The past two years have brought unforeseen challenges to the foodservice industry, leaving many operators scrambling to adapt. Check out the Canadian Foodservice Trends for 2022 to see where Canadian foodservice is going, what consumers are craving, how operators are continuing to pivot, and what successes they might see in 2022. Will this be the make-it-or-break-it year?

Menu Pivots Support Supply Changes

Persistent supply chain issues will inspire creativity and require flexibility in 2022. Almost a third of foodservice operators surveyed (29%) will raise menu prices by 5% or more over the next twelve months so exploring new ingredients or innovative menu pivots is key moving forward (Source: Restaurants Canada Q2 2021 Outlook Survey) Specifically, quirky preparations of familiar ingredients will allow for exciting menu additions without new SKUs—think pickled apples, candied garlic or salt-baked root veggies to impart new flavours and/or textures while, in some situations, even extending shelf life.

Inventiveness with favourite fare will also help operators stand out such as global sauces and ingredients on classic dishes and less-traditional cuts of meal that are more economical, chicken thigh vs chicken wing.  

Stat: Chicken Thighs have seen a 39% increase in menu mentions over the past year
Source: Ignite Menu data, Q3 2020 – Q3 2021

All Buttered Up

As the comfort food trend surges on, many foodservice operators will turn their attention to butter, a staple ingredient in most kitchens. Flavoured butter will be grounds for culinary experimentation, ranging from umami-rich kombu or yeast butters to cocktails featuring herb-infused and browned butters.

Other buttery ingredients such as buttermilk, buttercream, butterscotch and ghee/clarified butter will gain attention. Elevated versions and applications of nut butters will also continue to grow in conjunction with the plant-based trend, with pistachio and macadamia butters finding momentum, and peanut butter making headway in new directions, such as on burgers or in cocktails.

Stat: Buttermilk is on 14% of operator menus and about 2% of operators menu butterscotch or clarified butter
Source: Ignite Menu Data, Q2 2020-Q2 2021

The Breakfast Boom

The crisis may have prompted some chains to cut back on breakfast over the past year, but the daypart is poised for a big bounce back in 2022. With recovery scenarios on the horizon, consumers are settling into a less-disruptive reality, one in which some are fully homebased, while others head back to the workplace. And – crucially – kids are going back to school campuses. For many, sourcing a morning meal from a restaurant is once again a part of the routine.

Expect chains to employ subscription deals, multiperson bundles, product innovation and amped-up marketing to capture morning traffic and establish loyalty. We’ll also see the return of 24/7 breakfast offerings as well as new competition from casual dining in the form of morning-only virtual brands and later-day breakfast options.

Eggs are perfectly suited for a post-pandemic slot in the limelight – simple, universal, craveable, adaptable, suggestive of new beginnings. Eggs also create opportunity for punny concepts and quirky branding, bringing some fun back to the dining experience. 

Stat: 62% of Canadian consumers would like breakfast to be offered beyond morning hours
Source: Technomic July 2021 consumer survey, 1,000 consumers

Spicy And Sweet Combinations

Beyond simple heat, operators are creating more complex flavour profiles, including sweet heat, to differentiate. There is growing demand for flavour experimentation and foodservice operators are upping their game by creating unique flavour profiles.

We are seeing more development of spice on the menu including spicy flavours combined with sweet flavours, which make spicy flavours more approachable for those looking for a hint of spice or a moderate spice level. From appetizers to desserts, operators are using ingredients like honey with chili oil and honey with hot sauce to create sweet-and-spicy combinations. Pidgin, located in Vancouver, menus szechuan pepper beignets that comes with sugar dusting, salted caramel and miso sauce. 

Technology Boost

Technology has allowed restaurants to adapt to new expectations for contact-free foodservice. Online ordering and delivery have become a necessity for many operators and continues to evolve. More chains are starting to explore automated systems in both the front- and back-of-house, like grab-and-go cubbies from Paramount Fine Foods, or the Spyce Robotic Kitchen, as a way to improve safety during the pandemic as well as alleviate some of the challenges caused by labour shortages. 

