There's no doubt that health and wellness trends continue to rise, and perhaps nowhere is this felt more than within the foodservice industry. Still, while consumers may be leaning more towards vegan, gluten-free, and adaptogenic diets, there is definitely still room on the plate for decadent comfort food.
According to research, more Americans are seeking out their favorite nostalgia-inducing cuisine than ever. In fact, data shows that sales of comfort food in the first two months of 2022 were higher than the same time period in 2019.
With snugglier temps and the holidays approaching, there's no better time to take advantage of a population ready to tug on their softest oversized sweaters and pile up the mac & cheese. Consider using this cozy time to your advantage, and you might find a revenue boost higher than that swirl of whipped cream atop your auntie's pumpkin pie.
Prepare for Take-off
Depending on where you're located, "comfort food" can mean different things to your customers. For instance, a Midwesterner's comfort foods might include creamy green bean casserole or buttery mashed potatoes smothered in gravy. Of course, make these traditional recipes your own and serve throughout the season, but consider taking your guests on a voyage for a night with a prix fixe menu filled with the favorite comfort foods of another culture.
Serve up cheesy grits and collard greens with fried chicken for a celebration of the South. Go Cajun with jambalaya and spicy gumbo. Or take them all the way to India with steamy, garlicky naan and creamy curd rice, a south Indian comfort food made by adding homemade yogurt to overcooked rice and topping it off with various spices and garnishes.
Sharing is Caring
To evoke even more nostalgia out of your menu, consider serving big groups family style. By setting a table reminiscent of Grandma's house, with dishes and boats being passed around as folks help themselves, you'll amp up the cozy while also saving on the time it takes to individually plate everything in the kitchen. A showstopping main entree that can take center stage will also up the wow factor, allowing you to charge a premium ticket folks won't bat an eye at. Consider a BBQ slow-roasted beef brisket or coq au vin; rich, melt-in-the-mouth entrees that smell like home.
Make it Personal
When family-style service isn't practical, put a more refined and personal touch on classic comfort foods by serving them in their own tiny dishes. Picture a mini meat loaf portioned for one, instead of simply serving a slice or two on a plate. Serve comfort classics like chicken pot pie or shepherd's pie in individualized ceramic pie pans that guest can have all to themselves instead of a sloppy slice spilling out the sides. The look of an entire entrée on a smaller scale means you can bump up the price simply because of perceived elegance. Of course, it's going to knock their tastebuds off too!
Add Ons and Apps Add Up
When we're with our family for Thanksgiving dinner, we want to try a little of everything. It can be darn near impossible to choose from a menu when you really want to indulge and try it all! Prepare all of your favorite sides and offer them a la carte for guests to easily add on to their entree of choice. Multiple add ons can add up to a pretty plate price.
Appetizers add up as well; stick with the comforting vibe of a cozy fire and gooey cheese and offer a profitable — and fun! — fondue pot for the table. No one will be able to resist a melty cauldron of rich cheese this time of the year.
Cozy up with Cocktails
Festive cocktails are a perfect opportunity to further boost profits. More so than beer and wine, cocktails already generally have a lower pour cost, but with the addition of seasonal flavors and garnishes, you can bump up the price even more because customers are willing to pay premium prices for beverages that give them that warm, spirited feeling.
Make riffs on traditional hot drinks like hot buttered rum and the hot toddy to warm guests’ cheeks. Add holiday flavors like peppermint and mulling spices to upgrade drinks you may already have on the menu. Simply turn your classic Moscow Mule into a Holiday Mule with the addition of cranberry and a toasted rosemary sprig and you can easily make a few extra bucks per cocktail.
