Sandwiches, wraps and rolls – what’s trending and why

Sandwiches, wraps and rolls were one foodservice category which managed to weather the Covid storm – unsurprisingly as they’re ideal for grab and go meals as well as home delivery – but as the financial pressures of ongoing interest rate rises take their toll, some foodservice operators are now ‘trading down’ from the more gourmet offerings. That’s the word from Darren O’Brien, Bakery Innovation Manager at Tip Top Foodservice, who shares his insights on the category’s state of play below.

“Consumer behaviour seems back to normal and all the traffic has returned, so that’s a lot of bread being used, but in times of financial squeezes we normally find there’s a trade down to cheaper takeaway or dine-in food and we’re starting to see that shift now,” Darren says. “It seems to be the more premium cafes or fast food outlets that are suffering as consumers are looking for cheaper options. Our premium breads like sourdough and premium buns like potato are holding quite strongly, but certainly some operators are trying to find cheaper options, trading down into more mainstream products to save costs. Instead of sourdough they’ll go down to a high-top bread, or move from a premium burger bun to a standard product. And this is being driven by consumers wanting to pay less for their food.”

With regard to more general marketplace trends, Darren says foodservice professionals are selecting different types of breads for different builds so as to impart texture – “ultra-soft breads and rolls are very popular right now. Milk buns are super soft as are potato buns. It’s the grains in bread that gives texture, and when you want crustiness or chewiness you can go for a Turkish or a ciabatta. So there are all manner of bread textures which work for different builds.

“When we look at wraps – and we only play in this market a little – they’re getting thicker and softer generally: the thin Mexican-style tortillas are being supplanted by European and Middle Eastern styles such as souvlaki bread or piadina. This is part of premiumisation, in that customers are looking for something that’s a bit lighter with a fluffier mouthfeel.

“Sweet and savoury mix is trending, for example you’ll find sourdough bread being topped with fig and ricotta – the acidic flavours of the sourdough come through and mix with the sweetness to provide a flavour contrast. The converse is true as well with sweet, soft breads being used with savoury fillings and sauces, especially at breakfast.”

Much innovation in sandwiches and rolls

In sandwiches and rolls, Darren says there is a lot of innovation going on: “People are bringing in new flavours, for instance a Japanese omelette with chicken katsu on a sandwich bread or a crusty roll. Chicken katsu is a Japanese dish which first found its way into sushi rolls, then salads and now it’s being served on bread. We’re seeing lobster bisque rolls, French-influenced cuisine, and also a spiced Korean style omelette served inside banh mi.

“There are also some weird mashups happening – almost like stuff you’d normally do at home but not want to talk about in public because people would think you’re weird! For example, fish finger sandwiches with watercress and egg salad. I’ve also seen a mi goreng toastie – the noodle and egg dish put inside a toastie! Another one is a new spin on the tuna or salmon sandwich, using Scandinavian style fermented fish which is a very strong taste and not something everyone enjoys, but it’s out there and being served in a number of venues.”

One of Darren’s favourite contemporary mashups is carb on carb, such as a lasagne roll – a crusty light Italian style bread roll with a slice of lasagne served as filling. Another example is a burrito panini – taking a panini roll and sticking burrito filling inside along with its traditional complement of rice. 

“When it comes to rolls, panini, flat Turkish rolls and crusty Vietnamese rolls are the ones that are just everywhere. Panini is enjoying strong interest because Italian food is really trending high in Australia at the moment, sitting right at the top of the cuisine map – probably because it’s comfort food and relatively easy to prepare.”

Another trend he’s identified is one he calls ‘touches of luxury’: “As I said, there are issues with the premium end of the market, but we’re finding customers seeking indulgence where they can, and foodservice operators are responding accordingly with menu callouts. We’re seeing what would normally be sandwich builds but served on a croissant instead or a square of Danish. You’re eating the usual fillings but on a somewhat indulgent carrier. Some people are even whacking some caviar on top!

“We’re also seeing dipping sauce served with sandwiches – such as a ham toastie with a side of bechamel, so customers can dunk. A thick tomato soup makes a great dipping sauce for your ham and cheese toastie!

“Speaking of toasties, the French invention croque monsieur appears to be making something of a comeback at the moment – you see it a lot on Instagram, and that influences what a lot of cafes have on the menu.”

Still with the French theme, Darren also cites the adaptation of French Toast into a toasted sandwich format – “the cheese is in between and melting through the middle. Salmon Ceviche sandwiches on soft white bread is also everywhere on the menu right now. I think what is happening is that people are seeing these presentations on social media or restaurant menus and saying, I can adapt that by putting it onto bread, so customers can buy it as a grab and go, or have something to dine in that’s quick and easy as well as an economical choice. Bread has always been economical because it fills you up, and it’s not expensive in the mix of other ingredients as it’s the filling that provides the flavour.”

On that subject, Darren advises making sure that not only your filling flavours complement each other, but to also pay attention to texture and mouthfeel. He concludes: “If you want a crusty texture, you should go for the Vietnamese style banh mi which is really popular – it’s light but it still delivers that crunch and holds fillings really well. Probably over the last six years it’s really taken off and people are still playing around with it, it’s becoming a regular item on the menu. Even your little traditional bakery cafes are bringing all sorts of flavours to it and getting more experimental, adapting it to the Australian market.”