We are tracking hundreds of restaurant trends emerging around the world. The pace of change is accelerating. Success these days favors those companies who innovate; and that means not only knowing the restaurant trends, but creating them. Aaron Allen & Associates is here to provide you the guidance and resources you need to understand important restaurant trends, what’s influencing them, why they matter, and what it all means for your company. Be sure to subscribe to our newsletter at www.aaronallen.com

1. RESTAURANT INDUSTRY TRENDS
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2. AARONALLEN
25 TRENDS TO WATCH
SHIFTING TECTONIC PLATES
The tectonic plates of the restaurant industry are shifting at a faster rate than in decade’s prior. The Fast Casual
segment is growing at a faster rate than the industry overall and is cannibalizing others (currently generating around
$20b annually but projected to hit $100b within a decade). QSR’s are acting more like Fast Casual and up-scaling their
products, guest experience and pricing. Restaurants in general are acting more like grocery stores and grocery stores
more like restaurants; Home Meal Replacement is their battleground. The casual dining players performing the best are
migrating up the pricing continuum to make more room for Fast Casual and protect eroding margins. The unit
economics have fundamentally and forever changed. Today the worst place to be in the restaurant industry today is the
Casual Dining segment with a check average of less than $20. Much more at play here and it’s important stuff (we do
half-day seminars on the subject).
2 © 2012, Aaron Allen
www.aaronallen.com

3. AARONALLEN
25 TRENDS TO WATCH
THE SHRINKING BOX
Doing more with less has been a
recession-era mantra for
restaurants, especially when it
comes to the unit’s footprint.
Downsizing with a special
emphasis on design innovation has
become commonplace in chain
concepts, as well as independents,
with both operating out of less
square footage than ever before.
Photo Credit: Aaron Allen
3 © 2012, Aaron Allen
www.aaronallen.com

4. AARONALLEN
25 TRENDS TO WATCH
WHOLE COOKERY
The “Whole Cookery” style
serving focuses on an all-
inclusive experience to
tantalize your tastebuds and
appreciate every piece of the
animal. At Cask & Larder in
Winter Park, Florida, you get
your own dedicated Chef for
the evening and they deliver
the whole animal to your
table. The Whole Cookery
Feast includes a starter
course, sides with your animal
& dessert.
Photo Credit: http://www.caskandlarder.com/
4 © 2012, Aaron Allen
www.aaronallen.com

5. AARONALLEN
25 TRENDS TO WATCH
MICRO-REVIEWS
Gone are the days where a
restaurant’s reputation could be
decided by a single critic.
Nowadays that job belongs to a
cast of thousands and with it the
responsibility of online reputation
management. One tweet now can
alert 10,000 instead of only the guy
next door.
Before, customers would tell 10
people, now they tweet 10,000
from the table through pictures and
commentary.
Photo Credit: http://twitter.com/Yardy_Shannon
5 © 2012, Aaron Allen
www.aaronallen.com

6. AARONALLEN
25 TRENDS TO WATCH
SPICY VODKA INFUSIONS
Infused vodkas are a staple in most restaurants
these days. Cherry, orange, maybe even a
blackberry if you’re lucky. But what about
bacon? Watermelon-jalapeño? Habanero?
Restaurants like Croce’s in San Diego have
stepped outside the norm and started to play
with bolder ingredients. Their bacon and ghost
chili infused vodka (one of the hottest peppers
known to man) is the fiery secret ingredient in
their complex bloody mary.
Photo Credit: http://www.croces.com/
6 © 2012, Aaron Allen
www.aaronallen.com

7. AARONALLEN
25 TRENDS TO WATCH
PHILOSOPHICAL RESTAURANTS
Ubuntu – an ethic or humanist philosophy
focusing on people’s allegiances and relations
with each other emphasizing community,
sharing and generosity ~ essentially, the
essence of being human. It’s also the name of
a restaurant/wineshop/yoga studio in NYC.
Restaurants are extending their missions
beyond just good food, good service, and
good atmosphere. It goes beyond the
customer and includes providing a sustainable
workplace environment and
interconnectedness with their providers and
local communities.
Photo Credit: http://ubuntunapa.com/ubuntu-story/
7 © 2012, Aaron Allen
www.aaronallen.com

8. AARONALLEN
25 TRENDS TO WATCH
INSTAGRAM IT
A picture is worth… well… a
lot these days. Instagram’s
following has increased over
400% in the last seven months to
80 million users, and some of the
most influential chefs and
restaurateurs are taking
advantage of the boom.
New York City's Comodo
restaurant has capitalized on this
foodie trend by launching an
Instagram menu. By using
hashtags, they've assembled a
collection of customer-taken
photos of some of their most
popular dishes. Favorites? The
Comodo's swordfish ceviche,
seared duck breast and poblano
pepper pasta.
Photo Credit: http://extragr.am/chefjgv, http://tinyurl.com/cpveseh
8 © 2012, Aaron Allen
www.aaronallen.com

