1. Foodservice Industry Sources for presentation: Sheila R. Cohn, R.D. Senior Manager, Nutrition Policy www.restaurant.org Restaurant & Institutions 2006 www.foodservice411.com L.A. Times 2/4/06 “North American Ports Report Record Traffic” Labensky & Hause, On Cooking, 2003

2. Proportion of the Food Dollar Spent Away From Home 1955Present 25% 46.4% 53% 2010 Source: National Restaurant Association

3. Segments of foodservice industry Limited service 164.2 billion ↑ 5.8 % Health & fresh Colleges/ Universities 10.6 billion ↑ 5.0 % ↑ enrollment, natural food Healthcare 13.1 billion ↑ 3.3 % Room service Healthy Schools 14.5 billion ↑ 3.5 % Less snack & soda Full service145.5 billion ↑ 4.6 %May lose $

4. Who is the driving force in the foodservice industry? A restaurant doesn’t “create” a niche, it taps into one Trends often begin in California Any restaurant that fails to meet customer demands will not survive According to the IRS, 80% of new restaurants close within first 2 years of operation!

5. Knowledge, Attitudes, Wants and Needs of Restaurant Customers National Restaurant Association conducts research to determine: How receptive are consumers are towards ingredients, flavors and preparations… What types of foods and ingredients we can expect a growing number of consumers to be interested in ordering from foodservice establishments…

6. Findings from NRA research:2004 Consumers want to be “sold” on menu choices so... Server: describes chef specials Food descriptors are increasing: Fire roasted garlic puree & Sonoma County Goat cheese on Naam. Consumers are more knowledgeable and sophisticated in expressing what they want

7. Food Attitudes and Menu Choices How people choose foods at restaurants pivots around 2 main factors: 1. How adventurous (or unadventurous) one is about foods 2. How concerned one is about the food one consumes for health, nutrition or some form of dietary regime Diners can be categorized into 4 broad groups – 1. Adventurous2. Health conscious 3. Carefree4. Traditional

8. Taste 2006 –projected trends from Restaurant & Institutions magazine 1. Desire for high quality ingredients will continue 2, Hot words on menu: artisan, organic, locally sourced, authentic, healthful 3. Global marketplace: Moroccan spice blends, Cuban-style mojos, tandori ovens, Japanese Yellow tail (fish), “Vietnam is next big culinary influence” David Myers, Sona Restauran

9. Taste 2006 –projected trends from Restaurant & Institutions magazine 4. Infuse flavors into foods with tea, marinades, spices, fresh herbs, oils, chiles 5. Molecular gasronomy combination of chemistry, physics & food science to develop new products: “meat glue” and “fruit caviar”

10. Three Steps to a Healthy Lifestyle