How Brad Nelson of JTM Food Group is helping chains fix labor headaches with nostalgia and beer cheese at the NRA Show

Efficiency Meets Flavor: JTM’s Take on Menu Innovation

CHICAGO — The floor of the National Restaurant Association Show is loud, crowded, and frankly, a bit exhausting. But amidst the chaos of McCormick Place, Mark Brandau of Nation’s Restaurant News found a quiet corner to sit down with Brad Nelson of JTM Food Group. The goal? Figure out how operators can actually make money in this economy without burning out their kitchen staff.

The reality is that margins are razor-thin. Nelson’s message was blunt: stop trying to do everything from scratch if it’s going to kill your labor budget.

Navigating the Current Flavor Landscape

Look, everyone is chasing the same trends right now. Consumers want nostalgia, they want that "swicy" (sweet and spicy) kick, and they want global flavors that don't taste like they came out of a box. The problem is execution.

"If you're asking a line cook to simmer a complex sauce for three hours during a dinner rush, you’ve already lost," Nelson noted.

What’s interesting is how JTM is positioning its pre-prepared proteins and sauces. They aren't selling "fast food" in the traditional sense; they’re selling a base that allows a chef to finish a dish in under 90 seconds. It’s about taking a high-quality, heat-and-serve component and adding that final, signature touch—a fresh herb, a specific garnish, or a house-made condiment—that makes it feel like it took all day to prep.

Why "Swicy" and Nostalgia Actually Sell

The truth is, diners are bored. They want comfort, but they want it with a twist.

• Nostalgia: Think elevated comfort food. JTM is seeing a massive uptick in requests for updated takes on mac and cheese and classic tavern-style beef.
• Sweet-Spicy: It’s not a trend anymore; it’s a menu staple. Honey-hot glazes and chili-infused maple are showing up everywhere from breakfast sandwiches to wings.
• Global Access: Consumers want Korean BBQ or Birria flavors, but they don't want to pay fine-dining prices for them.

Here’s the thing: operators who try to source every single ingredient for a Birria taco from scratch usually end up with inconsistent quality and insane prep costs. By using a high-quality, pre-seasoned protein base, the kitchen saves hours of labor while keeping the flavor profile consistent every single time.

The Beer Cheese Throwdown

Every year, JTM runs its "Beer Cheese Throwdown," and honestly, it’s one of the few things at the NRA Show that feels like a real, honest competition. This year marks the 5th annual iteration of the event.

It’s not just a marketing gimmick. It brings in menu developers from major chains to see who can create the most innovative dish using—you guessed it—beer cheese. It’s a bit of a laugh, sure, but it also shows where the industry is heading. You see these developers taking a standard, functional product and turning it into something like a beer-cheese-topped brisket slider or a loaded pretzel bake.

It proves a point: innovation doesn't have to be complicated. Sometimes, it’s just about taking a crowd-pleaser and giving it a new platform.

The Bottom Line for Operators

The industry is in a weird spot. Customers want "authentic," but they also want "fast" and "cheap." You can’t have all three if you’re doing everything the hard way.

My take? If you’re still making your own basic sauces while your labor costs are creeping toward 35%, you’re working harder, not smarter. Nelson’s advice was clear: focus your labor hours on the things that the customer actually sees and tastes at the very end. Let the suppliers handle the grunt work.

If you aren't looking at your menu through the lens of what can be streamlined, you’re likely just leaving profit on the table. And in this market, that’s a luxury most shops can't afford.

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