9. AARONALLEN
25 TRENDS TO WATCH
RETRO COCKTAILS
Retro cocktails such as the
classic Martini, Sidecar,
Gimlet, Manhattan and Tom
Collins are back in vogue.
Media, advertising and popular
hit television shows such as
Mad Men, are all celebrating
the past in ways like never
before.
Photo Credit: http://strandedfoodie.com/2012/11/stranded-foodie-thanksgiving-pear-ginger-sidecar-cocktail-recipe/
9 © 2012, Aaron Allen
www.aaronallen.com

10. AARONALLEN
25 TRENDS TO WATCH
ON-SITE GARDENS
The path from farm to table might be
shorter than you think. More chefs are
turning to neighborhood and even rooftop
gardens to procure the freshest ingredients.
Seasonal menus are now dictated by
rooftop gardens like the Bell Book &
Candle on NY’s west side. Their menu
revolves around local, organic, sustainable
and overall responsible procurement. The
menu cycles are seasonal and heavily
influenced on production from the
aerophonic roof-top tower garden.
Photo Credit: http://www.bbandcnyc.com
10 © 2012, Aaron Allen
www.aaronallen.com

11. AARONALLEN
25 TRENDS TO WATCH
COMMUNITY OWNED
Community members invest
in a local collective business
that serves their needs and
those of the community.
Keeping it local focuses on
the needs of the community
and can be a powerful driver
for social change. Seen as a
plus by consumers,
community-owned
businesses keep it all in the
family, so to speak.
Photo Credit:
http://www.standard.co.uk/incoming/article7599694.ece/ALTERNATES/w460/Co+ophttp://w
ww.goinglocal-info.com/.a/6a00d8357edf6c69e20120a921e02e970b-320wi
11 © 2012, Aaron Allen
www.aaronallen.com

12. AARONALLEN
25 TRENDS TO WATCH
GOURMET DOUGHNUTS
The doughnut has dropped its
humble origins and finds a
gourmet side with flavors like
pistachio, banana-salted caramel,
and hazelnut praline. New fillings
include crème brulee and maple
bacon, even whiskey and foie gras
at LA’s UMAMIcatessen.
International takes on doughnuts
are gaining popularity with
European style kolaches, Turkish
lokmas, Portuguese malasadas,
and French Kouign-amann
Photo Credit: http://doritedonuts.com, http://tinyurl.com/a2ant5u
12 © 2012, Aaron Allen
www.aaronallen.com

13. AARONALLEN
25 TRENDS TO WATCH
PSYCHOGRAPHIC HIRING
Psychographic hiring zeroes
in on recruiting people on
the basis of their attitudes
and tastes. Beyond their
skills, how do these
individuals view themselves?
Employers are looking to
hire like-minded people in
operations like Seasons 52,
where employees buy into a
healthy lifestyle and are all
part of the mission
statement.
Photo Credit: https://www.facebook.com/seasons52/photos_stream
13 © 2012, Aaron Allen
www.aaronallen.com

14. AARONALLEN
25 TRENDS TO WATCH
HOLD THE FUSS
With a full-throttle emphasis on
natural, simple, and fresh ingredients,
chefs are finding that less is more.
Less sauces, less processing and less
calories are making these straight-
forward menu offerings more
nutritious and flavorful, with less guilt
for consumers.
Photo Credit: http://www.dmagazine.com
14 © 2012, Aaron Allen
www.aaronallen.com

15. AARONALLEN
25 TRENDS TO WATCH
CAUSE MARKETING
Starbucks not only engages in causes that tie
into the brand’s promise but it does so in a
seamless way. Consumers gravitate towards
brands that reflect how they see themselves,
and judging from the public’s embrace of this
chain, a lot of folks see something of
themselves here.
Have a cause, not just a business.
Photo Credit: http://starbucks.com
15 © 2012, Aaron Allen
www.aaronallen.com

16. AARONALLEN
25 TRENDS TO WATCH
MINIMALISM
Less is more is taking center stage
in restaurant décor as well as the
more simplistic center-of-plate
offerings. Restaurant interiors are
less fussy with a nod towards
sleeker, more modern looks.
Design elements are set out to
expose the essence or identity of
the restaurant through eliminating
all non-essential forms, features
or concepts. The simplest and
fewest elements are used to
create the maximum effect.
Photo Credit: http://www.thecoolist.com/restaurant-design-10-amazing-temples-of-cuisine/
16 © 2012, Aaron Allen
www.aaronallen.com

