Takeout - The Competition

“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” Charles Darwin

A recent survey from Technomics revealed that while in home dining is increasing, 42% of those meals are not prepared in the home. Apparently, gone are the days of genuine home cooked meals. Where are consumers getting these “faux home cooked meals?” A growing number of them are turning toward to-go options at their favorite restaurants. They aren’t just getting pizza or Chinese food delivered anymore, they are turning to fully prepared meals from local grocery stores, fast casual restaurants and a growing number of prepared meals to go enterprises like “Dinner by Design” and their ilk.

What does this mean to the average operator? It means adapt or get left behind. In my town alone there are 2 establishments that do not have a dine in option but offer fully prepared meals (that you can assemble yourself or purchase fully assembled) and a Whole Foods that offer heat and serve top of the line entrees for the whole family. They have to be putting a dent in the local restaurants’ bottom line. This doesn’t seem to be a trend that is going away. There are too many double income homes that can’t afford the time to prepare their own meals while not wanting to sacrifice a family meal in their own home. They are turning away from the traditional pizza, Chinese and fast food options and turning toward meals that reflect a more traditional home cooked meal.

How can we stay relevant to these diners (and their dollars)? We need to jump on board the train before it leaves town! Meeting this demand may require rethinking the menu and making adjustments to preparation and packaging methods. The growth in takeout business has forced many chefs, even those at upscale independent restaurants, to change preparation techniques to preserve food quality during transit. For example, Chef Carlos Gayton of Chicago’s Bistrot Margot serves pommes frites with sirloin butt steak laced with garlic butter. To preserve the crispness of the fried potatoes, he wraps them loosely in butcher paper that encourages air circulation and minimizes condensation. To-go vegetables are blanched, slightly reheated and immediately sealed in a container, which allows them to cook a little more on the way home without becoming limp. Proteins are cooked only to rare or medium rare, and all sauces are served on the side. These are just some of the adaptations operators are implementing to stay in the game.

Another thing that needs to be addressed is to-go packaging. Manufacturers are developing new packaging options that will allow diners to transport their meals home without compromising the integrity of the meals. Venting, improved stability and durability and a more upscale presentation are some of the options now available on the market. Increased packaging costs are offset by the savings on staffing (wait staff, bus staff, dishwashers) and on wear and tear on your china, glassware, and flatware. It is imperative to send the meal home in packaging that will not compromise the integrity of the meal because the consumers’ top priorities are centered on being able to duplicate at-the-restaurant quality in the comfort of their home. If you are going to venture into this arena, I strongly encourage you to put your best foot forward right out of the gate because you might not get a second chance at earning their business.

Consumers now have more sophisticated tastes, but even less time to cook. In all foodservice segments, takeout offerings that give them convenience without compromising quality will be able to capture substantial incremental sales.

I have included this link to a story from www.QSR.com that explores even further the takeout phenomena. http://www.qsrmagazine.com/articles/features/107/curbside-1.phtml