Satisfying younger consumers’ customization cravings

Today’s young diners are savvy and sophisticated—and they’re increasingly discerning when it comes to the food they eat. They want fresh, healthful, craveable options that they can customize to suit their particular tastes.

Customization, which continues to be a point of focus across all foodservice segments, is now moving beyond create-your-own omelet and pasta stations. From ethnic influences to vegan dishes, from the type of seasoning to the level of heat, operators are giving customers new ways to make dishes their own.

High expectations

And it’s not just college students craving personalization in foodservice. Their K-12 counterparts want just as much control and choice when it comes to mealtime. This can present quite a challenge for foodservice directors bound by mandated guidelines and restrictions, with a demand to maintain or increase participation.

The youngest students like simple, fresh, easy to eat foods, according to a recent Y-Pulse report, but high-school students are interested in complex flavors and more adventurous fare, according to that same report.

Barb Herron, foodservice director for the Perry Local School District in Lima, Ohio says that customization is very important for her students because they have more options outside of school. “Mom and dad both work and they’re not having as many home-cooked meals. Students are used to dining out more,” she says.

Individual control

Herron recently introduced Kent Precision Foods Flavor Lab Flavor Station, which allows her students to season their meals to their individual tastes without added sodium. “I think they really like the flavors,” says Herron. “For low-sodium green beans, they need to add flavor to have some taste to it. Their favorite is the Chili Cheese,” she says.

Herron points out that since there’s such a diversity of tastes among her students, she can’t possibly season foods in bulk and keep her diners happy. “With the Flavor Station, everyone can do it on their own. I see a lot of them using it and they really like it. That’s the only place where they can customize, so it’s important,” says Herron.

At Oelwein Community School District in Iowa, foodservice director Frank Stammeyer says customization helps him keep the menu from getting too predictable or boring.  He keeps his menu aligned with what students eat when dining outside of school. “I see what they’re serving and replicate it so it can still be a nutritional meal,” he says.

Stammeyer says the Flavor Station lets students season mashed potatoes or turkey burgers as they like, so diners are more interested in the food and participation rates rise. “It gives them control and lets them decide what they want so they don’t get bored of the same old thing,” he says.

Stammeyer often works the line in the high school cafeteria to get feedback from his customers. “They’ll really tell you whether they like it or why they won’t eat that again,” he says.