Menus in Canada: Who Wants What Items?
by David Klemt
Nobody has a crystal ball telling them what they should put on their menus to boost traffic and revenue, but we do have data.
In this instance, we have useful data regarding Canadian consumers specifically. Not only do we have helpful information from Restaurants Canada, David Henkes from Technomic has also weighed in. For those who are unfamiliar, Technomic is one of the best foodservice research and consulting firms.
Before we dive into Restaurant Canada’s menu trend information, this is not a review of the top menu item orders in Canada. For a deep dive into that topic in particular, please read our article “F&B in Canada: Top Menu Items.”
Instead, in this article we’re reviewing broader menu categories and interest in them among Canadian consumers. For your own copy of the 2022 Foodservice Facts report, click here.
Word of Warning
Now, it’s important to bear in mind that the data below is a snapshot. It’s important, informative data but it shouldn’t influence your menu completely.
In other words, when considering revising your menu in any way, make sure you’re staying true to your brand and the community you serve. If your data differs from Restaurants Canada and Technomic data, that’s okay.
Not only are there always outliers, not all data applies to every concept. So, don’t take drastic action on your menus based solely on the data below.
For this particular topic, Restaurants Canada asked three age groups about their interest in eight menu categories.
The groups are: 18 to 34, 35 to 54, and 55-plus. The industry advocacy group then reviewed the numbers for those who indicated they’re “very interested” or “somewhat interested” for each category or item.
Who Wants What?
The menu category generating the most interest from Canadian consumers, according to Restaurants Canada data, is food sourced from local farmers. Overall, 93 percent of survey respondents very or somewhat interested. Those in the 55-plus age group are the most interested.
More than 80 percent are interested in comfort foods, or creative riffs on comfort foods. Age groups 18 to 34 and 35 to 54 have the most interest. Precisely 80 percent are interested in trying globally inspired foods and flavors, led by the 18 to 34 age group.
Foods that promote health and wellness come next, with 79 percent of Canadian consumers showing interest. The 55-plus age group is particularly interested. However, dishes that utilize ingredients that boost one’s immune system are only popular among 53 percent of survey respondents. Interestingly, it’s the 18 to 34 age group with the most interest in this category.
In what’s possibly a contrast from American consumers, the final three categories have no more than 41 percent of survey respondents’ interest. Forty-one percent have interest in meatless and vegetarian items. Next, just 38 percent show interest in alcohol-free cocktails. Finally, just 33 percent are interested in plant-based burgers and sausages.
For each of those categories, the greatest interest comes from the 18 to 34 age group, and the 55-plus group shows the least amount of interest.
Recommended Reading
We’ve been reviewing the 2022 Foodservice Facts report from Restaurants Canada in depth for several weeks. To learn more about this important report, please read the following:
- Two Years On, Restaurants Canada Reveals Pandemic Impact
- Canada’s Restaurant Labor by the Numbers
- Restaurants in Canada: Daypart Performance+
- Operators & Guests Respond to Rising Costs
- The Numbers on Food Delivery in Canada
- Your Guests are Likely Ready for More Tech
- F&B in Canada: Top Menu Items
Image: Samuel Regan-Asante on Unsplash