The use of common marketing claims such as fresh, natural, organic and gourmet can elevate menu items to premium status. Premiumization also is accomplished through ethnic flavoring additions and creative alterations to common menu items. The National Restaurant Association reports that two out of three consumers agree that their favorite restaurant foods provide flavor and taste sensations that cannot easily be duplicated in their home kitchen.
“Foodservice suppliers have to become more sophisticated because the consumers are more sophisticated,” explains chef Robert Danhi, a consultant for manufacturers, restaurant chains and educational institutes and organizations. Manufacturers can reignite a “boring” entrée, appetizer or sandwich by adding a non-traditional cheese such as Pecorino or Asiago, he says.