The Rise of “Fourthmeal”
By Brent T. Frei
Snack orders—either as a fourth meal of the day or replacing one of the three squares—are increasing in foodservice.
Perhaps more than any other campaign by a foodservice entity, Taco Bell, a subsidiary of Louisville, Ky.-based YUM! Brands with 5,600 stores nationwide, in 2006 gave Americans permission to indulge in a fourth meal each day without guilt with its “fourthmeal” campaign. The concept also raised consciousness of what we’re eating at each meal. While breakfast all day was last year’s trend, this year, snacking is literally meal-replacement, according to The Food Channel in conjunction with CultureWaves®, the International Food Futurists and Mintel International.