/pureed potatoes specialist fish and chip shops in the UK 5 Barbecue and British consumers eat 382 million portions of fish and chips annually, 6 C omfort foods (e.g. chicken pot pie, meatloaf, roasted chicken) according to the National Federation of Fish Friers. 7 Shellfish 8 Cannoli 9 Bread pudding 10 Zucchini Fish and chips 7 French toast 2. French toast

15 METHODOLOGY The National Restaurant Association conducted an online survey of 1,298 members of the American Culinary Federation in October The chefs were given a list of 169 items and were asked to rate each item as a hot trend, yesterday s news or perennial favorite on restaurant menus in Note: Figures may not add to 100% due to rounding. Watch the What s Hot in 2017 video on the National Restaurant Association s website: Restaurant.org/FoodTrends ABOUT THE NATIONAL RESTAURANT ASSOCIATION Founded in 1919, the National Restaurant Association is the leading business association for the restaurant industry, which comprises more than 1 million restaurant and foodservice outlets and a workforce of 14.4 million employees. We represent the industry in Washington, D.C., and advocate on its behalf. We operate the industry s largest trade show (NRA Show May 20-23, 2017, in Chicago); leading food safety training and certification program (ServSafe); unique career-building high school program (the NRAEF s ProStart); as well as the Kids LiveWell program promoting healthful kids menu options. For more information, visit Restaurant.org and find us on Facebook, Twitter, and Instagram. ABOUT THE AMERICAN CULINARY FEDERATION The American Culinary Federation, Inc. (ACF), established in 1929, is the standard of excellence for chefs in North America. With more than 17,500 members spanning more than 150 chapters nationwide, ACF is the leading culinary association offering educational resources, training, apprenticeship and programmatic accreditation. In addition, ACF operates the most comprehensive certification program for chefs in the United States, with the Certified Executive Chef, Certified Sous Chef, Certified Executive Pastry Chef and Certified Culinary Educator designations accredited by the National Commission for Certifying Agencies. The American Culinary Federation Education Foundation is home to ACF Culinary Team USA, the official representative for the United States in major international culinary competitions, and to Chef & Child, founded in 1989 to promote proper nutrition in children and to combat childhood obesity. For more information, visit Find ACF on Facebook and on Twitter CULINARY FORECAST Join the National Restaurant Association on Facebook, Twitter and YouTube for additional restaurant industry updates and information

16 WHAT S ALL FOOD TRENDS 1. New cuts of meat (e.g. shoulder tender, oyster steak, Vegas Strip Steak, Merlot cut) 2. Street food-inspired dishes (e.g. tempura, kabobs, dumplings, pupusas) 71% 18% 12% 70% 13% 17% 3. Healthful kids' meals 70% 9% 14% 4. House-made charcuterie 69% 16% 15% 5. Sustainable seafood 69% 10% 17% 6. Ethnic-inspired breakfast items (e.g. Asian-flavored syrups, Chorizo scrambled eggs, coconut milk pancakes) 7. House-made condiments 8. Authentic ethnic cuisine 9. Heirloom fruit and vegetables 68% 18% 10% 68% 15% 12% 66% 11% 17% 66% 9% 22% 10. African flavors 66% 22% 13% 11. Ethnic spices (e.g. harissa, curry, peri peri, ras el hanout, shichimi) 65% 18% 9% 12. House-made sausage 64% 12% 12% 13. House-made pickles 63% 18% 19% 14. Ancient grains (e.g. kamut, spelt, amaranth, lupin) HOT Yesterday s Perennial TREND News Favorite 62% 25% 13% 15. House-made/artisan ice cream 16. Whole grain items in kids' meals 17. Protein-rich grains/ seeds (e.g. hemp, chia, quinoa, flax) HOT Yesterday s Perennial TREND News Favorite 61% 25% 13% 60% 15% 25% 60% 19% 21% 18. Artisan cheeses 59% 23% 17% 19. Savory desserts 59% 13% 28% 20. Gourmet items in kids' meals 21. Free-range pork/ poultry 22. Ethnic condiments (e.g. sriracha, sambal, chimichurri, gochujang, zhug) 23. Vegetable carb substitutes (e.g. cauliflower rice, zucchini spaghetti) 59% 28% 13% 59% 29% 12% 59% 17% 24% 59% 17% 24% 24. Kids' entree salads 59% 23% 18% 25. Fruit/vegetable kids' side items 26. Unusual/uncommon herbs (e.g. chervil, lovage, lemon balm, papalo) 27. Hybrid fruits/vegetables (e.g. kale-brussels sprouts, pluot, broccoflower) 58% 23% 18% 58% 13% 29% 58% 22% 20% 28. Heritage-breed meats 58% 31% 11% 29. Ethnic fusion cuisine 58% 24% 19% 9