While many technologies remain cost-prohibitive to smaller operations, online ordering and menu solutions will continue to become more of an expectation for many consumers and are important to consider in strategic growth overall. We can expect further developments around mobile ordering, geofencing and other technologies; more tech-based self-delivery to help independents – especially – better control costs and quality.

Plant-Based Explosion

Plant-based ingredients have seen large increases in menu mentions, but the trend continues to grow further than just proteins. Dairy alternatives like oat milk are trending as well as plant-based condiments and cheeses.

Alternative and plant-based proteins have gained mainstream popularity, with many top chains adding the once-niche ingredients to their menus. Upcoming plant-based innovation includes vegan bacon, plant-based Bolognese, caviar and other non-traditional protein dishes. 

Stat: Oat milk has grown 79% in menu incidence this year and plant-based beef has grown 21% in menu incidence
Source: Ignite Menu Data, Q3 2020-Q3 2021

Reliance On Delivery/Takeout Continues

So many restaurants made the pivot to takeout and delivery over the past year, and this will continue to help drive sales for restaurants while some customers remain unsure about indoor dining. More than half of consumers (52%) indicate they will still rely more heavily on off-premise services such as takeout and delivery in the foreseeable future. The number of consumers who indicated they would be avoiding restaurants for the foreseeable future also went up from 23% in March to 25% in May (Source:  Foodservice Digest for Canada September 2021).

Many restaurant operators are leaning into footprint innovation with more compact unit prototypes and delivery- or takeaway-only locations. While the threat of new variants and community spread remains a reality, ensuring there are menu items that are portable or more tailored for off-premise occasions will be key in keeping operations flexible as health and safety recommendations continue to shift. 

Looking for a fun way to woo guests back inside for winter dining? How about adding some game time to your menu? Increasingly, guests are bringing their “game face” to restaurants where they are expecting entertainment that goes beyond food and drink. 

Kids’ games – such as paper placemats and crayons for colouring – have been around for years as a way to entertain the younger generation and keep them occupied while waiting for their meals. But what about the adults? How do you keep them engaged, ordering, and off their smartphones?

Many family restaurants, bars and sports-themed eateries already include active play on their menu, like such popular options as dart boards, billiards tables, trivia games, foosball tables, and more. 

Games keep your guests engaged and may encourage them to linger longer – with more opportunities to upsell and increase check size. They also brand your restaurant as a fun venue and the place to be, plus games can help build a bond between staff and guests.

Raise your table stakes

One restaurant offers a gaming option with a twist. Graffiti Market in Kitchener, Ont., a combination restaurant, microbrewery, market, coffee roaster and bakery, features highly interactive game play right at diners’ tables.

Ryan Lloyd-Craig, co-owner of the Ignite Restaurant Group, of which Graffiti Market is a part, wasn’t even thinking of games when he saw his first interactive smart table. “The idea didn’t come to me overnight. I was walking the technology section of the Restaurants Canada show and came across a gentleman standing on what looked like a giant iPad until I got closer and found that it was an interactive table made by Kodisoft (a tech company based in Ukraine).”

Lloyd-Craig’s original thought was not even about games but mainly about using the tables as a way for guests to order interactively, have food runners bring the items to the tables, and then have the tables function as a complete POS system. Other countries were already using the Kodisoft system successfully, but no one in Canada had tapped into combining business with pleasure right at the table.

The games people play

Lloyd-Craig’s interest in the tables quickly evolved into something different from an ordering and POS solution. “The benefit of these tables is that you can visually see every item on the menu so it makes it easier to order, but their main appeal is keeping people engaged and entertaining them while waiting for their food. People are putting down their cellphones and actually talking to each other. That’s kind of neat.”

The tables offer a variety of gaming options. He started with a simple colouring application, then a doodling app after the first month, before adding puzzles for all age groups (from a basic jigsaw puzzle for kids), air hockey, Chinese checkers, and most recently, chess, all of which can be turned on or off depending on how busy the restaurant is.

The tables can also support advertising, both internal and external (for instance from sports businesses running commercials and interacting with guests), though so far Lloyd-Craig hasn’t tapped that potential.

