I worked on Deconstructing the Concept while an intern at Technomic. I highlighted key factors for up-and-coming restaurants.

1. © 2017 Technomic Inc., Canadian Foodservice Digest TM
CANADIAN
TM
FOODSERVICE
DIGEST
What’s Inside?
03
06
07
08
09
10
INDUSTRY NEWS
INDEPENDENT FOCUS
MENU STANDOUTS
TRENDING ON MENUS
BAR SPOTLIGHT
DECONSTRUCTING THE CONCEPT
October 2017

2. © 2017 Technomic Inc., Canadian Foodservice Digest TM
Consumption of ethnic fare is on the rise,
according Technomic’s 2017 Canadian
Ethnic Food & Beverage Consumer Trend
Report. Consumers indicate that they order
ethnic foods and flavours half of the time
when eating out (47%), and six out of 10
consumers agree that they are eating more
unique types of ethnic foods and beverages
now compared to two years ago. Here are
three important findings from the report
that indicate why ethnic continues to be a
strong growth vehicle for operators.
Ethnic fare satisfies consumers’ need
for new dining experiences
Six out of 10 consumers agree that they are
eating more ethnic fare to try new flavours,
and nearly half (44%) say they’ve increased
ethnic consumption because they are more
adventurous in what they eat compared to
two years ago. This heightened interest in
new dining experiences is not just limited
to younger diners—48% of baby boomers
say that they’ve become more adventurous
eaters compared to 43% of Gen Xers and
39% of millennials.
More ethnic cuisines are now
considered mainstream
Chinese, Japanese and Italian are already
widely accepted ethnic cuisines, but more
consumers are also opening their hearts
(and mouths) to less familiar global fare. At
least half of consumers say that they now
consider Cajun, Middle Eastern,
Vietnamese, Thai, Korean and Szechuan,
among others, to be mainstream ethnic
cuisines. Part of the growing comfort level
with these cuisines is due to operators
showcasing condiments and sauces like
Sriracha and gochujang on popular dishes,
including burgers and pizza.
Consumers seek ethnic experiences
beyond restaurants
Nearly four out of 10 consumers (38%) are
likely to order ethnic items at traditional
grocery store prepared-foods areas, and
nearly as many said the same of specialty
ethnic grocery chains (36%) and local
independent ethnic grocers (34%). In all
instances, younger consumers aged 18-34
are more likely to order ethnic fare at these
retailers compared to older counterparts.
Part of the appeal of global fare at retailers
is that foodservice at ethnic supermarkets
has strong claims to authenticity.
Data indicates that operators who are not
highlighting ethnic items are missing
opportunities to capture traffic around
adventurous consumers seeking new
flavours. Sauces and condiments are easy,
low-risk entry points into ethnic menu
development. As ethnic food options
continue to boom, expect other cuisines to
transition from emerging to mainstream
and become more of a regularity in
consumers’ daily dining habits.
Evolution of Ethnic Dining Creates New
Opportunities for Operators
By Patrick Noone,
Executive Vice President
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3. © 2017 Technomic Inc., Canadian Foodservice Digest TM
INDUSTRY NEWS
Menu
Development
A&W brought back the Teen
Burger. Available at participating
locations for $3.50, the burger
features a seasoned beef patty,
cheddar cheese, bacon, lettuce,
onion, tomato, pickles and Teen
sauce on a toasted sesame seed bun.
Arby’s Canada launched
Smokehouse sandwiches. The
limited-time lineup includes the
Smokehouse Brisket with smoked
brisket, smoked Gouda cheese,
crispy onions, mayonnaise and
barbecue sauce on a star-top bun,
and Smokehouse Pork Belly with
hickory-smoked pork belly,
cheddar, barbecue sauce,
mayonnaise and crispy onions on a
star-top bun.
Baskin-Robbins Canada
launched September’s flavour of the
month. The limited-time Belgian
Waffle ice cream featured maple
praline-flavoured ice cream with
Belgian waffle pieces, praline
pecans and a caramel ribbon.
Boston Pizza debuted a Kick’n
Memphis Chicken Sandwich.
Available at participating locations,
the sandwich features buttermilk-
breaded chicken breast tossed in
Memphis hot sauce and topped with
fried jalapenos, cheddar cheese,
bacon, ranch, lettuce and tomato on
a brioche bun, garnished with a
pickle.
Cafe Van Houtte rolled out
seasonal menu items. Limited-time
beverages include Pumpkin Spice
Latte, Pumpkin Spice Iced Latte,
Pumpkin Spice Chai Latte, Pumpkin
Spice Hot Chocolate and Pumpkin
Spice Matcha Latte.
