Differentiation is a major goal when a chain launches a new menu item or limited-time offer. But too much differentiation can backfire, according to Chicago research firm Datassential. “Over-the-top items do not resonate as well with consumers,” says Jana Mann, senior director at Datassential. “Comfort foods with a twist score the highest. These dishes stand out and make a statement but have a base that consumers understand.”
To uncover these insights, Datassential surveyed consumer feedback on about 1,800 LTOs and new items introduced by restaurants between June and October 2014, to gauge those that would perform best. In the five-month period, the top two scorers were both kids’ items: the Cookie Craze Kids Sundae at Friendly’s and the Kids BBQ Chicken Strips with Macaroni & Cheese at Copeland’s, which earned top marks for purchase intent, uniqueness and value. “Kids menus tend to offer a lot of the same, but these items are not quite the norm,” says Mann. “They give families a reason to come to that particular restaurant.”
Wendy’s Build-Your-Own-Sandwich scored third. The reason, believes Mann, is that guests had the chance to customize at a QSR, just as they would at a fast casual. While chocolate always ranks high, says Mann, Bennigan’s Chocolate Lover’s Cake (No. 5 among top scorers) tempts consumers with its descriptive menu language: “Drizzled chocolate icing cascades over four indulgent layers of moist cake and fudge frosting. Piled high, this chocolate lover’s dream is accented with flaky dark chocolate shavings for the ultimate chocolate experience.” Menu items that tell a story resonate with consumers, Datassential finds.
Certain foods prove to be a big draw, time and again. Steak and seafood entrees, breakfast platters with hearty portions of ingredients, wings and fries all are top performers. A final takeaway: “Make sure the menu item fits your segment, and be out there before the competition,” says Mann.
Top 10
Chain | Item | Purchase intent | Unique | Draw |
|---|---|---|---|---|
| Friendly's | Cookie Craze Kids Sundae | 71.0 | 40.9 | 54.8 |
| Copeland's of New Orleans | Kids BBQ Chicken Strips with Macaroni & Cheese | 68.8 | 43.2 | 51.3 |
| Wendy's | Build Your Own Sandwich | 66.8 | 43.6 | 56.4 |
| Cheddar's Casual Cafe | Mac & Cheese | 66.4 | 27.6 | 41.6 |
| Bennigan's | Chocolate Lover's Cake | 64.2 | 26.8 | 42.8 |
| Bonefish Grill | Rib-Eye Steak | 63.8 | 22.8 | 50.3 |
| Outback Steakhouse | Steak & Unlimited Shrimp | 63.3 | 29.7 | 60.1 |
| Big Boy | Johnny’s Bacon Cheddar Burger | 63.2 | 24.8 | 48.2 |
| Cracker Barrel | Campfire Chicken | 63.2 | 51.6 | 58.7 |
| Coco's Restaurant & Bakery | Chocolate Silk Pie | 63.2 | 28.4 | 40.0 |
Apps
Chain | Item | Purchase intent | Unique | Draw |
|---|---|---|---|---|
| Back Yard Burgers | Onion Rings | 57.4 | 13.8 | 33.3 |
| White Castle | Mozzarella Sticks | 57.2 | 14.4 | 28.1 |
| Sonic | Buffalo Boneless Wings | 56.6 | 19.8 | 42.1 |
| Sonic | BBQ Boneless Wings | 56.4 | 18.4 | 44.9 |
| Red Robin | Garlic Herbed Fries | 53.4 | 35.8 | 30.4 |
| Papa Murphy's | Thick ‘n’ Cheesy Homebaked Bread | 52.8 | 27.8 | 30.2 |
| El Chico Cafe | Taco Fries | 51.2 | 45.8 | 45.9 |
| Gordon Biersch Brewery Restaurant | Legendary Garlic Fries | 51.0 | 34.8 | 31.9 |
| Longhorn Steakhouse | Prime Time Spicy Chicken Bites | 50.6 | 29.8 | 44.3 |
| Hooter's | Tex Mex Nachos | 50.6 | 21.6 | 37.6 |
| Ninety Nine Restaurant & Pub | Roast Beef Pub Dip | 57.2 | 30.2 | 44.1 |
| Tim Horton's | Crispy Chicken Sandwich | 55.4 | 18.6 | 36.2 |
| Quik Trip | Sliced Chicken Breast Croissant | 53.2 | 25.2 | 37.6 |
| Wendy's | BBQ Pulled Pork Sandwich | 52.8 | 19.6 | 45.8 |
| 7-Eleven | Pub Classic Roast Beef Sandwich | 52.2 | 23.0 | 38.3 |
| Village Inn | Meat Lover's Big Grilled Cheese | 52.0 | 37.2 | 42.9 |
| Subway | Big Hot Pastrami Melt | 51.6 | 28.4 | 48.7 |
| Baker's Square | Open Faced Pot Roast Sandwich | 51.2 | 31.2 | 42.7 |
| Holiday Station Stores | Homestyle Chicken Fillet | 51.0 | 14.0 | 31.8 |
