The Innovation Mandate

Innovation is not a strategy… it’s a mandate. Consumers have more choices than ever before to meet their food & beverage needs, so what motivation are you giving to earn their time and their money?

The word “innovation” has evolved dramatically in the last 5 years to move beyond ‘new, compelling product that will differentiate the brand in the marketplace’ to include how the entire Guest experience is delivered. The future of restaurants’ prosperity lies not in identifying the next Potato Skin but instead in technology that strengthens the experience and expands the business beyond the four walls.

That’s not to say that food & beverage doesn’t matter but instead that food & beverage isn’t the key to the next golden age of restaurants. Consumers’ growing explorations in their own kitchens, the mass of independents, meal kits evolving adventure, culinary competitions by kids (!)… these are the reasons why great food and beverage is simply expected rather a point of differentiation. (Oh and you need to be great. I need not restate the absolutism of executing with quality, consistency and respect for the product.)

What does food innovation look like in 2017/2018, especially in an environment where larger chains seek to simplify their menu to facilitate improved quality?

The majority of Americans associate themselves with adventurous eating. Shifting demographics include more diverse ethnicities and a core Millennial consumer base, which is moving ethnic flavors into the mainstream. Maybe the next big thing is curry or tamarind, gochujang or adobo, cooking with coconut water. The issue is that the fractured nature of regional tastes doesn’t easily translate to national chains. Economies of scale and efficiency of training/resources gets lost when catering to regions vs. one-size-fits-all. Well, if it was easy, everyone would do it.

How does a brand get credit for bold flavors when Chicken Fingers are the best seller and consumers summarily default to buffalo for their wings rather than Thai Peanut? I start with a statement consistent throughout my two decades as an innovator: We won’t be trusted to do <insert bold menu item here> if we don’t deliver what we’re supposed to do well… burgers to the right temp, hot soup, “No Mayo” on that Club. So, big props by the way to the chains for their simplification initiatives. YES. That’s where we start so that we deliver that consistent quality that is the baseline table stake.

Offer foods, preparations, and flavors that are not only unique to the establishment, but hard to create at home. This is where innovation broadens beyond creating the next Lettuce Wrap to instead encompass preparation techniques that strengthen quality statements. Investment in BOH has faltered in most concepts whether equipment or talent. I’ve always been a fan of the Combi oven, yet never saw the “smart” approach succeed due to a lack of technological savviness in the kitchen. Too many reboots because too many mistaken buttons pushed.

Cultivate adventure in your team members. Your consumer won’t want to try Thai if your servers are afraid. I heard a great phrase once to characterize new knowledge in casual dining: “There are two people confused during the wine transaction, the server and the Guest.” That can’t be alright. A culture of clearly articulated standards must be in place if consistent quality is to be delivered. Expectations are owed.

Innovation has been my life’s work. I’d love to puff up my ego with a statement that new product development will deliver the next golden age for our industry, but that’s not the case. I believe that technology will be the next accelerant. What I can say however is that concepts who fail to strengthen their product offerings through simplification and innovation efforts will not survive. New food & beverage creates the possibility of a future.

Are you excited??!?! If not, then I suggest you hire someone who thrives on the challenge. Food & beverage is an industry of social energy built on hunger & thirst. Get hungry and stay hungry.