Confectionery: Sweet Success -A New Recipe for Dessert Profits

Overview: The Ultimate Menu Upgrade Nostalgia is the new secret ingredient for boosting dessert menu profits. Foodservice operators are discovering that by incorporating beloved, well-known candy brands like Butterfinger® into their dessert offerings, they can drive customer engagement and increase sales. This trend is a strategic move that taps into consumers' emotional connections to familiar, classic flavors and trusted brands.

Why It's a Craze: The Enduring Allure of Dessert The trend of using nostalgic brands in desserts is gaining momentum due to a confluence of consumer desires and strategic business opportunities.

• A Universal Love Language: Despite shifts in dining habits over the past five years, the universal love for dessert has remained constant. This provides a stable and profitable foundation for foodservice operators to innovate.

• Simple, Sweet Profits: A significant majority of foodservice operators recognize that dessert menus are a key driver of profit. The trend offers an easy, cost-effective way to breathe new life into menus without complex, expensive overhauls.

The Data-Driven Dessert Revolution The success of this trend is backed by compelling consumer data and brand strategy.

• Trust on a Plate: Nearly three-quarters of consumers are more likely to try a new dessert if it features a brand they already trust. This highlights the importance of leveraging established brand equity.

• The Power of Memory: Flavor is a top-three driver for ordering dessert, and a strong majority of consumers (57%) are drawn to nostalgic sweets and vintage candy mashups. This makes iconic candy bars a strategic choice.

• Culinary Versatility: Brands like Butterfinger® offer their products in multiple formats (e.g., whole, chopped, custom grinds) for professional kitchens, allowing for easy integration into a wide variety of menu items, from milkshakes to baked goods and even beverages.

Keys to Sweet Success: Crafting the Perfect Mashup For this trend to be successful, brands and operators must understand the key elements that make it work.

• Emotional Connection: The brand must resonate on an emotional level. As the article states, Butterfinger® has "at least three generations of customers who have a fondness for the brand." This multi-generational appeal is crucial for broad customer engagement.

• Flavor and Texture: The success isn't just about the name; it's about the sensory experience. The combination of Butterfinger®'s signature "peanut butter and toffee crunch" provides a unique and appealing texture and flavor profile that chefs can build upon.

• Innovation within Familiarity: The trend thrives on "mash-up innovations." It's not about serving the candy bar as-is, but about using it as a key component in a new and creative dish, such as a Layered Milkshake or a Brookie cookie Ice Cream sundae.

The Big Takeaway: Indulgence with a Familiar Twist The primary takeaway is that consumers are seeking affordable indulgences that provide a sense of comfort and nostalgia. By using trusted, iconic brands as an ingredient, foodservice operators can deliver a new and exciting dessert experience that is grounded in a familiar, well-loved flavor.

The Main Trend: The New-Stalgia Sweet Spot The main trend is the strategic use of well-known, nostalgic candy brands as core ingredients to create innovative and profitable desserts. This capitalizes on a strong consumer desire for both novel experiences and the comfort of the familiar.

Defining the Trend: Iconic Ingredient Integration This trend is defined by the integration of established, nostalgic candy and snack brands into foodservice menus as key ingredients. Rather than being sold separately, these brands become a component of a larger, more creative dessert or beverage offering, leveraging their existing brand recognition and emotional connection with consumers.

Characteristics of the Craze: Building on a Foundation of Trust The trend is characterized by several key elements that contribute to its effectiveness.

• Leveraging Brand Equity: The strategy relies on the built-in trust and positive associations consumers already have with an iconic brand. This significantly lowers the barrier to trying a new menu item.

• Affordable Indulgence: In a climate of economic uncertainty, these desserts represent a "small splurge." Consumers are willing to pay for a unique, indulgent treat that is still more affordable than a full dining experience.

• Creative Versatility: The trend is highly adaptable, allowing for a wide range of applications from a simple topping to the centerpiece of a complex, multi-layered dessert.

Market and Cultural Signals: The Post-Pandemic Craving Several market and cultural factors are driving the popularity of this trend.

• Post-COVID Shift: The past five years have seen consumers' habits shift, but the desire for comfort and connection has grown stronger. Desserts, as a "cornerstone of connection," fit perfectly into this new landscape.

• Social Media's Influence: "Newstalgia"—the updating of nostalgic items into something new—is a key trend. These innovative desserts, like the Layered Milkshake, are visually appealing and highly "Instagrammable," encouraging social media sharing and generating free marketing.

• Economic Headwinds: The "little treats" trend of permissible indulgence is strong. Even as consumers cut back on major spending like travel and dining out, they are still willing to spend on small, satisfying splurges.

Consumer Motivation: A Craving for Comfort and Discovery Consumer motivation for this trend is multifaceted, rooted in both emotional and practical drivers.

• Emotional Wellness: Flavors and brands can evoke positive memories and emotions, providing a sense of comfort and happiness, which is a powerful driver for purchasing.

• The Thrill of the New: Consumers are excited by new food and beverage trends. The "mash-up" approach satisfies this desire for discovery while the familiar brand provides a safety net.

Motivation Beyond the Trend: The All-Day Dessert Economy Beyond the primary trend, there are other motivations at play that are shaping the industry.

• High-Profit Items: From an operator standpoint, beverages and baked goods made with these ingredients are "high profit, easy to make in stores and are really all-day items," providing a significant incentive to innovate in this area.

• Brand Loyalty: Using an iconic brand can lead to repeat business. A customer who loves the Butterfinger® milkshake might return specifically for that item, building loyalty to the establishment.

