Find out the real reason behind the appeal of ‘artisan’ products
And what makes them stand out.
QSR Media talked to three industry experts to learn more about the trend and find out what makes it popular amongst consumers.
QSR Media: What do you think is the reason behind the appeal of artisan or handcrafted products to consumers?
Steve Hansen—King of Strategy at Think DONE Management Consultancy: I think that consumers are always seeking something new and exciting in all products.
There is a real appeal for the consumer to be able to see or experience the making of a product or the theatre that makes the purchase an experience.
Mimmo Lubrano—Director of Sandhurst Fine Foods Australia: QSR has always been a challenge for duplication and consistency.
The biggest growth in QSR is certainly coffee outlets – there are more coffee chains in the QSR listing than any other category.
With good coffee comes differentiation – once good coffee is a given, there needs to be another reason for choosing the QSR chain. (Equally if the Coffee is average, there needs to be great food to attract clients!)
Handmade sandwiches (Ruebens) Rustic Burgers and Chipotle Mayonnaise are all examples of QSR cutting edge artisan concepts.
Each chain is looking for a ‘signature dish’ that differentiates them – hence the reason large QSR chains do limited Menu options (McDonald's is great at this).
Nigel Patient—Managing Director and Brand Strategist at Head Mark: There has been a rise in consumers wanting (demanding) to know more about their products and as such QSR brands have had to take a look at where their products originate, which has possibly opened up some marketing opportunities.
Consumers are also looking for "genuine" not mass produced and therefore handcrafted and artisan products have been on the rise, as people continue to become more socially responsible, brands will need to ensure they are communicating where their products or ingredients originate from and offer something that is more unique and personalised to the market.