Dairy Queen Canada brought
back its Pumpkin Pie Blizzard. The
limited-time frozen treat features
vanilla soft serve blended with
pumpkin pie pieces and topped with
whipped topping and nutmeg.
Edo Japan debuted the Karate
Bowl. The dish features a choice of
beef, chicken, shrimp or salmon,
with bok choy, red peppers,
broccoli, carrots, snow peas, rice
and gochujang sauce.
Harvey’s introduced the Chocolate
Marshmallow Pie. It is available for
a limited time.
Jugo Juice added menu items.
The chain introduced the Blueberry
Basil Smoothie, made with
blueberries, strawberries, basil,
apple juice and coconut water, and
the Mediterranean Chicken
Sandwich, featuring grilled chicken,
olive tapenade, spinach, basil and
provolone cheese on Terra Breads
sourdough.
KFC Canada updated its coleslaw
recipe. The chain replaced its
previous bright green coleslaw with
the Homestyle Coleslaw that is
available in the U.S.
Little Caesars Canada
introduced a Hot-N-Ready BBQ
Smokehouse pizza. The limited-
time pizza features a smokehouse-
seasoned crust topped with
barbecue sauce, mozzarella and
Muenster cheeses, slow-smoked
beef brisket, pulled pork and bacon
crumbles.
McDonald’s Canada added and
returned menu items. The chain
introduced the French Dijon Burger
McTaster, featuring a beef patty
topped with Dijon mustard sauce
and caramelized onions on a mini
baguette bun. McDonald’s Canada
also brought back the Thai Sweet
Chili Chicken McTaster with a
crispy chicken patty, Asian
vegetable mix, cucumber and sweet
and spicy Thai sauce on a mini
baguette bun.
Mr.Sub debuted the Brisket Sub.
The sandwich features hardwood-
smoked beef brisket, red onions,
green peppers, mushrooms and
horseradish garlic aioli.
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4. © 2017 Technomic Inc., Canadian Foodservice Digest TM
Pizza Delight introduced the
Smoky Bacon Donair Pizza. It
features donair sauce, donair meat,
bacon, onions, tomatoes, cheese
and barbecue sauce.
Robin’s Donuts brought back its
Pumpkin Spice Cappuccino.
Salisbury House is promoting the
Maple Bacon Nip. The limited-time
burger features a beef patty topped
with cheddar cheese, cheese curds,
back bacon, mushrooms, maple-
bacon aioli and East Coast India
pale ale barbecue sauce.
Starbucks Canada returned its
Pumpkin Spice Latte. The limited-
time beverage features espresso and
milk seasoned with pumpkin,
cinnamon, nutmeg and clove and is
topped with whipped cream and
pumpkin pie spice.
Starbucks Canada rolled out the
Dark Mocha Frappuccino. The
limited-time frozen beverage
features extra dark cocoa, coffee,
milk and ice blended together and
topped with whipped cream.
Subway Canada launched new
grilled wraps. The lineup includes
the Chicken Caesar with rotisserie-
style chicken, shredded Monterey
cheddar cheese, Parmesan, baby
spinach, tomatoes and Caesar
sauce; Chicken & Bacon Ranch with
rotisserie-style chicken, bacon,
shredded Monterey cheddar cheese,
red onions, green peppers,
tomatoes and ranch sauce; and
B.L.T. with bacon, lettuce, tomatoes
and mayonnaise.
Sushi Shop added the Chicken &
Mango Poke bowl. The dish features
chicken, mango, tempura, avocado,
cucumber, lettuce, green onion,
teriyaki, ponzu sauce, spicy light
Japanese mayonnaise, Japanese
spices, sesame and nori.
Taco Bell Canada introduced the
Triple Double Crunchwrap. It
features a double serving of
seasoned beef, double nacho cheese
sauce, a double layer of crunchy
tostada shell, reduced-fat sour
cream, shredded lettuce and diced
tomatoes wrapped in a warm flour
tortilla. The chain also debuted the
Spicy Triple Double Crunchwrap
variety with the addition of
jalapenos.
Thaizone brought back its Tao
Poutine for a limited time.
Tiki Ming debuted Rajili Stir-Fry.
The limited-time dish is made with
marinated chicken breast and
vegetables tossed in a sweet ginger
hot sauce.
Tim Hortons debuted the Artisan-
Style Grilled Cheese. The limited-
time sandwich is filled with cheddar
and topped with mozzarella and
Monterey Jack cheeses.
Tim Hortons debuted its limited-
time fall harvest menu. Featured
items include the Pumpkin Spice
Latte, Apple Pie Muffin, Apple Pie
Fritter and Pumpkin Spice Muffin.