Interestingly, far from encouraging guests to linger, guests using these interactive restaurant tables want to clear the menus and food off faster to get back to their games. Lloyd-Craig’s initial goal, in fact, was not to get diners to stay longer, but to realize labour savings from integrating ordering with serving and paying for a total POS solution – “any way you can save two or three per cent off the bottom line,” as he puts it. The restaurant hasn’t been open long enough for him to see these savings yet, but he has experienced a steady increase in sales since he brought in the game tables – and that means he’s already ahead of the game.

Not all games have to cost the earth for you to add. Take trivia. This option’s been around since Trivial Pursuit took off decades ago and has become a bar and casual restaurant staple. Trivia is a particular hit with Millennials looking for interactive experiences and can liven up slower winter months in any family-style restaurant. Companies like QuizRunners and Quizzholics design, create and can run your trivia games professionally. Who knows? Your eatery could become a stop on a trivia circuit.

Tabletop inspiration

• Visual menus encourage ordering, and ordering more – especially highly visual desserts.
• Restaurants can market and advertise their promotions and potentially attract outside advertisers.
• Table games encourage guests to put down their smartphones and focus on the dining experience. 

Top tips to add games in your restaurant

• Develop a games budget. You can start with something as simple as setting up game nights and bringing in board games from home. But the sky’s the limit on what you could spend to add a games component. Each of Ryan Lloyd-Craig’s 23 smart tables (Graffiti also has 25 “dumb” tables) costs $15,000 US, not including maintenance.
• Create a brand theme and strategy. What will set you apart? A sports bar, for instance, might naturally gravitate to sports-themed games, while a family-friendly eatery would pair well with trivia nights.
• Know your demographics. Kid-friendly restaurants are perfect venues for everything from fun “play” menus to dedicated kids’ games areas, while adult-oriented restaurants might be better venues for trivia nights, darts, even bingo.
• Be clear on your goals. Are games a way to encourage your guests to linger longer, an opportunity to entertain young diners, a chance to bring in business during slow periods, a way to attract new guests, or an opportunity for guests to put their devices down and enjoy some family time?
• Check your real estate. If you decide to bring in game tables, dart boards, foosball tables, do you have the space for these plus your dining tables? Don’t bring in games at the expense of your regular eating areas. After all, it’s still mainly about the food!

Give your customers the pleasure of slow food in this fast-paced world. Simple, yet sublime with infinite variety, this staple of kitchens worldwide brings comfort in every bite. Slow and relaxed, evoking an island state of mind.

Stew defines you. Ethnically diverse using cost-effective (and local) ingredients, stew can warm up your menu this fall and winter while at the same time keep your budget cool.

Love cooked into every bite

Yes, the love is in every serving of stew. You can smell and taste the memories – home, family, friends, meals shared. As one-pot wonders, traditionally using simple ingredients, stew is undeniably greater than the sum of its parts and a part of every nationality.

Find a stew that tells customers your story and transports them to happiness.

Philman George, corporate chef for High Liner Foods, has a life full of stew. “Every Sunday, my mother, who hails from the Caribbean, would prepare a one-pot stew. The house would smell so good, with aromatics like thyme and ginger root.”

Now, Chef Phil loves dry stew, a traditional West African dish, an influence of his wife, who is from Sierra Leone.

“It consists of taking a mix of vegetables and spices and cooking this mixture with roasted chicken legs and thighs until nearly all of the liquid has evaporated. What’s left is a rich paste that sticks to the chicken,” he says. As a fish and seafood-focused chef, he has adapted this stewing method and created a dry fish stew.

“Great care is taken to ensure that the seafood retains all its natural tenderness. I season and sear the seafood in cast iron and set aside. The vegetables, stock and aromatics are stewed down and seafood is added at the end. It’s big time comfort food!”

Chef Phil prides himself on fun, ethnic and approachable food. His goal is to place craveable seafood on your menu and generate more profit through the “Heart of the House.”

“Every culture has their version of stew. In Canada, especially on the east coast, chowders are our seafood stew! High Liner has some delicious stew recipes using cod and PEI mussels.” 

Philman George, corporate chef for High Liner Foods

“Every culture has their version of stew. In Canada, especially on the east coast, chowders are our seafood stew! High Liner has some delicious stew recipes using cod and PEI mussels.”  

