There has been more use of rice by foodservice operators as a “center-of-the-plate component because of patron acceptance, and it allows operators to deliver good plate coverage while using smaller amounts of expensive protein. Lower-cost entrées offer patrons the perception of value. It's an Asian way of eating that is healthier,” informs Mike Gordon, a representative of the USA Rice Federation (Arlington, Va.), a trade association.
In quick-service restaurants, the rice bowl product is gaining ground quickly, as the operator can offer a large bowl of food at a very low cost (e.g., Taco Bell's [Yum! Brands, Louisville, Ky.] rice bowl with chicken and a creamy dressing). Rice is the main component in dishes such as jambalaya, seafood and rice, and chicken and rice dishes, where rice is menued with the item. The patron chooses the item with rice already in it, allowing the operator to control cost-per-plate.