Tutti Frutti brought back its Apple
Fest. For a limited time, guests can
purchase the following items:
oatmeal with caramelized apples;
pancakes with apples in the center;
crispy French toast with
caramelized apples; combo eggs and
crepe with caramelized apples;
multigrain bagel with Brie, bacon
and caramelized apples; and natural
apple juice.
Expansion
Big Smoke Burger debuted in
Manitoba. The chain opened its
newest location in The Outlet
Collection in Winnipeg.
Browns Socialhouse opened a
new unit in Winnipeg, Manitoba.
INDUSTRY NEWS
4

5. © 2017 Technomic Inc., Canadian Foodservice Digest TM
Panago Pizza is expanding its
footprint. This fall, the chain
intends to open three new units in
Toronto in addition to restaurants
in Ajax, Ontario; Edmonton,
Alberta; and Powell River, British
Columbia.
Popeyes Louisiana Kitchen
Canada is expanding. The chain is
opening its newest location in
Sarnia, Ontario, in 2018.
Taco Bell Canada is expanding its
footprint. The chain is opening its
newest location in Sarnia, Ontario,
in 2018.
Tim Hortons launched a special-
edition restaurant in Toronto. The
new Tim Hortons Hockey Hall of
Fame Special Edition restaurant
concept features display cases with
exclusive hockey memorabilia. The
menu offers Tim Hortons’ standard
options.
Noteworthy
Boston Pizza is promoting a new
brand personality. The shift is
signified with the chain’s new
tagline, “We’ll Make You a Fan,”
which rolled out on Aug. 4 with a
new TV ad campaign.
Country Style launched a
giveaway. During the Good Things
Come in 3’s promotion, guests can
purchase a medium or large hot
drink to receive a specially marked
cup and roll up the rim for the
chance to reveal instant-win prizes.
Some prizes include a 2017 Mazda 3
GX sedan, $100 prepaid credit card,
$10 restaurant gift card and free
food items. Guests can also enter on
the contest website for the chance
to win additional prizes. The contest
ends Oct. 22.
Dairy Queen Canada is
promoting a new meal deal. For a
limited time, guests can purchase a
BBQ Bacon Cheeseburger, made
with a beef patty, applewood-
smoked bacon, cheddar cheese,
pickles, onions and barbecue sauce,
served with fries, a 21-ounce drink
and a small sundae for $6.
Domino’s Canada offered a
carryout deal. Guests who
purchased any pizza at menu price
received a second pizza of equal or
lesser value for free. The offer was
valid on online orders through Sept.
24.
Freshii is now serving meals on Air
Canada flights. A selection of the
chain’s menu items, like Pangoa
Bowls, Fiesta Wraps and Avocado
Smashboxes, are appearing on the
airline’s new on-board bistro menu.
Marble Slab Creamery offered
an ice cream promotion. In
celebration of National Ice Cream
Cone Day, guests who purchased an
ice cream cone received a second
one for free on Sept. 22.
McDonald’s Canada offered a
National Cheeseburger Day
promotion. On Sept. 18, guests who
made any food or beverage
purchase with the My McD’s app
could receive a free cheeseburger.
Milestones promoted a TIFF
Night Out contest. Participants
could visit the chain’s Facebook,
Instagram or Twitter pages and
respond to the contest post for the
chance to win a $100 restaurant gift
card and two tickets to attend a
Toronto International Film Festival
movie screening at the Scotiabank
Theatre on Sept. 16.
Opa of Greece debuted new Epic
Feasts. The Epic Feast for 2
includes a choice of two skewers or
falafel, salad, fries or rice, pita and
tzatziki for $18.99, and the Epic
Feast for 4 includes a choice of four
skewers or falafel, salad, fries or
rice, pita and tzatziki for $27.99.
Pizza Pizza partnered with Brick
Brewing Co. for a promotion. For a
limited time, 24-packs of Brick’s
Laker Light beer will include a
coupon for a free slice of pizza.
Triple O’s launched a 20th
anniversary contest. Participants
could fill out an entry form online
or at a participating restaurant for
the chance to win free burgers for a
year in the form of twelve $100 gift
cards, On-The-Go Truck catering
for 50 people and $1,000 in
Chevron gas. Secondary prizes
included $100 restaurant gift cards.
The contest ended Sept. 29.
Wendy’s Canada offered a $4
Bacon Deluxe Cheeseburger. The
deal was available through Sept. 17.