As he says, “Stews are the go-to bowl for winter and fall.” 

Stir up some fun with innovative approaches

“All ethnic stews can find a place on cold weather menus, when there is a focus on a single stew. There needs to be a story behind it – where the recipe comes from or a signature ingredient or cooking method the chef used to make it stand out,” says James Keppy, national culinary manager foodservice at Maple Leaf.

A favourite of his is a Mexican-Style Chicken Stew with chicken thighs, black beans, tomatoes and hot sauce, finished off with sour cream and tortilla chips.

“All ethnic stews can find a place on cold weather menus. There needs to be a story behind it … to make it stand out.”

James Keppy, national culinary manager foodservice at Maple Leaf

Coaxing flavour and tenderness from underappreciated cuts is the real magic of stew, he says. “Using raw boneless, skinless chicken thighs and the pork cuts from the shoulder are cost-effective options for a great stew,” the chef reminds us.

Mix and match flavours and ingredients

Definitely not a thing of the past, a stew session using ingredients and flavours which do not regularly play together or crossing ethnic boundaries will create a unique stew that tells your story. If you do it right, it may even transport the ingredients to a new, undiscovered place.

Plant-based proteins will continue to drive menus. Maple Leaf’s au naturel! line of products and their Lightlife Plant Based Burger and Grounds deserve a place on your stew menu. Good for you, your customers and the planet – and distinctly on-trend.

“Maple Leaf also offers turkey breasts, pulled pork and beef, and sausages (Oktoberfest, Mediterranean, Andouille and Spanish Chorizo) for non-traditional twists to a stew,” adds Chef James.

With infinite protein, vegetable and spice combinations, there is a stew that is right for you and your customers. You will run out time before you run out of ideas!

Stew tips

• Think frozen. With the increasing number of dietary requests and restrictions, you may want to stew up delicious solutions that can be at the ready in the freezer. Simple additions like a hazelnut parsley gremolata add a punch of freshness and detail your customer appreciates.
• Go beyond the bowl. Elevate your stew with a puff pastry topper, drop in some signature dumplings or pull out a vegetable and showcase on top. Present with artisanal breads (great for getting every last morsel), mash, steamed grains, polenta or pasta.  Or when in doubt, serve with more veggies.
• Consider the upsell. “Remember that shrimp is the most consumed seafood item in Canada. So, no matter what stew you’ve made in your establishment, upsell that stew with the addition of shrimp,” says High Liner’s Chef Phil.

Your time-starved kitchen deserves a break. Stew, a hands-free, budget-saving option that tastes even better the next day is the perfect solution. Don’t you worry about a thing, because in a stew, everything is going to be alright!

Try veggies (and fruit) first

Stews can showcase delicious locally available ingredients throughout the fall and winter months. Creatively choose seasonal options and design a stew around them, maybe a specific farm-focused flavour profile.

Customers increasingly crave food transparency, even for their fruits and veggies. Why not choose your veggies and fruit first? For instance, the humble rutabaga (not the same as turnip) soars out of obscurity in a spice-drenched Tagine.

Fruits deserve a spot in the pot, too. Apples, peaches, pears and plums add sweetness and a native flavour. How about Rhubarb Koresh, for instance? A fruit stew is a new approach to the dessert menu in the colder months.

Using seasonal vegetables and fruits in stew makes sense – and cents – cost-effective, locally sourced, with a twist on the flavours of home. Keep customers coming back for seconds and thirds. 

Go global with your stews!

Hearty Mussel Chowder

View Full Recipe

Brand is the personality of your business. Your brand certainly shines through on the menu and in the food you serve, but how about your restaurant décor? The slow winter months are an ideal time to refresh your space to invigorate your brand, engage your customers and revitalize your staff. (Yes, they, too, are energized when you refresh your brand.)

What’s your brand identity?

First and foremost, stay true to yourself when planning a front-of-house upgrade. “It’s essential for a restaurant to know how they want to be perceived,” says Chris Rasmussen, CEO of LeoLight, a division of Pico whose mandate is to “to provide operators and distributors a full-service partnership for their ambience and food warming needs.”

