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February 2012

Barbecue. Prepared by:. July 2012. February 2012. Table of Contents. Introduction and Executive Summary.…………………………………………………………………………………………………….. 3 Methodology…………………………………………………………………………………………………………………………………………… 8

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February 2012

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  1. Barbecue Prepared by: July 2012 February 2012

  2. Table of Contents Introduction and Executive Summary.……………………………………………………………………………………………………..3 Methodology……………………………………………………………………………………………………………………………………………8 Barbecue as a Sauce/Flavor…………………………………………………………………………………………………………............10 Barbecue Sauce Flavors………………………………………………………………………………………….................................17 Barbecue as a Preparation Method……………………………………………………………………………………………………….. 26 Wood Flavors on the Menu…………………………………………………………………………………….................................. 33 Barbecue Pricing…………………………………………………………………………………………............................................. 37 Side Dishes at Barbecue Concepts……………………………………………………………………………………………………….. 42 Barbecue Limited-Time Offers………………………………………………………………………………………………………………. 47 Barbecue Chain Profiles…………………………………………………………………………………………………………………………. 55 Emerging Barbecue Concepts………………………………………………………………………………………………………………… 66 Barbecue-Related Consumer Sentiments Among Top 100 Chains………………………………………………………….. 77 Consumer Preferences for Barbecue Sauces..……………………………………………………………………………………….. 81 Consumer Preferences for Barbecue Preparations………………………………………………………………………………… 88

  3. Introduction and Executive Summary

  4. Introduction

  5. Key Findings • The total number of operators menuing barbecue sauces/flavors increased slightly between 2011 and 2012. • While overall incidence of barbecue preparations is up, the total number of operators menuing barbecue preparations fell between 2011 and 2012. • The top three types of entrées menued with barbecue sauce are sandwiches, burgers and chicken entrées. • Barbecue sauces on today’s menus are trending toward spicy flavors, while sweeter sauces are on the decline. • A large majority of barbecue sauce menu mentions have no additional flavor description, indicating opportunity for more refined barbecue flavors. • Among flavored barbecue sauces, spicy/pepper and adult beverage-infused sauces posted significant gains over the past year.

  6. Key Findings • Within global barbecue sauce flavors, Asian-inspired sauces dominate over other ethnic-cuisine variants. • Smoked preparations for barbecue items are on the upswing on top U.S. menus in 2012. • Led by hickory and applewood, the incidence of wood flavors has increased on Top 500 U.S. menus in 2012. Applewood flavors in particular gained significant ground. • Among items with a barbecue preparation, pork products continue to lead in 2012, while barbecue chicken and barbecue beef have both grown quickly over the past year. • Barbecue pulled chicken and barbecue beef brisket posted some of the largest gains in 2012 among items with a barbecue preparation method. • The incidence of available side dishes at barbecue concepts increased notably since 2011, suggesting added breadth on barbecue menus.

  7. Key Findings • Except for at quick-service concepts, the average price for entrées featuring barbecue sauce has increased in all segments over the past year. The largest increase came at midscale chains. • Over the past 12 months, barbecue limited-time offers spiked during the summer months and waned during the winter months. This is likely an annual trend. • The top 10 U.S. barbecue chains experienced mixed results between 2010 and 2011, with six chains posting sales increases and four chains reporting sales decreases. • Among barbecue items featured as LTOs, chicken is the most commonly promoted protein. • Kansas City-, Texas- and Memphis-style barbecue sauces are the top three sauce preferences for consumers. • Consumers report barbecue as their preferred preparation method for pork above other proteins.

  8. Methodology

  9. Methodology • Menu Data: All menu data was pulled from Technomic’s MenuMonitor database, a menu trend-tracking tool covers more than 1,000 U.S. menus. For this report, menus from the Top 500 chains, emerging/regional chains and top independent operators were utilized. • Data was analyzed from two time periods: Jan-Mar 2012 and Jan-Jun 2011. Across these two time periods, there were 960 chains and independents in common. • Data Analysis: When looking at menu data, barbecue items were divided into two categories: barbecue as a sauce/flavor and barbecue as a preparation method. Items were grouped based only on the menu description. Some menu items could fall into both categories. • For example, a menu item described as chipotle barbecue chicken would have been placed in the sauce bucket (the chipotle barbecue refers to a sauce on the chicken), while a slow-smoked barbecue chicken served with barbecue sauce would have counted in both buckets (slow-smoked is a preparation method and the barbecue sauce is a sauce). • Industry Data: All individual chain data was pulled from Technomic’s Digital Resource Library. This database includes financials, news, contacts, unit locations and more for 1,000 U.S. restaurant chains as well as several other sectors and countries. • Consumer Data: All consumer data was analyzed from two sources: Technomic’s Consumer Restaurant Brand Metrics program and Consumer Trend Reports. • Consumer Restaurant Brand Metrics tracks consumer sentiments for more than 55 specific attributes across the top 100 U.S. restaurant chains. • Consumer Trend Reports include trends in flavor, proteins and general foodservice usage based on responses from 1,500 consumers per report. For reports analyzed here, consumers were polled in early to mid-2011.

