STAYING ON TOP (AND AHEAD) OF CONSUMER TRENDS

By Tim Weiderhoft, Wow Wow Hawaiian Lemonade

Wow Wow Hawaiian Lemonade started popping up in local farmer’s markets in Oahu almost a decade ago; when a plant-based diet was not an everyday used term, vegans were looked at by the average American as being even more off-putting than vegetarians, and the idea of sustainability was barely uttered by big businesses or even small businesses, for that matter. Yet, there we were, a little stand with raw, fresh, locally sourced, all-natural ingredients making the best lemonade and acai bowls on the island. We used mason jars that customers could get their drinks in and then return for a discount on all future refills, which led to an eco-friendlier business model.

What a brand stands for is sometimes just as important to the consumer as the quality of products or services they receive from these companies.

One may wonder how we knew in 2012 how the restaurant industry would transform into one where even the meat-and-potato fast-food giants like Burger King and McDonald’s would have vegan options today like the Impossible™ Whopper and the McPlant Burger, respectively. The answer is we didn’t know. But Hawaii, while it is part of the U.S., is a culture of citizens who revere the land, the ocean, and mother nature herself, significantly more than many of us here on the mainland. So, while we are not a company of Hawaiians, we are a company whose roots are entrenched in Hawaii; these roots just happened to be nourished by the minerals and soil of the spirit of aloha, sustainability and all-natural healthy food options.

Plant-Based Menu Choices

It is terrific that more-and-more restaurants are providing plant-based menu choices for the customer because that is what a more significant percentage of patrons want today. While some restaurants are genuinely looking to add a more inclusive menu for all types of diets, some are still playing lip service and trying to throw the word “vegan” around at any chance they can get when, in reality, they should be embracing the dietary direction the world has been moving steadily for the last 10 to 15 years. I think it is a real opportunity for our industry to be open to this new reality that plant-based diets are far from being a fad — they are here to stay and start creating exciting menu items that both fit its brand’s ethos while also being brave enough to step outside of its culinary comfort zone.

Luckily, Wow Wow has never had to pivot towards healthier or eco-friendly options because this is who we have been since day one. We have always had a plant-based menu. 100 percent of which is vegetarian, and 77 percent of our recipes are vegan without making any changes. This means that our customers have 33 food and beverage vegan choices when they walk into one of our stands. This places us in a prime spot for Millennial and Gen Z consumers, who, by and large, are looking for a nutrient-rich menu that is easy to understand because it is made up of fresh, all-natural ingredients and not food that is overly processed and ladened with chemicals, fillers and additives. The Restaurant Industry 2030 Report by the National Restaurant Association says that the development of plant-based meals and healthier options will continue to grow in popularity.

Authenticity and Social Media

Millennials and Gen Zs also want their brands to be authentic and transparent. They wish to follow how companies position themselves in the broader framework of our society. More than ever, consumers want to feel a connection and pride in the brands they choose to spend their time and money with — this may be due to the rise and influence of social media. Not only do the younger generations want to flex what they are wearing, eating, or experiencing on TikTok, Instagram, or Snapchat, but they also enjoy highlighting other positive attributes of a brand that aligns with their own identity. Whether a company has always been an ally of the LGBQT+ community, does not use hormones with its livestock, or only uses recycled packaging, issues like these resonate with various consumer blocks. What a brand stands for is sometimes just as important to the consumer as the quality of products or services they receive from these companies.

Finding Alignment with Partners

Finding Alignment with Partners It has always been important to us that we have partners that align with our values. A great example of this is Laura’s Gourmet Granola, which we use in our acai and smoothie bowls. Not only is the taste and quality of this granola magnificent but it is also gluten-free, dairy-free, vegan, vegetarian, soy-free, Kosher and has no colors or fillers. And when you’re a brand like ours that values having menu selections that are as all-inclusive as possible to the dietary needs of our consumers, partnering up with Laura’s Gourmet Granola was a no-brainer.

A new partner in 2022 to our brand is HowGood, which is “The world’s largest product sustainability database” according to its website. They have cataloged over 34,000 ingredients all over the world and can let brands know how sustainable and eco-friendly their food is based on a well-researched criteria matrix. We now can see how our recipes affect the planet, and by having this data, we will be able to, when needed, tweak existing recipes or create new ones that will be more sustainable and eco-friendlier than we already have today.

Franchising Events

Finally, connecting with other franchises is a great way to keep up with current trends. Being a Certified Franchise Executive, I am invited to many events throughout the country, which are put on by organizations like IFA. IFA’s Annual Convention is one where I am able to contribute and share in the educational process, which expands my view of the food industry; and introduces me to a bevy of amazing potential partners who align well with Wow Wow’s ethos.

Tim Weiderhoft is the CEO of Wow Wow Hawaiian Lemonade. For more information about IFA franchisor member Wow Wow Hawaiian Lemonade, please visit franchise.org/franchiseopportunities/wow-wow-hawaiian-lemonade.