| Tim Horton's | Chipotle Angus Steak Melt Panini | 50.4 | 31.8 | 42.6 |
Sandwiches
Chain | Item | Purchase intent | Unique | Draw |
|---|---|---|---|---|
| Ninety Nine Restaurant & Pub | Roast Beef Pub Dip | 57.2 | 30.2 | 44.1 |
| Tim Horton's | Crispy Chicken Sandwich | 55.4 | 18.6 | 36.2 |
| Quik Trip | Sliced Chicken Breast Croissant | 53.2 | 25.2 | 37.6 |
| Wendy's | BBQ Pulled Pork Sandwich | 52.8 | 19.6 | 45.8 |
| 7-Eleven | Pub Classic Roast Beef Sandwich | 52.2 | 23.0 | 38.3 |
| Village Inn | Meat Lover's Big Grilled Cheese | 52.0 | 37.2 | 42.9 |
| Subway | Big Hot Pastrami Melt | 51.6 | 28.4 | 48.7 |
| Baker's Square | Open Faced Pot Roast Sandwich | 51.2 | 31.2 | 42.7 |
| Holiday Station Stores | Homestyle Chicken Fillet | 51.0 | 14.0 | 31.8 |
| Tim Horton's | Chipotle Angus Steak Melt Panini | 50.4 | 31.8 | 42.6 |
Breakfast
Chain | Item | Purchase intent | Unique | Draw |
|---|---|---|---|---|
| Village Inn | Ultimate Skillet | 55.2 | 25.4 | 41.1 |
| Cracker Barrel | Uncle Herschel's Favorite | 52.2 | 23.2 | 39.5 |
| Perkin's | Belgian Waffle Platter | 50.0 | 24.4 | 35.3 |
| Village Inn | Chicken Fried Steak & Eggs | 48.0 | 22.8 | 42.6 |
| Taco Bell | Country Grilled Breakfast Burrito | 48.0 | 24.0 | 38.8 |
| Taco Bell | Country A.M. Crunchwrap | 47.2 | 44.6 | 46.3 |
| Village Inn | Country Sausage Skillet | 46.2 | 22.8 | 35.7 |
| Perkin's | Pumpkin Pie Pancake Platter | 45.4 | 40.4 | 48.5 |
| Cracker Barrel | Two Eggs n' Biscuits | 45.2 | 12.2 | 26.3 |
| Coco's Restaurant & Bakery | Lingonberry Cheese Blintz German-Style Pancakes Combo | 43.6 | 49.8 | 51.2 |
Alcoholic Beverages
Chain | Item | Purchase intent | Unique | Draw |
|---|---|---|---|---|
| Granite City Food & Brewery | Apple Cobbler | 56.2 | 21.0 | 32.8 |
| Old Chicago | Tailgate Punch | 37.8 | 29.2 | 33.6 |
| Bahama Breeze | Pineapple Mojito | 37.0 | 34.2 | 40.8 |
| Bahama Breeze | Strawberry Mojito | 35.6 | 28.8 | 33.7 |
| Bahama Breeze | Raspberry Mojito | 33.6 | 30.4 | 32.8 |
| Outback Steakhouse | Angry Orchard Hard Cider | 33.4 | 22.4 | 23.9 |
| Ninety Nine Restaurant & Pub | Jack Daniel’s Honey Lemonade | 33.2 | 38.6 | 32.7 |
| Carrabba's Italian Grill | Chianti Kiss | 33.0 | 42.2 | 31.2 |
| Olive Garden | Sangarita | 32.8 | 25.6 | 34.6 |
| Outback Steakhouse | Blood Orange Rita | 32.6 | 37.4 | 36.1 |
Dessert
Chain | Item | Purchase intent | Unique | Draw |
|---|---|---|---|---|
| Bennigan's | Chocolate Lover’s Cake | 64.2 | 42.8 | 29.0 |
| Coco's Restaurant & Bakery | Chocolate Silk Pie | 63.2 | 40.0 | - |
| Cracker Barrel | Carrot Cake | 57.4 | 33.9 | 40.2 |
| Perkin's | Caramel Apple Pie | 57.0 | 41.3 | 36.4 |
| Baker's Square | Pumpkin Pie with Real Whipped Cream | 54.6 | 32.9 | - |
| Coco's Restaurant & Bakery | Dark Chocolate Chip Cheese | 54.0 | 44.3 | - |
| Gordon Biersch Brewery Restaurant | Black Forest Cake | 54.0 | 37.8 | - |
| Friendly's | Apple Pie a la Mode Ice Cream | 53.0 | 35.5 | 48.2 |
| Ninety Nine Restaurant & Pub | Chocolate Chip Cookie Pie | 53.0 | 38.7 | 56.6 |
| Coco's Restaurant & Bakery | Caramel Apple Harvest | 52.8 | 39.7 | - |
Entrees
Chain | Item | Purchase intent | Unique | Draw |
|---|---|---|---|---|
| Cumberland Farms | Customize Your Own Pizza | 60.0 | 28.2 | 46.8 |
| Longhorn Steakhouse | Apple Cider Baby Back Ribs | 59.8 | 37.8 | 49.8 |
| Papa John's | Ultimate Meats Pizza | 59.0 | 18.0 | 49.1 |
| Famous Dave's | Hickory-Smoked Steak | 59.0 | 30.8 | 47.2 |
| Champps Americana | Parmesan Crusted Chicken Fettuccine | 58.8 | 25.2 | 36.7 |
| Ninety Nine Restaurant & Pub | Sliced Sirloin | 58.4 | 21.2 | 42.7 |
| Longhorn Steakhouse | Smoky Double Bacon Sirloin | 58.2 | 42.0 | 56.0 |
| Coco's Restaurant & Bakery | Steak & Lobster | 57.8 | 19.8 | 58.5 |
| Longhorn Steakhouse | Harvest Mushroom Filet | 57.2 | 29.4 | 49.1 |
| Old Chicago | Meat Me Pizza | 54.8 | 31.8 | 48.4 |
Note: These charts show rankings for three of the six criteria measured by Datassential
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