INDUSTRY NEWS
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6. © 2017 Technomic Inc., Canadian Foodservice Digest TM
FOOD:
• Avocado Toast—avocado, olive oil, pumpkin
seeds, pea shoots, chilies and sea salt
• Dad’s Baked Beans Toast—baked navy beans
with molasses, onion jam, gremolata and sea salt
• Lentil Grits Bowl—red lentils, oats, beet hummus
and avocado, served with green onion, jalapenos
and chickpea crackers
• El Turf-o Bowl—brown rice, pinto beans, purple
cabbage, romaine, avocado, roasted poblano, salsa,
pumpkin seeds and chipotle walnut cream
• Green Beans ’N Slaw Salad—mixed greens,
shaved red pepper, cabbage, carrot slaw, green
beans, dried figs, tahini dressing and spiced
almonds
• Farmer’s Pie—mashed sweet potato layered with
carrots, onion and lentils in tomato paste, topped
with sauteed greens
• Happy Protein—guests can add proteins to any
toast, salad or bowl, including slow-poached egg,
pork sausage, wild salmon, bison balls and lentil
balls
SMOOTHIES:
• Chocolate Mushroom Trip Smoothie—walnut
milk, banana, cacao, almond butter, British
Columbia chaga mushroom, hemp seeds, vanilla
and sea salt
• Turf Energy—coconut water, banana, almond
butter, spinach, kale, parsley, hemp seeds, date,
cinnamon and vanilla
TURF
Vancouver, British Columbia • ourturf.com
I N D E P E N D E N T F O C U S
6

7. © 2017 Technomic Inc., Canadian Foodservice Digest TM
7
DESSERT
Cactus Club Cafe returned its signature Pumpkin
Cheesecake. The seasonal treat is made with spices,
toasted walnuts, caramel sauce and hand-whipped
cream. It is priced at $8.50.
APPETIZER
Red Lobster Canada brought back its Endless
Shrimp menu, offering starter options alongside its
shrimp entrees. One starter option is Tomato
Mozzarella Caprese with vine-ripened tomatoes, fresh
mozzarella, basil, red onion and champagne
vinaigrette. Another option is Whipped Sweet Potatoes.
ENTREE
Kelseys Original Roadhouse rolled out its limited-
time Kelseys Roadhouse Fest menu, available through
Oct. 22. One entree, the Bacon Cheesecake Sirloin,
features an 8-ounce sirloin alongside a slice of bacon
cheesecake made with cream cheese, two types of
bacon and 100% pure Canadian maple syrup. The
offering also comes with sauteed vegetables and a
choice of side.
MENU
STANDOUTS

8. © 2017 Technomic Inc., Canadian Foodservice Digest TM
TOP CHICKEN
ENTREES
As discussed at length in this month’s column,
ethnic flavours are not only proliferating on
menus, but increasingly appealing among diners.
Looking at chicken entrees specifically, we can see
that Asian chicken is the most common variety of
chicken dish on Canadian menus, by a significant
margin. Chicken varieties like sweet-and-sour,
ginger, tandoori and curry are all being
spotlighted.
Also popular on menus are chicken wings, which
were listed 319 times on menus in Q2 2017. Wings
are a particularly flexible option, allowing guests to
select whether they are consumed as a starter,
entree or even snack, as well as how many are
consumed at each setting. Leading chicken wing
flavours include barbecue, honey garlic, Buffalo
and garlic, respectively.
A better-for-you option, grilled chicken, ranks fifth
in popularity among chicken entrees. In fact, many
operators specifically list grilled chicken on health-
focused sections of their menus. Grilled chicken
also acts as a blank slate, allowing operators to get
creative with marinades, sauces and toppings.
