Meat+Poultry - September 2017 - 8

C O M M E N TA R Y

Super-sized expectations
Most of the higher profile meat and
poultry processors depend on the
success of the quick-service segment
to bolster their own bottom lines. And
the days of only ground beef suppliers
benefitting from the growth of QSRs
have evolved to include almost as
many poultry processors. Add to
that, the diversity of menu offerings
on menu boards, which nowadays
include everything from venison and
pulled pork and pork belly sandwiches
to hot dogs, and it's clear to see that
QSRs are sharing the wealth with their
processor partners. But those suppliers
cannot afford to rest on their laurels
as requirements from the fast-food
chains get more challenging each year.
Whether driving thru or dining in,
customers' expectations are forcing
them to deliver products that appeal
to more sophisticated, adventurous
palates, meet strict on-farm production
practices and are priced more
affordably than fast-casual or fine
dining eateries. Oh, and they tend to
expect it to be in their hands, on a tray
or through a car window, practically in
a matter of seconds, not minutes.
In many cases, what's cooking in
fast-food reflects what is important to
today's diners. These priorities keep
the chains scrambling to keep up and

they, in turn, are reconfiguring the
supply chains to ensure they can offer
items such as chicken sourced from
antibiotic-free birds and in McDonald's
Corp.'s case, ground beef patties that
are fresh, never frozen, and cooked to
order. In many cases, the trends adopted
by fast-food restaurants sets the tone for
other segments in foodservice.
Convenience and flexibility are
part of the permanent playbook of
most operators, thanks in large part
by QSRs that have established the
bar their restaurant brethren aspire
to meet. Evolving expectations of
diners have behooved traditional
restaurants to tweak their business
models to facilitate to-go orders,
including designated parking places
and entrances for customers picking up
carry-out food.
As is documented in
MEAT+POULTRY's QSR Report (see
"Taming the flame," Page 38), CKE
Restaurants Holdings Inc.'s Hardee's
and Carl's Jr. chains epitomize the
movement among QSRs to appeal to
more discerning customers, who want
their burgers but expect more.
"While the public's desire for
decadent burgers isn't going away
anytime soon, more and more
consumers are looking for 'cleaner'
and more all-natural, menu options,
too," said Chief Marketing Officer for
both brands, Brad Haley, this past
March. "A few years ago, we became

the first major fastHardee's and
food chains to offer
Carl's Jr. chains
all-natural, grass-fed
epitomize the
beef burgers
movement to appeal
to more discerning
with no added
customers.
hormones, steroids
or antibiotics," he
said when the company
added antibiotic-free chicken to the
menu. "So, we naturally wanted to
try to do something similar with our
charbroiled, chicken breast fillet
sandwiches," he said.
Another example of the evolving
expectations QSRs are passing on
to their suppliers is spelled out in
"Supply Chain Standards" (Page 26).
The Wendy's Co. introduced its Code
of Conduct for Suppliers in 2016. The
standards address: food safety and
food ingredients, farm animal health
and well-being, human rights and labor
practices, environmentally sustainable
business practices and business ethics
and integrity.
The QSR segment is as competitive
as ever and as this month's report spells
out, expectations are as lofty as ever.
J O E L C R E WS, E D I TO R | j c r e w s @ s o s l a n d .c o m

Customers' expectations are forcing QSRs to
deliver products that appeal to more sophisticated,
adventerous palates.
CKE Restaurants Holdings

8

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Meat+Poultry - September 2017

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