17. AARONALLEN
25 TRENDS TO WATCH
DOGGIE DINING
More and more restaurants are
becoming dog friendly in the
same way that they have
become kid friendly over the
years. With 70 million dog
owners in the U.S. alone it’s no
wonder that restaurants and
hotels have loosened their pet
restrictions and are cashing in.
In some operations not only are
dogs allowed, but there are
separate menus catering to their
every whim.
Photo Credit: http://www.gasparsgrotto.com
17 © 2012, Aaron Allen
www.aaronallen.com

18. AARONALLEN
25 TRENDS TO WATCH
COFFEE PAIRINGS
Forget wine and cheese. This year you are
more likely to have your cheese paired with
coffee. Food writer James Chatto touts
coffee from the breakfast table straight
through dessert, comparing it to wine in
complexity and versatility.
At Splendido, a fine dining establishment in
Ontario, coffee is just as complex an
accompaniment to food as wine. Just as a
winemaker changes grape juice so
dramatically through fermentation, so a
coffee expert creates a unique product by
roasting to different levels.
Photo Credit: http://nycmugged.com/blog/wp-content/uploads/2011/01/1993-David-and-Martha-Dallis.jpg
18 © 2012, Aaron Allen
www.aaronallen.com

19. AARONALLEN
25 TRENDS TO WATCH
GYPSY KITCHENS
Kitchens are popping up in places
never imagined. Underground
supper clubs and off the grid secret
locales all add a sense of excitement
and discovery to the already alluring
and evolving culinary landscape.
This air of mystery and secrecy plays
directly to the consumers
heightened sense of discovery.
Photo Credit: http://velocult.com/wp-content/uploads/2010/11/supperclubopening.jpg
19 © 2012, Aaron Allen
www.aaronallen.com

20. AARONALLEN
25 TRENDS TO WATCH
HOUSE SODAS & HEIRLOOM BEVERAGES
At home soda kits have made it
easier for both the home cook and
restaurateur to build their own
beverage.
Some restaurants are perking up
their menus simply by bringing
fresh ideas to the beverage section
like Dat Dog in New Orleans.
Sodas with surprising new flavors
like lavander-vanilla, tangerine, and
persimmon are popping up on
drink menus. One featured at Dat
Dog is nectar infused, with a splash
of chardonnay.
Photo Credit: http://www.torontolife.com/daily/wp-content/uploads/2012/05/may12Soda.jpg
Photo Credit: http://l.yimg.com/ea/im_siggkuPuL8Vuf9djvGwT5HjxaQ---x240-q80/img/-/110510/sodasiphon_16shn89-16shn8d.jpg
20 © 2012, Aaron Allen
www.aaronallen.com

21. AARONALLEN
25 TRENDS TO WATCH
CLANDESTINE DINING
Want to really experience a
foodie’s ultimate head trip: eat
in the dark. In customer’s
unrelenting search for the new
and different, gourmands find a
little bit of darkness brings the
lightness of being to their
favorite pastime. Not fit for the
masses, but for a select few it’s
nirvana.
Photo Credit: http://opaque.com
21 © 2012, Aaron Allen
www.aaronallen.com

22. AARONALLEN
25 TRENDS TO WATCH
NUTRITIONAL DISCLOSURES
Consumers are demanding
more nutritional information
and that puts the burden of
compliance squarely in the
hands of restaurateurs,
which can be costly and time
consuming. With an
appetite for quick analysis
through apps like the
popular ‘Lose it,’ which
allows people to track daily
food consumption,
foodservice operators need
to stay ahead of the curves.
Photo Credit: http://caloriecount.com, http://www.loseit.com/
22 © 2012, Aaron Allen
www.aaronallen.com

23. AARONALLEN
25 TRENDS TO WATCH
iPAD MENUS
iPads are turning up
everywhere so it’s no surprise
that restaurants would be
turning to the iPad as a way to
bring today’s menu offerings to
its clientele. There are
numerous upsides to using
iPads and other methods of
digital paper, including the halo
of being “with it,” and the
environmental “greenness” of
it.
Outback Steakhouse co-
founder Chris Sullivan sees not
just the current novelty but
future potential and is investing
his fortune and know-how in
this trend.
Photo Credit: http://www.apple.com/ipad/business/profiles/carmel-cafe/
23 © 2012, Aaron Allen
www.aaronallen.com

