Posted in Promotions on October 1, 2024
When we dig into the data, it’s easy to see that desserts can serve up a feast of sweet sales. The research firm Datassential reported that 95% of consumers surveyed had a dessert within the past week–and the majority, 63%, had a dessert within the past day.1
What’s more, Datassential found that 45% of operators saw an increase in overall dessert sales over the previous year.1
That said, it’s interesting to note where consumers are satisfying their hankering for dessert. Seventy-seven percent had their last dessert at home, compared to 23% away from home.1 As a result, operators may want to consider menuing travel-friendly desserts that can be eaten on the go.
White Castle, for instance, hit a sweet spot in the market with cake slices and a brownie on a stick. The desserts’ versatile format allows guests to nosh on them immediately or enjoy them at another destination; some pick up several to store in the freezer for later, according to Jamie Richardson, White Castle’s vice president of Marketing.
“People are often eating as they’re heading from place to place, or they might be taking it home for dinner,” he said.
The snackable appeal of such dessert formats is also key. Fifty-six percent of consumers reported having their last dessert as a snack.1
If your restaurant has been thinking about adding a dessert menu or retooling your current line-up—especially as the holiday season approaches—the following considerations can help you determine which baked goods, ice cream and other choices might be the best fit.
1. Hone in on Home
With approximately 81% of U.S. adults intending to have a home-cooked holiday dinner, offering consumers the convenience of desserts for delivery or takeout makes perfect sense.2
Research from food delivery service Instacart shows that consumers tend to scramble for desserts just before the Thanksgiving holiday. Desserts top the list of last-minute items consumers purchase (60%).3
“The top foods that have their most popular day of the year the day before Thanksgiving are overwhelmingly related to desserts—whether that’s pre-made pies or ingredients to bake from scratch,” explained Instacart trends expert Laurentia Romaniuk.3
“According to our survey, desserts top the list of last minute items those who are likely to wait until the last minute to complete their shopping for Thanksgiving will be shopping for,” Romaniuk continued. “With two sources citing a similar notion, it’s clear that dessert is top-of-mind during last minute shops, whether it’s because they’re more of an afterthought when it comes to planning the holiday meal or because they’re the easiest items for guests to bring to dinner.”3
Bear in mind that pumpkin pie remains a Thanksgiving favorite. Over 58% consider pumpkin pie a must-have Thanksgiving dessert, while apple pie takes the cake as the top dessert for Christmas (46%), followed by fruitcake and chocolate chip cookies.2
While these staples are sure to create a blur on holiday menus, your foodservice operation can stand out with delicious twists on traditional favorites, like Pumpkin Pie Pops made with NILLA Wafers, which combine portability with palate-pleasing seasonal flavor. Or get creative with apple pie and transform it into a scrumptious dessert beverage with our recipe for Ultimate Apple Pie Milkshake made with Golden OREO Cookies. For a fresh take on cheesecake that leverages the popularity of chocolate chip cookies over the holidays, try Chocolate Chip Cookie Cheesecake made with Chunky CHIPS AHOY! Cookie Pieces.
2. Personalize Items When Possible
Restaurants can often find ways to customize treats that aren’t too labor intensive, according to Carmisha Ramsey, lead customer chef for Mondelēz Foodservice.
“If you’d like to add your own spin, you can purchase unbaked cookie pucks and brownie batter, then add cookie or candy pieces, or icing,” Ramsey advised.
And let’s not forget Halloween. Since pumpkin spice and pumpkin are so closely associated with fall and winter, it makes sense to let customers try tricks with pumpkin-flavored treats. Give them the option to personalize an item like Pumpkin Tres Leches Cake made with NILLA Cookie Pieces with OREO or CHIPS AHOY! cookie pieces instead of or in addition to NILLA.
Although finding a convenient to-go option for ice cream desserts can be trickier, it’s possible to make this crowd-pleaser transportable, according to Ramsey.
“Ice cream is a regular favorite with consumers,” she said. “For easy takeout, try offering assorted cookies and other toppings, packed separately for the consumer to assemble at home, creating unique one-of-a-kind items.”
3. Showcase Attractive Components
When it comes to dessert menu curb appeal, a mix of intriguing flavors and recognizable ingredients can be just as important as portability.
Nostalgic desserts that harken back to happy childhood days are popular and tie-in well with the family-centered and tradition-oriented holiday season. Fifty-seven percent of consumers hanker for nostalgic desserts–a stat that rises to 62% for Gen Z consumers, who are particularly interested in throwback treats.1
Specific dessert ingredients—including particularly well-known, iconic cookies, candy and other products—can also entice consumers. Given that 84% of consumers in North America have been loyal to certain snacks or brands for a long time, foodservice operators should lean into beloved ingredients with a high degree of brand recognition.1
The Cookies ‘N Cream Twists dessert from the Donatos pizza chain resonates strongly with the customer base, according to Cyntia Ottavio, the company’s director of menu innovation. Ottavio said the pull-apart item, topped with vanilla icing and OREO® pieces after it comes out of the oven, originated from one of the company’s periodic menu reviews.
“We talked about how we [could] do something to bring some buzz, some excitement to the dessert line,” she recounted. “People are in love with OREO® Cookies, whether it’s a cookie topping or sundae or mixed in a shake. We have seen an increase in our dessert sales by adding this to our menu. It has become explosive.”
4. Reduce Any Ordering Limitations
Desserts frequently get their own menu designation, but that doesn’t mean they can—or will—only be eaten after meals.
With all-day snacking gaining ground—88% of global consumers indulge in snacking daily4—operators may want to extend the hours they serve baked goods and other indulgent items. When asked what time of day they had their last snack, 23% of consumers said as an afternoon snack, another 23% had eaten one with dinner, and 26% indulged in a late-night sweet treat.1
However, desserts might not be big sellers during all dayparts. Operators could find, for example, they aren’t ringing up a ton during breakfast. Only 8% of consumers said they had their last dessert for breakfast.1
While Richardson says White Castle’s stick-mounted sweets may not be the restaurant’s main draw in the morning—or even during the rest of the day—customers still appreciate being able to order a dessert when they stop by.
“It isn’t a huge part of the overall menu mix; our sliders are the primary reason people come,” Richardson said. “[But] it’s an experience, and something that makes a visit to White Castle more distinctive. Not everybody is in the mood for dessert, but when the craving arises, we’ve got you covered.”
Hungry for a steady feed of tips and tasty trends, from main dishes and sides to desserts and drinks? Follow us @mondelezfoodservice on Facebook, Instagram and LinkedIn. And if you haven’t already, sign up for our emails to get the latest insights and inspiration delivered to your inbox.
- Datassential, Foodbytes: Dessert Decadence, 2023
- Statista, Holiday dinner in the United States, March 14, 2024
- Amick, Brian, “Consumer shopping insights for Thanksgiving and Christmas,” Bake Magazine, November 11, 2023
- Mondelēz International and The Harris Poll, 2023 State of Snacking Report
