Physical structure and location are no longer as important as the ability to promote a good food product through both traditional and innovative means. Beyond pop-up restaurants, touch-screen ordering and food trucks, what’s next on the horizon?

By Douglas D. Stuchel, MAT, CHE

The restaurant business has traditionally relied on word-of-mouth advertising as a method of marketing and driving repeat business. Usually, this exchange has resulted directly from conversations between friends/acquaintances who have recently dined at a particular facility.

We are, however, rapidly becoming a society that uses such mobile applications as Urbanspoon, Foodspotting and OpenTable to guide us to restaurants based on the opinions and recommendations of people we do not know and, most likely, will never meet.

It used to be said that if you had a bad meal at a restaurant you would tell approximately 10 friends about the experience. Today, a bad online review can reach hundreds of potential customers in real time, influencing their dining decision and immediately impacting a restaurant’s bottom line.

Here are five trends and 10 accompanying flavor combinations (farro, blackberry and clove, anyone?) predicted to catalyze menu innovation this year.

Hunt Valley, Md.-based McCormick & Company recently revealed its McCormick® Flavor Forecast® 2013, now in its 13th year. The report is an annual spotlight on the emerging trends that will drive flavor innovation over the next several years.

Compiling insights from a team of McCormick chefs, sensory scientists, dietitians, trend trackers, marketing experts and food technologists in more than 100 countries over the course of a year, Flavor Forecast highlights distinctive food trends and flavors that have a common thread throughout the world.

For 2013, five trends and 10 accompanying flavor combinations are predicted to be the catalyst for menu innovations that are global and personal:

 Food-waste consciousness, “mini meals” and veganism top the list of consumer health trends that will dominate this year.

The growth of food waste consciousness, mini meals, gluten-free products and mainstream veganism top the health trends expected to make headlines in 2013, according to a second-annual forecast by a leading national research group studying health-related attitudes and behavior in America.

The Values Institute at DGWB,a social-science research entity based in Santa Ana, Calif., used observational studies to identify the top health and wellness trends that Americans are most likely to embrace in 2013. A collaboration with DGWB’s BalancedHealthy practice, serving clients in the health and wellness space, the annual list is an extension of the Institute’s work in values-based marketing and social entrepreneurialism and long-term partnership with the international research firm Iconoculture of Minneapolis.

The top five consumer health trends for 2013 will be:

This year, mixers will matter and whiskeys will wow. Also, hard ciders go up a notch, and expect the Americanized version of the German Biergarten to blossom.

Chicago-based trend-tracker Technomic tapped its analysts, consultants and experts to highlight the trends shaping the drinks business in 2013. Based on ongoing research into spirits, wine and beer volume and sales, as well as surveys, interviews and discussions involving brand marketers, on-premise and retail operators, bartenders and consumers, these insights are supported by Technomic’s extensive adult-beverage database including its Trends in Adult Beverage reports and other tools, such as MenuMonitor and the consumer-tracking Project CO-PILOT.

The major developments influencing adult-beverage choices in 2013 include:

According to Mintel research, turkey products report stronger growth than chicken, partly due to increasing interest in heritage breeds.

When it comes to poultry sales, chicken rules the roost, but according to new research from Mintel on the U.S. poultry market, sales of turkey, duck and other specialty birds grew a considerable 6.5% in just one year, reaching $7.1 billion (2011-12).

Growing from $6 billion in 2008, other poultry products, largely consisting of turkey, grew the most in this category. Moreover, more than eight in 10 (84%) Americans say they eat turkey; chicken is eaten by 94% and other poultry, such as duck, goose and hen, are consumed by 23% of the population.

Today, poultry in the United States is valued at $30 billion (2012), with chicken parts accounting for 58% of the total poultry market. Worth $17.3 billion in 2011, sales of chicken parts grew 4.5% year on year. Meanwhile, whole chickens weren’t chicken scratch, with sales of $5.5 billion in 2012, an increase of 0.6% over 2011.