Serving the New Senior Managing Menus and Dining Senior Living Culinary and Nutrition Summit April 6, 2016
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Today’s senior is a luxury-oriented consumer. What does the modern day resident want in foodservices and how can we achieve that in our busy industry? 3
About fs STRATEGY Inc. • Business strategy consulting support for the foodservice industry focusing on – Guest experience – Financial performance – Return on investment • Markets served – Non-commercial foodservice – Commercial foodservice – Foodservice supply chain
About fs STRATEGY Non-Commercial Foodservice Services • Self-operated and • Services contracted institutions – Foodservice master – Healthcare plans – Concept visioning and – Education development – Business dining – Operational reviews – Attractions – Margin enhancement – Remote catering • Menu optimization – Transportation • Menu explosion – Trade and convention • Labour matrices centres – Management options
• Broader foodservice industry trends • New senior foodservice expectations driven by history • What do we have to provide? • What should we provide? • Menu optimization – applying commercial foodservice strategies to seniors menus 6
Serving the New Senior, Managing Menus and Dining BROADER FOODSERVICE INDUSTRY TRENDS 7
Canadian Foodservice Industry $ Billions 2014 2015 Preliminary Quick-Service Restaurants $ 25.3 $ 26.8 Full-Service Restaurants $ 25.1 $ 25.9 Contract and Social Caterers $ 4.9 $ 5.1 Drinking Places $ 2.3 $ 2.2 Total Commercial $ 57.6 $ 60.0 Accommodation Foodservice $ 5.9 $ 6.1 Institutional Foodservice $ 4.4 $ 4.5 Retail Foodservice $ 1.6 $ 1.8 Other Foodservice $ 2.5 $ 2.6 Total Non-Commercial $ 14.4 $ 14.9 Total Foodservice $ 72.0 $ 74.9 Source: Restaurants Canada 8
Senior Living Foodservices 2015 Preliminary Percentage Canadian Sales Share of Total Percentage (Billions) Sales Contracted Total Foodservice Sales $74.9 100.0% Healthcare Foodservice $4.2 5.7% 18% Total Senior Living Foodservice $3.2 4.2% 13% Retirement Foodservice $1.5 2.0% 13% Long-Term Care Foodservice $1.6 2.2% 14% Sources: Restaurants Canada; fsSTRATEGY, 2016 Canadian Institutional Foodservice Market Report
Canadian Foodservice Industry • Traffic growth essentially flat – 2015 average annual foodservice visits per capita 181, down four visits over previous year 1 – Why? 1 • Prefer home cooked meals • Watching my budget • Dining out for special occasions, on weekends • Sales growth just over inflation – 2015 menu inflation of 2.8% 1. Source: NPD Group Canada 10
Chain Foodservice Executive Opinions • Top opportunities – Menu – innovation, more choice, healthy options, improved ingredient quality, flavour – Markets – Millennials, daypart growth, small markets, non-traditional (universities, colleges, hospitals) • Top challenges – Operating costs – cost of sales, labour – The economy – Competition Source: 2016 Chain Foodservice C-Suite Survey, fsSTRATEGY Inc. 11
Chain Foodservice Executive Opinions • Top strategies – Add new units in Canada – Steal market share – Grow average check • Environmental sustainability – a polarized market – 56% - important or highly important – 44% - neither important or unimportant or somewhat unimportant Source: 2016 Chain Foodservice C-Suite Survey, fsSTRATEGY Inc. 12
Serving the New Senior, Managing Menus and Dining NEW SENIOR FOODSERVICE EXPECTATIONS – DRIVEN BY HISTORY 13
History of Foodservice Segmentation 1960/70 Quick Counter Casual Dining Fine Dining 14
History of Foodservice Segmentation 1960/70 1980/90 Quick Counter Quick Counter Premium Counter Family Midscale Casual Dining Casual Dining Fine Dining Fine Dining 15
History of Foodservice Segmentation 1960/70 1980/90 2000’s Quick Counter Quick Counter Quick Counter Premium Counter Premium Counter Fast Casual Family Midscale Family Midscale Casual Dining Casual Dining Casual Dining Premium Casual Fine Dining Fine Dining Fine Dining 16
Foodservice Industry Segmentation 1980/90 Baby Boomers Quick Counter fueled Premium Counter foodservice in this era – their Family Midscale expectations in Casual Dining Retirement Homes are rooted Fine Dining here! 17
