Food and Beverage Trends for Golf Courses

FOOD & BEVERAGEDIANE CHIASSONTop10Food and BeverageTrends for Golf CoursesWHAT GOLFERS WANTGolf is more than just a sport. It’s asocial occasion - and what socialoccasion would be complete withouta little eating and drinking? Mostpublic golf courses currently offer astandard menu: hot dogs, hamburgers,ham and cheese sandwiches and chips,while private courses with full-servicerestaurants offer similar menusof breakfast, steaks, sandwiches andother common Western dishes.So how can you set yourselfapart from the competition? All ittakes is a few simple changes to theway you operate your kitchen.The food that you serve andyour dining environment have alarge impact on the overall imageand reputation of your golf course.By staying current and relevant withyour food and drinks menu, and byoffering unique and interestingitems, you can attract a new crowdof golfers to your course, and enticeyour current golfers to stay for ameal rather than dining elsewhere.TOP 10 TRENDSFood and beverage sales account for25 percent of revenues at a golfcourse, so it is essential that yourfood and beverage department keepup with the latest trends, and incorporatethem into your menu.Since most Canadians are stillrecovering from the downturn in theeconomy, inexpensive and comfortingfoods still top the list of foodtrends and many consumers are alsolooking for healthy and low-fatalternatives.30Summer 2010GOLF BUSINESS CANADAGOLF BUSINESS CANADA Summer 201031

FOOD & BEVERAGEKeeping in mind the needs of yourgolfers as you design your menu, considerhow you can incorporate the followingTop 10 Food and Beverage Trends intoyour menu:1Signature SandwichesEach foodservice operation or restaurantshould always have a branded or signaturemenu item that helps draw in business– a unique menu item that golferscan’t get anywhere else.Create a signature sandwich that willbe reflective of your course. This could beas simple as using a special dressing you’vecreated or putting a unique twist on a specificstyle or type of sandwich.You need to ensure that your signaturesandwich is delicious, so use thefreshest ingredients available and makesure it is consistently cooked well so thatgolfers will know they can count on thisdelicious sandwich no matter howthey’ve played on the links.2HamburgersHamburgers are a perennial favourite inmore industries than golf. Just askcelebrities!After winning her Oscar, SandraBullock claimed that all she wanted to dowas eat a hamburger. After winning eightOlympic gold medals, U.S. swimmerMichael Phelps said that he was going tocelebrate by eating a cheeseburger. After aday on the golf course, hamburgers andcheeseburgers top the list of desired foodsfor many golfers as well.You probably already offer a hamburgeron your menu, but consumers’palates for hamburgers have becomemuch more sophisticated over the years.A frozen meat patty simply won’t cut it.Customers want fresh, handmadepatties from local, grass-fed beef, as wellas burger toppings like organic tomatoes,salad greens, pickles, onions, and artisancheeses.You might also consider makingyour own condiments such as catsup,mustard, mayonnaise, and even salsa,which is an increasingly popular toppingfor burgers. Be sure to include somefresh, hand-cut French fries to accompanythe burger, and offer the option ofsweet potato fries for more health-consciouseaters.3Breakfast To Go/Juice BarAs many golfers like to begin their day atthe crack of dawn, a quick breakfast is anexcellent idea for the golfing clientele.Some guests may choose to sit in the diningroom or restaurant for a full servicebreakfast, but anxious golfers or golferson a tight schedule might be more interestedin grabbing a quick bite and hittingthe links right away.Breakfast sandwiches are always apopular option, but make sure they arefresh, or made-to-order. Consider offeringfrittatas and omelets wrapped in flatbreador artisan breads. Soggy bacon andrubbery eggs won’t impress your customersand may discourage them frommaking future breakfast purchases.Package fresh fruit, yogurt and granolain takeaway containers, or bake yourown breakfast bars to sell as a quicksnack. Consider setting up a fresh fruitjuice and smoothie bar, and offer shots ofwheatgrass and vitamin boosters to givegolfers some extra energy for the course.4High-Tech MarketingTake advantage of the fact that most ofyour golfers will probably be carryingtheir iPhones and Blackberries on thecourse. Post your regular menu online, aswell as the specials from your foodstands.You could take it one step furtherand allow golfers to pre-order their fooda few holes before they reach the foodstand. This method would improve thetraffic flow at the food stand, as golferswouldn’t need to wait in line to ordertheir food. You could also send out an e-blast or Twitter message about your dailyspecials to entice golfers to order somethingwhen they reach the food stand.5Ethnic FoodsSandwiches and hamburgers are definitelyfavourites, but as Canada continues todiversify, it is important that our foodreflect this trend.Asian noodle soups and Koreanfood are already making an appearanceon many golf course menus in the UnitedStates. Colombian and Peruvian foodsare also very trendy this year. Dishes likeceviche, fish soups and stews, and ingredientslike Yuca roots, lima beans, chiliesand a variety of tropical fruits are growingin popularity.For quick snacks in the Asian foodcategory you can sell Japanese rice balls,sushi, dim sum, soft spring rolls andVietnamese banh mi sandwiches at yourfood stands.From Mexico and South America,empanadas, tacos, sopas and tamales areall items that can be eaten quickly withoutthe use of cutlery.6Gluten-Free FoodsWith more Canadians suffering fromceliac disease, as well as more health andweight-conscious people trying to avoidgluten and carbohydrates, the demandfor gluten-free foods has skyrocketed.This market has grown by nearly 30% inthe past few years, and its popularity isexpected to continue.Create a gluten-free section on yourmenu, and try pairing meat and fish withbeans and vegetables, and include morefoods made from rice flour, chickpeaflour, potato flour or tapioca flour.As a majority of your members mayalso be in the 55+ age bracket, youshould also consider offering “hearthealthy” dishes that are low in sodium,low in fat and low in sugar for memberswho are suffering from high blood pressure,diabetes or other diseases.Draw attention to these healthierchoices on the menu by placing an eyecatchinglogo next to the items.7Local ProduceIf you have sections of your property thatare not currently dedicated to the playingarea of the golf course, you could takelocal food to a whole new level and createyour own garden.By growing your own produce, youcould also increase your revenues by settingup a Farmer’s Market on the weekendsto sell your goods. After a round ofgolf and lunch in your dining room,guests could purchase fresh fruits andvegetables to take home.Not only would your food and beveragedepartment be able to serve dishesusing fresh produce from your own backyard,therefore saving on food costs, butyour facility would be regarded as anenvironmentally-conscious and forwardthinkingoperation.Taking it one step further, youwould also be able to market your restaurantas a genuine dining destination - notjust for your golfers - but for the generalpublic as well.32Summer 2010GOLF BUSINESS CANADAGOLF BUSINESS CANADA Summer 201033