TM
8
TRENDING ON MENUS
1,718 or 44.6%
488 or 12.7%
319 or 8.3%
206 or 5.4%
179 or 4.7%
Asian Chicken
Other Chicken Dish
Wings/Buffalo Wings
Chicken
Strips/Nuggets
Grilled Chicken
Base: Q2 2017—3,848 items on 628 restaurant menus
Source: Technomic’s MenuMonitor

9. © 2017 Technomic Inc., Canadian Foodservice Digest TM
9
• The Dutchess—Wallflower gin, vanilla,
kalamansi, lemon and peach foam
• El Milano—reposado tequila, Campari,
grapefruit, lime, ginger and Islay whisky
• High Tide—hickory-smoked rum,
Cointreau, orgeat, lime and orange bitters
• Jumbo Jet—mezcal, aperol, Amaro Nonino
and lemon
• The Armada—Botanist gin, house dry
vermouth, amontillado sherry and Latin lime
bitters
• Hot on the Trail—Knob Creek bourbon,
Amaro Nonino, oloroso sherry and grapefruit
bitters
• Vanhattan—Lot 40 rye whisky, Averna
amaro, Ramazotti and orange bitters
• Oyster—with compressed apple, jalapeno
mignonette and shaved foie gras
• Bread—torn bread with smoked beef tallow
butter
• Pate—duck liver, pickled mustard seeds,
pear gel and sourdough
• Tomato—heirloom tomato, burrata,
cucumber, basil, pickled shallot and
watermelon vinaigrette
• Chicken—buttermilk fried chicken, sesame
dashi aioli and pickled radish
• Bison—cured bison tartar, egg yolk gel,
puffed grains and fried herbs
• Pork—boar belly, mustard spaetzli, smoked
carrot puree, baby turnip and maple glaze
TAKE A
SIP
TAKE A
BITE
AnnaLena
1809 W. 1st Ave. ● Vancouver, British Columbia ● annalena.ca
AnnaLena in Vancouver is a modern restaurant serving creative, beautifully plated food in a unique
atmosphere. The restaurant’s decor is both upscale and playful, featuring toy- and video game-themed art like
paint-covered Gameboys, a Tetris-inspired bar and shelves with Legos on display. The dinner-focused food
menu offers up gourmet dishes like tartar, grilled squid and duck confit. The beverage menu features specialty
and classic cocktails, wine and a nonalcohol selection of mocktails.
BAR SPOTLIGHT

10. © 2017 Technomic Inc., Canadian Foodservice Digest TM
This section spotlights one of the emerging or Top 200 Canadian
chains by sales, as ranked in Technomic’s Digital Resource Library
database. We highlight standout qualities of the chain to show how
it maintains its position as a top industry player.
10
❶
Positioned Around Fun:
The restaurant chain
markets itself as a place
that likes to take its food
seriously but not its image.
Bar patrons have their
beers served in glasses
with innuendos, and each
location has an Elvis booth
that the chain claims is on
site for “no particular
reason.”
❷
Menu Variety:
The menu is positioned
around a varied collection
of innovative and global
food options that do not
stray too far from comfort
food territory. Options
range from Thai-inspired
noodles and Mexican fare
to traditional grill
favourites. A kids menu is
also available, welcoming
families with children.
❹
Sports-Fan Friendly:
Locations feature large bar
areas where guests can
watch games on multiple
TVs. The chain advertises
available showings of
seasonal sports via its
social media outlets.
❸
Industrial
Atmosphere:
Exposed ceilings and brick
highlight the chain’s
stripped-down interior
design, reflecting and
underscoring its down-to-
earth marketing. Solid
colours act as the
backdrop to bottle-crafted
ceiling lamps. Plenty of
seating is available around
the bar or at tables.
5360 S. Service Road, Suite 200
Burlington, Ontario
(905) 681-2997
DECONSTRUCTING
THE CONCEPT

11. *Subject to revision
Source: Restaurants Canada
Technomic Inc. prepares Canadian Foodservice
DigestTM monthly to keep foodservice executives
aware of changes and trends by monitoring primary
and secondary sources, including company content,
trade publications and other news outlets. Annual
subscriptions are available at technomic.com. We
welcome your comments. Please visit technomic.com
for more information.
Patrick Noone, Executive Vice President
Kristin Menas, Associate Editor
Aaron Jourden, Managing Editor
Teri Schroeder, Senior Production Manager
Norma F. Nieves, Presentation Specialist
Technomic Inc. believes that its sources of
information are reliable but does not assume any
responsibility for the accuracy or comprehensiveness
of the information published. No part of this
publication may be reprinted, redistributed or put into
an electronic information retrieval system without prior
written permission from Technomic.
MEET YOUR CANADA
REPRESENTATIVE
PATRICK NOONE, executive vice president,
has more than 10 years of experience in the
research/consulting industry and is dedicated to
serving Canadian clients. Contact Patrick for
more information on products and services;
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T. 312-506-3852 or pnoone@technomic.com
12-Month Moving Average
FOODSERVICE &
DRINKING PLACES
REAL SALES 0%
1%
2%
3%
4%
J O J A J O J A J O J A J
20172014 2015 2016
July
up 2.5%
from prior
year*
Year-Over-Year Rate
MENU INFLATION
0%
1%
2%
3%
4%
A N F M A N F M A N F M A
20172014 2015 2016
August
up 2.6%
from prior
year*
Year-Over-Year Change
EMPLOYMENT
0%
1%
2%
3%
A N F M A N F M A N F M A
20172014 2015 2016
August
up 2.1%
from prior
year*
THE ECONOMY