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Dessert Category Trends and Consumer Insights

CHOCOLATE LAVA DIVINE - 7740111630

WHITE RUSSIAN SKOOOPZ™ - 7740181214 GRASSHOPPER SKOOOPZ™ - 7704181213

Drive Profits with a
Winning Line-Up of Decadent Desserts
Desserts are a sweet way for operators to drive sales and increase profit margins. Even in tough economic times, desserts hold their own. For example, evening snacks are growing, showing a 6% increase from a year ago.* And as the economy improves, so will the overall demand for desserts. It’s easy to see why. Consumers have always had an emotional connection with desserts. At Dianne’s, we help you tap into and maintain those connections by providing you with the information, knowledge and tools you need to offer a collection of decadent desserts on your menu. You can boost initial customer purchase, drive repeat traffic and increase your profitability.

The enclosed information was taken from Technomic®, NPD and other sources. You’ll learn about a variety of topics such as:

• Dessert consumption behavior • Consumer demographics • Hot, new trends • Consumer favorites • Tips to help you merchandise and promote dessert offerings *Source: The NPD Group/CREST, November 2008

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TRIPLE CHOCOLATE FUDGE CAKE - 7740181105

MOUNTAIN BERRY CREAM FLAN - 7740170507

YIN YANG DIVINE - 7740181201

TABLE OF CONTENTS Consumer Demographics Favorite Consumer Desserts Dessert Trends Profitable Dessert Strategies Design a More Profitable Dessert Menu Dianne’s Innovative Marketing Solutions 4-5 6-7 8-11 12-13 14 15

TROPICAL COCONUT CREAM CAKE - 7740181159

SOUR CREAM COFFEE CAKE - 8495240852

TOWERING CARROT CAKE - 7740175600

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Consumer Demographics
There are three main groups of dessert consumers: ages 18 to 20, ages 20 to 24, and age 55 and older. All tend to choose their meals based on taste and are less concerned about health than you might think.

DESSERT USAGE BY AGE*
18-20
7% 35% 46% 24% 24%

20-24
7%

40% 18%

25-34
17%

30% 27% 26% 23%

Heavy Moderate Light

35-44
16%

27% 35%

Lapsed

45-54
17%

29% 26% 28%

33%

55+
15%

27% 25%

• 18 to 24 year olds have a higher metabolism, which allows them to indulge without weight gain, while adults 55+ tend to be less self-conscious about weight. • As consumers age, they are likely to seek out healthier or less sweet options and smaller dessert portion sizes. • All groups prefer not to have dessert health facts “staring them in the face” on a menu. *Source: Technomic, Inc. 2007, The Dessert Consumer Trend Report

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DESSERT TRENDS WHEN EATING IN GROUPS*
Women
Like to share desserts at restaurants Only eat desserts at restaurants if others in party do

Men 40% 35%

54% 37%

• More than half of women prefer to share a dessert, compared to only 37% of men. • 40% of women will only order dessert if someone else is doing so, compared to 35% of men. *Source: Technomic, Inc. 2007, The Dessert Consumer Trend Report

DESSERTS INCREASE DINING SATISFACTION*
54%

7% increase
in overall consumer experience when dessert is included with dinner.

47% 40%

47% 39%

48%

48%

53%

Not Including Dessert Including Dessert
*Source: The NPD Group/CREST

Overall Experience

Quality of Food

Variety of Food

Taste/Flavor of Food

Key Takeaways: What It Means To You
1 2 3
Be sure to promote appetite appeal of desserts with mouth-watering visuals and descriptive copy while avoiding reference to healthrelated facts. Offer shareable desserts, mini-desserts, dessert flights, or a discount when more than one dessert is ordered for each table. Train servers to convince just one person at the table to order dessert, the rest will be more likely to follow.

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Favorite Consumer Desserts

THE VARIETIES AND FLAVORS
A successful dessert menu requires mixing flavors and types being offered. Variety means a lot when it comes to desserts. 30% 6% 3%

Chocolate
22%

Banana
6%

Rum
3%...
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