A Trend’s Path of Influence

Example of a Trend in Inception and Early Adoption

Let’s take a look at how a trend begins, the early pioneers, and how it moves to adoption.

You Who?

A favorite of today’s culinary masterminds is the yuzu (pronounced YOO-zoo) – an expensive citrus fruit that is difficult to obtain fresh in the U.S.  Though native to China and Tibet, the yuzu is most commonly grown in Japan where it has long been a popular culinary ingredient.  Due to the diseases prevalent in some Asian groves, fresh yuzu cannot be legally imported, but it is grown and sold domestically in small quantities. 

The yuzu is close in size to a Mandarin orange, but it has a distinctly bumpy rind and is yellow or green depending on the level of ripeness.  It is most easily acquired bottled in juice form or as a dry powder.  Freeze-dried peel is also available for purchase in some specialty markets.

While only a few fine diners have seen the actual rough-skinned rarity, many have encountered its distinctively intense tart flavor, which is less sharp and more subtle than lemon.  It is sometimes said to be reminiscent of grapefruit as well.  The yuzu rind is often used to accent vegetables, fish and noodles, while its zest and juice enhance salad dressings, soy-based sauces, miso toppings, ponzu sauces and vinegars. 

The fruit is very versatile – some high-end bars and lounges entice patrons with yuzu martinis made with yuzu-infused sake while innovative dessert chefs use it in their sweet creations.  In fact, the versatility reaches beyond culinary bounds.  In Japan, yuzu oil is marketed as a fragrance and bathing with yuzu on the Winter solstice is a popular custom.  Yuzu tea is even rumored to be helpful in fighting colds.

Where is Yuzu Being Yuz’d?

Many renowned fine dining chefs pair yuzu with seafood.  Chef Nobu Matsuhisa of his namesake restaurant Nobu, in New York, is at the forefront of this.  His famous miso marinade for Black Cod with Miso is spiked with yuzu juice.  He also menus Rock Shrimp with Yuzu Sauce served on Lime Stone Lettuce.  Next, Chef Michael Vernon of Geisha, also in New York, features his Patchwork of Tuna & Hamachi with a yuzu vinaigrette and micro coriander.  Finally, Chef Gregory Short of the longtime favorite, Masa’s Restaurant in San Francisco serves Chilled Dungeness Crab with mandarin oranges, yuzu-chili broth and micro cilantro.

In addition to seafood, yuzu is often an accompaniment to vegetables.  For instance, at Jean Georges Vongerichten’s renowned Jean Georges restaurant in New York, Sesame Crusted Asparagus is served simply with Yuzu and Olive Oil.  Also, Ambria restaurant in Chicago, known for its exceptional formal service and silver dome-covered platters menus a Chilled English Cucumber Soup with melons, langoustine, yuzu pearls, and cilantro.

Finally, Yuzu enhances desserts.  The Pearl restaurant in Nantucket has created a Yuzu Cheesecake with Red Wine Cherry Sauce while Wolfgang Puck’s Spago restaurant in Beverly Hills offers yuzu meringue tarts as well as pineapple-yuzu sorbet from time to time.

Who Wants It?

Although yuzu is currently the darling of the culinary elite, few everyday diners have heard of or tasted the tangy treat.  In fact, only approximately 2% of the 300 surveyed consumers said they have ever tried yuzu in a restaurant.  However, one third of total consumers said that they were at least a little bit interested in trying yuzu should it be offered on the menu while they are eating out.

Proliferation All the Way to Ubiquity

Once a product moves through inception and early adoption, more restaurants begin offering on the menus.  Let’s examine the proliferation and ubiquity of a beverage that has realized significant growth within foodservice.

It’s All In The Crema

Espresso is an Italian beverage brewed by forcing hot water under high pressure through finely ground coffee.  It has a thicker consistency than the more conventional drip coffee, a higher amount of dissolved solids, and is served in small amounts known as single or double shots.  A distinguishing characteristic of properly brewed espresso is the presence of crema, a reddish-brown foam which floats on the surface of the finished espresso.

At one time it could only be found in sidewalk cafés in Italy (where espresso is still what you get if you just ask for a ‘coffee’) or in upscale restaurants that had the wherewithal to make specialty coffee drinks.  Independent coffee houses have always offered it as well, but then came Starbucks and the transformation of specialty coffee from special to commonplace began.  Espresso is decidedly un-special here.  In today’s world of caffeinated frenzy, a “Non-Fat White Chocolate Mocha Frappuccino Light Blended Coffee” is completely unoriginal.

In spite of this, there is a new trend with which to dispel our current state of coffee disenchantment.  Large quick service chains are getting in on the gourmet coffee trend and more specifically, they are doing it with espresso.

Express Espresso

Dunkin’ Donuts has begun the movement with its Turbo Hot drink which is available both hot and iced and made with the chain’s own proprietary blend of coffee and real espresso.

Starbucks has also been pushing its DoubleShot™, a convenient can of rich espresso which has been mellowed by a touch of cream.  It can be found in supermarkets, drugstores, and convenience stores alongside popular energy drinks like RedBull and Coca Cola’s new BlaK product which “fuses Coke effervescence with coffee essence”.

Finally, Burger King’s BK Joe coffee is offered in regular or “Turbo-strength” and McDonald’s is on the way, considering that it now serves Premium Roast Coffee.  It is said to be “richer, bolder, and more robust than [their] previous blend” and is made from 100% Arabica beans.  Little more than a hop and a skip brings the quick service giant to serving espresso-based options as well.

Who Wants It

While most consumers have heard of espresso, only about one fourth have actually tried it.  Meanwhile, a third of the operator respondents already menu espresso and another 40% are at least somewhat likely to add it.

In a March 27 article on quick service coffee, USA Today’s food and wine critic Jerry Shriver says “I'm pleased to report that the lessons of the upscale coffee revolution increasingly are filtering downward.”

It thus becomes the responsibility of foodservice operators, distributors, and manufacturers to maintain a constant pulse on new and emerging products that will shape trends for the future in order to realize ongoing opportunities within foodservice.  It should be mentioned that these same trends will also create new sales for those foods prepared at home and thus manufacturers have a duo reason to stay abreast of the changing food industry.  With these value added items, operators can increase check averages and distributors realize new account penetration, resulting in higher revenues for both.

Deron Quon is VP, Business Development for Datassential Research, Inc. a strategic partner of Marketing Concepts, Inc.  Datassential is a leading research firm offering a broad range of specialized services that includes menu and trend analysis, segmentation studies, survey based research, and proprietary custom research services.