What’s in a name?

It seems like every day, there’s a new flavour or flavour combination being introduced, from Ben & Florentine’s Brie & Blueberries French Toast to the Works Gourmet Burger Bistro’s Reese’s PBC burger (featuring Reese Peanut Butter Cup-stuffed patties).

Works Gourmet Burger Bistro’s Reese’s PBC burger

Works Gourmet Burger Bistro’s Reese’s PBC burger

As the population becomes more multicultural and is exposed to a wider range of flavours, operators are speeding up the flavour lifecycle by increasingly rolling out new, innovative menu items featuring unique flavours. Consumers, in turn, are becoming desensitized to the wave of new flavours. So how can chefs and operators ensure that their new flavours stand out and draw in a new audience?

While introducing appealing flavours is certainly key to sparking interest, it’s only one piece of the puzzle. Getting consumers to consider trying the new flavours is the first step, and eye-catching, clever names can help. Research in Technomic’s 2015 Canadian Flavour Consumer Trend Report shows that 40% of consumers overall (and half of consumers aged 18–34) say that a sauce with a unique or “flavourful” name could pique their interest in ordering a particular item. Additionally, roughly a third of consumers are tempted to order sauces that are labeled as “signature.”

A chart

As the flavour lifecycle continues to accelerate and the flavour landscape grows increasingly crowded, intriguing names that stand out will be key to encouraging consumers to take that first step and try something that just might become their new favourite flavour.


Maia Chang

Maia Chang is a Research Analyst at Technomic, Inc. in Chicago. She works on the firm’s Consumer Trend Reports, a series of annual studies that provides operators and suppliers with a comprehensive guide to the menu and consumer trends impacting various restaurant segments and menu categories in the U.S., Canada and U.K.

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