FOODBYTES JULY 2017 ISSUE 43 YOUR FREE DATASSENTIAL TREND REPORT

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1 FOODBYTES JULY 2017 ISSUE 43 YOUR FREE DATASSENTIAL TREND REPORT The number one reason consumers subscribe to a meal kit is to try new foods. Datassential s upcoming meal kit database shows you what they are discovering.

FB OF CURRENT MEAL KIT SUBSCRIBERS SAY THE

DISHES THAT THEY WOULD NEVER THINK TO MAKE AT

2 FB OF CURRENT MEAL KIT SUBSCRIBERS SAY THE ABILITY TO TRY NEW INGREDIENTS WITHOUT BUYING LARGE AMOUNTS DROVE THEIR PURCHASE OF NON-SUBSCRIBERS SAY THE ABILITY TO TRY NEW DISHES THAT THEY WOULD NEVER THINK TO MAKE AT HOME IS APPEALING DATASSENTIAL KEYNOTE REPORT 2

FB According to our recently-released Foodservice @Home Keynote Report, the ability to try new ingredients and dishes is the most

When a recipe calls for red harissa paste, labneh cheese, or sriracha ingredients I had never heard of before I don t need to run

Is that what s in these kits labneh and harissa? Yes, it turns out.

database, which now includes prepared foods from grocery stores and c-stores, plus items introduced in Canada.

We began tracking 11 meal kit services last year, from the largest players like Blue Apron and HelloFresh to services that

Because meal kit services offer multiple meal options for subscribers to choose from over the course of a week, and some even offer

These dishes are often surprisingly adventurous, featuring plenty of ingredients and flavors in the Inception and Adoption phases

Global dishes and ingredients are commonplace, from Vietnamese pho with ginger-spiced, grass-fed beef meatballs (Madison & Rayne)

roasted delicata squash). And yes, 45 of those items feature harissa, offered by 8 of the 11 services that we track.

Amazon has already begun shipping its own meal kits to select markets, while supermarket brands like Kroger and Publix have

3 FB According to our recently-released Keynote Report, the ability to try new ingredients and dishes is the most appealing attribute associated with meal kits. When a recipe calls for red harissa paste, labneh cheese, or sriracha ingredients I had never heard of before I don t need to run around looking for them, a Blue Apron subscriber wrote to the New York Times this month. Is that what s in these kits labneh and harissa? Yes, it turns out. Datassential has been tracking LTOs, new menu items, and test items on major chain menus for over a decade with our INSIDER database, which now includes prepared foods from grocery stores and c-stores, plus items introduced in Canada. Now we re introducing our newest update to INSIDER covering meal kit services. We began tracking 11 meal kit services last year, from the largest players like Blue Apron and HelloFresh to services that specialize in particular diets or cuisines, like PeachDish (Southern food) and Purple Carrot (plant-based). Because meal kit services offer multiple meal options for subscribers to choose from over the course of a week, and some even offer breakfast and dessert, it all adds up to a lot of new dishes there are nearly 4,400 in INSIDER already. These dishes are often surprisingly adventurous, featuring plenty of ingredients and flavors in the Inception and Adoption phases of the Menu Adoption Cycle. Global dishes and ingredients are commonplace, from Vietnamese pho with ginger-spiced, grass-fed beef meatballs (Madison & Rayne) to Durban Bunny Chow, a South African dish that serves curry in a hollowed-out bread loaf (Green Chef swaps out the loaf for roasted delicata squash). And yes, 45 of those items feature harissa, offered by 8 of the 11 services that we track. While only about 18% of consumers have used a meal kit service, a number of established brands are aiming to reach new customers. Amazon has already begun shipping its own meal kits to select markets, while supermarket brands like Kroger and Publix have introduced their own kits. Some analysts even predict that these new services will draw attention to existing meal kit brands. Following a rocky IPO, Blue Apron s share price has recently surged after numerous analysts issued buy ratings. In this months issue of FoodBytes, we re taking a look at what consumers are discovering and learning from meal kits with a sneak peek at our INSIDER meal kit database. To purchase access to the database, which is updated each month, or to combine it with our Keynote Report, contact Dave Jenkins at or dave@datassential.com. 3

TOP 10 INGREDIENTS & DESCRIPTORS Datassential INSIDER tracks every word on menus, so you can see what s most prevalent at restaurants and in meal kits.

