Technomic: Soup, salad drive restaurant traffic

Soup and salad can be effective ways not only to boost sales, but also to draw traffic, according to Technomic, Inc.

The restaurant research firm found that many consumers go to restaurants specifically because they enjoy the soups or salads there. They are particularly attracted to premium ingredients.

“Soup and salad are traditional favorites, but consumers still expect variety and something different on the menu,” Technomic executive vice president Darren Tristano said in a press release announcing the publication of “Left Side of the Menu: Soup & Salad Consumer Trend Report.”

“Catering to consumers’ need for variety when dining out — while also striking a balance between craveable, healthy, and innovative yet familiar offerings that justify price points — will be important in driving soup and salad purchases.Operators may also have room to ramp up soup and salad orders by promoting their appeal across dayparts and mealparts,” he added.

Here’s Technomic’s breakdown of soup and salad trends:

Source: Technomic, Feb. 2014