These strategies may appeal to homebound consumers who have come to view cooking as a repetitive chore and are craving restaurant food.
How to Attract Cooking-Weary Consumers to Your Menu
These strategies may appeal to homebound consumers who have come to view cooking as a repetitive chore and are craving restaurant food.
After months of routinely preparing meals at home due to the COVID-19 pandemic, many consumers are feeling cooking fatigue and looking for a break. Restaurants are in a unique position to provide that respite to people who are tired of cooking, with on-trend delivery and takeout menus.
According to a recent survey of Americans conducted by OnePoll and Sun Basket, 55% of consumers say cooking more meals at home during COVID-19 has left them feeling fatigued.
Luring consumers who are already desperate to get out of the kitchen to order from your restaurant doesn’t have to be complicated. It does require menuing the foods consumers have been missing most, however, such as quality seafood.
What Consumers Want
Quality seafood is what many consumers are missing the most due to closed restaurants and the difficulty of preparing it at home.
According to DoorDash’s mid-year Deep Dish report, which checks in on national and regional food trends, more than one-third (34%) of consumers surveyed say they miss eating the fruits of the sea. Additionally, seafood ranks among the top foods respondents are most excited to eat when they resume normal restaurant food routines.
Other top restaurant foods respondents said they’re missing include:
- Mexican: 40%
- Sushi: 30%
- Italian: 30%
- Barbecue: 29%
- Desserts: 23%
To satisfy consumers’ pandemic food preferences, operators should consider these three menu strategies:
1. Fire up the fryer. More operators are turning to their fryers to quickly and easily prepare favorite fried dishes that consumers crave now and can’t easily cook at home. Consider adding the following to your menu:
- French-fried spinoffs, such as pickle fries or fried green beans
- Fish tenders and chips, a variation on the British staple
- Fried green tomatoes, a perennial Southern-style favorite
- Crispy crab cakes, Maryland- or Carolina-style
- Fried desserts, such as funnel cake (North American fried dough), churros (Spanish fried pastry) or Zeppole (Italian doughnuts).
- Mexican dishes, such as fish tacos or shrimp fajitas
- Seafood sandwiches, such as shrimp Po’ boys or crab cakes
- Fried vegetables, just about any veggie—from green beans to zucchini— is better when made crispy
- Veggie burgers
- Fried cauliflower
- Tater tots
- Brussels sprouts
- Shishito Peppers
Looking for more inspiration?
Nearly three-quarters of millennial diners are likely to order small plates and appetizers when dining out. Discover other generational preferences around mealtime in our Crispy, Crunchy, Craveable white paper.