  10. Barbecue as a Sauce/Flavor Powered by:

  11. More Than 57% of all Operators Menu Barbecue as a Sauce/Flavor, and Total Barbecue Sauce Incidence is up 5% Over Last Year Use of Barbecue as a Sauce/Flavor Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  12. Midscale and Casual-Dining Operators Most Likely to Offer at Least One Barbecue-Flavored Dish Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  13. Barbecue at Pizza Concepts Largely Driven by Barbecue Chicken Pizza and Barbecue-Flavored Wings Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Note: No Bagel, French or Other Beverage concepts menu barbecue sauces/flavors. Source: MenuMonitor; Technomic Powered by:

  14. Barbecue Sauce/Flavors Have Grown Fastest in the Side and Add-on Mealparts Barbecue Sauce/Flavor Growth by Mealpart Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  15. Barbecue Sauce Most Commonly Found on Sandwiches and Burgers, While it Continues to Grow on Pizza and Mixed Grill Dishes Top Entrées with Barbecue Sauce/Flavor Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  16. Chicken Leads Among All Proteins Menued with Barbecue Sauces/Flavors but its Growth Lags That of Other Proteins Top Proteins Menued with Barbecue Sauce/Flavor ¹Barbecue as a dipping sauce refers to dishes with multiple proteins and multiple dipping sauce options. Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  17. Barbecue Sauce Flavors Powered by:

  18. Spicy Flavors Growing as Sweeter Barbecue Variants Decline Menu Incidence of Barbecue Sauces, by Sauce Type ¹BBQ Buzzword sauces have non-descript flavor modifiers such as “bold” or “zesty.” ²Creamy-based includes items like barbecue-ranch or barbecue Caesar sauces/dressings. ³Other includes items such as garlic, tomato/smoked tomato and buffalo barbecue sauce. Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  19. Chipotle-Flavored Barbecue Sauces Driving Growth of Spicy/Hot Category McDonald's; Chicken Snack Wrap - Grilled or Crispy: Chipotle BBQ, Honey Mustard or Ranch. $1.59 Naked Fish; Latin Style Ribs - Full Rack, Slowly Roasted & Basted With Habanero Spiked BBQ Sauce. $25.95 Qdoba Mexican Grill; Ancho Chile BBQ Burrito - Our Slightly Sweet, Mole-inspired Barbeque Sauce with Spicy Chiles, Hickory and Smoky Mesquite. Choice of Pulled Pork, Grilled Chicken, Steak, Shredded Beef, Ground Sirloin, Vegetarian. $7.69 Cafe Brazil; Barbecue Salmon - Grilled Salmon on a Bed of Spinach Topped with Our Jalapeno BBQ Sauce and Pico De Gallo, Served with Fried Sweet Potatoes and Steamed Broccoli. $10.99 Types of Spicy/Pepper Barbecue Sauces Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  20. Hickory-Flavored Barbecue Sauces Rising as Nondescript “Smoky” Sauces Decline SONIC Drive-Ins; Blazin' BBQ - Crispy Jalapeno Strips, Jalapeno Slices, Bacon, Pepper Jack Cheese, Lettuce, Tomato, Hickory BBQ and Sweet and Spicy Habanero Sauces. $3.89 Quaker Steak & Lube; Southwest BBQ Chicken Flatbread - Hickory Smoked BBQ Sauce Topped with Chipotle BBQ Coated Chicken, Cheddar-Jack, Red Onion, Fresh Tomato and Cilantro to Finish. $7.99 Palm Restaurant; Bozzi Burger - Aged Gouda, Smoky Barbecue Sauce and Crispy Fried Onions. Palm "USDA Prime" SteakBurgers to Rival Palm Steaks! $17.90 Claim Jumper; Hickory BBQ Burger - Brushed with Mesquite BBQ Sauce, Topped with Smoked Bacon, Smoked Gouda and Thousand Island Dressing. $11.29 Types of Smoke/Wood Barbecue Sauces Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  21. Decline of Honey Barbecue Sauce Driving Overall Decline of Sweet-Flavored Barbecue Sauces Lazy Dog Cafe; BBQ Baby Back Pork Ribs - Molasses BBQ Sauce, Mashed Potatoes, Chilled Sweet Corn & Black Bean Succotash Salad. $19.50 The Greene Turtle Sports Bar & Grille; Pulled Pork Sliders - Tender, Double-rubbed Pulled Pork with Your Choice of Smoky BBQ or Honey BBQ. $7.99 Ram's Horn; Cowboy Round - Topped with Bacon, Grilled Onion, Cheddar Cheese and Our Sweet BBQ Sauce. Served with Crisp Fries. $7.99 Golden Rule Bar-B-Q & Grill; Hickory Smoked Chicken Sandwich - Hand Pulled Chicken Served on a Hot Bun and Topped With Our Original or Sweet BBQ Sauce. $3.99 Types of Sweet/Honey Barbecue Sauces Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  22. Whiskey/Bourbon/Jack Daniel’s Flavors Grow Quickly Among Barbecue Sauces Brother Jimmy's BBQ; Press'd Bourbon BBQ Brisket Sandwich - With Bourbon BBQ Sauce, Gouda & Onion Straws Pressed on Texas Toast. With One Side and Pickles. $10.75 Fado Irish Pub & Restaurant; Guinness BBQ Chicken Sandwich - Grilled Chicken Breast Basted With Guinness BBQ Sauce and Topped with Bacon, Melted Cheddar Cheese, Lettuce, Tomato and Onion. $9.95 T.G.I. Friday's; Jack Daniel's Pulled Pork - Slow-cooked Pork Tossed in Our Barbecue Sauce, Basted with Jack Daniel's Glaze and Topped with Onion Rings. Piled on a Toasted Bun And Served with Fries. $9.49 Yard House; BBQ Bacon Cheddar - Applewood Smoked Bacon, Rum BBQ Sauce & Roasted Garlic Aïoli. $11.45 Types of Adult-Beverage Infused Barbecue Sauces Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  23. Tangy Barbecue Sauces Holding Ground over Previous Year Coastal Flats; Low Country Baby Back Ribs - Hickory Smoked, Mustard BBQ with Fries and Cole Slaw. $20.00 Planet Hollywood; BBQ Pulled Pork - Tender Smoked Pork in Our Own Tangy Sweet Barbeque Sauce Topped with Creamy Coleslaw and Served on a Home-style Bun. Served with French Fries. $12.99 Carl's Jr.; The Western Bacon Six Dollar Burger - Charbroiled 100% Angus Beef Patty, Bacon, American Cheese, Crispy Onion Rings and Tangy BBQ Sauce on a Toasted Sesame Seed Bun. $5.59 Ninety Nine Restaurants; Gold Fever Wings - A Ninety Nine Fan Favorite. Sweet and Tangy, Tossed in a Honey Mustard BBQ Sauce. $8.29 Types of Tangy/Mustard Barbecue Sauces Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  24. Carolina-Style Barbecue Sauces Growing on Chain Menus Buffalo's Cafe; Baby Back Ribs - Slow Roasted Pork Ribs, Glazed with Your Choice of Traditional, Sweet Bourbon or Carolina Fire BBQ Sauce. $19.99 Smokey Bones Bar & Fire Grill; Loaded BBQ Burger - 1/2 Lb. Memphis-Spiced Burger, Fire-Grilled to Your Fancy, Topped with Melted Cheddar, Crispy Onion Rings and a Pile of Pulled Pork, All Smothered in KC BBQ Sauce on a Toasted Burger Bun. $8.99 Sticky Fingers; Barbecue Chicken Sandwich - A Grilled Chicken Breast Prepared With Memphis Original Barbecue Sauce. Topped With Lettuce And Tomato And Served On A Toasted Bun. $8.49 Blue Moon Mexican Cafe; Pizza On The Q - Grilled Chicken Tossed in Our Famous Texas BBQ Sauce with Refried Beans, Fried Onion Strips and Cheese, and Topped with a Smoked Gouda Cheese Blend. $10.95 Types of Regional U.S. Barbecue Sauces Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  25. Asian Flavors Dominant Among Global Barbecue Sauce Flavors Stir Crazy Fresh Asian Grill; Char-Grilled Shrimp - Fire-Roasted Zucchini, Yellow Squash, Red Onions and Red Peppers Lightly Tossed in Our Thai BBQ Sauce and Served on a Bed of Brown Rice. $14.00 Mesa Grill; Sixteen Spice Chicken - Tamarind Barbeque Sauce and Red Cabbage-Jicama Slaw. $29.00 The Continental Midtown; Korean Pork Tacos - Berkshire Farms Pork with Korean BBQ Sauce. $8.50 ZED451; Asian Pork Belly - Braised Dutch Pork Belly Served with a Hoisin BBQ Sauce. $48.00 Types of Global Barbecue Sauces Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  26. Barbecue as a Preparation Method Powered by:

