“The most prevalent trend that is driving foodservice today is 'up-streaming,'” says Gerry Ludwig, CEC, a consulting chef for Gordon Food Service (GFS--Grand Rapids, Mich.). The term up-streaming, he explains, describes the trend of upscale or white tablecloth restaurant menu items trickling down to the “lower” segments.
Fast food is a relatively new, albeit permanent, American institution. In the 50 years since the inception of the first McDonald's, the U.S.'s changing demographics, travel, cable television and gourmet cooking shows have matured American taste buds beyond the palatability of French fries. “Demand is on the rise for products that are more authentic, fresher, of a higher quality,” says Ludwig. “It all contributes to this up-streaming trend.” In the same manner, Americans desire less to spend their money (and, more importantly, their time) on leisurely, wallet-breaking, four-course meals.