CHICAGO - Diners want what most foodservice operators would expect in a sandwich: more variety, fresh ingredients and the ability to customize their choices.
According to a new Technomic report, about half of consumers (52 percent) were satisfied with the variety of sandwiches available at sub shops and delis, while just 42 percent were satisfied with the sandwich offerings at full-service restaurants. The findings are part of the new Sandwich Consumer Trend Report that provides an in-depth look at the sandwich category.
The survey found that most consumers (81 percent) have purchased a sandwich at least once in the past 60 days. Among these consumers, 93 percent eat at least one sandwich a week, and 59 percent say they eat at least three sandwiches a week.
More than three-fourths of consumers surveyed (77 percent) say they have eaten a hamburger in the past 60 days. Beyond burgers, 57 percent say they had eaten deli sandwiches and about half had eaten tacos or burritos (52 percent) or sub sandwiches (47 percent) in the same period.
Most consumers say quality and taste drive their selection of where to purchase a sandwich for both lunch (84 percent) and dinner (82 percent). Overall value and price round out the top three traffic drivers, with more than seven in 10 consumers citing each as a reason for choosing a specific restaurant for lunch and dinner sandwich purchases.
More than four out of five consumers indicate that the quality of meat (86 percent), freshness of ingredients (84 percent), and quality of bread (81 percent) have the most impact in making a good sandwich.
The vast majority of consumers report that customization (77 percent) and quantity of ingredients (75 percent) are crucial factors to creating a good sandwich.
"Due to the high versatility and saturation of the sandwich market, it is important for operators to stay abreast of current trends and evolving consumer needs," says Darren Tristano, executive vice president at Technomic. "To improve in the area of variety, operators and suppliers may want to consider offering a wider range of sandwich ingredients, developing signature sandwich offerings, and allowing guests to customize their sandwiches."
Some trends, venues and brands examined in the report include:
- Promoting value: Blimpie Subs & Salads?? three-tier value menu
- Sandwiches on the move: upscale, high-quality mobile food trucks
- Ethnic sandwiches and global flavors: Cosi??s Wasabi Roast Beef sandwich
- Artisan preparations: use of gourmet cheeses and breads prepared on site
- Portion sizes giving consumers control over pricing and sizing
The report also contains menu, consumer and competitive insights to help industry professionals understand current and emerging menu trends and consumer consumption behavior, purchasing decisions, attitudes and preferences toward sandwiches.
The "Consumer Insights" section is based on an online survey of more than 1,500 U.S. consumers conducted in March 2010, and provides analysis by demographics and by heavy, moderate and light user groups. Additionally, cluster analysis identifies opportunities to tailor offerings to specific groups of consumers who behave in similar manners. Wherever relevant, comparisons are made to similar data collected in 2006 and 2008.
The report??s "An Outlook: Trends to Watch" section analyzes important menu, concept and consumer trends within the sandwich category. Appendices include detailed profiles and menus of 20 emerging or innovative sandwich chains, and demographic breakdowns of consumers of 13 different types of sandwiches. Additional editions based on Canadian and U.K. data will be available soon.