Cheese perennially the top ingredient found at restaurant chains doesn t crack the top 10 in meal kits: Aloha ahi poke bowl with seaweed salad and sweet and savory poke sauce from Gobble.

SWEET EXAMPLES: Sweet ricotta, loaded sweet potato nachos, savory and sweet Thai lettuce wraps.

SALAD EXAMPLES: Mango-cucumber salad, Israeli salad, avocado & poblano elote salad, watercress salad. FRESH EXAMPLES: Fresh linguine, fresh lettuces, fresh yogurt, fresh young garlic, fresh mint.

4 TOP 10 INGREDIENTS & DESCRIPTORS Datassential INSIDER tracks every word on menus, so you can see what s most prevalent at restaurants and in meal kits. Of the nearly 4,400 meal kit dishes we ve tracked, nearly a third include some type of sauce. Cheese perennially the top ingredient found at restaurant chains doesn t crack the top 10 in meal kits: Aloha ahi poke bowl with seaweed salad and sweet and savory poke sauce from Gobble. FB SAUCE EXAMPLES: Poke sauce, hoisin sauce, peppercorn pan sauce, chimichurri sauce, orange-miso sauce. SWEET EXAMPLES: Sweet ricotta, loaded sweet potato nachos, savory and sweet Thai lettuce wraps. ROASTED EXAMPLES: Roasted broccoli, roasted Amish chicken breast, roasted radish salad, roasted lentil balls. SALAD EXAMPLES: Mango-cucumber salad, Israeli salad, avocado & poblano elote salad, watercress salad. FRESH EXAMPLES: Fresh linguine, fresh lettuces, fresh yogurt, fresh young garlic, fresh mint. VEGETABLE EXAMPLES: Blistered vegetables, medley of veggies, vegetable bucatini, Malabar vegetable curry. CREAMY EXAMPLES: Creamy Arborio rice, creamy lentil mushroom stew, homemade creamy honey mustard. GREEN EXAMPLES: Green chard, green peppercorn, micro greens, coconut green beans, collard green gratin. POTATO EXAMPLES: Horseradish potato puree, smashed sage potatoes, fingerling potatoes, sweet potato naan. CHICKEN EXAMPLES: Chicken korma, cherry balsamic chicken, jammy apricot chicken, limoncello chicken. Roasted Italian lentil balls with polenta, lemon-roasted carrots, vegan pesto, and parmesan from Green Chef. Sirloin steak with oven fries and blistered peppers from Marley Spoon. Limoncello chicken with roasted fennel and asparagus from Home Chef. 4

FB While trying new foods is the number one reason subscribers purchase meal kits, learning new cooking techniques and improving cooking skills round out the top three subscription drivers according

5 FB While trying new foods is the number one reason subscribers purchase meal kits, learning new cooking techniques and improving cooking skills round out the top three subscription drivers according to our Keynote Report. What are they learning? Of the nearly 4,400 meal kit dishes we ve tracked, nearly 1,200 called for roasting, followed by sautéing and searing/pansearing. Because many companies promise that dinner will be on the table quickly, they often feature time-saving options like premade dumpling wrappers or umami-boosting hoisin and soy sauces to make a quick-yet-rich homemade broth. Sun Basket teaches subscribers how to make quick pickles to serve with its jerk chicken, while many recipes feature quick marinades. Meal kit companies also have to consider factors like shipping costs (pan-frying almost always takes the place of deep frying to avoid shipping huge amounts of oil) or the tools that cooks have in their kitchens (Home Chef ships a disposable pie plate for its Chicagostyle deep dish pizza recipe, which teaches home cooks how to prepare a yogurt-based pizza dough). These kits frequently focus on teaching home chefs how to layer flavors and texture there are few salads or sides that aren t tossed with a flavor-enhancing sauce and topped with some pantoasted nuts or coconut flakes, while words like drizzle, glaze and spike ( horseradish-spiked mashed potatoes ) are common. Charring and blistering are also frequent prep methods, from charred sugar snap peas served with Home Chef s shrimp and tiger sauce to skillet-blistered zucchini with pecans, pecorino, and mint served over pasta from Marley Spoon. Blue Apron teaches cooks how to make chicken under a brick using a heavy pot or pan filled with water, while both Green Chef and Home Chef offer recipes cooked over cedar planks and Blue Apron and HelloFresh serve up cod dishes cooked en papillote. Blue Apron also teaches cooks how to make their own arepa dough for beef arepas, fig jam for pizzas, pound chicken for chicken paillard, and create a picada (a bread-based sauce) to serve with pork shops. Marley Spoon offers up a twist on the traditional method of making biscuits with directions that call for adding melted butter to cold milk to create hardened butter pieces that are mixed into the dough, while Purple Carrot says making jiaozi, or Chinese dumplings, is easier than it seems! 5

A R O U N D T H E W O R L D FB INDIAN PIZZA FROM GOBBLE MENU DESCRIPTION: This fun and full-flavored dinner kit puts an Indian spin on a classic vegetable pizza and side salad.

