US: California Avocado Commission encourages avocado demand
In the past decade, foodservice chain promotions have gradually grown to dominate the CAC foodservice program, extending Fresh California Avocado awareness and generating new menu applications. CAC estimates that about 30 percent of California’s annual crop is sold into foodservice channels, and demand continues to grow. CAC’s foodservice team connects with chain marketing and research and development decision-makers who currently serve or are likely to serve Fresh California Avocados, and works with chain culinary teams to create fresh avocado dishes that fit each customer’s service and menu profiles.
"This two-pronged approach secured 19 promotions with restaurant chains to date in 2012, with several of the chains adding Fresh California Avocado to their menus for the first time," said Jan DeLyser, CAC vice president of marketing.
In April, El Pollo Loco, the flame-grilled chicken leader with nearly 400 units in the West and Southwest promoted a limited time offer that added an Avocado Bacon Tostada to the menu. The special tostada is the second stage of introducing Fresh California Avocados to the El Pollo Loco menu. Last year, sliced Fresh California Avocado debuted in a burrito and El Pollo Loco offered customers the option to "add Fresh California Avocado to any item."
Also in the spring, Sizzler launched an exciting steak combo promotion featuring their grilled tri-tip sirloin paired with their new California Grilled Malibu Chicken –a grilled chicken breast, topped with sliced ham, melted Swiss cheese, their signature Malibu sauce and slices of Fresh California Avocados. The Steak and California Grilled Malibu Chicken promotion ran in Arizona, California and New Mexico. Sizzler merchandising included floor banners, counter cards and table tents, as well as broadcast support in five California markets. Also, Sizzler’s salad bar offers fresh guacamole daily with "made with Fresh California Avocados" signage.
California Denny’s locations switched from frozen avocados to Fresh California Avocados in support of their "Tour of America" menu. Two of the items on that promotion, Huevos Rancheros and Malibu Fish Tacos, include Fresh California Avocados, and both items will be featured in a July 23 PennySaver print drop that is mailed to more than 4.5 million households in Los Angeles and San Diego.
From April through July 1, California-based zpizza, a national pizza chain known for their insistence on fresh, natural and wholesome ingredients, promoted three avocado menu items: California Salad, Mexican Pizza and Pollo Latino Sandwich. Large window posters featured CAC’s Hand Grown in California logo. In the quick service sandwich segment, Which Wich encouraged customers to "Pump Up Your Wich" by adding Fresh California Avocado to any sandwich on the menu.
“The California Avocado Commission has marketed to the foodservice industry for decades, and the programs just keep getting better," said DeLyser. "New Fresh California Avocado menu applications in scores of restaurant chains help the foodservice operators keep their menus fresh and introduce consumers to new avocado usage ideas."
Educational institutions and contract feeders are included with CAC’s foodservice outreach. This summer, Sodexo Corporate Services, a leading integrated facilities management company with special expertise in onsite foodservice, displays its dedication to customer wellness by showcasing five new Fresh California Avocado menu items in 850 Sodexo-managed foodservice operations. The five items— Turkey Avocado Club Croissant, Avocado BLT Burger, Shrimp Ceviche Salad, Avocado Caprese Salad and Avocado Breakfast Sandwich—are offered on a two-week rotation and promoted with customized point-of-purchase materials at the ordering station. Each "headliner," like the Avocado Breakfast Sandwich (grilled egg whites, ripe avocado slices and pico de gallo on a whole wheat English muffin), is designed to appeal on both a flavor and fitness level.
For more information:
Marji Morrow
Rockwell Morrow
Tel: +1 323-456-6751
[email protected]