Trend Watch: Extreme Guy Food

“Bro/dude food” has undoubtedly been around for a while now, but in 2014 we expect to see it re-invented and taken to the next level with the Fully Loaded/Full Throttle trendextreme, indeed.

What does it mean?

  • Consumers are pursuing thrill seeker food like specialty sandwiches crafted with custom meat mixtures and often toasted, pressed and griddled
  • These  foods often come in large portions and are shareable
    • i.e. Reuben fried with chopped pastrami, sauerkraut, melted Swiss and Russian dressing
December 4 photo for Mara Sljvich post The Beast of Midtown East

The Beast of Midtown East” – 13-layer sandwich stuffed with fried chicken, ham, bacon, waffles and all kinds of other ingredients. Photo Credit: Thrillist.com Andrew Zimmer

While consumers are increasingly asking for healthy and better-for-you options and several QSRs and retailers have made moves to expand their offerings, these indulgencies have a place and audience of their own.

An analysis of orders from GrubHub’s database of 20,000+ restaurants in more than 500 US cities, revealed that men are significantly more likely to go large when they order food and that certain words clearly appeal more to men.

It found that men are…

  • 69% more likely to order something described as giant than women
  • 57% more likely to order something described as tastiest than women
  • 55% more likely to order something described as largest than women
  • 45% more likely to order something described as monster than women
  • 42% more likely to order something described as blazin’ than women
  • 28% more likely to order something described as mega than women
  • 19% more likely to order something described as colossal than women
  • 16% more likely to order something described as world-famous than women
  • 15% more likely to order something described as extreme than women

Meanwhile, jumbo, smothered and giant are the three most common extreme food descriptors –

  • Jumbo – more than 15,000 menu items
  • Smothered – nearly 6,000 menu items
  • Giant – nearly 1,400 menu items
  • Best – more than 1,300 menu items
  • Monster – more than 1,100 menu items

Long gone are the days when we could call a foot-long corn dog or half-pound burger “extreme” – this new generation of “Fully Loaded/Full Throttle” menu items are culinary masterpieces in their own right.

Sources: Food Navigator USA, Supersize me! But who is actually ordering those jumbo corn dogs?

Comments

  1. Rima Armstrong says

    A culture fostered by Alan Richman of Man vs. Food fame! Saying that, I’d definitely order something described as “colossal”, “blazin'” or “monster”!!

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