17 ALL FOOD TRENDS HOT Yesterday s Perennial TREND News Favorite HOT Yesterday s Perennial TREND News Favorite 30. Donuts with non-traditional filling (e.g. liqueur, Earl Grey cream) 31. Ethnic-inspired kids' dishes (e.g. tacos, teriyaki, sushi) 32. Smoked dessert ingredients 33. Non-wheat noodles/ pasta (e.g. quinoa, rice, buckwheat) 34. Exotic fruit (e.g. rambutan, dragon fruit, paw paw, guava) 36. Dark greens (e.g. kale, mustard greens, collards) 57% 29% 15% 56% 25% 18% 54% 37% 9% 54% 30% 16% 54% 31% 15% 53% 18% 29% 36. Middle Eastern flavors 53% 19% 28% 37. Savory jam/jelly (e.g. bacon jam, tomato jam, hot pepper jelly) 38. Imperfect/ugly produce 53% 26% 21% 53% 34% 13% 39. Organic produce 53% 18% 29% 40. Seafood charcuterie 52% 33% 15% 41. Avocado toast 52% 36% 12% 42. Superfruit (e.g. acai, goji berry, mangosteen) 52% 35% 13% 43. Bite-size/mini-desserts 51% 27% 22% 44. Oven-baked items in kids' meals (e.g. baked chicken fingers, oven-baked fries) 51% 23% 27% 45. Grass-fed beef 50% 26% 24% 46. Hybrid desserts (e.g. croissant-donut, townie, ice cream cupcake) 49% 38% 13% 47. Latin American flavors 49% 15% 37% 48. Micro-vegetables/micro-greens 49. Ethnic cheeses (e.g. queso fresco, paneer, lebneh, halloumi) 48% 33% 19% 48% 19% 33% 50. Farro 48% 38% 14% 51. Inexpensive/ underused meats (e.g. chicken feet, pig ears, tongue, oxtail) 47% 38% 15% 52. Grilled items in kids' meals 46% 18% 36% 53. Black/forbidden rice 45% 42% 13% 54. Game meats (e.g. venison, game birds, boar, rabbit) 55. Traditional ethnic breakfast items (e.g. huevos rancheros, shakshuka, ashta) 45% 26% 29% 45% 21% 35% 56. Pho 44% 28% 28% 57. Underutilized/"trash" fish (e.g. mackerel, mullet, redfish, porgy) 44% 43% 14% 58. Poke 44% 38% 18% 59. Extra hot peppers (e.g. habanero, Ghost Pepper, Carolina Reaper, Scotch Bonnet)) 60. Amuse-bouche/bitesize appetizers 61. Southeast Asian flavors 43% 36% 21% 43% 31% 27% 43% 17% 40% 62. Bibimbap 41% 40% 19% 63. Hand-made pasta 41% 16% 43% 64. Jackfruit 41% 46% 13% 65. Tapas/mezze/dim sum 41% 27% 32% 66. Gourmet burgers 40% 29% 31% 67. Sliders/mini-burgers in kids' meals 68. Ethnic dips and spreads (e.g. hummus, baba ganoush, tzatziki, dukkah) 40% 25% 35% 40% 22% 38% 69. Goat 40% 40% 21% 70. Non-traditional eggs (e.g. duck, quail, emu) 40% 46% 14% 71. Bone broth 40% 35% 26% 72. Ramen 39% 35% 26% 73. Mediterranean flavors 38% 18% 44% 74. Overnight oats 37% 40% 23% 75. Algae 37% 52% 11% 76. Kale salads 36% 50% 15% 77. Fried chickpeas 35% 47% 18% 78. Breakfast hash 35% 27% 38% 79. Octopus 34% 43% 24% 10