For example, wax, fuel cell and LED candles each offer a different feel. Using a wax candle on a sports bar table or an LED on a high-end steakhouse table won’t meet customer expectations or properly reflect your brand.

“Ambience is an important factor when deciding where to spend dining dollars. Ambience can lead to a better experience, which in turn can lead to a higher guest check.”

Chris Rasmussen, CEO of LeoLight, a division of Pico

“Ambience is an important factor when deciding where to spend dining dollars,” says Rasmussen. “Ambience can lead to a better experience, which in turn can lead to a higher guest check.” The goal should be to make your guests so relaxed and comfortable they stay longer…and order more.

Remember outdoor lighting for your spring and summer planning, Rasmussen reminds foodservice operators. “Canadian patio season is short and sweet; make it impactful.”  

• TIP: Use string lighting and table lighting to match the interior ambience.

Find YOUR colour

Colour. Pure and simple, colour can transform your dining room (entrance and bathroom, too). Paint and a brush are really all you need to complement your brand.  Repainting the entire space may not be necessary, though your assessment should factor in whether you need a complete paint job. If you’re looking for accent, trying a new colour on a focal wall may make more of a statement than using a uniform colour scheme. Use the psychology of colour to accentuate dining experience.

A splash of colour in unusual places can add personality to your brand. Imagine red chairs in a neutral coloured space, such as offsetting grey seat coverings. Contrast colour in the entrance.

• TIP: Don’t just look to artificial colour to liven your space.

Greenery also lends colour and texture and suggests a more “organic,” natural feel.  

Spruce up your fabric

Fabric can add more than just texture to your restaurant. Use fabric to weave your brand through the space, whether it’s a logo treatment tastefully done or some other pattern that speaks to your brand.  

Window coverings offer an opportunity to try a new colour scheme without the commitment of a big paint job. Seat cushions or backs refinished in geometric pattern smarten things up (and cut down on noise – a bonus).

• TIP: Add (or remove) tablecloths. Upgrade to cloth napkins or simply change the colour scheme to subtly elevate a dining experience.

Reinforce your restaurant brand with staff uniforms through use of colour, style or subtle logo placement. Supplying staff with hats and jackets for personal use gets word on the street. 

Engage with your community

Engage with your customers and community outside the restaurant. Sponsor a sports team, charity event or festival that fits your image. Get inspired by checking out 10 creative restaurant marketing strategies.

Promote game days, school colours and community events. LeoLight offers a LED remote control, colour-changing product where you can have 16 different colours to play with. 

• TIP: Invite local artists to display their work in your space. Not only do you enliven your space, but you also give profile to local talent.

Up the fun factor

Let there be light. Lightboxes can add “lightness” to your space. Slim LED Restaurant Lightboxes are becoming increasingly popular in restaurants where menus need to be prominently backlit for your guests to see the print. Lightboxes use energy-efficient LED lighting, which is 75% more efficient than fluorescent lighting, and can illuminate your printed graphics in ways that add more than just light to your restaurant. 

Create an Instagram wall. This is an invitation for your customers to snap even more photos promoting your brand. How you display the shots can continue telling your story. How about creating a huge backdrop display screen with rotating Instagram images? Invite your diners to create imagines and see them instantly displayed. And don’t forget, Instagram images can liven up both the inside and outside of your restaurant…for very little money.

Invite customers to follow your TikTok profile. TikTok is a powerful way to engage and interact with your customers, and can be used to grow your brand in youth demographics.

• TIP: Go big with your Instagram images.

Strengthen your identity by rethinking your space. A few tweaks – with minimal cost – will brighten your image – and your restaurant brand.

As a hospitality brand, your business is built on the premise of serving customers’ needs with an experience and value aligning with their expectations. The question is, have you done the due diligence to truly identify and understand who your customer is? 

The answer to this is critical to the success of effectively attracting the right customers who reflect your brand experience, to achieve a win-win customer-centric approach.  

But why leave it to guesswork? It’s time to eliminate the stabs in the dark. Here are five easy strategies to identify who your guests are through relevant information and factual insights.   

Customer-centric: you know who your customer is and your restaurant experience is designed foremost to service their needs and meet their expectations. 