Generational Attitudes Towards Food TODAY 1925 Silent “I’m glad I don’t have Today’s Generation to cook anymore!” Resident Age 71-91 1945 Baby “I wish I had time to cook!” Boomers Age 52-70 1964 Today’s Generation X “What, me cook?” Age 40-51 Resident’s Family 1976 “What’s cooking?” Millennials “I want what I want, where I Age 21-39 want and when I want!” 1995 18
Generational Attitudes Towards Food TOMORROW 1943 Baby Tomorrow’s “I wish I had time to cook!” Boomers Resident Age 52-70 1964 Generation X “What, me cook?” Age 40-51 Tomorrow’s 1976 “What’s cooking?” Resident’s Millennials Family “I want what I want, where I Age 21-39 want and when I want!” 1995 19
Serving the New Senior, Managing Menus and Dining NEW SENIOR FOODSERVICE WHAT DO WE HAVE TO PROVIDE? 20
Retirement Home Act What We Must Provide … Retirement Homes 1 Foodservice Requirements Safe food Food restrictions, allergies, sensitivities Adequate nutrients, fibre, energy Fresh seasonal foods Good nutrition Minimum 21-day cycle Alternative entrée choices Individual meals if cycle menu doesn't meet needs Sufficient time to eat at own pace Foodservice workers aware of diets, needs and preferences 1. Source: Ontario Ministry of Community and Social Services, Retirement Homes Act, 2010 21
No Different Than Commercial Foodservice Retirement Commercial Homes 1 Restaurants 2 Foodservice Requirements Safe food Food restrictions, allergies, sensitivities Adequate nutrients, fibre, energy Options Fresh seasonal foods Good nutrition Options Minimum 21-day cycle Variety Alternative entrée choices Individual meals if cycle menu doesn't meet needs Customization Sufficient time to eat at own pace Foodservice workers aware of diets, needs and preferences 1. Source: Ontario Ministry of Community and Social Services, Retirement Homes Act, 2010 2. Source: fsSTRATEGY Inc. 22
Serving the New Senior, Managing Menus and Dining NEW SENIOR FOODSERVICE WHAT SHOULD WE PROVIDE? 23
New Seniors - Menus • Fresh • Local, sustainable • Greater variety • Healthier options • Allergies and food intolerances • Cultural and ethnic foods
New Seniors – Dining Service • Hospitality-focused foodservice concept – Implies a sophisticated development approach – Dining as an experience, not a meal • Perhaps a-la-carte, restaurant-style dining • Flexible dining times • Customization • Authenticity • Participation 25
Serving the New Senior, Managing Menus and Dining MENU OPTIMIZATION – APPLYING COMMERCIAL FOODSERVICE STRATEGIES TO SENIORS MENUS 26
Effective Menu Development is a Cyclical Process Evaluation & Design & Analysis Planning Implementation & Monitoring
Begin With The End In Mind • What do you want to achieve with the menu? – Increase revenue – Drive traffic – Reduce costs – Improve guest satisfaction – Promote social responsibility: promote awareness, support local, etc. 28
Begin With The End In Mind • What do you want to achieve with the menu? – Increase revenue – Drive traffic – Reduce costs – Improve guest satisfaction – Promote social responsibility: promote awareness, support local, etc. • Offer the experience the senior wants and steer their choices to optimize margin 29
Simple Math Objective: Maximize Margin 𝑼𝒑𝒖𝒃𝒎 𝑵𝒃𝒔𝒉𝒋𝒐 = #𝑻𝒑𝒎𝒆 ∗ 𝑽𝒐𝒋𝒖 𝑵𝒃𝒔𝒉𝒋𝒐 For every menu item you serve, you need to know the cost and in combination with residents’ selections the margin you can achieve relative to the funding (revenue) you are allocated for a meal or meal day = an optimized menu 30
C•R•A•V•E™ an Optimized Menu C apacity R elevance A ccuracy V isibility E conomics 31
Capacity • Identify potential constraints • Consider employee skills, and equipment/technology • Design for flexibility 32
Relevance • Image/Concept • Mission • Values Brand • Strategic Objectives • Capabilities • Employee Satisfaction • • Demographics Trends • • Psychographics Competition Customer Market • • Purpose of Visit Demographics • • Time of Day Social/Political • Path to Purchase Issues 33
Accuracy • Controls – detailed recipe costing, cross contamination, standardized recipes, periodic checks, inventory controls, training • Research – use appropriate / authentic descriptors and terminology • Develop menus within capabilities of staff and facilities, or enhance the capabilities of staff and facilities 34
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