It’s clear the industry is struggling to maintain sales, much less grow them. While snacking remains strong, we see consumers cutting back on the “extras,” particularly desserts and appetizers. Incremental sales generated by these add-ons are disappearing just as operators face increasingly uncertain economic times.

Despite the gloomy outlook for the industry in the year ahead, desserts and other snack items still have a place in the consumer’s heart. Our recent study on dessert trends indicates that consumers continue to eat desserts. In fact, 85 percent report having a dessert at least once a month, and none said they never have dessert.

An important factor to note is that the consumer definition of what constitutes dessert is changing. Even though traditional desserts such as chocolate chip cookies, vanilla ice cream, or apple pie are most favored, more now view yogurt parfaits, fruit plates, or cheese samplers as appealing.

Consumers like to share. Some won’t order dessert unless someone else in their party plans to. This behavior varies by gender and ethnic group, with women, Asians, and Hispanics more likely to decline dessert unless they can either share it or know they aren’t the only one ordering it. Many chefs who work in health-conscious locales note that most guests now prefer to share a dessert rather than order their own. Positioning dessert as a shareable treat has had a positive impact on sales for many operators.

While this might at first glance indicate the need to offer consumers a larger, shareable portion, that’s not necessarily the case. In many examples, just the opposite is true. Smaller-portion desserts are increasingly sold as components of sampler dessert platters. These smaller portions, in effect, give consumers “permission” to treat themselves. Most reasons for cutting back on desserts are financial or health-related, and smaller portions can provide the excuse for consumers to indulge.

Smaller portions are also on-trend with one of the few remaining growth areas in the industry. Snacking is an area that continues to generate incremental revenues, and mini dessert portions can play a role here as well. Many operators have had success with dessert options priced under $3 that include items such as cakes, cookies, milkshakes, and other ice-cream-based desserts. Dessert snack options represent a good opportunity to drive business during off-peak afternoon and evening hours when consumers are more likely to indulge.

What does this mean for the hotel food and beverage director trying to grow incremental sales by building upon the twin trends of permission indulgence and dessert snacking?

1. Having the options available to meet the needs of the consumer is critical. Many consumers forego dessert at the restaurant where they eat, only to order dessert later from another source. For certain properties, this speaks to the need to have in-room dessert options in addition to those on the restaurant menu.
2. Portion size is a critical factor in selection. While indulgence continues to be the driver for dessert and snack selection, it now means “acceptable” indulgence. Be sure to give consumers permission to treat themselves by offering smaller portion dessert options.
3. Working with the supplier community to develop options that meet hotel operator needs in all venues is important. While there may be co-branding opportunities available with major brands, having the partnership in place with the wide supplier community is important for capitalizing on these trends.