Location, Location, Location

It may be an old adage, but your restaurant location plays a significant role in identifying your largest potential customer base. Location acts as a convenience factor, meaning guests who reside or work nearby are more likely to frequent your restaurant, and more regularly as well.  If your eatery is near a family suburban community, then you will likely be attracting more families with children, versus a downtown city restaurant. Your city or municipality can provide you with the demographic information of who resides in your area. The first step is to utilize these data to define your overall brand experience to match with the people most likely to dine with you, and the type of guests you want to attract to meet your objectives. Use this to guide the brand theme, service level, ambience, décor, menu offering, and price point. 

Who’s eating there

Understanding who your closest competitors are and the types of guests they’re attracting is typically a realistic representation of those you can expect to serve as well. So, get out there and visit at least three competitors within the same restaurant category as you: quick service if you’re in the quick service sector and family casual if you’re catering to that market. Create a list of attributes you’ll be comparing such as operational flow, marketing, team uniforms, atmosphere, menu offering and price.  Then take a seat at their table to truly understand the service experience and the types of guests also dining in or taking out. Be sure to note your observations on your checklist for easy comparison and analysis to help identify who your customer will be, or should be. 

• TIP:  Read your competitors’ customer reviews and browse their social media platforms to better understand the community of guests they are attracting and serving! 

The digital customer is your customer

Some of the most useful information to understand your customer is right at your fingertips, literally! Social media platforms provide factual data on who is engaging with your brand from their location, age, gender, and the type of content they are most engaged in. The best part? All of this information is FREE and can be viewed over various time frames to observe how your digital customer community is growing and changing based on your marketing efforts. Start by creating a monthly report in Excel, so you can track user demographic and engagement results. Analyzing this info may uncover gaps between who is engaging with your digital brand versus who is actually dining with you, and where to focus your efforts to attract the right customer for better business results.  

Have you asked them?

Ask and you shall receive, as the saying goes. If you’re an established restaurant with a social media community or a customer email list, an efficient low-cost strategy to better understand your actual customer is to ask them more about who they are. Go to the source for up-to-date intel, by creating surveys of one-10 questions or social media polls to collect data about their location, age, lifestyle, preferences, and ways you’re performing from their perspective. Remember to keep the questions short and sweet to improve customer response results. This info will be invaluable not only to identify who your current customer is, but also to improve operations and service levels to better align with guests’ expectations. Utilizing incentives such as gift cards or complimentary menu items is an effective way to motivate responses, while making guests feel valued by your brand. Total win-win!

Get to know them, personally

An approach at the core of the most successful hospitality brands is taking the time to truly get to know your guests on a personal level. Everybody wants to feel welcomed and valued, so that when diners walk into their favourite restaurant, they feel special when greeted personally by a familiar face. The simplest and likely the most rewarding approach to understanding your customer base is to have your team take the few extra minutes per visit to ask guests questions that in turn create the customer-centric experience. (Be careful, though, to be subtle and not intrusive.) Turn this service approach into a strategy by having a set of questions each service team member is to utilize to spark conversation with each new table. Once they’ve received the guest responses, have them document the guest profile in a shared document. The result? Collectively, as a team, you are gathering relevant information to better understand your current customers, how to better serve them, and how to improve business success.  

Key demographic data to try to collect:

Here are a few question examples:

1. Name introductions.
2. Inquire if they live in the neighborhood. If they do, great; if they don’t, ask casually where they’re from.
   Now you will gain an understanding of how far guests are willing to travel to experience your brand.
3. Have they dined with you before? If so, what did they order the last time? Did they enjoy it? 

• TIP: Great opportunity for suggested upselling here! 

4. Find out how they first heard about your restaurant.
   This will provide insight on the effectiveness of your marketing and communication strategies. 

In addition to these consumer data collection strategies, most point-of-sale systems provide valuable customer lifestyle and preference data such as most popular dining times, preferred menu items, and average cheque size. Report on these findings monthly and summarize the results along with the demographic data collected. By combining these five strategies and analyzing the valuable information over an extended period of time, you will achieve a clearly defined customer base you can better serve with a more finely tuned customer-centric approach.