18 ALL FOOD TRENDS HOT Yesterday s Perennial TREND News Favorite HOT Yesterday s Perennial TREND News Favorite 80. Bitter melon 33% 53% 15% 81. Quinoa 33% 42% 25% 82. Flatbread pizza 33% 42% 26% 83. Gourmet mac and cheese (e.g. truffle, lobster, black and blue) 33% 41% 27% 84. Bone marrow 32% 44% 24% 85. Gelato 30% 29% 41% 86. Juice/milk in kids' meals 29% 24% 47% 87. Greek yogurt 27% 34% 39% 88. Breakfast burritos/ tacos 89. Egg-white omelettes/ sandwiches 26% 37% 37% 26% 46% 28% 90. Barbecue 25% 16% 60% 108. Fun-shaped kids' items 17% 18% 36% 109. Bread service/bread baskets 17% 42% 13% 110. French toast 16% 26% 29% 110. Sweet potato fries 16% 21% 35% 112. Polenta 15% 28% 28% 113. Chicken wings 14% 33% 54% 114. Bread pudding 13% 30% 57% 115. Fish and chips 12% 25% 63% 116. Mashed/pureed potatoes 117. Chocolate-covered fruit 12% 29% 60% 12% 44% 45% 118. Zucchini 11% 33% 56% 119. Cannoli 10% 32% 57% 91. Chickpeas 25% 31% 44% 92. Broccoli rabe 25% 35% 40% 93. Ceviche 25% 40% 36% 94. Comfort foods (e.g. chicken pot pie, meatloaf, roasted chicken) 95. Offal (e.g. heart, tripe, liver, sweetbreads) 24% 17% 59% 24% 55% 21% 96. Insects 23% 67% 9% 97. Semifreddo 23% 40% 37% 98. Flavored popcorn 23% 47% 30% 99. Brussels sprouts 23% 25% 52% 100. Chicken and waffles 23% 41% 37% 101. Shellfish 22% 20% 58% 102. Cauliflower 22% 32% 46% 103. Bacon 22% 17% 61% 104. Grits 22% 30% 48% 105. Pizza in kids' meals 19% 29% 52% 106. Lumberjack breakfast/fry-up (e.g. large American/British breakfast) 107. Custard-based desserts 19% 38% 42% 18% 28% 53% 11

19 WHAT S ALL BEVERAGE TRENDS Restaurant.org HOT Yesterday s Perennial TREND News Favorite 1. Craft/artisan spirits 70% 10% 20% 2. Onsite barrel-aged drinks 3. Locally produced wine/spirits/beer 4. Regional signature cocktails 5. Culinary cocktails (e.g. savory, fresh ingredients) 6. House-made/artisan soft drinks 69% 18% 13% 68% 9% 24% 66% 12% 21% 64% 24% 13% 61% 26% 12% 7. House-brewed beer 60% 18% 23% 15. Wine on tap/draft wine 16. Organic wine/spirits/ beer HOT Yesterday s Perennial TREND News Favorite 50% 32% 19% 48% 34% 18% 17. Cold brew coffee 44% 25% 31% 18. Mocktails (e.g. non-alcoholic cocktails) 42% 37% 21% 19. Growlers/crowlers 42% 32% 26% 20. Spicy cocktails 39% 36% 25% 21. Sharable cocktails 35% 48% 18% 22. Hot tea 20% 25% 55% 23. Sparkling water 18% 39% 43% 8. Edible cocktails 58% 33% 9% 9. Gourmet lemonade (e.g. house-made, freshly muddled) 10. Food-liquor/cocktail pairings 56% 23% 21% 56% 19% 25% 11. Food-beer pairings 56% 16% 28% 12. Locally/house roasted coffee 13. Specialty iced tea (e.g. Thai-style, Southern/ sweet, flavored, matcha) 14. Non-traditional liquors (e.g. soju/sochu, cachaca) 55% 15% 30% 54% 26% 21% 53% 32% 15% 12

20 ALL CONCEPT TRENDS 1. Hyper-local sourcing (e.g. restaurant gardens, onsite beer brewing, house-made items) 2. Chef-driven fast-casual concepts 3. Natural ingredients/ clean menus 4. Environmental sustainability 5. Locally sourced produce 6. Locally sourced meat and seafood HOT Yesterday s Perennial TREND News Favorite 80% 9% 11% 77% 12% 11% 76% 7% 17% 76% 7% 17% 70% 6% 24% 68% 8% 24% 7. Food waste reduction 67% 10% 22% 8. Meal kits (e.g. pre-measured/ prepped raw i ngredients for home preparation) 9. Simplicity/back to basics 64% 24% 12% 64% 8% 28% 10. Nutrition 63% 6% 31% HOT Yesterday s Perennial TREND News Favorite 15. Gluten-free cuisine 57% 25% 18% 16. Pop-up/temporary restaurants 56% 37% 8% 17. Food trucks 56% 22% 23% 18. Small plate menus/ restaurant concepts 19. Commissaries (e.g. shared commercial kitchen space) 55% 24% 21% 55% 24% 21% 20. Tasting menus 49% 24% 27% 21. Vegetarian cuisine 44% 18% 38% 22. Vegan cuisine 43% 29% 28% 23. Food halls 40% 45% 16% 24. Sodium-conscious cuisine 39% 32% 29% 25. Prepaid tickets 39% 49% 12% 26. All-day breakfast 37% 30% 34% 27. Molecular gastronomy 32% 58% 10% 11. Nose-to-tail/root-tostalk cooking 12. Farm/estate-branded items 13. Veggie-centric cuisine (e.g. fresh produce is star of the dish) 14. Grazing (e.g. smallplate sharing/snacking instead of traditional meals) 63% 19% 18% 63% 20% 17% 62% 19% 19% 60% 20% 20% 13