While US consumers most often order starters for consumption prior to a meal, a good proportion of them are purchased as main dishes, sides or snacks, says Darren Tristano, senior managing director of Technomic, the Chicago-based foodservice consultancy and research firm.
The food customisation trend has led to the demand for multiple portion sizes, breakfast served all day, and – increasingly – the ability to order appetisers as main dishes, sides or snacks. Technomic’s Starters, Small Plates & Sides Consumer Trend Report examined the dynamics of starter purchases. While the data comes from a survey of US consumers, the opportunities for increasing starter sales are applicable to UK operators as well.
Appetisers and ordering patterns
Appetisers or starters are still ordered far more frequently for consumption before a meal than as an entrée, side or snack. On average, consumers say three out of five of all the appetisers they purchase (59%) are ordered as starters before a meal. But 17% of these are ordered as an entrée or main, and more than a tenth are ordered as a side (13%) or snack (12%). Men are more likely than women to order appetisers as starters, while women tend to go for more non-traditional appetiser orders.
For example, more women than men order appetisers as an entrée or main meal, probably because the smaller portion sizes appeal to women who tend to have smaller appetites or who want to control the portion size of their meal. Additionally, more women than men say they order appetisers as a snack.
Although most appetisers are ordered as starters before a meal, operators should note that about two-fifths of them are wanted as entrées, sides or snacks.
Considerable opportunities exist to spur add-on sales and boost bill averages through appetisers that are positioned as snacks for consumers seeking a light bite during off-peak meal times.
Three-fifths of appetisers (62%) ordered are shared among the dining party rather than eaten alone, highlighting the fact that they can easily be split among a group. This is especially true among female diners, as women report that a greater proportion of their appetisers are shared. This data points to the importance of ‘shareable’ bites that can be easily split among a group.
However, a significant proportion of appetisers are not shared. Two-fifths of those that people order (39%) are eaten solely by the consumer. Men say a greater proportion of the appetisers they order are not shared.
While shareable items are certainly important on restaurant menus, individual items such as single servings of soups, salads or other dishes are also key.
Operators will want to make sure they offer a variety of shareable appetisers and could consider offering multi-item or platter-style food, giving customers the opportunity to pick and choose among different delights to make starters appealing to the entire dining party.
On the other hand, many appetisers are eaten solely by the person doing the ordering, so there is still room to include non-shareable items on the appetiser menu.
Opportunities to increase sales
Almost half of the consumers polled (47%) report that ‘happy hours’ (ie: a short timeframe in the early evening, during which discounted prices or specials for appetisers would be featured) could spur their starter orders.
Roughly two-fifths of consumers say better value when it comes to appetisers (43%) and entrée and appetiser deals (38%) could encourage them to buy appetisers more frequently at restaurants.
The data indicates that ‘craveability’ and menu variety are also factors that can motivate appetiser purchases.
Two-fifths of consumers report that a better variety of options (42%) and new or unique offerings (40%) would encourage them to snap up appetisers more often.
Furthermore, signature appetisers, seasonal dishes and craveable items can all help encourage them to purchase starters more regularly at restaurants. Operators can also consider pairing their happy-hour appetiser deals with certain drinks.
Why consumers buy starters
Diners primarily purchase starters to stave off their hunger while waiting for their meal. But there are other drivers too.
Appetisers have strong ‘entertainment’ value and give consumers an opportunity to explore the menu. A total of 60% of diners order starters as something small to eat while waiting for their meal and 42% do it to share something before the meal with their group.
Additionally, about a third of consumers order appetisers to try a particular item (37%) or satisfy a particular food or flavour craving (34%). Meanwhile, 38% of those surveyed say appetisers add to the dining experience itself.
Finally, cost and value are other purchase drivers, though it should be acknowledged that cost is not the main one for appetisers, suggesting that many diners are mainly looking for an appetiser that is flavoursome and enhances the overall dining experience.
Three out of 10 consumers (30%) report that they order these items because of a deal, special or promotion and 27% say that they do so because they are part of ‘bundled meals’.
As noted, value is an integral part of consumers’ appetiser-purchasing decisions, with 79% polled saying that this is important or extremely important when making their choices.
Consumers also want one that won’t take too long to prepare, with 56% saying it is important that whatever they choose can be delivered to their table quickly.
Considering that the majority of consumers’ appetisers are tried by different members of the dining group, shareability is vital.
To back up this point, more than three-fifths of students say it is important that the appetiser they choose is something everyone can enjoy (64%).
Additionally, 41% of consumers say a large portion size is key. Meanwhile, almost half of consumers (49%) say it is important that the appetiser is not too large to spoil their appetite – this is probably an important consideration for single-serve dishes such as soups and salads.
In addition, starter purchases are strongly driven by cravings and sensory cues. Three-quarters of consumers (76%) say that it is vital that the starter they order looks – or sounds – appetising.
More than two-thirds of consumers (68%) believe it is important that the appetiser satisfies a craving. Meanwhile, 48% place a high priority on the appetiser being unique to the establishment.
Interestingly, middle-aged diners are more likely than the younger and older crowd to say appearance, cravings and uniqueness are important to their appetiser-ordering decision.
Meanwhile, younger people are more likely than older types to regard it as important that the appetiser they choose is something new or unfamiliar.
The message for operators
Consumers report that they are purchasing appetisers more frequently than they have in the past.
As the economy improves, consumers are likely to be less hesitant to spend on options that they deem to be extras at restaurants. Starter purchases may also be getting a boost from shifts in consumers’ dining behaviour that may lead them to purchase more appetisers as snacks.
Operators may be able to leverage the improving economy in their marketing message and should strive to offer a wide range of appetiser options, including dishes that can serve as light between-
meal bites.
