Comfort Food: Take Advantage of an Enduring Trend

The dishes our mothers made are back in style. The tasty temptations of meatloaf, chicken pot pie, pot roast and the like have graduated from the family table and neighborhood diner onto the menus of a diverse array of restaurants. In an era when more people seem to eat at home, comfort food offers one way to entice patrons to cross your threshold.

From fine dining establishments to fast casual restaurants, clever chefs have capitalized on this enduring trend. For example, it's spawned a new specialty bakery niche with the emergence of cupcake shops. People line up to indulge in these affordable little luxuries, which have assumed a starring role in at least one prime-time television show.

Memory Lane
What constitutes comfort food? Generally, it's something we know and love from our childhood. Among the favorites:

• Hearty entrees: Chicken and dumplings, beef stew, brisket, chicken soup, fried chicken, meatloaf, pot roast and even tuna casserole.
• Inviting sides: Two time-honored crowd pleasers top this category — mashed potatoes, and macaroni and cheese.
• Fast fare: Grilled cheese sandwiches have been elevated into gourmet cuisine in some establishments and, with the right treatment, peanut butter and jelly is not just for the kids.
• Desirable desserts: Apple pie, banana pudding, brownies, chocolate chip cookies and s'mores. There is always demand for these classics.
• Enticing beverages: The sentimental darlings of liquid refreshment include Coca-Cola®, Coke® or root beer floats, Sprite®, Shirley Temples, iced tea and freshly brewed coffee.

Capitalize on Comfort Food
To take advantage of this phenomenon, consider a variety of ideas that incorporate comfort food into your operation:

• Replicate the familiarity of meals enjoyed at home. Add family style dining to your repertoire, enabling guests to order big plates of food to be shared with the entire table.
• Start a comfort food night — perhaps to attract business on a slow weekday evening.
• Create a takeout menu featuring favorite nostalgic recipes. This provides your customers the convenience of prepared food, served in the comfort of their home.
• Offer weekly specials that highlight comfort food on your regular menu.

The Other Side of Indulgence 
Many comfort foods come with a flaw: The traditional recipes often feature significant sodium, calories, carbs and fat. In the right hands, this challenge can be converted into a marketing opportunity. Transform dishes into healthy versions of old favorites. Use table tents, word-of-mouth and social media to promote this initiative at your restaurant. Another idea: prominently feature fresh ingredients from local sources. In addition, you can offer portion-controlled options. Position them as small plates, appetizers or "home-style tapas."

Beverage Pairings
A variety of beverages blend well with comfort food including Coca-Cola, Diet Coke® and Gold Peak® iced tea. For more comprehensive pairings, use our food pairing resource.

For more ideas, create signature Specialty Beverages. The Recipe Box has hundreds of options. Also, check out our suggestions in the accompanying articles about comfort food: Sweet Treats: Six Comforting Dessert Beverages to Try and Liquid Comfort.