FOOD & BEVERAGE8New Cuts of MeatOne of the biggest trends in the past fewyears has been the idea of head-to-taileating. In order to cut down on foodcosts, an increasing number of chefs areoffering hangar steaks and flat-iron steaksinstead of filet mignon and rib-eyes.Pork shoulder and pork belly aredelicious and inexpensive cuts of pork.Cheap cuts of meat can be made tenderand tasty through a variety of slow-cookingprocesses including braising, stewingand slow-roasting.With these methods, dishes can beprepared well in advance and left in awarm place, freeing up kitchen staff tocook other dishes as they’re ordered,especially during busy times. This techniquewill improve the quality of yourfood and reduce stress in the kitchen.Collins and Gin Fizzes are back in style.Many of the trendiest bars andrestaurants are making their own syrups,grenadines and bitters and creating a newline of old-fashioned cocktails.Homemade beers and other malt beveragesare also appearing on more andmore drink menus.STAY CURRENTYou need to remain current with yourmenu so that you can attract a newcrowd of golfers to your course, andentice your current golfers to eat a mealat your facility instead of dining elsewhere.You should still tailor the menu tomeet the needs of your golfers, as eachfacility is unique, but wherever possibletry to incorporate the latest trends inyour menu to help increase food and beveragesales. 9Scotch Whiskey TastingsSince Scotland is the birthplace of golf, itwould only be appropriate for golf coursesto feature a variety of Scotch whiskeys onthe drink menu. One of the latest trendsin the beverage industry is to hold Scotchtastings.Organize scotch tastings once amonth, paired with a multi-course meal,or offer flights of scotch on your drinkmenu. Such events could also be marketedfor bachelor parties, engagement partiesand corporate parties.10Homemade Beers & CocktailsRecently, there has been a resurgence ofgin and whiskey-based cocktails in thefood and beverage industry. Drinks likeManhattans, Old-Fashioneds, TomDIANECHIASSONDiane Chiasson, FCSI, presidentof Chiasson Consultants Inc.,has been helping foodservice,hospitality and retail operatorsincrease sales for over 25years. She provides innovativefood and retail merchandisingprograms, interior design,marketing, promotional campaigns,and much more. ContactDiane toll free at 1-888-926-6655,or chiasson@chiassonconsultants.comor online at www.chiassonconsultants.com.34Summer 2010GOLF BUSINESS CANADA