Chains Sprout Whole Grains

Chris Compagna, vice president of marketing, Atlanta Bread Company, notes that the new Irish oatmeal on the menu has been very well received. “The whole-grain Irish oatmeal is something we introduced as part of a new breakfast rollout, along with the parfait and the fresh cracked eggs,” he says. “There’s definitely a very passionate audience for whole-grain. A lot of our customers will specifically ask about it at the café. So, to have those whole grain options is important to us, because it’s very important for our customers.”

Once some consumers buy into whole grains, they frequently become dedicated followers. Although the whole-wheat bagels at Bruegger’s don’t move as fast as the white, admits Philip O. Smith, director of new products and services, Brueggers Enterprises, they have a loyal following.

INGRAINED SUPPORT STAFF

The bread category at retail is where most consumers first gained major exposure to whole grains, and that continues in foodservice. “Many of our signature sandwiches, such as the D.C. Chicken Salad on Steakhouse Rye, the Uptown Turkey on Harvest Toast and the California Grille Panini, also on Harvest, are prepared with whole-grain bread,” says Sciccitano.

Jersey Mike’s has seen a good level of growth in demand for its whole-wheat bread, notes Dave Altmann, senior vice president of operations, Jersey Mike’s Franchise Systems. “While our customers still love our freshly baked traditional sub bread—representing 70% of subs sold—over the last few years, we have seen double-digit increases in the number of customers asking for our whole-wheat option, which is also baked right in our stores.”

People are beginning to expect whole-grain bread options. “I think whole wheat and whole grains have enjoyed a resurgence into the mainstream and now occupy a much larger position compared to five years ago,” Smith says. However, he notes some categories of food still have a way to go, particularly pasta, pizza and salad ingredients.