Trends: Center of the plate at NRA

Despite the challenges of a slumping overall economy, restaurant industry sales are projected to increase 4.4 percent this year, reaching a record $558.3 billion, according to the Washington-based National Restaurant Association (NRA). For a quick perspective, sales were just $42.8 billion in 1970.

There are 945,000 restaurants and foodservice outlets and a workforce of 12.8 million employees for the largest employer in the U.S. The restaurant industry’s share of the food dollar is 48 percent.

Now in its 89th year, NRA held its annual Restaurant-Hotel-Motel Show in May in Chicago. It’s the largest gathering of restaurant and hospitality industry professionals in the U.S., pulling more than 70,000 visitors and 2,200 exhibitors from all 50 states and 115 countries. It officially sold out for the third year in a row even though square footage increased.

Republican presidential candidate Sen. John McCain -- curiously accompanied by Joe Lieberman, Democratic senator from Connecticut -- delivered a campaign speech (without notes) to attendees, who have a lot of clout and dollars. “Considering both of my opponents call Chicago their home, I got a great welcome,” he joked after his introduction.

Why didn’t you think of it: Sara Lee Foodservice introduced Chef Pierre Pre-Sliced Pies.

When demonstrators against the war in Iraq tried to disrupt his speech, he patiently waited until they were peacefully escorted out and said, “We all have the right to free speech, and as I was saying ….”

There were some signs of cutbacks by food processors and foodservice companies, who normally spare no expense at this show. Perdue Farms cancelled its annual party for customers, and Tyson Foods did not serve chicken at its booth because of spiraling costs. McCain Foods didn’t exhibit at all.

But Coca-Cola Foodservice had a brimming portfolio of new beverage and beverage dispensing products, including Juan Valdez caféReale, a shelf-stable liquid coffee extract in Bag-in-Box form which eliminates mess, waste, and filters. Coke’s proprietary Bevariety Drop-In Dispenser is a versatile, eight-valve fountain dispenser that expands to 12 brands with flavor shot capability.

That means a Coca-Cola Classic can be turned into a flavored Coke by adding a vanilla or cherry shot, or a Minute Maid Lemonade can be turned into a cherry-lemonade. All together, it can create more than 50 different drink options.

Sara Lee Foodservice had Chef Pierre Pre-Sliced Pies, the foodservice industry’s first, pre-portioned and pre-sliced pies. Available in seven thaw and serve varieties, slices can be thawed as needed.

The name of the game for restaurant menus in 2008 is more choices -- more portion-sizes, more healthy options,and more tastes, flavors and innovations.

NRA research finds that six of 10 consumers would likely choose a restaurant based on its environmental friendliness. So it’s no surprise that environmental and sustainability efforts were one of the foremost trends at the show. Much talk was devoted to multi-purpose equipment and “green” equipment, anything that can reduce utility costs and increase productivity, technology that can improve dining experiences for guests, and advice from industry leaders and experts on how to best integrate these concepts into operations.

Other trends mirror those in the food processing industry. Three of four adults (and about the same percentage of teens) are trying to eat more healthfully. Bite-size desserts and small plates/tapas/mezze are hot, as are sourcing ingredients (local produce, organics, sustainable seafood, grass-fed and free-range) for menus. So is serving specialty alcohol products (craft beer, signature cocktails, organic wine).