The popularity of bowl-based meals remains on the rise, with consumers drawn to the ability to customize what they eat with protein, vegetables and carbs.

Bowling Consumers Over

• The exact callout “bowl” is found on 34.8% of menus, up 9% over the past four years
• 42% of consumers report they love or like bowls
• Burrito bowls are the most-loved variety (22%)
• Other popular varieties include teriyaki (20%), rice (19%), breakfast (18%) and noodle (18%) bowls

Source: Datassential’s MenuTrends, second quarter of 2022

tCafe Gratitude's I am Grateful community bowl

Cafe Gratitude’s Macrobiotic Bowls

Cafe Gratitude, a chain with five locations in southern California, offers organic, vegan and plant-based bowls. “When we opened 18 years ago, we were 100% raw vegan, but we moved more toward cooked vegan in 2011 since that’s where the market was trending,” says chef Seizan Dreux Ellis. 

The cafe uses only whole foods and no alternative meat products in its six bowls, which vary seasonally. “Bowls are a trend on their own,” Ellis says. “People have gravitated toward these meals because they combine protein, carbs and vegetables in fun and inspiring ways.”

Part of bowls’ appeal is their ability to accommodate different cultures or food preferences. “From southern soul food to macrobiotic and ethnic versions, these meals are easy to prepare and have a beautiful presentation,” he notes. “We’re seeing more people looking at macros and making sure their bowl has certain elements, such as protein, grains or fermented foods.”

Cafe Gratitude offers Mexican, Indonesian and sushi bowls that have familiar flavors. The names are affirmations, such as I Am Magical for the bean bowl and I Am Whole for the macrobiotic bowl, which is the chain’s most popular and contains stewed adzuki beans, braised yams, sauteed kale, sea palm, kimchi, garlic tahini, gomasio, tamari almonds, sprouts and a choice of brown rice, quinoa or a mix.

“The great thing about bowls is the add-ons are easy upsells,” Ellis says. “Also, not a lot of equipment is required.” The cafe’s back of house is supported by a standing vegetable shredder, rice cooker, steam table and refrigerated storage.

“We will see more plant-based bowls with alternative meats moving forward,” Ellis predicts. “And with people increasingly aware of vegetable seasonality, we’ll see more produce-driven bowls as well as a concentration on bowl composition for macro content and nutrients.”

Chicken tikka from The Cumin Bowl

Authentic Indian at The Cumin Bowl

Customers can choose their bowl’s protein and sauces that accompany cumin rice and vegetables at The Cumin Bowl’s 10 locations. “We make Indian food approachable,” says co-founder Ragoth Bala. “Our menu is exactly what the name sounds like. Our bowls are convenient, fast and easy to eat on the go.” His goal is to make Indian food more a part of people’s regular rotation when it comes to ethnic fare.

“Today’s bowl containers are sturdier with more innovative packaging material than in the past, which is key to the segment,” Bala says. “We spent a lot of time getting the container and materials perfected; it wasn’t easy, but we found bowls that are compostable and recyclable.”

Bala adds that virtual brands in this segment, which is how The Cumin Bowl started, are starting to build out physical locations and franchising due to increasing popularity. “It’s interesting to see how this segment is evolving [with more brick-and-mortar sites],” he says.

Pham’s Specialty: Asian Bowls From Scratch

“We’re an Asian fusion restaurant with cooked-to-order takeout food,” says Trung Pham, owner of Pham’s Rice Bowl in Minneapolis.  “We have almost 80 items on the menu, although we’re streamlining due to raw food supply chain issues and inflation.” Its most popular bowl is sesame chicken, although pho, also considered a bowl dish, has remained a bestseller.

On the equipment side, refrigeration units are vital to Pham’s. “We have a double-door freezer, three double-door coolers and three undercounter double-door coolers,” Pham says. “Although we have our own separate kitchen for prepping and cooking, we share walk-in coolers and freezers in the food hall’s communal area.”

Other equipment supporting Pham’s bowl menu includes a 35-pound deep fryer, two large gas woks and stovetop burners. “We prep everything by hand, buy protein in bulk and cook from scratch,” Pham says. “Although we’re a fast-casual restaurant, 95%-97% of our ingredients are freshly prepped.”