As a snack, appetizer, side or main meal, soup sells steadily throughout the day and—surprisingly enough—in the morning.
By Marilyn Odesser-Torpey, Associate Editor
It may not be as enticing as a piled-high sandwich or as full of pizzazz as a generously topped pizza but, in its own quiet way, soup is a fresh foodservice workhorse.
In a recent report published by Chicago-based Technomic research firm, 46% of consumers who visit restaurants or other foodservice concepts weekly or more said they often choose certain eateries specifically because they enjoy the soup. Half of the women in the group said that soup is often a deciding factor in choosing a restaurant.
More than half of those surveyed in the same report said they eat soup at home at least once a week or more often. Getting them to kick the can and order soup away from home, however, requires a product offering that’s of a variety and quality that they can’t easily duplicate in their own kitchens, researchers concluded.
“Catering to consumers’ need for variety and striking a balance between craveable but healthy, and innovative yet familiar soups are important factors in driving away-from-home purchases,” the report said.
It also recommended that retailers could increase soup sales throughout the day and evening by offering a variety of container sizes at different price points to appeal to consumers for multiple meals and snack times. Smaller, lower-priced servings can be positioned as appetizers, snacks or add-ons, while larger, proportionately priced portions can be a satisfying full meal for lunch or dinner.
FOR ALL DAYPARTS
While the majority of consumers said they view soup as most fitting for a lunch entrée, a number said they also order it as a lunch appetizer or side. Some, particularly younger respondents, noted that they often order soup as a snack between meals. Some of these younger respondents even said they consider soup to be an appealing selection for a meal or snack during the morning hours.
If soups aren’t in their pots by 7 a.m. each weekday, customers at two of the convenience stores on the campus of San Diego State University complain, said Cherie Witchell, the school’s senior general manager of convenience stores and concessions.
“Some of our customers eat soup for breakfast,” Witchell said.
The majority of the day’s soup sales are made before 1:30 p.m., but the self-serve pots are kept full and fresh until a half hour before closing at 10 p.m. to keep soup-loving students and faculty happy all day and into the evening.
“Someone is always dedicated to managing the soup bar to make sure it’s always clean and appetizing,” Witchell said. “We must wipe it down a zillion times a day.”
One of the stores went from a two-pot to six-pot operation as the result of soup’s popularity with customers. The other store has four cooking pots. The Technomic report found that consumers generally expect at least three choices at limited-service restaurants.
Witchell said the stores go through between 10-18 pots of soup at the bar on any given day, year-round, when classes are in session. Two are always cream soups and there are always chili and vegetarian options.
The stores sell an average of 750 cups of soup each week. A 12-ounce cup sells for $3.45, a 24-ounce one is $5.49. Some of the varieties are made at the on-campus commissary, others are delivered in as a frozen concentrate from an outside supplier.
Two pots of each variety of soup are always held at the ready to keep the containers at the bar full. If a variety runs out during the course of the day and there is no more of that kind, another variety will take its place. “We don’t want any of our pots to stand empty,” Witchell said.
Because all of the soups are offered at one price, customers are welcome to combine varieties to come up with their own one-of-a-kind creations. Some also use the condiment bar to add red chili peppers and other ingredients to customize their cups.
On limited-service restaurant menus, several soup varieties, including chicken, cheese and tomato, showed small year-to-year increases. Although chicken noodle is the favorite soup among consumers in the Technomic survey, followed by potato and beef stew, half said they would be interested in trying new and unique soups.
That is a good reason to feature limited time offers (LTOs) showcasing ethnic ingredients, interesting flavor pairings and new spins on familiar varieties along with a selection of tried-and-true comfort classics.
Researchers pointed to Asian-style ramen and chilled soups as varieties “that are poised for growth, particularly among young consumers.” Witchell explained that she is constantly rotating varieties to keep the soup offering interesting for customers. Recently a new spicy variety, buffalo chicken soup, really hit the spot for many of her customers.
“They loved it and it will be back,” she said.
VARIETY SELLS
At all 451 Kwik Trip locations in Wisconsin, Minnesota and Iowa, soup is a year-round staple.
“It sells best from September through May, but we keep it on all the time because it has been part of our foodservice program for at least 12 years and our customers expect it,” said Paul Servais, the company’s food service zone leader. “Kwik Trip is known for our proprietary fresh foods and soup is an important part of that identity.”
Making the soup in the company’s owned and operated commissary allows Kwik Trip to keep up with consumer preferences and trends, Servais said.
Last year, for example, the amount of sodium in the soups was reduced. “Our guests appreciated that,” Servais said.
In the Technomic study, 33% of the respondents said they regard soup as a healthy option. The researchers suggested that retailers call out better-for-you attributes of their soups such as varieties that are lower in calories, fat and/or sodium. Gluten-free is also something an increasing number of consumers are seeking.
Out of 12 main flavors in rotation at Kwik Trip, 3-6 (depending on the size of the store) are featured at any given time. Included in the regular rotation are chicken noodle, broccoli and cheese, cheesy potato ham, vegetable beef and beer cheese, which Servais says is a must if you offer soup in Wisconsin.
In winter, an LTO flavor will be brought in and will remain throughout the season. LTOs that do particularly well, such as last winter’s chicken tortilla, are added to the regular rotation.
Consumers like seasonal soups also, the Technomic report shows. Thirty-seven percent of the respondents said they would pay at least slightly more for soup that contains seasonal ingredients.
Kwik Trip’s soups arrive from the commissary frozen. They are available in three size cups—eight ounces for the price of $2.39, 12 ounces for $3.29 and 16 ounces for $3.79. The 12-ounce size comes in a refillable mug. Refills cost $2.59.
According to Technomic, bundling might be an effective way to boost soup sales. Half (51%) of the consumers surveyed said it is important that soup be bundled with other items. Fifty-eight percent of the respondents said they would be more likely to order soup as part of a combo meal than as a single item. In addition, 36% said they would be more likely to order soup with a salad.