  27. Total Incidence of Barbecue as a Preparation Method up Even as Total Number of Operators Menuing Falls Use of Barbecue as a Preparation Method Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  28. Smoked Items Lead—and Show Growth—Among Barbecue Preparation Methods Menued Top Preparation Methods for Barbecue Items ¹Grilled only refers to items with a barbecue-related preparation (i.e. wood-grilled, smoked then grilled, etc.). This does not refer to all “grilled” items topped with a barbecue sauce. Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  29. Barbecued Pork Products Lead the Category, but Chicken and Beef Growing Quickly Number of Dishes with Barbecued Items, by Protein Type Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  30. Ribs Driving Growth of Barbecued Pork Items Total Incidence of Barbecued Pork Items, by Type of Pork Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  31. Pulled Chicken Posts Big Gain in Past Year Total Incidence of Barbecued Chicken Items, by Type of Chicken Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  32. Brisket Spurs Growth of Barbecued Beef Total Incidence of Barbecued Beef Items, by Type of Beef Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  33. Wood Flavors on the Menu Powered by:

  34. Operators Calling out More Flavors Associated with Smoking Woods * Note: Data shows menu mentions of all wood flavors. These flavors may or may not be used in the actual cooking process (i.e. hickory-smoked and hickory sauce are both included in the above analysis). Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  35. Applewood Nearly Overtakes Hickory as Most Commonly Menued Wood Flavor Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  36. Wood Flavors Popular Across Multiple Concept Types Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Note: No Bagel, Family Casual, Frozen Dessert or Other Beverage concepts menu wood flavors. Source: MenuMonitor; Technomic Powered by:

  37. Barbecue Pricing Powered by:

  38. Entrées with a Barbecue Sauce Show an Increase in Average Menu Price in All Segments Except Quick Service Average Entrée Price for Entrées with a Barbecue Sauce, by Segment Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  39. Entrées with a Barbecue Preparation Gain in Average Menu Price Overall, Though not for All Segments Average Entrée Price for Entrées with a Barbecue Preparation, by Segment Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Note: * Fine Dining and Quick Service excluded due to limited number of menu items described with a barbecue preparation. Source: MenuMonitor; Technomic Powered by:

