KANSAS CITY — Fast-casual restaurants are expanding menus as they update corporate strategies to capitalize on the momentum from the recovering foodservice industry.
With pandemic well on its way to being over, restaurants are setting their sights on the future of the industry. The National Restaurant Association (NRA) forecast restaurant sales may reach $997 billion, up 11% from what was estimated for 2022, and generate 500,000 new jobs by the end of 2023.
“The state of our industry is thriving again,” said Michelle Korsmo, chief operating officer of the NRA, during the keynote address at the association’s annual show in Chicago. “The future belongs to the innovators and early adopters.”
As part of the NRA’s 2023 State of the Restaurant Industry report, investments in technology are expected to be a key factor in innovations in the year ahead.
Combining technology and sustainability goals is Chipotle Mexican Grill Inc. The company is investing in its operations through a new electric restaurant design that utilizes renewable energy from wind and solar power through the purchase of renewable energy credits. The company has a corporate development goal of growing to 7,000 locations in North America, with more than 100 of its new locations in 2024 utilizing all-electric equipment.
Chipotle is using technology in more ways than just updating its operations, as it taps the virality of TikTok. Earlier this year, the fast-casual restaurant chain introduced a menu offering inspired by TikTok content creators. The fajita quesadilla, a digital-exclusive option, tops the quesadilla with peppers and onions, and comes with a side of the chipotle-honey vinaigrette, which is usually served with its salads.
“For the most part, this was a really easy one for operators to execute,” said Brian R. Niccol, chairman and chief executive officer, during an April 25 earnings call. “So, the team is doing some work to figure out other opportunities like that within our menu and maybe could apply for both the frontline and the digital line. I do believe there’s still a lot of hidden gems within the Chipotle menu. And I think we have the opportunity to talk about them in a more visible way.”
The NRA also released its What’s Hot Culinary Forecast for 2023, which includes flavor trends expected at fast-casual restaurants. Among 2023 trends that can already be seen making their way to foodservice locations are cold-brew innovations and healthier wrap options.
Wraps are making their way back onto menus at Jimmy John’s for the summer season. Rejoining menus is the chicken Caesar wrap and the Thai chicken wrap. And joining menus for the first time is the jalapeño ranch chicken wrap, which features chicken, provolone cheese, jalapeño ranch, crispy jalapeños, and red pepper flakes all served in a flour wrap.
Brunch location First Watch added two permanent iced coffee options: mint mocha and honey caramel crunch. The mint mocha iced coffee features chocolate and mint, topped with a sweet cream cold foam and mini Ghirardelli dark chocolate chips, and the honey caramel crunch iced coffee features salted caramel and honey, topped with a sweet cream cold foam and toffee crumbles.
“Iced coffee is a lifestyle, and First Watch is inspired to showcase the same creativity that we bring to our juice bar and seasonally inspired menus with these new beverage offerings,” said Matt Eisenacher, senior vice president of brand strategy and innovation at First Watch.
