Mary Chapman, Technomic Inc.

The key indicators are looking good: Gross domestic product and disposable personal income are up; unemployment is down; and gas prices and food costs have been relatively stable. Improvement is still slow, but consumers are starting to regain confidence.

The foodservice industry is driven by consumer trends, benefiting long-term from demographic changes and short-term from growing consumer sentiment.

What consumers say they want and what they actually purchase at restaurants can be two different things. Understanding both consumers’ various needstates and their reasons for dining out is essential to strike that often delicate balance—and bring consumers through the doors.

Fried and/or breaded appetizers—such as wings, fries, chicken tenders and crispy vegetable offerings—stand out as popular snack options on appetizer menus. However, Technomic data routinely show that consumers believe fried food is not healthy.

A variety of sandwiches, burgers and other entrees cater to customers’ contradictory demands for innovation and comfort, convenience and customization.