In the first part of our menu development series, Scott Freeman, Culinary Director for ESS, describes the various data, insights, information and resources used to inform and develop our culinary strategy for Defence.
Within the Defence culinary team, our focus is on enhancing the lived experience of service personnel through the food we serve and the environments we create. We aim to provide concepts and dishes that give our consumers what they want and need, and that map with the trends they are seeing on the high street.
To achieve this, we draw on a variety of data, insights, information and resources to drive the menu development process.
The most important thing is for us to know our customers! As well as continually looking at sales figures, we gather feedback in a number of ways, including surveys, face-to-face interactions and via mess committees, combining this with our sector knowledge and the parameters set by our clients.
Across the team, we monitor industry insights and trends on an ongoing basis using market research reports, social media and food influencers – while we can’t always emulate them directly, it’s great for inspiration!
Our supplier relationships are important too. We build strong partnerships with companies who know their markets. We’re looking at a really broad picture, but they’re focused on details relating specifically to their products and we can leverage that.
Once we’ve identified our target areas, we complete more detailed explorations through regular food tours throughout the country and engagement with Compass Group colleagues across the UK and globally.
Having understood what our customers are choosing, what’s trending now and next and the direction of travel for our suppliers, we set about integrating this insight into our offer.
Next week, we’ll hear from Matt Lord, Regional Executive Chef for ESS, who will speak about how we bring our culinary strategy to life through the concepts and dishes we create.
