Flatbread Sandwiches Break Menu Barriers

A lot of buzz surrounds market capture of incremental-business—from all-day snacking options and the fourth meal to all-day breakfast. This activity is evident across the foodservice board. Even casual to upscale restaurants have upped the ante, with newly polished bar-food menus closing the gap between lunch service and closing time.

However, QSRs might be best positioned to walk away with the biggest take in this burgeoning commingled category. Their predisposition to offering fast, portable, inexpensive and convenient food synchronizes nicely with the on-the-run nature of an anytime-snack.

The flatbread sandwiches recently introduced at Dunkin’ Donuts provide an excellent example of how a menu concept can cross menu dayparts, including breakfast, lunch and dinner, as well as that ever-expanding and important snack category. And the behind-the-scenes R&D that yielded the menu platform presents a clear picture of Culinology® in action.

A CHEF ADVANTAGE

“Our menu strategy is completely driven from a flavor appeal standpoint,” says Stan Frankenthaler, executive chef and director of culinary development, Dunkin’ Brands, Canton, MA, parent company of Dunkin’ Donuts and Baskin-Robbins.

The 2005 hiring of Frankenthaler, the company’s first executive chef, is perhaps the most-important element in its menu-innovation strategy. Before joining Dunkin’ Brands, he was chef-owner of Salamander and served as head chef at Jasper’s, both Boston-based restaurants. He’s also coauthor of the Asian-inspired cookbook, “The Occidental Tourist.” He’s part of a crack culinary team featuring 14 chefs, culinarians and food scientists, including Executive Pastry Chef Christopher Boos and Sous Chef Philip Kafka, who spearhead culinary R&D for Dunkin’ Donuts and Baskin-Robbins, and Jim Cleaves, manager of coffee excellence at Dunkin’ Donuts.

“Chefs represent flavor first,” says Frankenthaler. “Customers want to be delighted with delicious, new items—not always far-out ingredients, but creative, new plays on familiar themes.”