Casual-Dining Rivals Making More Multiple-Choice-Menu Maneuvers

Casual-dining chains in greater numbers are providing mix-and-match menu items specifically aimed at feeding customers' growing expectations for mealtime choice. As consumers, especially online, customize everything from cars, clothes and computers right down to the lug nuts and laces, restaurants increasingly are offering menus in a similar mode. This month T.G.I. Friday's began offering its customizable Steakhouse Selects menu section, which offers four cuts of steak with a choice from three optional flavored butters and one of five optional side dishes. Since 2002 Romano's Macaroni Grill has featured its "Create Your Own Pasta," which allows guests to build their own pasta dish. Bennigan's late last month introduced its "Mix & Match Menu." Across the casual dining category, operators are providing ways to give their customers freedom of choice. "I think guests more and more are wanting choice, the trend exists not only in our foodservice category but in all consumer products and services, "People want to customize to their tastes, to the way they eat, to the way they live." said Terri Snyder, senior vice president of marketing and research and development for 759-unit T.G.I. Friday's U.S.A., a division of Carlson Restaurants Worldwide of Carrollton, Texas.. Consumer research has noted the trend across virtually all retail sectors. J. Walter Smith, president of the research firm Yankelovich Partners Inc., said consumers are showing a rising interest in "managing the experience." http://www.nrn.com/casualdining/