Description of Consumers: The Nostalgia Seekers

• Consumer Summary: The modern consumer, regardless of age, is a nostalgia seeker who values both brand trust and innovative experiences. The consumer for this trend is not limited to a single demographic. Instead, they are defined by a mindset. They are looking for ways to connect with happy memories and are open to new experiences, especially if they are grounded in something they already know and love. This consumer is savvy, values authenticity, and is influenced by both emotional connection and the visual appeal of a dish.

• Detailed summary (based on experience and article):

  • Who are they: This trend appeals to a broad range of consumers, from Gen Z discovering "vintage" candy for the first time to Gen X and Millennials who grew up with the brand.

  • What is their age?: The audience is multi-generational, covering "at least three generations." This includes Millennials and Gen X who have a deep connection to the brand, as well as Gen Z, who respond positively to throwback marketing.

  • What is their gender?: The article does not specify gender, but the consumer base is likely to be evenly split, as the desire for nostalgic sweets and comfort food is not gender-specific.

  • What is their income?: This trend appeals to a wide range of incomes. The "small splurge" nature of desserts makes them an accessible treat for consumers who may be cutting back on more expensive discretionary spending like travel.

  • What is their lifestyle?: These consumers are social, digitally connected, and value experiences. They are likely to share their food discoveries on social media. They also seek out comfort and simple pleasures in their daily lives.

How This Trend is Reshaping Behavior: The Blurring of Lines This trend is reshaping how consumers interact with food, blurring the lines between different categories.

• Treat vs. Ingredient: Consumers are beginning to see iconic candy bars not just as a standalone treat but as a versatile ingredient that can enhance other products. This opens up new possibilities for how they think about their favorite snacks.

• The Experience is Everything: The act of ordering a dessert becomes more than just a transaction; it's a nostalgic experience. The familiar brand creates a connection that is as important as the flavor itself.

Implications Across the Ecosystem: A Strategic Blueprint This trend has wide-reaching implications for everyone in the food and beverage industry.

• For Consumers: They gain access to new, exciting desserts that are also familiar and comforting. It provides a source of affordable indulgence and a way to connect with others over a shared, nostalgic experience.

• For Brands and CPGs: This is a powerful new revenue stream and a way to re-energize an iconic brand. It allows them to move beyond retail shelves and into the profitable foodservice space, creating new consumer touchpoints.

• For Retailers (Foodservice Operators): They can easily and cost-effectively update their dessert menus, drive profit, and attract new customers. The trend provides a blueprint for menu innovation that has a high chance of success because it is built on a foundation of consumer trust.

Strategic Forecast: The Future is in the Familiar The use of nostalgic brands in desserts will continue to grow as a strategic tool for innovation.

• Cross-Category Collaborations: Expect to see more partnerships between CPG brands and foodservice operators, leading to unique mashups that span categories, such as snack brands in breakfast items or savory brands in unexpected applications.

• Emotional Marketing: Marketing will become even more focused on evoking an emotional response. Campaigns will lean into multi-generational memories and the sense of comfort and happiness associated with these classic brands.

• Data-Driven Innovation: Operators will increasingly use data to identify which nostalgic brands resonate most with their local customer base, allowing them to hyper-target their menu offerings.

Areas of Innovation: Exploring New Horizons

• The Savory-Sweet Frontier: Expect to see more experimentation with brands that have both sweet and savory elements, opening up possibilities for unique flavor profiles in desserts.

• Beverage Program Mashups: The article highlights beverages as a high-profit area. Innovation will focus on creative cold and hot drink applications, from specialty lattes to boozy milkshakes.

• Limited-Time Offers (LTOs): Nostalgic brand mashups are a perfect fit for LTOs, which create a sense of urgency and buzz, driving customers to try the new item before it's gone.

• Breakfast and Brunch: The trend can extend beyond traditional desserts. Imagine iconic candy brands incorporated into waffles, pancakes, or specialty pastries for a memorable brunch experience.

• DIY Dessert Kits: To capitalize on the trend at home, brands could collaborate on dessert kits that allow consumers to create their own nostalgic mashups, further building brand loyalty and engagement.

Summary of Trends: The New Era of Consumer Engagement

• Core Consumer Trend: The "New-stalgia" Movement

  • This trend describes how consumers are seeking new and exciting experiences that are built on a foundation of familiar, nostalgic brands and flavors.

• Core Social Trend: A Craving for Comfort

  • This trend is a psychological shift toward seeking comfort and simple pleasures in the face of economic uncertainty and a fast-paced world, often expressed through food.

• Core Strategy: Iconic Ingredient Integration

  • This involves using a CPG brand's pre-existing brand equity and consumer trust as a core ingredient to innovate in the foodservice space.

• Core Industry Trend: The Blurring of Lines

  • This trend describes how the lines between retail and foodservice are blurring, as CPG brands become integral parts of restaurant menus, creating new revenue streams and consumer touchpoints.

• Core Consumer Motivation: Affordable Indulgence

  • The primary motivation is the pursuit of "affordable indulgence," where consumers are willing to spend on small, satisfying treats that evoke positive emotions and brand connections, even while cutting back on larger expenses.

Final Word: A Timeless Recipe In a market that is constantly chasing the next big thing, the success of nostalgic brands on dessert menus proves that what's old can become new again. By leveraging the enduring power of brand trust and the emotional comfort of a beloved classic, foodservice operators and CPG brands can create a powerful new recipe for success. This trend isn't just about a candy bar; it's a testament to the timeless human desire for connection and a little bit of sweet, simple happiness.

Source: https://www.smartbrief.com/original/sweet-success-how-iconic-nostalgic-brands-are-transforming-dessert-menus