Issue of the Month - Food theatre
Showcasing your food and food preparation is becoming increasingly popular amongst QSR's. Intstead of being behind closed doors this is becoming front and centre of the QSR customer experience.
In part 1 of this series Bettina Kurnik a Research Analyst from Euromonitor explores the topic.
QSR Media: Why would a QSR do this?
Bettina: In an effort to attract declining discretionary spend, many consumer foodservice operators have been forced to reconsider their positioning. As a result, the middle ground has become an increasingly desirable territory as QSRs premiumise, full-service restaurants “casualise” and pubs in Sydney and Melbourne undergo rapid refurbishments and re-emerge as temples of “cheap eats”, with inspired menus and top-quality offerings. QSRs are competing for all-important volume trade within this sphere, so food theatre provides a means of serving every possible customer, for every possible occasion.
There is certainly an element of the “MasterChef effect” driving this trend. People are more interested in what they’re eating, how it’s prepared and from where it’s sourced. As a result, many foodservice operators are moving towards a more “theatrical” style of food presentation and service to enhance the customer experience. Operating as actors within a space, foodservice players are moving towards high-quality and fresh produce, more sophisticated methods of preparation and maintaining an aura of “celebrity” around chefs and menus. As consumers become increasingly discerning and there is a more positive reception to the artistry of food preparation, we’re seeing an increasing number of QSRs positioning chefs as key mouthpieces for branding and promotion.
QSR Media: Who does it well?
Bettina: Players within the emerging fast casual dining category are perhaps best suited to explore aspects of food theatre. Fast casual is certainly a trend to watch, with its emphasis on authenticity, quality, flavour and ambiance resonating with consumers seeking an in-store foodservice experience.
Given current consumer sentiment, takeaway pizza chains such as Domino’s are also well placed to cash in on this trend. Pizza is seen as an affordable family meal, and the availability of gourmet menu options has effectively elevated pizza as a prime pick for families and couples looking to trade down from full-service restaurants by eating at home, while maintaining the quality and convenience of the restaurant experience.
While the concept of fresh restaurant quality with wholesome ingredients is not necessarily synonymous with takeaway pizza chains, challenging this perception has been a successful strategy for up-and-coming pizza chains like Crust Gourmet Pizza and Pizza Capers. Both have experienced extensive growth over the past few years in terms of outlet numbers, transactions and network value sales, and Australian consumers’ appreciation of gourmet pizzas has resulted in numerous menu innovations from the more established local and global players: Eagle Boys Pizza, Domino’s Pizza and Pizza Hut.
QSR Media: Are there any brands that are more suited to this than others?
Bettina: Leading takeaway pizza brands aside, brands well placed to engage in food theatre include Latin American fast food chains, such as Guzman y Gomez, Mad Mex and Salsas, and burger fast food chain Grill’d. These chains are all firmly positioned within fast casual dining, and combine youthful and fresh menu and design elements to create an experience that goes beyond the meal.
The theatre involved for these chains includes open kitchens, menus that inspire an unpretentious culinary trip around the world and clear statements of authenticity, freshness and quality. Of course, a MasterChef flourish – or in the case of Guzman y Gomez, a mariachi band – never goes astray in creating a food theatre experience for QSR customers.
