Menu Fatigue: A bigger challenge than one might think

IBT interacted with Grant Fairlie, GM Procurement at Bidfood Australia, to discuss key trends shaping the Australian F&B market, evolving consumer preferences, and opportunities for Indian suppliers. He shared insights on sustainability, sourcing priorities, and how Indian cuisine can expand beyond traditional restaurants in Australia.

IBT: Can you share some key trends currently shaping the F&B market in your country? How have consumer preferences evolved in your market over the past few years?

Grant Fairlie: Sustainability produced and sourced is a key consideration in Australia. Consumer trends are very much impacted by the recent food inflation. Menu selections and variety are becoming limited due to cost and food waste. Food on the go is always an opportunity. Convenience and RTE options encourage trail and experimenting of flavours and preferences. Customers are always looking to differentiate themselves from the other local restaurants with either innovation or menu items with appeal and enticing flavour or presentation. Menu fatigue is probably on of the biggest issues for average restaurateur. Second to food and staff costs.

IBT: What do customers prioritize when choosing F&B products? Any cultural or regional influences?

Grant Fairlie: Taste and application are top priorities. With high labor costs and staff shortages, delivering a consistent, high-quality menu item at an affordable price is essential.

IBT: What key factors matter in sourcing F&B internationally, and how do sustainability and traceability influence decisions?

Grant Fairlie: Sustainability and traceability are becoming increasingly vital in trade. Customers seek transparency about product origins, along with assurances of quality and environmental responsibility.

IBT: What F&B products do you source from India, and what makes them globally unique?

Grant Fairlie: Our strongest sourcing success has been in agriculture, particularly with frozen vegetables, rice bran oil, peanut butter, and, more recently, biscuits. These products continue to gain traction due to their quality, consistency, and growing demand in our market.

IBT: Are there any untapped opportunities or product categories where Indian companies could expand in your market?

Grant Fairlie: We see a big opportunity in bringing Indian cuisine into everyday restaurants across Australia. Right now, it’s mostly found in Indian restaurants, which limits its reach. If there were easier ways to prepare and serve authentic Indian dishes, more restaurants could add them to their menus. This would not only introduce more people to Indian flavors but also help restaurants offer something unique without the challenge of complex preparation.

IBT: What advice would you give Indian suppliers to strengthen their presence in your market?

Grant Fairlie: Indian suppliers can strengthen their presence in the Australian market by focusing on products that are both easy to prepare and deliver authentic flavors. One of the biggest challenges for restaurateurs is recreating the depth and complexity of Indian cuisine consistently, especially in a high-paced kitchen environment. By offering convenient, ready-to-use solutions—whether in the form of pre-mixed spice blends, partially prepared dishes, or high-quality frozen options—Indian suppliers can make it easier for restaurants to feature Indian cuisine on their menus. Ensuring consistency in taste and quality will be key to winning the trust of chefs and restaurateurs looking to add diverse and flavorful offerings to their menus.