24. AARONALLEN
25 TRENDS TO WATCH
WIRELESS PAYMENT
Money is slowly but surely
becoming a thing of the past, at
least when it comes to cash on
hand. Wireless payments have
surpassed the green stuff in a big
way and are being utilized not
only in online transactions but in
virtually all points of commerce.
Restaurateurs who have not
embraced this mode of payment
should rethink it.
Photo Credit: http://technology.inc.com/wp-content/uploads/2011/05/Google-mobile-payment-2.jpg
24 © 2012, Aaron Allen
www.aaronallen.com

25. AARONALLEN
25 TRENDS TO WATCH
THE SNACK OCCASION
With an emphasis towards
smaller more frequent meals the
foodservice industry gave birth
to a fourth daypart. Consumers
who needed or desired that
snack in the middle of the
afternoon helped feed that
pipeline and simultaneously
fatten bottom lines.
25 © 2012, Aaron Allen
www.aaronallen.com

26. AARONALLEN
25 TRENDS TO WATCH
AMERICANS WILL START TO SPEND
MORE AS A % OF INCOME
With an economy that
continues to tighten the
screws on the middle
class it was only matter
of time until Americans
would be forced to
spend more as a
percentage of income.
For the poor this is
nothing new but for the
vast majority of
Americans the shifting
reality is something that
is playing out daily in
their lives. Source: BRS/USDA, Euromonitor Data, complied July 2012, data for 2009
Data represents money spent on food at home
26 © 2012, Aaron Allen
www.aaronallen.com

27. BONUS TRENDS
We believe hospitality is about always giving a little extra, so here's our version of a "bakers dozen."

28. AARONALLEN
25 TRENDS TO WATCH
ANALYTICS/KPI’s
Restaurateurs are analyzing
more data than ever before
through KPI’s, or key
performance indicators. Virtually
everything and every employee’s
performance can be analyzed,
from a pizza delivery’s stats to
just about anything else that can
be quantified. A deep dive into
an operations’ analytics reveals
all sorts of usable information in
real time that translates into
time and money savings.
Photo Credit: http://www.rdspos.com/portals/0/Images/ncr%20aloha%20pulse.png
Photo Credit: http://www.retailresellernews.com/July_09_2012/Posiq-Analytics-7-9-12.jpg
28 © 2012, Aaron Allen
www.aaronallen.com

29. AARONALLEN
25 TRENDS TO WATCH
INTELLECTUAL PROPERTY &
TRADEMARKS
Following on the heels of anti-
smoking and nutritional laws the
legal system is taking aim at
intellectual property and
trademarks. Moving forward
restaurateurs will have to take
greater care protecting
properties and trademarks,
including recipes and trade
dress. It pays to be proactive on
this so that years of sweat and
hard work isn’t stolen by a
copycat with a thumb drive.
Photo Credit: http://www.schneidermike.com/wp-content/uploads/2010/08/mcdowells-mcdonalds.png
29 © 2012, Aaron Allen
www.aaronallen.com

30. AARONALLEN
25 TRENDS TO WATCH
GROCERY STORES CLAW BACK CUSTOMERS
The grocery and foodservice
industries have been locked in a
competition for share of dollar
for as long as anyone can
remember. While restaurants
have gained market share in
recent decades, grocery
businesses have said enough and
are pulling out all the stops to
reduce the trend.
30 © 2012, Aaron Allen
www.aaronallen.com

31. AARONALLEN
25 TRENDS TO WATCH
FARMS VERSUS GOLD
With the world’s population
growing at an unprecedented
rate it will take a 25% increase
in food agriculture production
to keep pace. Because farms are
shrinking at the same time food
consumption is increasing,
farmland is good as gold. In the
future farmland will become
even more precious because if
you can’t eat, who will care
about gold.
31 © 2012, Aaron Allen
www.aaronallen.com

32. AARONALLEN
25 TRENDS TO WATCH
CELEBRITY FARMER
Thanks to their local celebrity
chefs, many farmers are enjoying
a newfound rock star status.
With their names featured on
menus, their food celebrated in
tasting demonstrations and a
growing presence in media,
viral and otherwise, these
farmers are learning the value of
their own brands.
Photo Credit: http://images.teamsugar.com/files/upl1/1/15259/41_2008/Top-Farmer_0.xlarger.jpg
32 © 2012, Aaron Allen
www.aaronallen.com

33. Contact us about tailored workshops for at least 75 more trends presented in person that are specifically
relevant for "your audience" (whether that be a handful of senior executives for your company or a public
program for a few hundred of your colleagues.)
www.aaronallen.com
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33 © 2012, Aaron Allen
www.aaronallen.com 33