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First it was the burger. Then it was the sandwich. Now it seems that the diner—home of cushy booths, never-ending cups of joe, and tuna melts that haven't changed since 1957—is getting a modern, upscale makeover as well. As reported by Datassential MenuTrends, the database that puts you at the forefront of industry trends, a standard coffee or tuna melt isn't always such a simple order anymore. Chefs all over the country are giving classic comfort food the grass-fed, artisan treatment and are starting to reshape how consumers think of diner culture.
Before this new trend hit, a diner wasn't somewhere you'd go to experience innovation. It was a place where you knew exactly what was on the menu before sitting down. Request something like soy milk for your latte or pink Himalayan sea salt for your fries and the waitress taking your order would no doubt look at you like you were speaking a foreign language.
To get a better idea of what old-school diners offer, here's a selection of dishes from Rosie's Diner of Rockford, Michigan. Rosie's, the self-proclaimed "queen of diners and the most famous diner in the world," was a top ten pick on AskMen.com for the best diners across America in 2009. Its also been featured on the Travel Channel's Diner Paradise and the Food Network's Diners, Drive-ins, and Dives.
Rosie's Diner uses specific menu terms that give consumers the impression of a quaint, down-to-earth establishment with a rich history—the very qualities that attract most people to old-school diners in the first place. There's nothing too surprising or elaborate on the menu, and certainly nothing "hoity-toity," as the owners might say. "Good, honest, classic"—fancier descriptions need not apply.
But the very descriptions ignored by retro joints like Rosie's flow freely from the menus and mouths of wait staff at newer diners hitting the scene. Marge with the bright pink apron and cat-eye glasses has been replaced with worldly servers who can tell you everything from the source of the truffle oil used in the macaroni and cheese to what wine pairs best with the house-made beet and mushroom sausages. The menu items remain firmly entrenched in the comfort food realm—think burgers, omelettes, milkshakes, meatloaf, and the like. But nowadays, they're made using high-quality, natural ingredients and combined in ways that would make Marge's head spin.
Fancy twists on diners are found in all of the U.S.'s gastronomic capitals. In New York, Eatery NYC serves up meatloaf and buttermilk mashed potatoes alongside sea-salt-dusted edamame and filet mignon with a Malbec wine reduction. And in a nod to the never-say-close tradition of classic diners, the city's Cafeteria whips up its hearty fare at all hours of the day and night. San Francisco hosts Spork, a restaurant located in a converted KFC that offers nightly and early-bird specials like tuna noodle casserole and fish 'n' chips.
Not to be outdone by its northern rival, Los Angeles has Nickel Diner and its array of decadent, diner-style desserts. Austin's 24 Diner takes special care to locally source its breakfast ingredients, putting right on the menu where it gets eggs, bacon, the aforementioned beet and mushroom sausages, and so forth. deLuxe in Richmond, Virginia has crab cakes on challah rolls and crispy fried trout with Sriracha aioli.
Famed Chicago chefs are quickly jumping on board as well, with Girl and the Goat creator and Top Chef winner Stephanie Izard and Gilt Bar's Brendan Sodikoff both announcing in March that they've got diners in the works. Izard says that her place will stick to standard menu items like club sandwiches, but with house-baked bread and house-roasted turkey.
These new diners offer revamped takes on the menu items consumers already know and love. That's because the public is slowly becoming accustomed to gourmet options, yet still craves the nostalgic dishes of its past. Here are a few more examples of the unique additions these diners and others like them have come up with to appease the public's increasingly nuanced taste buds.
What also sets Eatery NYC, deLux, and company apart from the pack is their highly descriptive menus. Cheese isn't just cheese; it's gruyere or Tillamook cheddar. Apples are maple-roasted, mayo is blended with pecans, and you know exactly where the chili on top of your fries or the beef patties between your burger bun came from. As younger generations demand access to such information, the restaurant industry will keep moving in that direction with the ingredients it chooses to utilize in its most popular and affordable outlets—from humble burger and sandwich joints to kitschy diners, and then beyond from there.
By reading a few of the options listed at establishments like Eatery NYC and deLux, it's clear that they use certain ingredients and language to really sell each dish. By calling out high-quality animal products and ethnic ingredients, using rich adjectives in the descriptions, and capitalizing on existing culinary trends, these restaurants entice customers into choosing these options. Remember the "it's not cheese; it's gruyere" rule? That's exactly what this refers to—being descriptive and playing up great ingredients and preparation methods in a way that drives the eater toward curiosity and then craving. With similar calculated tweaks to your restaurant menu, you can do the same thing.
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Diners, a long-time favorite of eaters of all ages, continue to draw in the masses by fulfilling both the timeless desire to comfort oneself with rich, familiar foods and the current trend of seeking out upscale, locally sourced ingredients. Today's consumers still want foods that nourish and invigorate, that given them a sense of calm and satisfaction amidst chaotic times. But given the recession's sharp impact, the money the average eater puts toward a meal out has to be worth it—the dish shouldn't be something they can easily whip up at home.
The new diners that have emerged recently meet these seemingly divergent needs. Consumers can settle into cushy booths, order a cup of joe, and choose from an endless array of nostalgic dishes with tantalizingly new spins. One thing's for sure—the public will always have a taste for all-American fare like burgers and French fries, whether they're served with a side of ketchup or a side of chipotle remoulade.
To stay abreast of these industry changes and others like them, look to Datassential MenuTrends to ensure that you're offering clients the menu options their customers want the most. If you're not yet a MenuTrends subscriber, please contact Jack Li at 310-922-6299 or jack@datassential.com. We'd be happy to arrange a trial for your organization.
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