  40. Examples of Highest-Priced Barbecue Items(Prep and/or Sauce) The Grill on the Alley; Cedar Plank Atlantic Salmon—With BBQ Citrus Glaze or Simply Grilled on Request. Fresh Fish Delivered Daily, Filleted in House. $33.75 Houston's; Barbecue Pork Ribs—Slow-Cooked, Fall-off-the-Bone Pork Ribs with Hand-cut Fries and Coleslaw. $28.00 Abe & Louie's; Steak House Beef Ribs—The “Knife and Fork" Variety - Lean and Tender, Barbecued Perfectly, Accompanied by Onion Strings. $27.00 Trader Vic's; BBQ Sea Scallops—Tamarind Glazed, Fingerling Coins, Cucumber, Carrot Salad. $27.00 Lucille's Smokehouse Bar-B-Que; Baby Back Ribs—The Tenderest, Meatiest Little Pork Ribs, Slow-cooked with Sweet Hickory Smoke, Then Grilled and Basted with Our Special BBQ Sauce. Our BBQ is Slowly Smoked with Hickory Wood to Give Our Meats What We Feel is the Best BBQ Flavor Around. $26.99 Kincaid’s; Chili-Smoked Tiger Prawns—Bacon-CheeseGrits, Barbecue Hollandaise Sauce. $26.95 Asia de Cuba; Cuban BBQ Chicken—ThaiCoconut Sticky Rice and Avocado Cilantro Fruit Salsa, Tamarind Sauce. $26.00 Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  41. Examples of Least-Expensive Barbecue Items (Prep and/or Sauce) Gandolfo's New York Delicatessen; Bronx Barbecue Roast Beef Sandwich—Roast Beef, Cheddar, Tomato, Pickles, Onion, BBQ Sauce, Butter, Mayo - Hot. On a Hero Roll. $4.79 Dickey's Barbecue Pit; The Big Barbecue Sandwich—All Sandwiches Dressed with Pickles, Onions and Barbecue Sauce. $5.00 RedBrick Pizza; Barbecue Chicken Fhazani—Mozzarella, Red Onions, BBQ Sauce, Fresh Chilled Greens, Barbecue Dressing. $6.95 Sticky Fingers; Barbecue Sandwich—Our Tender, Hickory-smoked Pulled Pork, Pulled Chicken or Beef Brisket Piled High And Topped with Our Memphis Original or Carolina Classic Barbecue Sauce. Served on a Toasted Bun. $6.99 Rice Garden Fresh Chinese; Master Fung's Barbecued Chicken—Our BBQ Chicken Is Made with Master Fung's Secret Blend of Seasonings. We Start with Fresh Chicken and Then Slowly BBQ it Until it's Perfectly Moist on the Inside. $7.10 Energy Kitchen; Barbecue Turkey Burger—Turkey Burger Topped with Turkey Bacon, American Cheese and Chipotle Barbecue Sauce. $7.49 Base: 960 menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  42. Side Dishes at Barbecue Concepts Powered by:

  43. Total Menu Incidence of Sides at Barbecue Concepts Grew by 13% Over the Past Year Base: 28 Barbecue Concept menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  44. Mac and Cheese and Fried Okra Growing Quickly Among Barbecue Chains Top 10 Most Common Sides at Barbecue Concepts, by % of Barbecue Operators Menuing Base: 28 Barbecue Concept menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  45. Although Fries and Potato Salad are Popular at Barbecue Concepts, Other Types of Potatoes Still Fighting for Share Next 10 Most Common Sides at Barbecue Concepts, by % of Barbecue Operators Menuing Base: 28 Barbecue Concept menus among the Top 500 and Emerging Chains and Top Independent Operators Source: MenuMonitor; Technomic Powered by:

  46. Examples of Sides at Barbecue Concepts Armadillo Willy's; Garlic Parmesan Fries—With Fresh Garlic, Parmesan, Parsley & Your Choice of Dipping Sauce. $3.00 Bandana's Bar-B-Q; Green Beans—Lightly Seasoned with Celery Salt, White Pepper and Pieces of Onion. $1.99 Famous Dave's; Dave's Cheesy Mac & Cheese—Our Home-style Version Blended with Four Cheeses, Corn and Jalapeno Kick. $2.29 Fiorella's Jack Stack Barbecue; Cheesy Corn Bake—A Casserole Dish Filled with Our Smoked Ham and Cheeses. $3.25 Jim 'N Nick's Bar-B-Q; Not So Naked Potato—Loaded with Smoked Bacon, Butter, Sour Cream & Cheddar. $4.49 Red Hot & Blue; Jumbo Sweet Potato—Served with Home-style Cinnamon Butter. $3.99 Wood Ranch BBQ & Grill; Sweet Potato Fries—Signature Side with Chipotle Ranch Dressing. $4.95 Source: MenuMonitor; Technomic Powered by:

  47. Barbecue Limited-Time Offers Powered by:

  48. Unsurprisingly, Barbecue* LTOs Peak in the Summer and Wane in the Winter Monthly Average: 12.2 * Includes both barbecue as a preparation method and as a sauce. Source: MenuMonitor; Technomic Powered by:

  49. Most of the Barbecue LTOs over the Past Year Have Been for Barbecue Chicken, Followed by Beef Source: MenuMonitor; Technomic Powered by:

  50. Barbecue Chicken Promotions Examples: Charley's Grilled Subs;Spicy Asian BBQ Chicken (May 2012) Cracker Barrel Old Country Store; Summer Menu; Kansas City BBQ Chicken (June 2011) Popeye’s Louisiana Kitchen; Introducing Louisiana Leaux; Naked BBQ Chicken Po' Boy - 340 calories (June 2011) Chains Offering This Type of Promotion June 2011-May 2012: Source: MenuMonitor; Technomic Powered by:

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