By: Rachel Pryzgoda
Quick eats. Presto fare. Rapid cuisine.
These fancy terms basically all mean the same thing: fast food.
But people don’t seem to really like that one. I bet many would choose an item labeled with any of the three listed above before they’d consume fast food. I would.
As a result, fast-food companies have been desperately trying to bring healthy items to their menus.
We all know the good foods we’re supposed to look for: fresh, homemade, organic.
But this year, other trend words are making their way into our mouths and stomachs, according to Joseph Baum & Michael Whiteman Co. Inc., a Brooklyn-based international restaurant consulting firm.
These include comfort, safety, local, artisan and hand-made. With a post-recession era looming, people are focusing inward, the says: “Their concerns are personal, emotional and ethical.”
Pizza has shown us consumers are gobbling this trend up. Papa Murphy’s, the take-and-bake pizza chain which I wrote about Monday, is opening its first franchise in Maryland today.
Papa’s understands that often the healthiest option is creating a meal and eating it at home. But sometimes there isn’t enough time to prepare a healthy and tasty meal. So, Papa Murphy’s makes its pizzas fresh in the store, which are then baked in the comfort of your home.
In my opinion, Papa’s represents these 2010 fast-food branding trends to a tee.
A recent Technomic’s consumer trends survey found that “fast food” is now morphing into “food fast,” to move away from the former’s stigma. Food fast is served quickly but with a greater emphasis on quality, flavor and ambiance.
Technomic, a food industry consulting and research firm, also points out that pizza chains are trying to differentiate themselves by using innovative, all-natural and specialty ingredients.
DiGiorno’s, a well-known frozen pizza brand, and its competitors are facing stiffer competition from restaurants with take-and-bake, the Nation’s Restaurant News recently reported.
It all makes me want to invite over some dinner guests. They’ll arrive and the scrumptious aroma of fine meats, cheeses and perfectly-spiced sauce will linger in the air. I’ll tell them the homemade pizza is almost done.
Rapid cuisine has never sounded better. The only hitch is, there’s a good chance I’ll burn it.