Soup and Salad with That?

Features

04 March 2012

Restaurants show big growth in demand for soup and salad menu items, finds Technomic.

Away-from-home soup and salad purchases are on the rise, as consumers seek light, healthy and affordable fare. A variety of portion sizes featuring soup/salad options on different areas of the menu allows consumers to tailor their meals specifically to their needs. Whether it’s a cup or bowl, side or entrée, 61% of consumers now order soup at least occasionally during restaurant visits, up from 52% just two years ago. Salads have grown even more; nearly half of consumers now order salad all or most of the time, compared to 34% a year ago.

“Healthy options and portion variety are driving factors in today’s soup and salad menu positioning,” says Sara Monnette, Technomic’s director of consumer research. “Operators are revamping their menus in response to consumer demand for soup and salad as a standalone entrée, side substitution, an appetizer, or a component of a combo meal. There are many menu variations in which soups/salads are now offered.”

To help operators and others aligned with the foodservice industry more effectively identify opportunities for growth and gain a competitive advantage, Technomic has developed the Left Side of the Menu: Soup and Salad Consumer Trend Report. Interesting findings include:

Soup and salad are the two most common appetizers at both limited-service restaurants (LSRs) and full-service restaurants (FSRs). Appetizer salads remained fairly steady in both sectors since 2009, while soup grew 22% to surpass salad as the leading appetizer at LSRs.
Salads are the fourth most-frequently menued entrée among all entrées at LSRs and rank second at FSRs. Chicken-topped salads are by far the leading entrée variety offered at both LSRs and FSRs, followed by Caesar.
Based on information from more than 500 leading and emerging chains, chili has surpassed soup-of-the-day offerings to become the leading soup variety at LSRs, and ranked second at FSRs.
Interest in healthier, lighter fare is driving increases for both soup and salad. Seventy-six percent of consumers who are purchasing salads more often say they’re seeking a healthier option and 49% want something lighter.
A strong majority (64%) of consumers believe that dressings are a key component, if not THE key component, of a tasty salad. The overall variety of options and flavors offered trumps healthfulness and brand names as purchase drivers.

Photo:Roasted Garlic Soup from Chef Don Schoenburg, Leatherby’s Café Rouge, Costa Mesa, Calif. Courtesy of Christopher Ranch Monviso Heirloom Garlic