Diners Craving More Variety in Sandwiches

Diners Craving More Variety in Sandwiches

Food & Drink

Diners Craving More Variety in Sandwiches


Diners want more variety in sandwiches, with expectations highest in those aged 18 to 24. According to a new report from foodservice industry consultant Technomic, only about half of consumers polled (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. Eighteen- to 24-year-olds were least satisfied, at 44 percent and 40 percent respectively.

The findings are part of the new Sandwich Consumer Trend Report from Technomic, developed to provide an in-depth look at the sandwich category and help industry professionals identify opportunities in the current market.

Select findings include:

* Most consumers (81 percent) have purchased a sandwich away from home at least once in the past 60 days. Among these consumers, 93 percent eat at least one sandwich a week.
* Beyond burgers, 57 percent say they had eaten deli sandwiches and nearly half had eaten sub sandwiches (47 percent) in the same period.
* More than four in five 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.
* 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, EVP 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 Technomic 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 Sandwich Consumer Trend Report contains menu, consumer and competitive insights that will 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.


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