Then the pizzas are topped with mozzarella cheese, roasted marble potatoes, broccoli florets sautéed in a spicy Indian butter, and then baked in your oven.

PERUVIAN CORN CAKES FROM GREEN CHEF MENU DESCRIPTION: A Peruvian-inspired dish perfect for spring nights.

The savory corn cakes are paired with a quinoa and green bean salad tossed with roasted red peppers and an ancho mustard vinaigrette.

MALAYSIAN FISH CURRY FROM PLATED MENU DESCRIPTION: This dish was inspired by a recent hit on the Plated menu: Malaysian beef rendang.

6 A R O U N D T H E W O R L D FB INDIAN PIZZA FROM GOBBLE MENU DESCRIPTION: This fun and full-flavored dinner kit puts an Indian spin on a classic vegetable pizza and side salad. Naan bread pizza crusts start with a layer of robust Indian sofrito seasoned with cumin and ginger for a sweet and smoky flavor. Then the pizzas are topped with mozzarella cheese, roasted marble potatoes, broccoli florets sautéed in a spicy Indian butter, and then baked in your oven. A light gem lettuce salad topped with a cucumber and red onion yogurt dressing adds a cooling touch to tame the Indian pizza seasonings. PERUVIAN CORN CAKES FROM GREEN CHEF MENU DESCRIPTION: A Peruvian-inspired dish perfect for spring nights. Patties made from corn, zucchini, scallions, feta, egg, and buttermilk are pan-seared to a crispy finish. The savory corn cakes are paired with a quinoa and green bean salad tossed with roasted red peppers and an ancho mustard vinaigrette. A greek yogurt-based avocado crema lends the dish rich and creamy flavor notes. MALAYSIAN FISH CURRY FROM PLATED MENU DESCRIPTION: This dish was inspired by a recent hit on the Plated menu: Malaysian beef rendang. Instead of steak, we're swapping in delicate tilapia, which gets simmered in the fragrant broth to soak up flavors of curry, coconut, ginger, and shallot. A side of crunchy green beans is joined by fluffy jasmine rice, infused with turmeric for earthy flavor and bright yellow color, plus lime wedges for squeezing over. KATSU-STYLE CATFISH FROM BLUE APRON MENU DESCRIPTION: The Japanese word "katsu" refers to thin cuts of meat or fish that have been breaded and deep-fried, resulting in exquisitely crunchy texture. For tonight's take, we're coating catfish fillets with panko (light, airy Japanese breadcrumbs), then pan-frying them. Our creamy dipping sauce showcases black garlic, or garlic that has undergone a unique curing process to achieve rich, molasses-like sweetness. A traditional side of savory marinated cabbage rounds out the dish. SWEDISH MEATBALLS FROM SUN BASKET MENU DESCRIPTION: Swedish meatballs aren t exclusive to a certain Scandinavian furniture store. Called kottbullar, they re beloved all over Sweden. For a silky-smooth gravy, slowly whisk in roomtemperature yogurt or the sauce may separate. OF CONSUMERS ARE INTERESTED IN TRYING CATFISH, ACCORDING TO OUR JUNE ISSUE OF ON THE MENU 6

EARLY ADOPTERS Meal kits promise to introduce subscribers to new ingredients and cuisines, often through safe experimentation ( hemp seed pesto pizza ) and without the need to purchase large

To keep things interesting, many meal kits feature ingredients and flavors found early in the Menu Adoption Cycle, including plenty of Inception-level options: 1 MENU COMPARISON FB Which foods and

We compared our INSIDER meal kit database to our full MenuTrends database featuring menus from chains and independent restaurants from across the country.

