BBQ Is Hot! 

More chains are now serving barbecue than ever before.  In 2003, over half (53%) of all chains served barbecue items, up from 46% in 1997.  And among those chains serving, a greater number of barbecue items are menued. Currently, there are 3.8 BBQ items on the menu of the average chain versus 3.1 items six years ago, for a gain of 23%.  Casual chains have an average of 4.7 BBQ items on the menu, up 34% versus six years ago. 

The number of BBQ items on the menu per average chain increased dramatically in 2003

• All chains menu an average of 3.8 BBQ items-----up 23% since 1997
• Barbecue concept chains menu 14.1 BBQ items-----up 47% since 1997
• Casual chains menu 4.7 BBQ items-----up 34% since 1997
• Family chains menu 2.7 BBQ items-----down 7% since 1997

Source: MenuMine database
 

BBQ Flavors

In terms of sauce variety, the vast majority (76% of BBQ menu items) describe their barbecue as “Barbecue Sauce”, or “Barbecue Glaze”.  There are chains that colorfully describe their sauces as honey mustard, honey, hickory, smoky, chipotle, tangy, and whisky sauces.  It would seem there is an opportunity for restaurants to more effectively “romance” BBQ flavors and seasonings on the menu.  In order of menu listing frequency, BBQ sauces are described on menus as: 

BBQ Is Big

More than 1.1 billion pounds of chicken, pork, beef, seafood and other proteins is served in foodservice as a barbecue cooked item or topped with a barbecue sauce (source: Brand Equity Share Trends™, the BEST Report™). To enhance this feast, foodservice operators annually purchase over 30 million gallons of barbecue sauce in bulk size containers (portion control packet volume is unknown). Three of every four gallons are sold in commercial restaurants and the balance in non-commercial venues such as colleges, hospitals, schools and other segments.

About half (48%) of commercial operators purchase barbecue sauce in bulk container sizes.  However, this is 5 percentage points less than those who menu barbecue and so we suspect the difference is due to practices such as preparation of BBQ sauce from scratch, use of pre-glazed meats and the convenience of BBQ sauce in PC packets.


What Makes Barbecue So Popular?

Barbecue fits the trend toward bolder flavors, whether patrons are eating barbecue at home, or ordering when they eat out.  Not only is barbecue popular with patrons, but barbecue is popular with operators because, extra preparation aside, barbecue lends itself to customization, providing operators with important signature dish potential.  It also lets operators use underutilized, less expensive meat cuts like wings, pork shoulder, and beef brisket. -Essentially, barbecue is flavor made up of a combination of many elements: different cuts of meats, various cooking methods, cooking times, wood chip types, spices, herbs, rubs and sauces.  Depending on the operation and the item, barbecue can be as time consuming and labor intensive as ribs cooked low and slow, or as fast as heating pre-cooked/pre-marinated items or simply slathering a burger with barbecue sauce.  
 

Americans Prefer American BBQ Cuisine

Base: 1022 BBQ items on chain menus

BBQ Cooking Methods

The most popular cooking method for barbecue is Grilling, followed by Oven Baking.   Fried, primarily for chicken items, is third, followed by Roasting, Simmering and Smoking.  Relatively few menu items follow classic barbecue preparation: cooking of meat slowly over an open flame.

(Source: MenuMine! relational database of chain menus-----929 BBQ menu items)

BBQ Meats

Of all barbecue menu items menued, 97% are protein related.  Of the proteins, chicken leads the way with 44% of menu items, pork is second with 29% of items, 21% are beef related, 4% are seafood items, 1% is turkey, and the balance are various other meats including game birds.  Leading menu items include Baby Back Ribs, Spare Ribs/St. Louis Ribs, Chicken Dinner (chicken breast), chicken strips/tenders, followed by burgers and wings.

Base: 929 BBQ menu items

Interesting and Colorful Barbecue Menu Items

Barbecue Pricing 

Four key BBQ menu items have increased in price from 1997 to 2002 as little as 5% for wings, to a 54% increase in boneless, skinless chicken breast, to a 26% increase for baby back ribs.  
 

Base: 1022 BBQ menu items

How Barbecue is Served

The majority of barbecue items, 52%, are served as center of the plate entrees.  Some 18% are served as a barbecue sandwich of some type, 8% are served as a burger with a barbecue sauce, 11% as appetizers, 5% as a type of pizza, 3% are side dishes, and 2% are salads using barbecue items.  There are very few BBQ style prepared entrees, however, there may be an opportunity here.

Barbecue Sides

Most common accompaniments to BBQ entrees or sandwiches (in order of menuing incidence) are veggies such as:
 

 
Most common carbo sides with BBQ (in order of menuing incidence) are: