In many ways, Columbus is the closest you get in America to an accurate demographic blend that represents the rest of the country. In fact, it’s where many news reporters go to learn the “Standard American English.” More importantly, though, its where fast-food establishments and chain restaurants go to test out their product.
“While the area’s demographics aren’t a precise parallel to the United States as a whole — around 16% of the Columbus metropolitan area’s population is Black, for example, whereas the nationwide figure is around 13% — Greater Columbus is both ethnically and culturally diverse, the neighborhoods have income levels across the spectrum, and the city and its suburbs are home to sizeable immigrant populations,” reads one report in the Columbus Dispatch.
It can be anything from a new location in a new part of the country, or a new item on the menu. Here are a few of the interesting products that have been tested here first in Columbus, some of the new places coming to town and a little background as to why the city makes for a perfect testing laboratory.
Unique foods are tested in Columbus first
The first time McDonalds changed the special sauce on their signature Big Mac? Tested in Columbus.
Burger King’s meatless Impossible Whopper? Tested in Columbus.
McDonalds chicken McGriddle? Tested in Columbus.
Cayenne flavored ice cream? Tested in Columbus.
“Columbus represents America about as well as any city in the country. Despite being the 14th-largest city in the country, it has a rural component to it. Within five minutes you can go from downtown to a farm. So, you get everything that comes along with that: the socio-economic impact, the range of demographics, income levels. You name it,” Ohio Restaurant Association President and CEO John Barker told Thrillist.
Established brands seek to make Columbus their new home
It’s not just that restaurants try new menu items here first, either. Many established chains elsewhere in America attempt to break into the Ohio and Midwest market by opening up new locations in Columbus.
Last year, the Dispatch put together a list of the new establishments coming to the area.
The chains vary from large, established brands to more niche companies looking to expand their fledging business.
Some notable examples include Bojangles and Sheetz, two large regional brands with big reputations in their home markets. Bojangles is a chicken joint in the South (headquartered in Charlotte, NC) serving up chicken sandwiches. They plan to open up 15 restaurants in the Columbus area. Sheetz, meanwhile, is a Pennsylvania and Mid-Atlantic gas station staple. They opened up their first of 50 new spaces in the spring of 2021.
Other niche chains coming to Columbus include LemonShark Poke & Makai Grill and Torchy’s Tacos. LemonShark is based out of Beverly Hills, CA, and dishes out seafood fare. Torchy’s, meanwhile, is based in Austin, TX and its staple is a unique spin on tacos.
LemonShark opened up their first Columbus space in early 2021 and has plans to open a second spot in the University District. Torchy’s will be opening a location at 3730 W. Dublin-Granville Rd with more locations to come later.
Columbus makes for the perfect test market for restaurants
As outlined above, Columbus has the right demographic mix for a restaurant to try out new products or expand into a new market altogether.
For starters, the city’s consumption habits benefits restauranters. Columbus doesn’t have a regional cuisine that would restrict other types of food from getting tested in the market. You wouldn’t test a barbeque dish in Vermont, or seafood in New Mexico, but just about everything flies in C-town.
It helps that tons of fast food joints call Columbus or nearby cities home. Wendy’s, White Castle, D.P. Dough, Donatos, Sbarro, and Charleys are all headquartered in or near the city. Being in the backyard of these businesses makes Columbusites prime targets for testing new products.
Then there’s the highway system in the city. Two major interstates, Route 70 and 71, intersect Columbus and carry thousands upon thousands of travelers in and out of the region. These motorists represent a cross-section of the nation – road trippers, commuters, truckers and more.
And lastly, Columbusites themselves are quite diverse. There’s Ohio State, of course, with the fourth largest undergraduate population in America. The roughly 50,000 students on campus creates a perfect biome for products geared towards younger consumers.
Conversely, though, nearly a third of the city is older than 45. There’s a thriving LGBT community and several immigrant neighborhoods that make it possible for businesses to test out products on a wide variety of different populations.
Altogether, the demographic diversity and nature of the city’s existing infrastructure make it the ultimate place to gage interest in a new product.
So, if you walk into Wendy’s and see a new menu item, or notice a new restaurant you’ve never heard of opening down the road – don’t be surprised – you’re just in Columbus!