7 EARLY ADOPTERS Meal kits promise to introduce subscribers to new ingredients and cuisines, often through safe experimentation ( hemp seed pesto pizza ) and without the need to purchase large quantities of unknown condiments or spices. Many recipes feature extensive descriptions of ingredients, cuisines, and globally-inspired cooking techniques. To keep things interesting, many meal kits feature ingredients and flavors found early in the Menu Adoption Cycle, including plenty of Inception-level options: 1 MENU COMPARISON FB Which foods and ingredients are you more likely to find in a meal kit than on a restaurant menu? We compared our INSIDER meal kit database to our full MenuTrends database featuring menus from chains and independent restaurants from across the country. The term satisfying is the top descriptor that indexes higher in meal kits than on restaurant menus. Here are the top 15 foods and ingredients that are more common in meal kits: TAMARI ENOKI MUSHROOMS Blue Apron s spicy Korean-style chicken is served with umami-rich enoki mushrooms, while Purple Carrot says shiitake and enoki mushrooms are the star of its lo mein with soy-glazed mushrooms. HEARTS OF PALM Green Chef filled a veggie-centric sandwich with hearts of palm and salsa golf, sometimes called Argentinian ketchup. Purple Carrot s fabcakes swap out crab for hearts of palm and garbanzo beans. BLACK GARLIC Black garlic shows up in over a dozen meal kits, from black garlic-marinated chicken breast with green beans, quinoa, red pepper, and cashew butter at Madison & Rayne to roasted pork steam buns with black garlic mayonnaise and spicy cabbage slaw from Blue Apron. PIRI PIRI Green Chef served up grilled piri piri shrimp with cauliflower rice, while the Cape Town Steak from Home Chef includes a Sweety Drop relish inspired by piri piri sauce. MEATS & MEAT ALTERNATIVES PeachDish featured sorghum-glazed quail earlier this year, while Green Chef has served up BBQ elk mini meatloaves. On the other end of the menu spectrum, seitan shows up in everything from tacos al pastor (HelloFresh) to chipotle seitan chili (Blue Apron). DUKKAH HelloFresh uses dukkah, one of Datassential s 2017 Flavors to Watch, in everything from dukkah-crusted cod to Do the Dukkah chicken ROASTED SWEET POTATO TURMERIC PAPRIKA ROASTED CARROT SEARED CHICKEN SMOKED PAPRIKA YOGURT SAUCE COUSCOUS CUMIN SNAP PEAS ALLSPICE PARSNIP RED PEPPER FLAKES ROASTED FINGERLINGS 7

FB LAST MONTH S TRENDSPOTTING DINE AROUND Last month we took you to New York s Capital-Saratoga Region, covering

IN AUGUST: College Towns INTERNATIONAL CONCEPTS In June we spotted trends in Israel s dynamic chain restaurant

IN AUGUST: Frozen Desserts ON THE MENU Last month we looked at how operators were using ingredients like

IN AUGUST: Cereal milk, lychee, and more.

eggs) to guasacaca (an avocado dip that gives guacamole a run for its money).

Check out the latest golf complexes, bowling concepts, beercades, and beyond.

In last month s FoodBytes we gave you a sneak peek at our latest Sandwiches Keynote Report.

8 FB LAST MONTH S TRENDSPOTTING DINE AROUND Last month we took you to New York s Capital-Saratoga Region, covering the birthplace of Saratoga chips, the hard cider scene, the unique hot dogs, and Italian- American mashups. IN AUGUST: College Towns INTERNATIONAL CONCEPTS In June we spotted trends in Israel s dynamic chain restaurant scene, combining traditional and modern ideas, local flavors and global inspiration. IN AUGUST: Frozen Desserts ON THE MENU Last month we looked at how operators were using ingredients like umami-rich fish sauce, German radlers, and unique compressed fruits, plus catfish, margherita, and cotton candy. IN AUGUST: Cereal milk, lychee, and more. WORLD BITES Discover South American twists on familiar favorites in Venezuela, from perico (Venezuelan scrambled eggs) to guasacaca (an avocado dip that gives guacamole a run for its money). IN AUGUST: Ireland CREATIVE CONCEPTS Eatertainment concepts are combining on-trend foods with social experiences. Check out the latest golf complexes, bowling concepts, beercades, and beyond. IN AUGUST: Seafood Operators FOODBYTES How does your sandwich strategy stack up? In last month s FoodBytes we gave you a sneak peek at our latest Sandwiches Keynote Report. IN AUGUST: Blueprint for a Successful LTO TIPS In our summer issue, we looked at next-generation CSAs, green garlic, microgreens, okra, and more. FALL ISSUE: Aquavit, kefir, seaweed, and more. For information about an issue or to subscribe to a title, contact Datassential Business Development Manager Susan Cohen at or susan.cohen@datassential.com 8

9 Every issue of Datassential s Trendspotting reports, searchable and ready to download in SNAP! SNAP ON!

Opportunity is knocking with Datassential s Foodservice @Home Keynote Eating at home today means much more than just cooking from scratch or ordering takeout or delivery.

subscription meal services like Blue Apron that bring fresh ingredients straight to customers kitchens.

10 Opportunity is knocking with Datassential s Keynote Eating at home today means much more than just cooking from scratch or ordering takeout or delivery. In addition to covering those classic restaurant offerings, Datassential s Keynote explores third-party delivery services like Grubhub, on-demand facilitators such as UberEATS, and subscription meal services like Blue Apron that bring fresh ingredients straight to customers kitchens. We surveyed over 3,000 consumers to provide you with the most comprehensive look at the changing landscape of You ll learn about The Consumer The majority of consumers order pick-up or delivery from restaurants with some regularity. Uncover who is most likely to order from restaurants; understand consumer motivations, barriers, and frustrations with ordering restaurant food to be eaten at home. Restaurant Delivery and Pickup Walk through each stage of the delivery/pickup process from the consumer s perspective. Gain a better understanding of preferred ordering methods, expectations when receiving food, and how food is handled once it arrives. Meal Subscription Services Dive into the emerging and highly visible world of meal kit delivery. Find out what attracts consumers to subscription services, the extent to which they compete with traditional grocery and foodservice, and see retention rates for all major meal program providers. Innovations and Opportunities Identify what s next for from delivery drones and cooking robots to voice-recognition ordering and live feeds of food preparation. Topical Keynote Reports are priced at $6,500 per topic. Package pricing is available with the purchase of multiple topics. Topical Keynote Reports For questions or to purchase the report, please contact Brian Darr: P : E : brian.darr@datassential.com

Design a winner with Datassential s Blueprint for LTO Success The Blueprint for LTO Success Keynote combines insights from over 1,000 consumers with the perceptions of hundreds of operators from

11 Design a winner with Datassential s Blueprint for LTO Success The Blueprint for LTO Success Keynote combines insights from over 1,000 consumers with the perceptions of hundreds of operators from Datassential s OPERA panel, the industry s largest with over 30,000 operators. Qualitative interviews with chain executives also provide insights around limited-time offers at the corporate level. This report dives deep into chain restaurant LTO trends and the habits, perceptions, and preferences of both consumers and operators regarding limited time menu items. You ll learn about Chain Restaurant Menus Explore seven years of LTO trends from limited- and full-service chain restaurants using data from Datassential s powerful INSIDER and SCORES tools. Learn more about which LTOs earn high marks from consumers on purchase intent and perceived uniqueness, and see how the right ingredients, descriptors, and visual appeal can increase both. The Consumer LTO Experience Consumers provide insight on their most recent LTO purchase and their LTO consumption and preferences in general. Discover which food and beverage LTOs are the most commonly ordered, which segments capture the most LTO traffic, and how satisfied consumers are with LTOs. Discover who is most motivated by LTOs and what actions consumers are likely to take after an enjoyable LTO experience. Also see which types of LTOs are most appealing and what warrants a premium price tag. Operator Perspectives Uncover how both chains and independent restaurants view LTOs: as a growth strategy or to target core customers, and as a creative outlet or as a profit center (or both!). Identify LTO planning priorities at the corporate level and how to address operational challenges in LTO rollouts. Case Studies Analyze how limited- and full-service chains have leveraged LTOs in different ways while achieving positive same-stores sales growth. MenuTrends Keynote Reports MenuTrends Keynote Reports are priced at $6,500 per topic. Package pricing is available with the purchase of multiple topics. For questions or to purchase the report, please contact Brian Darr P : E : brian.darr@datassential.com

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IT S LIKE A DISNEYLAND FOR ADULTS.

IT S LIKE A DISNEYLAND FOR ADULTS. OVERHEARD AT DATASSENTIAL FOODSCAPE DATASSENTIAL S FOODBYTES: FOODSCAPE 2017 2 Foodscape in a nutshell: Robots, food, more robots, and more food. Kyle The Robot, real